PRWeek: Brands Are Making the Holidays Fun Again

From Bespoke Collections to Odd Recipies, Marketers Are Working to Ease Consumers' Anxieties 

PRWeek, Chris Daniels, 16 November 2023

This holiday season, brands are looking to ease consumers’ anxiety about their personal finances and take their minds off world affairs by focusing campaigns on value, fun and the unexpected.

Economic concerns are nothing new, of course. But PR pros say there’s additional pressure from last year on shoppers’ disposable income this yuletide season.

WE's Chantel Adams, EVP, Consumer, comments on how brands are engaging with shoppers this holiday season. As traditional gift-giving is reimagined to be more conscientious of an uncertain economy and in support of sustainability, she counsels: "Brands must focus on communicating value over price, product benefits in addition to brand messaging and lifestyle product fit." 

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