In a year that has experienced a pandemic, political turmoil and unprecedented forest fires, it can seem that nothing is left unchanged – including the winter holidays. Consumers may be looking forward to taking a break at the end of such a difficult year, but with COVID case levels well above past highs, many states retreating back into lockdown and unemployment still significant, it’s unclear how much cheer will be found.
Mere weeks ahead of Election Day, a global pandemic continues apace, an economic and social justice crisis continues to roil the country and one of the most contentious Presidential races in American history is on the horizon. There has already been record turnout for early voting, however the candidates are still spending big to sway those who have not yet cast their ballots.
In H1 2020, Kantar noted decreases in both Print and Digital promotion activity as brand manufacturers and retailers adjusted their coupon strategies in response to COVID-19. In Digital, we saw a decline in estimated prints/clips beginning in March as well as shorter coupon availability with average days online down 50% to just 9.5 days in March, April and May 2020.
Today’s consumers are inundated with information and content – much of which may not be relevant or accurate. Yet during a pandemic, it’s more important for brands than ever that consumers can rely on their updates.
