Following a turbulent 2020, Christmas this year is going to feel a little different from what we have previously known. The pandemic has changed many aspects of our lives, and the new habits we have formed will shape our behaviour over the festive season. So as marketers, how do you begin planning your activities for the upcoming season, and how can you help your customers and communities?

One thing we know for sure is that Christmas this year will be all about one thing: “flexibility”. With ad budgets tightened until the end of 2020, lockdown restrictions still in place in various markets and the possibility of a second wave of Covid-19 a distinct possibility, Christmas campaigns are looking to be a far less glitzy affair than in years past. Some are predicting a swell of creative focused on the power of community, putting small business on a level footing with big,

A global marketing guide from Facebook IQ highlights trends and insights around new habits formed at this time, and which are likely to shape trends for the 2020 season and beyond. The five key insights include:

1. Gen X and Boomers dominate mobile and ecommerce growth.
2. Self-gifting and seasonal shopping can be positive outlets in difficult times.
3. Imposed disruption fuels receptiveness to news products and services.
4. The economic downturn will expedite the rise of mega sales.
5. The new value equation is: affordability, authenticity and action.

Across the world, businesses and brands have been responding to the crisis by using their resources and influence to help us all. It is something that will remain in the consumers' minds as they shop this Christmas. Of course, price will always be an important factor in any purchase and, with many affected financially by the pandemic, discounts and deals will remain top of mind. Increasingly, consumers also want to feel good about the brands they buy from; and want to feel proud to support those businesses.

This desire to see brands acting for good has been cemented during the pandemic. What people globally have endured together during the pandemic has highlighted the global appetite to be better and do better and hardened consumer resolve to do the right thing.

Share your values and take action

• Focus on brand building using Facebook and Instagram.
• Showcase the work your brand has done to support the community through the pandemic clearly and simply.
• Create authentic communication to help people understand your values and how you have responded in these difficult times.
• Consider incorporating a way to your shoppers to support a case with Facebook and Instagram’s fundraising and donation features.
• Looking at how you can give back to communities and people will be a huge influence on shoppers this year.

When planning for the coming festive season adapting your brand's tone and content to suit the fast-changing times we are all living in now is vital.

Always consider the context when it comes to content. While in previous years, festivities centred around social gatherings and bustling shopping streets, this year it will have a different meaning.

Brands should consider new and creative ways to embody the festive spirit and, even, breaking traditions by exploring new territories. Facebook’s Creative Hub has a range of tools to help creatives to experiement with different mobile content formats that make the most of the new festive moments created by these less conventional times.

What we know without a doubt is that Christmas 2020 is going to be different to those of Christmas past, and it's up to brands to lead the charge. 

Need to get planning, download Our 2020 Christmas Planner - DOWNLOAD