Monday Memo: Steal This Line

| November 30, 2020

By Holland Cooke
Consultant

 

BLOCK ISLAND, RI –“COVID isn’t canceling the holidays, but how will it affect the season?” Big Four accounting and advisory firm Deloitte asked, in its 35th annual Holiday Retail Survey:

  • “COVID-19 is playing on shoppers’ psyches as they weigh its impact on their health and finances. But as we’ve seen with previous periods of recession, as well as those of growth, consumers are resilient and will adjust their habits to adapt.”
  • “Price, product, and convenience are still top considerations for consumers, and so is the desire to make the season special for friends, family, and pets, no matter the circumstances.”

How we will shop – and how much we are forecast to spend – is unsurprising.

  • Half of shoppers surveyed say they’re anxious about shopping in-store due to COVID-19, and they say that a vaccine would help return to their pre-COVID shopping habits.
  • 1-in-3 shoppers say they’re worse-off financially than last year, especially lower-income shoppers.
  • 2-in-5 expect to spend less than last year, because of concerns about the economy.

Steal this line.

Mashing-together all-of-the-above, help yourself to this copy point offer (my wording, not Deloitte’s): “a safe, affordable way to say Merry Christmas to the special people you’ll miss seeing this year.”

And please, stay safe.

  • Holland Cooke is a consultant working at the intersection of broadcasting and the Internet. He is the author of the E-book “Multiply Your Podcast Subscribers, Without Buying Clicks,” available from Talkers books (click the banner on this page).  And he hosts “The Big Picture” TV show Friday nights at 7ET on RT America.  Follow HC on Twitter @HollandCooke

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Category: Advice

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