When it comes to Christmas gifts people are especially careful. This year, 70% of their choices will be oriented towards useful gifts, 26% quality and durable and 23% personalized.
People in our country prefer to buy on different channels, including online and offline. The progressive decrease in worries about the pandemic has brought people back to the shops, but digital is now stable and consolidated. Most Italians look for new ideas and inspiration online, on the Google search network, on Maps or YouTube. Italians appreciate discounts and promotions but are attentive to quality and sustainability when it comes to holiday gifts.
We are facing great challenges from an economic point of view and this period of uncertainty is reflected in people's purchasing behavior. It is understandable, therefore, that even when it comes to holiday shopping, Italians are influenced by the price.
According to a study by Google and Ipsos, a third of those who go shopping during the holidays in Italy are attentive to promotions and looking for good deals.
At the same time, quality has skyrocketed as one of the reasons consumers drive holiday shopping. According to another Google research, 75% of them choose a product or brand precisely because of its quality.
(Source: Google, Italy, Consumer Survey).
Italians attentive to sustainability for Christmas 2022
Among the factors that guide the choice towards a certain brand or product, those who go shopping during the holidays are increasingly taking into account sustainability.
More people Googled “sustainable Christmas gifts” last year than the previous year. During the past holidays, gifts intended to safeguard forests or bees have been the most popular and this year too the trend is destined to be this, indeed to be greater.
78% of consumers interviewed say that for Christmas purchases they would be willing to give up a well-known brand in favor of one more attentive to sustainability.
In fact, nowadays people expect brands to play a central role in encouraging more conscious behaviors in their lives. Furthermore, they are interested in knowing how companies are moving to implement sustainable practices in their strategies.
Christmas 2022: Advice for marketers
In a context where attention to the environment and reuse has become fundamental to guide purchases, marketers should also consider consumer values when it comes to holiday shopping. Now it is necessary to transparently communicate actions aimed at sustainability to the public, to get in touch with their values:
- Update your messages and policies, regarding recyclable packaging or refillable products and shipping and returns policies. This will help people feel confident buying from you.
- When it comes to sustainability, it is important to build a storytelling that tells the commitment, what you believe in and the actions you carry out to protect the environment and offer quality and durable products.
- Leverage the potential of a long-form focused YouTube video strategy, to have the opportunity to highlight your strengths and express the different facets of your efforts.
- If you have a shop, let your customers know about the advantages in terms of quality and sustainability of your products or services, through your business profile on Google.
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