A Covid risky Christmas: how does marketing evolve

14 December 2020

At this time in history, due to the Covid-19 pandemic, all our certainties are gone. Consequently, this year, more than ever, Christmas takes on an even more symbolic and profound value, leading us to appreciate all that is important to us: family and our dearest affections.

Despite the state of perpetual uncertainty in which we find ourselves and the widespread difficulties, the Christmas period innately brings with it certain characteristic situations: the search for presents, the desire – albeit revisited – to go shopping, the profound desire to celebrate despite everything. As much as possible. But how will all this be reflected in practice? How will Christmas marketing be transformed in the age of Covid?

Virtual marketing: increasingly massive shift

The watchword, as it has been for months now, will be security. This is obviously not a new concept, but one with deep roots: between 1943 and 1945, psychologist Abraham Maslow had already included this aspect at the base of his pyramid of needs. The Covid-19 emergency, of course, could only reinforce this need.

The economic, social and behavioural consequences of the pandemic are leading to a rather radical change in consumer habits. The shopping experience in recent months has been strongly focused on online, virtual orders, digital shopping. This means that web marketing will continue to grow strongly.

E-commerce is now a consolidated reality for every type of consumer and the emergence of the last few months has only pushed it forward. It is precisely for this reason that it is essential for companies to be present and responsive via the Internet: on average, 40% of global buyers are more likely to buy from a company that can be contacted via messaging.

The countertrend: the human being as a social animal

Despite an increasing trend, the opposite direction must also be taken into account: it is absolutely predictable that, in the event of a reopening, even a limited one, the shops would return to significant numbers. How can this situation be justified, considering the dangers to which the public would be exposed and the convenience of e-commerce?

On the one hand, there is certainly a strong desire for a return to normality, a sort of rebellion against the situation of recent months. On the other hand, it is about empathy: another of the keywords of this coming Christmas period, on which many marketing strategies will probably also be based.

Now more than ever, companies have a duty to develop ideas and messages that enrich the lives of their audiences and communities. The concepts of empathy and sensitivity will be the basis of everyday life.

At the same time, it is also the right time to reinforce the brand identity, not only through pure marketing but by showing in a clear and concrete way how to support the community during the pandemic. Many brands will be doing this, and rightly so. You can be sure of that.