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While most US consumers feel upbeat about the holidays, our Ipsos colleagues find that joy often mixes with stress, fatigue, and worry. Compared to last year, there is some more excitement, but generosity has declined slightly amid economic uncertainty.
Keep it real. Marketing works best when it reflects real emotions. Recognizing that the season brings both joy and stress helps brands appear genuine and connect authentically with their target groups.
How to connect. Instead of showing idealized holiday cheer, show a fuller emotional spectrum in ads and communication campaigns. Highlight how your brand doesn’t just address holiday shopping needs but also supports consumers’ emotional as well as practical needs. Consider messages of connection, reassurance, and support which are relevant beyond the holiday season. And for stressed, worried, or tired holiday shoppers, explain what solutions the brand offers to ease those feelings.
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