Consumer Closeness in the
Age of Social Distancing
Week of September 14: Seasonal
Concerns with the public traditions of Halloween and New Year’s Eve, and the risk of spreading COVID-19 are strong
Canadians are looking for new ways to celebrate at home for the sake of the kids and the rest of the family
Planning to Celebrate Halloween this Year ?
- Yes, definitely 24%
- Probably 20%
- Not sure yet 48%
- No, definitely not 8%
“Presently, there is a lot of unknowns around Halloween. Typically we’d go out Trick-or-Treating with the kids but with COVID-19 that may take on a different face. More than likely it’ll be having a party with a small group of friends instead.”
“I don’t know that we will be trick or treating with our kid or giving out candy this year. It’s more disappointing because our son is still young enough to be very excited about costumes and trick or treating with friends.”
Planning to Celebrate New Year’s Eve this Year ?
- Yes, definitely 29%
- Probably 28%
- Not sure yet 40%
- No, definitely not 3%
“Definitely low key due to COVID. Just planning a family meal.”
“I am not sure if there will be a New Year’s celebration as normal. We usually have a whole bunch of people get together. Now, we don’t know what [it] will be.”
“New Year’s won’t be held partying but instead staying home with immediate family because of COVID-19.”
Family oriented holidays are expected to move forward with those within Canadian's bubbles; however, anticipated change in the way we celebrate due to COVID causes mixed emotions
%
Definitely/probably will celebrate THANKSGIVING
Top Emotions…
- Relaxed ? 20%
- Optimistic ? 19%
- Pessimistic ? 17%
%
Definitely / probably will celebrate HANUKKAH
Top Emotions…
- Relaxed ? 28%
- Pessimistic ? 21%
%
Definitely / probably will celebrate CHRISTMAS
Top Emotions…
- Optimistic ? 15%
- Pessimistic ? 15%
- Stressed / Worried ? 15%
With uncertainty lingering, Canadians are considering shifting family traditions to much smaller celebrations and are expecting to create new traditions altogether. They will be looking for inspiration on how to make the holidays feel special on a smaller scale
Consider starting your own Seasonal program with Reach3!
Longitudinal behavioral learning framework featuring immersive Conversational Quant and Qual to engage with consumers across key seasons and drive future growth strategies
e-Commerce / Bricks & Mortar Mobile Video Shop-a-long
Shoppers take us along with them on their seasonal shopping trip for the season, utilizing their phone’s video and camera features for in-store and screen share for online ?
Mobile Post-Purchase Deep Dive
Same shoppers answer additional questions as it relates to their retailer and brand selection(s), as well as their seasonal routines / rituals and how particular brands fit with them ?♀️
In-the-Moment Ritual Illumination
Same shoppers are recontacted via text notification and asked to help us better understand their seasonal usage occasions and rituals via photo and video uploads ?
Catch up on past reports: Click here.
A word on our approach
This research is not just another COVID-19 survey. This study was conducted using immersive mobile messaging-based conversational exercises that capture robust quant data and emotive qual inputs in real-time from our mobile COVID-19 community members in one seamless experience. Take a look at the video to see a demo of how our technology works…
Fine Print:
Field dates 8/27-9/1, Base: n=255
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