PowerPoint Presentation

Christmas 2016 trendwatchingGemma Teed

Christmas 2015 was all about the unexpectedsources: Retail Week, Deloitte, Telegraph, CNN, *IMRG, Mintel, Christmas Shopping Habits February 2016The warm weather led to deep discounting in November - but shoppers still expected even bigger discounts in DecemberBlack Friday spending shifted online, which wrong footed retailers expecting crowds and overloaded fulfilment centres, resulting in delivery issues and effectively merging the event with Cyber MondayIn December, flooding disruption drove shoppers online, with bricks-and-mortar brands seeing the greatest upliftMany of those who were instore were Showrooming, then shopping for a better price onlineThe massive recent growth in tablets and smartphones resulted in them overtaking sales via desktops and laptops (up 27%* YoY)

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Food and DrinkMassive growth* in dining out on Christmas DayIncreasing grocery focus on parties and grazingStrong demand for turkey alternativesMore flagship seasonal specialssources: Big Hospitality, Storm Brand Design, Telegraph, Mirror, Huffington Post, Foodservice Consultants Society International* Mitchells & Butlers Christmas dinner bookings were up 202% 2012-2015, Christmas Day table bookings were up 20% YoY in 2015 at bookatable.co.uk, OpenTable Christmas Day reservations were up 45% YoY in 2015

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Gifting technology and tie-inssources: Film Distributors Association, Wikipedia, Stuff, VentureBeat, Forbes, TechRadar, PCAdvisor, MovieInsider, PocketLint, CNN

OctoberDecemberNovemberbridging the gap between traditional play and technology

bridging the gap between physical and app play

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Parental pushback on technologysources: Bloomberg, WSFB, PocketLint, HotToyGuide

Garden toys & gamesFamily gamesStructured role playParents fearful that their children are overdosing on technology

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Decorative trend Festive ThrowbackTraditional imagery of Santa, elves and reindeerRustic / vintage feelGingerbread, wreaths, candles, tartan, glass baublesModernised with metallic and frosted accents

sources: SellingChristmas/EDGL, Deloitte, Pulse-London, TopTenny, TrendBible, Storm Brand Design

Elves go transatlantic, extending the build up to Christmassources: ElfontheShelf UK/USA, NetMums, Mumsnet, Good Housekeeping

Elf on the ShelfKindness Elves

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Christmas Eve Boxes now mainstream

UK search volumes 2004-2016USA search volumes 2004-2016sources: Google Trends, NetMums, Mumsnet, Hobbycraft, ChristmasEveBoxes, BabyCentre

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OpportunitiesRestoring a degree of price integrity through added-value offers and servicesUsing store-only promotions and events to get shoppers instore and away from a showrooming mindsetBrands encouraging physical and family playOn-pack games and quizzesActive family break free prize drawSponsoring active family roadshowsChristmas Eve Box FSDUs / cross-category promotionsKindness Elves theme for CSR shopper communications

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www.almostalwaysthinking.com

gemma [at] gemmateed . co . uk