The 2020 holiday season differs significantly from previous years. From an increase in e-commerce to a decrease in spending and a new wave of lockdown measures across Europe, changes to consumer behaviour and access to shops require brands to adjust marketing efforts and expectations. However, companies are taking it in stride by enhancing shopping methods and coming up with innovative ways to capture attention. Plus, it’s not all doom and gloom. While many surveys suggest consumers will spend less in 2020, a global Rakuten report finds, “Over 70% of consumers don’t plan to decrease spend for 2020 peak shopping days, despite more than 40% of shoppers citing a decrease in household spend due to COVID-19.” So, what can retailers do to make the most out of the 2020 holiday season?
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