MERCURYcsc's Q1 Pulse is a post-mortem on 2016 holiday season that id's new opportunities for 2017
Christmas in May? You’re not the only one thinking about it. While many sources try to predict the next trends in gift giving, MERCURYcsc decided to query our Think T+O™ forum on what worked for them and what didn’t, in terms of giving and receiving, during the 2016 holiday season.
What did we find? They prefer experiences, yes, but it’s more than that.
While we and others have been preaching ‘experiences over stuff’ for years, many wondered what exactly that means. This edition of The Pulse breaks that down into tangible, tactical steps a brand can take to help Adventurists realize gift perfection.
When we perused last year’s holiday outlook reports and gift guiding articles that inundated our feeds last winter, we expected to see a variety of consumer groups represented. We read reports estimating that hipsters would outspend all other shoppers, and studies suggesting that millennial pet owners would give most generously to Fido. But the gift guide for Adventurists was missing.
Our post-holiday Adventurist research fills in those gaps and reveals that experiential-based giving does indeed make us happier. But it’s a risky endeavor, tends to cost more, and requires considerably more effort. Brands, on the other hand, are uniquely positioned to make experiential giving less of a headache and more of a reality–but they’re not leading charge. In this report, we’ll also explore how companies, especially those in the travel and outdoor industries, can design and merchandise experiential gifts, making the holidays and other gift giving opportunities a happier time for everyone.