4 June 2020
What will Christmas 2020 look like? How will people mark the occasion differently this year and where will their priorities lie? Spending time apart during lockdown has allowed individuals to reflect on the importance of our support networks, cherish time spent with those in our immediate households and create new, more meaningful celebrations and rituals.
As we adjust to life post-pandemic, investing time and money in the things that bring us joy will have particular significance and celebrations big and small will become more thoughtful, considered and meaningful. We forecast huge opportunities for the Gift and Greetings industry; spend which has been diverted from eating and drinking out, will be re-allocated to making home entertaining more special. In this two part series we take a look at some of the trends we forecast for the 2020 festive season and explore how they have been impacted or the how the behaviours have been accelerated by the pandemic.
Buon Natale is a celebration of eclectic and maximalist family gatherings where more is most definitely more. As a result of lockdown, we have already begun to see the indulgent behaviours forecast in this trend emerge presenting opportunities for tableware. The #makeamealofit movement, started by dinner club curator Laura Jackson, promotes the idea of setting an elaborately decorated table for one or two people at home. Home diners are encouraged to make even the most humble of meals extra special with stylish touches and decadent flair. Meanwhile, celebrity stylist Trinny Woodhall is encouraging her followers to make the effort to dress up, donning their finery with sequins or jewellery for an at-home supper with their family or partner.
For food and beverage brands, the idea of indulgent snacking and shared feasts forms an important part of the Buon Natale trend, and whilst physical gatherings in large numbers may remain limited this festive period, some innovative brands are devising clever ways for people to enjoy feasts ‘together’ whilst apart. Graze & Gorge who have built their business on providing beautifully styled grazing tables, are now adapting their offering to the new climate, delivering the experience in the form of boxed platters via contactless doorstep delivery. This lavish dining experience and luxe snacking will still remain important for the festive period.
Another trend from out 2020 Festive Forecast which we see accelerating is After Hours, a celebration of intimate gatherings where staying in is the new going out. Before COVID-19 hit, the Homebody economy was already growing significantly, with many Millennials and Gen Zs preferring to socialise in the comfort of their own home.
After Hours is all about self love, a treat mentality and decadence at home. The home bar is nothing new and has exploded in popularity over recent years, however with other options removed, householders are really beginning to invest in making their home bar experience more pleasurable. Fashion influencers such as Megan Ellaby are working with alcohol brands to share their perfect ‘quarantini’ on Instagram and many are posting ‘how tos’ on #barcartstyling and #homebartending.
High quality drinks options and alcohol free alternatives will continue to be a go-to gift option but brands who help to elevate a night-in and help curate the cocktail bar experience at home will be particularly key. Letterbox cocktail brand NIO (Needs Ice Only) offer a full menu of perfectly measured and pre-mixed cocktails through the post.
Another key gifting area is maximising comfort and style whilst lounging at home. Loungewear sales have sky-rocketed in recent months and this is forecast to continue. Luxury brands such as Asceno and Sleeper offer sleepwear suitable for bed to party and offer an extra level of glamour using soft silks and feather trims to allow consumers to feel beautiful even when being lazy.
It’s no secret that soft and tactile textiles, in general, are always more important over the winter season but what is different this year is that those private spaces are now becoming more public than ever. With friends and families choosing to party and socialise via web calls or perhaps host intimate gatherings in their homes, our living rooms will need to work harder to echo that bar or club feeling. Think moody paint hues, leather and velvet upholstery, tassel trims and low level lighting.
For those wanting to get ahead, our ‘Festive Forecast 2021’ eBook is available to buy from our online shop. Covering celebration, gift, greetings, tableware, decoration and food & beverage, the interactive eBook will be a key resource for any brands developing their 2021 Christmas/Holiday season collections. Click the ‘download now’ button on this post.
Overall a great day which involved getting everyone's thoughts, ideas and reservations down on paper. I am looking forward to seeing how this information will be overlaid with the vital trend insights we need to drive new product development and long-term business growth.
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