The pandemic has fundamentally reshaped how consumers live, work, shop and play. Last year forced brands to adapt or axe entire campaigns due to the unpredictability of the market. This year, brands continue to feel pressure to fill gaps during a patchwork pandemic recovery. However, as we take steps towards a return to normality, now is the time to take action and plan your strategy with confidence.
If you haven’t mapped out your seasonal activities for the rest of the year – you need to act fast. Take advantage of consumers’ enthusiasm for changes of pace since 2020; they are celebrating the positives of what lies ahead post-COVID and are ready to spend. The potential this year is huge as we welcome back key events and introduce new consumer behaviours. Brand activation can assist with your seasonal strategy to unlock potential opportunities and maximise results. Let's explore the big opportunity events for brands in 2021:
Summer is coming & sporting events are (finally) back on
The summer seasonal peak is just round the corner and consumers have high hopes after a disappointing summer 2020. Last year saw the cancellation of major sporting events and music festivals – prime selling opportunities for brands. However, this year an ease in restrictions means the likes of the Euros, Wimbledon and Glastonbury are making a comeback. Although pubs and beer gardens have returned, a new pattern of garden gatherings has been created, encouraged by previous lockdowns. Whilst most are enjoying entering their favourite venues again, some have become accustomed to celebrating at home. This could result in a new multi-approach from consumers and an increase in demand for Euros parties, BBQ’s and drinks in the back garden, as opposed to just out on the town.
Staycations will be huge this year
With travel restrictions still looming and the introduction of the traffic light system putting a dampener on holidays abroad, we can expect an increase in UK getaways instead. As consumers embrace the “Staycation,” British sea fronts will experience more tourism and demand for seaside favourites such as ice-cream and confectionary. Furthermore, destinations such as countryside retreats, log cabins and caravan visits will see a rise in bookings with travellers swapping Spanish all-inclusive for a self-catering experience.
Don’t forget Back to school
Going back to school may look slightly different this year due to new ways of working. During the pandemic, children turned to technology to attend virtual classrooms and submit homework. This has nurtured a more digital focused approach to schooling which could result in a spike in tech sales when returning after summer. For many, traditional kit such as pencil cases and notebooks could be replaced in favour of ipads, tablets and laptops.
Halloween opportunities in retail
Whilst Easter and Christmas are constants for consumer behaviour, Halloween is growing in importance every year as the UK moves towards a more US view of the season. With the holiday limited by restrictions last year, this October provides an opportunity for brands to be creative and pull some tricks out their sleeve. Retailers have a big opportunity to tap into changing consumer attitudes and drive revenue across a range of different product areas. Low cost and discount retailers have recognised this and begun stepping in to take a share of this market for themselves; In turn forcing more established retailers to be strategic with the products they are selling and the way they are marketing these to consumers. Alcohol sales could see a rise with a shift towards more Halloween house parties for adults. Furthermore, a focus on sustainability last year led to positive attitudes towards recycling pumpkins – which could play a role in purchasing this year.
The C-Word: Christmas
Christmas may seem like a distant thought, but it is crucial to plan well in advance to ensure the season is a success for you. The countdown is on to deliver a strong selling strategy that is in line with post-pandemic perceptions. Online Christmas grocery sales boomed last year but consumers will be looking to see how brands respond as many return to stores for their Christmas 2021 shop. Retail Week tells us that “An average 65% of global consumers state how well a brand responds to the pandemic will have a huge impact on their likelihood to buy from them in future.” It’s important to be proactive now rather than reactive later to stay ahead of the game.
What opportunities do these present for brands?
To maximise seasonal opportunities brands should be thinking about exploring brand activation services in line with these events. Ensure you’re prepared for every seasonal peak this year with a tailored and strategic approach to selling.
Take advantage of key holidays and shifts in behaviour by getting your products in prime position for consumers.
Don’t know where to start?
To find out more about taking advantage of this year's peak opportunities, join us at our next webinar which features key insights and hints and tips on how brands can make the most of opportunities for the remainder of 2021 through best in class brand activation.
