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There are a series of challenges to take into account in the market, with fundamental tasks in the way brands get involved with the consumer.
The December holidays have become a case study of how important it is to rethink consumption today.
Faced with the December holidays there are challenges to take into account in consumption, among them the new purchasing power of the Mexican consumer.
51 percent of consumers believe that the 2022 year-end parties will be framed in news events, about which they will continue to talk despite the fact that they will end by the time they are held, such as the World Cup and the post-pandemic.
The market research firm Kantar published this year’s annual Christmas survey and in it explained that 73 percent of Mexicans will be full of nostalgia this Christmas and the New Year of 2023.
Five out of 10 people surveyed will also have a feeling of celebration, still thinking about the World Cup, gathering family and friends, since 86 percent of Mexicans are used to celebrating the holidays, but Christmas is best enjoyed in family, Only 11 percent said, they will travel as a gift this 2023, while six percent will spend only Christmas Eve. Only 2 percent plan to go to a restaurant on December 24, and another 5 percent plan to go to a restaurant during the New Year.
“Neither COVID-19 nor the soccer world cup will stop people from celebrating the holidays. This 2022 will have some changes compared to the last two years, since Mexicans are eager to reconnect and share moments with their loved ones ”, they comment Marion Tangassi, VP Business Development, Kantar Mexico.
For gifts this Christmas, the average Mexican spend is 5,197 pesos, for an average of 16 gifts. 75% plan to use part of their Christmas bonus to buy these gifts, of which 64 percent are clothes or shoes; 55 percent toys, 42 percent women’s or men’s accessories; 37 percent chocolate, cookies or bread and 36 percent perfumes.
31 percent, cosmetics; 23 percent books, 22 percent video games; 21 percent mobile phones; 20 percent wines or spirits; 14 percent gift cards; 14 percent sports team, 14 percent give money, 13 percent appliances, 12 percent organizers; 6% white appliances and 6% holidays. When it comes to the ways Mexicans use to find out where to buy gifts, the research institute found that social networks have become very important. Nearly six in 10 plan to use them for this purpose. After that, 53 percent of consumers choose to visit brand websites, 36 percent of consumers pay attention to in-store ads, 34 percent like recommendations from friends, 30 percent percent like store salespeople and 26 percent like TV ads.
The Christmas consumer in retail
Although there is no store these days that does not include a December holiday, consumers shop according to their tastes. According to the investigation, 60 percent will do their Christmas shopping in supermarkets; 50 percent will go to department stores, 25 percent to price clubs, 23 percent to markets or stalls, and 13 percent will buy through catalogs.
This series of insights are important reminders of how valuable communication has become today and how, based on major activities in the market, tasks of weight in consumption have been defined, where one element is fundamental and that is the consumer profile. in this last seasonal stage of the year.