{"id":53,"date":"2020-12-10T08:00:14","date_gmt":"2020-12-10T13:00:14","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2020\/12\/10\/how-the-latest-consumer-attitudes-will-shape-the-season-for-retail-and-travel-brands\/"},"modified":"2020-12-10T08:00:14","modified_gmt":"2020-12-10T13:00:14","slug":"how-the-latest-consumer-attitudes-will-shape-the-season-for-retail-and-travel-brands","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/how-the-latest-consumer-attitudes-will-shape-the-season-for-retail-and-travel-brands\/53\/","title":{"rendered":"How the Latest Consumer Attitudes Will Shape the Season for Retail and Travel Brands"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376256 = window.plc376256 || 0;\n            document.write('<' + 'div id=\"placement_376256_' + plc376256+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376256, [300,250], 'placement_376256_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376256++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\"><strong>By Ericka Podesta McCoy, CMO, <\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong><a href=\"https:\/\/www.resonate.com\/\">Resonate<\/a><\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Back in March, it seemed unthinkable that the world would still be deep in the grip of the COVID-19 pandemic when the holidays rolled around, but here we are. As the virus continues to surge to varying degrees across the U.S., it\u2019s playing a major role in how consumers are planning their 2020 holiday seasons.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As Americans firm and flip (and again firm) up their holiday plans, both in terms of activities at home and potential travel over holiday vacations, they\u2019re doing so based on their personal perceptions of the virus and the threat it poses to their families and communities <em>right now<\/em>. As such, today\u2019s retail and travel brands face the daunting challenge of aligning their holiday messaging and offers with widely varying and ever-shifting consumer attitudes. Let\u2019s take a look at <a href=\"https:\/\/www.resonate.com\/solutions\/covid-19\/\">the latest trends in consumer attitudes<\/a> toward travelling and engaging with businesses as they make their final plans for this holiday season.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Travel: Limited, But Happening<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">As of the <a href=\"https:\/\/www.resonate.com\/solutions\/covid-19\/\">latest wave of Resonate&#8217;s COVID-19 research<\/a> within its National Consumer Study, nearly two-thirds of consumers (59.5 percent) expect to spend the holidays with only their immediate families. Of the Americans who plan on spending the holidays with loved ones beyond their immediate families, 56 percent say they plan on resuming their leisure travel by winter 2020, which could align with holiday travel to see friends and family.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc428354 = window.plc428354 || 0;\n            document.write('<' + 'div id=\"placement_428354_' + plc428354+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,428354, [300,250], 'placement_428354_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc428354++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\">That said, the vast majority of Americans say they\u2019re still planning to stay close to home for the foreseeable future. About four-fifths of Americans (80.9 percent) now say that they don\u2019t expect their leisure travel to return to normal until spring 2021 or later. Currently, 29.5 percent of consumers say they\u2019re not planning to travel to nearby states until the coronavirus situation is under control, and 19.5 say they\u2019re not even travelling within their states. Likewise, about a third of Americans (34.6 percent) say they don\u2019t plan to travel via airplane or train until the coronavirus situation is under control, with 31.5 percent saying they\u2019ll be avoiding large hotel chains until then as well.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Given current attitudes during this crucial holiday travel planning window, it would appear that the 2020 holiday season will be a slow one for travel brands\u2014but not by any means nonexistent. The key to success during the holidays and coming out of the season will be for travel brands to segment their messaging smartly according to those consumers who are showing interest in travelling now versus at a later date. In terms of consumers who are eyeing spring 2021 as a time to potentially give in to their pent-up wanderlust, travel brands should be getting in front of these individuals now with appealing 2021 offers that emphasize flexibility in booking while still appealing to their desire to begin exploring their worlds again.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Retail: Consumers Becoming More Active at Home<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">Interestingly, for as cautious as consumers are being on the travel front this winter, they\u2019re demonstrating greater willingness to engage with local businesses now than they were back in August. For example, the percentage of consumers who say they\u2019re not dining in at restaurants until the coronavirus situation is under control fell from 42.9 percent in August to 30.8 percent in our latest wave of surveys. Meanwhile the percentages of people who say they\u2019re dining out monthly, weekly and even daily have risen steadily.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">We\u2019ve seen similar trends\u2014albeit less dramatic\u2014in the number of people who say they\u2019re going out to crowded activities such as movie theaters, concerts or sporting events, with the percentage of people who are avoiding such venues completely falling from 59.1 percent in August to 53.1 percent in October.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">At the retail level, a significant number of consumers say they\u2019re now venturing out in person to grocery stores (71.1 percent) and big-box stores (58.6 percent), which bodes well for these businesses going into the holidays. Meanwhile, the number of people visiting clothing retailers (39.6 percent), electronics stores (21.3 percent) and other retail venues remain comparatively lower, suggesting these businesses will do well to continue emphasizing ecommerce and curbside pickup through the holidays.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The 2020 holiday season hasn\u2019t been cancelled. On the contrary, more than ever, today\u2019s consumers are looking for a reason to celebrate\u2014and they\u2019ll be opening their wallets to do so. The key for brands is to understand where consumer attitudes sit\u2014at this precise moment\u2014in regard to their businesses and the pandemic. By planning and segmenting messages and offers according to a real-time understanding of consumer sentiment, retail and travel brands can make the most of the 2020 holiday season and be prepared to emerge strong into 2021.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376257 = window.plc376257 || 0;\n            document.write('<' + 'div id=\"placement_376257_' + plc376257+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376257, [300,250], 'placement_376257_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376257++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n","protected":false},"excerpt":{"rendered":"<p>As Americans firm and flip (and again firm) up their holiday plans, both in terms of activities at home and potential travel over holiday vacations, they\u2019re doing so based on their personal perceptions of the virus and the threat it poses to their families and communities right now.<\/p>\n","protected":false},"author":7,"featured_media":54,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[5],"topics":[2],"class_list":["post-53","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-data","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How the Latest Consumer Attitudes Will Shape the Season for Retail and Travel Brands | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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