Crowd DNA New York’s Eden Lauffer explores our changing buying habits and how 2020’s events influenced this season's holiday shopping…
In more ‘normal’ times, holiday shopping and gift giving can feel a little monotonous – a set of pots and pans as requested on a wishlist, the regifting of a yet another scented candle. But in 2020, as with most other aspects of life, things looked a little different.
We saw gifting trends this season reflect a yearning for simple joys with reciprocal benefits for both gifters and receivers. Using the three trends below as a springboard, we’ve deployed our Culture At Scale unstructured data method to explore social conversation around gifting, and provide direction on what to expect from 2021 shopping behaviors.
Intimacy meets technology
In 2020, we spent months without in-person gatherings and meetings. For many, this meant an end to dating and casual hookups. And with more time spent in isolation and shopping online, consumers warmed to new forms of intimacy. FaceTime dating aside, sex tech sales skyrocketed. This includes toys that link to apps (think Fitbit for sex) and VR sexual experimentation. Discussion about gifting last year had an emphasis on treating oneself, making sex tech a popular purchase.
In 2021, as economies begin to revive themselves and the hardship of last year fades away, treating oneself doesn’t feel as frivolous. And wellbeing doesn’t just mean meditation and mindfulness – expect consumers to be investing in themselves and others via the sex tech space, too. We’re also noticing intimacy sites sparking conversation around this unique junction between technology and self-care.
Mutually beneficial DIY gifts
Consumers have acquired new hobbies after a year of having to find different forms of entertainment. Through activities like baking and crafting, we feel mental health benefits like a sense of pride, an antidote for depression, an outlet for anxiety. With gifting, sharing homemade items delivers a sense of empowerment to givers. Recipients feel a stronger emotional connection to these gifts, too, because they place sentiment over the need for generic material items.
Moving into 2021, social conversations continue to highlight the sustained value creative expression brings to mental health. And in a shift toward more conscious buying, making things for others or yourself feels more enriching.
The revamped gift card
Businesses continue to suffer as Covid prohibits many stores and restaurants from operating as usual. But we’re still finding ways to support local businesses. Gift cards – once associated with dull, last-minute presents courtesy of generic stores – have become popular and thoughtful gifts. They allow us to support the businesses we have a relationship with from afar, or invest in future IRL shopping or dining. Gift cards make shoppers feel good and also help local businesses stay afloat in the interim.
As we enter 2021, we can expect consumers to continue going out of their way to support local businesses in this fashion. With the 2020 wave of the Black Lives Matter movement fresh, many will shop conscious of supporting BIPOC owned outlets. And having experienced financial struggles themselves, consumers post about how they empathize with the plight of small stores. We will see more interest in mutually beneficial shopping that helps communities and makes consumers feel good – and gift cards allow anyone to show support, even at a distance.
2020 took a lot away, but it also gave consumers a deeper appreciation for the simpler things in life. A collective understanding that we all face hardships left us with a desire to give to others, and also invest in our own happiness. Amid financial strife and isolation, with both our mental and physical health in flux, we became more creative in the ways we care for ourselves and those around us. Moving into 2021, consumers feel more gratitude for life’s simple pleasures and are willing to spend the time and money to bring a little joy after a rough year.
Gift card economy: ((giftcard* OR “gift card*” OR “gift certificate*” OR giftcertificate OR giftvoucher OR “gift voucher”) AND (localbusiness* OR “local business*” OR smallbusiness OR “small business*” OR supportlocal OR “support local” OR “shop local” OR shoplocal)), Nov 1, 2019-December 31, 2020
Intimacy meets technology: Brandwatch: ‘sex tech’ OR sextech, Nov 1, 2020-Jan 4, 2021
Mutually beneficial DIY gifts: TikTok: #giftideas, #diy