Written by Jenna Galley // Trend Bible // 1 October 2020
CELEBRATION IN THE IMMEDIATE FUTURE
What will celebration in the immediate future look like as families around the world continue to adapt to their ‘new normal’? How will people mark occasions differently and where will their priorities lie?
The pandemic continues to bring about profound changes to our daily lives. With local lockdowns hitting in waves, curfews introduced and infection rates rising, many families remain anxious about their uncertain future and the predicament it could leave them in.
Finding a sense of optimism amongst the disruption is key and we expect to see families invest time and money into the things that bring them joy. In response, celebrations big and small will continue to become more thoughtful, considered and meaningful and will focus on what’s important – family time and togetherness (even if apart).
EMBRACING THE SEASONS OF CHANGE
We forecast huge opportunities for the Gift and Greetings industry; spend which has been diverted from eating and drinking out, will be re-allocated to making home entertaining more special. As we enter a new season and festive planning begins, we discuss what we expect celebration in the immediate future to look like over the coming months.
CHRISTMAS & NEW YEAR
The uncertainty of the next 3-6 months has left many individuals questioning the festive period and how it will play out in a pandemic. Whilst the hustle and bustle of big family gatherings may no longer be on the cards, cherished family time will still sit at the heart.
What are the key shifts for Christmas 2020?
- With social restrictions and travel uncertainty restricting gatherings, we can expect to see a return to lockdown style virtual celebrations – from online carol services, online family dinners or a move towards smaller, intimate household celebrations.
- As forecast in our Come & Gather 2020 festive trend, expect to see a bigger focus on handmade and craft across decoration and gifting as families use the festive period to unleash their creativity and create thoughtful family keepsakes that can be used year after year.
- Staying in becomes the new going out as hospitality curfews and social restrictions interrupt Christmas party plans. In response, the homebody economy becomes an even bigger purchasing motivator this year with individuals focusing on creating the ultimate ‘insperience.‘ Expect elaborate dining, luxury loungewear, highly stylised bar carts and an uptick in food and drink subscriptions.