Connecting with consumers during Christmas 2020

We have used our conversation centric approach to identify consumer interests during the Christmas season, and understand how this holiday period will be unlike any others. Read the main highlights in this article or download the full report.

Christmas this year is non-negotiable

For the past few months, the world has cancelled countless celebrations: from large-scale events like the Olympics to every single birthday party of those born in March and April. But there's an event that will never be cancelled: Christmas. It will be unique for many reasons, but this year we need Christmas more than anything.

Christmas 2020 will happen, that is a given, and even if we don't know how different this year is going to be, there are already some elements that we know will have an impact on this year's experience: families around the globe will be missing someone at the dinner table, their financial situation might have suffered an unexpected turn, and travel bans may hinder some reunions.

Most brands focus on the fun Christmas moments

We have analysed +50 campaigns aired during the past three years (2017, 2018 and 2019). We have focused on the UK (50%) and US markets (36%), but also included other English speaking global initiatives (14%).

Christmas is the Hyper Competitive Moment (HCM) where product push is widely accepted: 63% of brands focus on their product as a central part of their campaigns. The most common branded Christmas narrative is gift exchanging (24%), and humour (53%) is the most popular tone of voice. When brands feature a celebrity, the role of music is critical to the creative: 80% of campaigns including an artist had a musical moment or tweaked a famous song.

Christmas Consumer Conversations

We have mapped out +10MM conversations related to the holiday season, with more than 7.6B engagements.

Anticipating Christmas 2020

The emotional drivers of Christmas are about to change. This holiday season will be impacted by the emotional and economic struggles caused by Covid19, so the type of Christmas that we will experience will most likely be very emotional and nostalgic.

Off-season conversations about Christmas

Christmas started in March

As lockdown measures spread across the globe, people felt the need to bring the Christmas spirit to their houses by hanging Christmas lights and decorating their tree.

If you want to know the opportunities that Mano has mapped out for brands to connect with consumers during Christmas 2020, download the Christmas Compass report.