1、HOLIDAY SHOPPING 2022MIXED FEELINGS AS CONSUMERS ARE ANXIOUS BUT EAGER TO CELEBRATEA Synthesio and Ipsos.digital ReportAuthors:Allen BondeFrederique AlexandreEmma HuffAurore LegentilIn our second annual Holiday Shopping study,we widen our view to see mixed emotions when it comes to how consumers are

2、 feeling about the economy and what they hope to give and receive as gifts in different regions around the globe.Like last year,our study is powered by a Synthesio dashboard tracking English language social media mentions,along with an expanded FastFacts survey on Ipsos.digital conducted with 10,000

3、 respondents across 12 markets:Australia,Brazil,Chile,France,Germany,Italy,Romania,Spain,Singapore,Philippines,UK and US.Plus,for the first time,we applied our artificial intelligence(AI)-powered Topic Modeling trend discovery engine to analyze and visualize online conversations as well as open-ende

4、d survey responses.DESPITE GLOBAL UNCERTAINTY,CONSUMERS LOOK TOCompared to 2021 when we saw shoppers starting early and showing stress around delivery delays and shortages,the mood in 2022 can be summed up in two words:anxiety and anticipation.Consumers are anxious because of global uncertainty and

5、rising prices.Yet,they are also anticipating getting back out after COVID,attending family gatherings,and even seeing decorations and getting a great deal.As inflation remains the top global concern according to the Ipsos What Worries the World survey,we see it impacting purchases and even celebrati

6、ons in multiple ways-but to different degrees by region,as we will discuss below.In our survey we also see that excitement about celebrations is still strong,and in countries where citizens had more COVID restrictions last year,there is eagerness to celebrate and socialize,especially among younger g

7、enerations.Overall,compared to last years end of year celebrations,34%say they expect excitement about celebrating to increase vs 15%who say it will decrease,even though more say their budget for gifts will decrease(29%)vs increase(26%).2Figure 1 Holiday excitement and gift budgets in 2022 INTRODUCT

8、IONSource:Ipsos.digital FastFacts qualitative survey launched on Nov 10th with national representative samples of 10,000 respondents across 12 markets26%34%45%51%29%15%Budget for giftsExcitement about celebratingIncreaseRemain the sameDecreaseQ:Compared to last years end of year/Christmas celebratio

9、ns,do you expect the following to increase,remain the same,or decrease?(for you personally)GET IN THE HOLIDAY SPIRITWhen looking at open-ended survey responses with Topic Modeling,we see conversation clusters not only around being“Joyful”(the largest cluster)but also“Anxious”(fourth largest).This an

10、xiety certainly applies to retailers as well,with more offering holiday deals starting in October,some still struggling to find workers,and a few still adjusting to a“convergent commerce”world where consumers purchase similar items both online and in store and expect channels and experiences to be b

11、oth connected and seamless.Figure 2 Synthesio Topic Modeling shows survey response clusters about how shoppers are feeling about holiday celebrations 3Source:Ipsos.digital FastFacts qualitative survey launched on Nov 10th with national representative samples of 10,000 respondents across 12 markets;o

12、pen-ended analysis by Synthesio Topic Modeling Q:How do you feel today about end of year/Christmas celebrations?It is not surprising to see that 87%of people feel stressed about rising costs,and 55%on average are even more stressed than last year.The word inflation is everywhere and impacts all sect

13、ors.And the consequence on holiday purchases and even some traditions is immediate:47%see costs significantly impacting their holiday shopping and 43%their celebrations.4INFLATION IS IMPACTING SHOPPING BEHAVIOR AND EVENSOME TRADITIONSFigure 3 Romania and Italy report the highest stress related to pr

14、ice increases Source:Ipsos.digital FastFacts qualitative survey launched on Nov 10th with national representative samples of 10,000 respondents across 12 markets28%46%50%51%53%54%56%59%60%63%65%74%22%25%41%44%38%34%37%34%34%24%27%22%50%29%9%6%9%12%7%7%6%13%8%3%BrazilChileUSGermanyAustraliaSpainUKSin

15、gaporeFrancePhilippinesItalyRomaniaIncreaseRemain the sameDecreaseQ:Compared to last years end of year/Christmas celebrations,do you expect your stress about price increases about to increase,decrease,or remain the same?Using social listening,we see that conversations around inflation related to hol

16、iday shopping have increased by 35%in one month.Across online media,many say inflation is causing them to change holiday habits,and our Topic Modeling reveals top concerns like“Inflation during the holiday season”and“Cant afford Christmas presents.”Some are also mentioning they are shopping earlier

17、this year given a fear that inflation will get worse,with 44%declaring that they have either started,are almost done,or have finished their shopping.To compensate for rising costs,consumers in all regions are going to make some budget cuts with many reducing spend on holiday decorations,food and bev

18、erages,gifts and even charitable donations.Fifty-six percent say they will seek the best prices and deals this holiday season.Online,our social analytics confirms that“discounts”are the most-correlated purchase factor in conversations about holiday shopping retail categories-particularly in Electron

19、ics and Food.Deal-related days like“Black Friday”or Amazons“Prime Day”continue to be part of the shopping conversation,with one-third of consumers viewing Black Friday as part of their solution to fight against price increases.Yet,we also observe an increasing number of negative conversations around

20、 Black Friday,with more social media users starting to question the supposed deals or even getting annoyed by the hype.4However,while higher prices are taking their toll,it is good to note that inflation will not impact many consumers enthusiasm or desire to celebrate(and spend).Eighty-five percent

21、feel excited about celebrations and one-third on average feel more excited than last year.For many the party must go on,with Germany,the US,and the UK leading the way in saying rising costs will have no impact on their celebrations.4Coming out of COVID,it is not a surprise to see more consumers look

22、ing forward to going out and celebrating their favorite traditions.In countries that are more enthusiastic about end of year celebrations,we observe an increase in in-store shopping plans as well-led by consumers in the Philippines(44%),Brazil(37%),Spain(34%),and Singapore(31%).Overall,across all 12

23、 countries surveyed,23%said they are planning to increase their in-store shopping vs 17%who will decrease their purchases in store.Figure 4 Top phrases associated with negative sentiment identified by Synthesio Semantic AISource:Ipsos.digital FastFacts qualitative survey launched on Nov 10th with na

24、tional representative samples of 10,000 respondents across 12 marketsMORE CONSUMERS ARE PLANNING TO INCREASE THEIRIN-STORE SHOPPING16%15%17%17%16%23%34%22%31%26%37%44%16%18%20%23%28%28%34%39%42%43%60%60%FranceGermanyUkItalyUSAustraliaSpainRomaniaSingaporeChileBrazilPhilippinesExcitement about celebr

25、atingIn-store shoppingQ:Compared to last years end of year/Christmas celebrations,do you expect the following to increase,decrease,or remain the same?(“Increase”responses shown)In online conversations,feelings about in-store shopping are mixed.Some are excited and nostalgic about seeing Christmas de

26、coration displays,holiday music,and annual trips to the mall.While others are dreading crowds or not yet ready to get into the holiday spirit.In a Topic Modeling study of in-store conversations,we see these clusters(named by our AI):“Wonderful indoor Christmas decorations”and“Christmas music in stor

27、es,”as well as“Despise the shopping frenzy”to illustrate this point.4purchases for their fashion items”such as Italy,Spain,Australia,Chile,and Brazil favoring in-storeFashion is a category where regional habits particularly stand out,with countriesGift categories such as Experiences(event tickets et

28、c.),Electronics,and Books are more likely to be purchased online than in store,although in France,Books are as likely to be purchased in a bookstore as online.Meanwhile,products that consumers touch or try-on are more likely to be purchased in store,especially Groceries,Food and Beverage items(85%in

29、 store vs 31%online),Home goods(66%vs 57%),and Fashion and Apparel(67%vs 59%).Fashion is a category where regional habits particularly stand out,with countries such as Italy,Spain,Australia,Chile,and Brazil favoring in-store purchases for their fashion items,while in the UK and Germany online shoppi

30、ng is still the first choice.8This holiday season,Fashion and Apparel(45%)remains the top gift of choice in most countries,followed by Toys and Games(35%),and Beauty items(32%).Groceries,Food and Beverages(30%)is the#4 gift category this year,perhaps indicating a preference for practical gifts or pe

31、ople expecting to entertain more or attend more parties.Gift cards and Electronics both remain popular as well,and each are tied for the#5 most popular gift at 28%.Figure 5 Synthesio word cloud shows top gifts on consumers wish listsSource:Ipsos.digital FastFacts qualitative survey launched on Nov 1

32、0th with national representative samples of 10,000 respondents across 12 markets;open-ended analysis by SynthesioWHATS TRENDING:FASHION,FOOD,AND GIFT CARDS Q:What are the top 3 gifts you hope to receive for end of year/Christmas celebrations?(Open ended)Fashion and Apparel gifts remain especially po

33、pular in Latin countries,with more than 50%of respondents in Brazil,Romania,Spain,and Chile as well as the Philippines saying they expect to offer or receive items like clothes,shoes,leather goods or jewelry.As we have studied,fashion is an online phenomenon,driven by marketplaces and deal sites,as

34、well as Gen Z fashion lovers and influencers sharing social posts and reviews.For these reasons we see this category at the leading edge of both social and convergent commerce.Plus,as Fashion is among the sectors most impacted during inflationary periods,this holiday season is an opportunity for con

35、sumers to stock up on clothing items.9Figure 6 Fashion and apparel responses by country Source:Ipsos.digital FastFacts qualitative survey launched on Nov 10th with national representative samples of 10,000 respondents across 12 marketsMoney and Gift cards remain on many shopping and wish lists,but g

36、ift cards are a polarizing choice as people express their hesitancy giving this item.In certain countries or among older shoppers,gift cards are viewed as too impersonal and lacking thought.Yet in the most economically developed countries,Gift cards are the second most popular item(US:43%,France:40%

37、,Australia:39%,Germany:38%).Gift cards eliminate the guesswork of finding the perfect present(and risk of wasting money)-and provide a convenient alternative to offering money.For brands and retailers,the popularity of Gift cards presents a significant opportunity.Online gift card conversations stil

38、l focus on categories like Electronics,Food,Toys,and Fashion,yet this year we also see Books and Experiences mentioned alongside gift cards,with both categories in the top 5 in terms of conversation volume.Yet,whether delivered in plastic,online,or physical cash,Money in all its forms remains in fas

39、hion as a gift to give and receive in 2022.On social media,Electronics remains the most-discussed retail category.Like 2021,our emotion analysis reveals that“fear”is more associated with Electronics and Tech than any other retail category.But this year,shoppers are stressed for different reasons.Con

40、versations have shifted from product availability,chip shortages,and delivery delays to“affording electronics”this year.“Discount prices”are the most-mentioned purchase factor in social conversations,which is significant for such a price-sensitive sector.Similar to last year,the Books category varie

41、s the most across countries,with responses ranging from 15%to 42%planning to place books under their Christmas tree.The top 5 countries include France(42%),Spain(35%),UK(32%),Brazil(32%)and Italy(30%).Unlike Gift cards,gifting Books is a budget-friendly option that can be personal and thoughtful.Q:F

42、ASHION AND APPAREL Which gifts have you already purchased or plan to purchase for end of year/Christmas celebrations?(for yourself or others)26%34%37%39%41%44%45%50%53%56%57%57%GermanyAustraliaSingaporeUSUKFranceItalyChileSpainRomaniaPhilippinesBrazil8JOY WINS OUT!For many,2022 has been a challengin

43、g year.People around the globe are worried about not just inflation,but also poverty&social inequality,unemployment,and other concerns.Yet even with multiple reasons to be anxious,many are still eager to celebrate,visit with friends and family,go out to markets and malls,and even help those less for

44、tunate.In online conversations,“Joy”is the top emotion related to the holidays,with a slight uptick in joy-related mentioned in 2022 vs.2021(from 15.7%to 18.2%).And when we revisit the open-ended survey responses,4 of the 5 largest conversation clusters are positive(Joyful,Alright,Wonderful time of

45、year,Good mood).Despite global stressors,consumers are still(mostly)optimistic about the holiday season.For brands and retailers,this means more opportunities help get shoppers get in the holiday spirit by providing more value and better deals.About SynthesioSynthesio,an Ipsos company,is a global le

46、ader in AI-enabled Consumer Intelligence.Our hybrid offering provides companies,brands,and agencies with the most complete,accurate,and predictive picture of their markets and buyers.Our AICI platform,powered by the most advanced natural language understanding and AI algorithms,supports the broadest

47、 set of online and offline data sources and fully leverages Ipsos award-winning analytical frameworks.Synthesio was founded in 2006 and has offices in New York,Paris,London,Singapore,and Brussels.Want more consumer insights to help you prepare for 2023 and stay ahead of changing shopper behaviors?Re

48、quest a demo of Synthesios AI-enabled consumer intelligence platform to see how you can turn online data into actionable insights.And,request a demo of Ipsos.digital FastFacts to see how you can get fast answers to your business questions with a self-service survey SynthesioThe AuthorsAllen BondeCMOSFrederique AlexandreGlobal Activation LeaderIEmma HuffContent Marketing ManagerSAurore LegentilField Marketing SpecialistSynthesio Request a Synthesio demoRequest a FastFacts demo