Christmas Trends 2020 Presented by Amazon Welcome to the Christmas 2020 Trends Report, commissioned by Amazon. The report reflects on what has been an unprecedented year, looking at shifts in behaviour and how the nation will be making a conscious effort to celebrate and make this Christmas one to remember.
Overview
In association with WGSN, as people seek out a personal For those that prefer to pass the Amazon has identified key trends and physical connection. time offline, we look at the craft across ten different categories to projects and creative gifts that show what we can expect Brits With the nation eating at are likely to be popular. will do to bring festive cheer to home, festive food traditions loved ones and what new trends provide comfort and joy. For As we embark on a Christmas like are emerging for the season of Brits enjoying these meals with no other, themes of kindness, goodwill and giving. colleagues, friends and family wellness and giving are top of digitally, we look at the tabletop mind as we come together as a Christmas has always been a displays that will stand out on nation to look after those around time to connect with friends screen and the trend for “above- us, as well as ourselves. and family and that will remain the-keyboard” dressing-up. the case for 2020 but with The trend forecasting was many of the typical gatherings Nothing says Christmas like undertaken by WGSN, an moving online, continuing the bringing people together over Ascential company. boom in digital connectivity a game. From nostalgic board we’ve seen this year. To maintain games to online multiplayers, strong bonds and a feeling of we have become a nation of togetherness, there will be a gamers and this report takes a resurgence in traditional forms look at the products which are of handwritten communication set to be household favourites.
2 Contents
01 Cherished Connections pg 4 06 Fitness Everywhere pg 9
Curious Kids & pg 5 Rest & Reflect pg 10 02 Edu-Tainment 07
03 A Crafted Christmas pg 6 08 The Home Hub pg11
04 The Conscious Kitchen pg 7 09 Local Love pg 12
05 Gaming Galore pg 8 10 Giving Back pg 13
3 01 Cherished Connections
This year, many gatherings will is set to continue as we predict Brits Research has shown that consumers THE PERSONAL TOUCH move online, creating new types will invent new ways to keep social spend 25% of their festive budget on Investing in meaningful communication of meaningful connections and gatherings alive via livestreaming. decor, and this year, digitally-impactful will see a rise in old-school methods of opportunity for digital creativity. options will be sought after more staying in touch, such as letter-writing. Small businesses such as restaurants than ever.4 We expect bright and bold In the UK, 34% of children say that Virtual events will boost morale this and bars will offer curated at-home tableware will be popular choices to writing letters makes them feel happy, Christmas as video calls become part of packs for different tastes and price make the dinner table ‘pop’ on screen and 31% say it helps them express daily life. The number of adults making points with individual portion sizes that and social media. their feelings.5 video calls in the UK has doubled1 this help recreate the restaurant feeling at year - seven in ten2 are now doing so home, as well as bespoke cocktail kits. at least weekly, with particular take up amongst the over 50s - 75% now using video-calls more often.3
Innovation will be at the heart of many celebrations, whether small Physical Christmas intimate gatherings like themed cards will be boosted dinners or digital experiences such as people appreciate as livestreamed artist performances. Creativity will help bring people the “personal touch” together this festive season. more than ever this year.
DREAMING OF A DIGITAL CHRISTMAS This year many people have taken part in virtual after-work drinks to keep up with their social lives. This trend
1 Ofcom’s Online Nation, April, 2020 2 Ofcom’s Online Nation, April, 2020 3 Ageing Better, The Experience of People Approaching Later Life in Lockdown 4 “Experiences trump gifts for the holidays”, 2019 5 National Literacy Trust, Children and young people’s letter writing, 2018 4 Despite disruption, children remain IMMERSIVE ‘EDU-TAINMENT’ resilient, curious, and eager to With education increasingly becoming 02 Curious Kids & learn. Greer Hughes, WGSN Mindset a family activity, strategy and logic- Consultant Director, explains: based family games and activities offer perfect solutions to mix learning Edu-Tainment and leisure. The emphasis will be on fun and togetherness with games like Parents will continue to seek new “Ticket to Ride” where children and ways to engage with their kids parents work collaboratively while they through creative educational learn. The board game “Pandemic” games and learning tools. We’re has ominous parallels with the world’s seeing interactive and immersive current situation, and we predict this will be a popular choice for family fun, ‘edu-tainment’ resources such as while also helping children and teens LEGO Education, become a staple process the events of the year. in homes as well as at reopened schools. MAKING ‘FIT’ FUN Physical education is just as important as other subjects. Over the colder months when people feel less GET IN THE CREATIVE ZONE motivated to keep fit, products that Just as parents try to carve out a promote fun ways for the family to pull space at home to help maximise together and break a sweat indoors will concentration and productivity, surge in popularity. Games like “Stack we anticipate that people will also 52” which gets players moving with increasingly adapt their homes with different weight exercises and reps for new ‘kid-zones’ such as ‘Creation each card will likely feature under many Stations’ or ‘Study Spaces’ where Christmas trees this year, whilst classics kids’ imaginations can run away with such as “Musical Chairs” will also be in them. Inspiration and fun will infuse demand. Meanwhile, for video-game education, with home decor like white fanatics, dance mats and Nintendo’s boards and wall hangings becoming Ring Fit will be popular ways for kids to popular and personalised through game whilst staying fit. collaging, scrapbooking and upcycling.
5 03 A Crafted Christmas
The popularity of arts and crafts has CONSCIOUS CRAFTING REPURPOSE, REUSE, UPCYCLE shot up this year as people found new Resourcefulness and ingenuity will Rees goes on to say: “For styling and ways to pass the time indoors and to flow this winter, through low-cost and decor, it will be all about products that help relieve stress. In the UK, 73% of environmentally low-impact activities can be reusable year after year or even UK adults bought a craft-based item creating meaningful and sustainable kept out in the home throughout the in 2019, with the figure set to be even homemade decorations, Christmas winter season.” Pitching in and working higher this Christmas thanks to new ornaments and holiday arrangements. together on Christmas-themed craft hobbies discovered this year.6 Allyson Rees, WGSN Lifestyle & projects will spark ideas for new festive Interiors Senior Editor, explains: “Nature traditions, and future family heirlooms. is a strong inspiration this holiday Products with timeless design that can season, as consumers have spent much be passed down between generations This Christmas,expect further of the year cooped up indoors, so we’re will be popular like knitted quilts, growth in sewing, knitting, anticipating handcrafted and foraged Christmas baubles, and photo albums. and scrapbooking, as well as designs. This year, we are likely to see interest in more ambitious craft the holiday season festooned in earthy colours inspiring cosiness and comfort, projects like amigurumi, the crafted using natural dyes such as Japanese knitting and crocheting turmeric and beetroot.” toy-making technique, and calligraphy.
6 The Craft Council, Market for Craft, 2019 6 04 The Conscious Kitchen
With over 50% of European consumers escalated globally during the pandemic HOLIDAY HEALTH KICK now cooking at home more,7 festive and many consumers will choose to With a strong focus on health and food will be transformed through have a meat-free Christmas. Plant- wellbeing, we are anticipating many inventive, health-conscious lifestyle based centrepieces that pair well with households will consider offering habits and new recipes. Searches traditional sides and classic desserts alternative festive menus. In addition for immunity-boosting products like made vegan will also win favour.” to traditionally popular festive drinks elderberry, probiotics, and rosemary such as Bucks Fizz, low and no-alcohol grew throughout Europe this year DINNER WITH A DIFFERENCE cocktails will continue to grow in as people looked for exciting new Families living under one roof will popularity as a healthy alternative for ingredients to put in their home have the opportunity to enjoy and cocktail hour, after a 32.5% uplift in cooking for a healthy boost.8 share festive food in a tactile way after the category this Spring.10 months of restrictions, so traditional RISE OF THE FLEXITARIANS sharing dishes like fondue and the Vegan diets have grown in popularity King Cake, already popular in France in the UK over the past six months, and Spain, will feel even more special. with 12% of consumers saying the Priorities around health and hygiene Festive food will be diet is more appealing9 and more will likely inspire creative table and consumers are predicted to start eating stocking gifts such as name-tags for transformed through a plant-based diet. Jennifer Creevy, glasses, cutlery and plates. inventive, health- Head of WGSN Food and Drink, notes conscious lifestyle that Europeans are moving towards a habits and new recipes. healthier lifestyle which will mean more plant-based options on the Christmas dinner menu: “Plant-based diets have
7 Nielsen via FoodBev, “Top Three No and Low-Alcohol Beverage Trends for 2020”, June 2020 8 Kerry, Europe Food and Beverage Trends during Covid-19, 2020 7 9 Mintel via Food Manufacture UK, Vegan Diet UK, 2020 05 Gaming Galore
5 gamers played more video games Video games, puzzles, playing cards, NOSTALGIC NOEL with friends, family or other gamers board games and chess that are This Christmas will be about during lockdown, particularly in the UK often only played by the whole family celebrating the small moments (26%).12 around the festive period are now through nostalgic, childhood games firm fixtures in many households. and rituals. “It will be important this This trend is expected to see a strong year for consumers to celebrate the seasonal resurgence as people crave little things, like daily rituals and the togetherness and nostalgia countdowns,” explains Allyson Rees, associated with family classics during As we see the gaming craze WGSN Lifestyle & Interiors Senior the winter months. For digital natives, continuing to spread through the Editor. “Products for Hanukkah, like the pandemic has also accelerated generations, we can expect a higher numbered gifts, or Christmas advent the need for imaginative, immersive demand for multiplayer games and calendars that can be coloured to escapes, and as a result, gaming equipment for Christmas. create a final completed picture on culture has boomed and will continue Christmas Eve, will be ideal for getting to inspire fun family moments and children excited.” conversations throughout Christmas 2020. In a twist on the multiplayer GENERATION GAME experience, watching people play video Keeping minds sharp is clearly a focus games online is now more popular as games like Candy Crush, Angry Birds than watching sports among 18-25 and Spider Solitaire have increased year olds.13 Using videos as a way to in popularity by 12% in the past teach other family members how to year.11 Gaming is also a community play will be a fun activity over the sport across Europe as almost 1 in holidays.
10 Nielsen via FoodBev, “Top Three No and Low-Alcohol Beverage Trends for 2020”, June 2020 11 Limelight, The State of Online Gaming, 2020 8 12 Ipsos Mori, “Gaming during lockdown”, September 2020 13 Limelight, The State of Online Gaming, 2020 06 Fitness Everywhere
2020 has inspired new and inventive on newfound interests, investing in as people share their fitness journeys ways to keep up with exercise routines weatherproof accessories such as and goals for the year ahead. and stay in shape. In the UK, 100- waterproof hats and thermal sock sets.” year old veteran Captain Sir Thomas ADAPTED LIFESTYLES Moore, captured the hearts of the HEALTHY COMPETITION Technology has empowered the nation by walking 100 laps of his A good social life is important for growing cohort of fitness enthusiasts garden to raise money for the NHS. mental health, and many consumers to adapt to new routines through He raised over £32 million and has have been discovering fun online online content, fitness apps, home been recognised by the Queen with a forums and virtual clubs to replace gym equipment, and wearables. Smart Knighthood for his achievements. This gym communities. Sharing physical ‘hearables’ were a big hit at this year’s festive season, fitness will be about activity outcomes and progress to app Consumer Electronics Show (CES), The Smart hearables year- Brits celebrating their wins and taking grew by 33% communities like Fitbit, Garmin, Strava with wireless headphones now being market 15 joy in these moments. Laura Yiannakou, and social media provides helpful developed to include smart features on-year and accounted WGSN Fashion Senior Strategist, says: encouragement for people to follow and artificial intelligence. for 60% of all wearables “Consumers have developed new their exercise regime more routinely.14 as consumers enjoy lockdown rituals which will continue This Christmas will be a milestone for the versatility of these gadgets for working and into 2021, from home fitness regimes many consumers as they look back exercising. to outdoor pursuits, so will be looking on their year and their achievements. to feel good about these positive These virtual hubs will be full of activity lifestyle shifts. They’ll want to capitalise with more people signing up for 2021,
14 Flinders University, “Social connection boosts fitness app appeal”, 2020 15 IDC, Earwear and Wristbands Tracker,2020 9 07 Rest & Reflect
Stay-at-home lifestyles have increased blue-light blockers will become more WELLNESS AUDIO demand for products that can aid popular to help switch off, along with As home rituals change, reflecting the relaxation. As we near the end of 2020, natural sleep remedies and noise- changing mood of consumers, in- Brits are embracing self-care rituals reducing headphones, setting people home audio tastes are moving from to stay on top of their emotional and up for successful sleeping in 2021. party playlists to music, meditation physical wellbeing. Greer Hughes, and wellness content. Familiar with WGSN Mindset Consultant Director MULTI-SENSORY & MOOD- creating connections through distance explains: ALTERING gatherings, music and audio will continue to provide consumers with a As the role of the home evolves to sense of escapism, but as we move into become a multi-faceted hub for “A growing 360-degree 2021 we expect this to become more approach to health means that exercising, socialising and working, focussed on the self. Headphones and gut health and quality sleep everyday rituals such as skincare devices which offer a personalised and are now taken seriously with routines, bathing and showering immersive sonic experience will boost people viewing their bodies as will become important moments of in popularity this festive season. ecosystems that need constant reflection. People will invest more care, both inside and out.” into their skincare routines, with 47% of consumers now using night cream and 55% using skin cleanser.17 Immersive, multi-sensory experiences SLEEP EASY that tap into the mind and body with On the flipside of all the fitness focus, mood-enhancing sound, scent and ways to boost sleep health will also colour, will be a fresh trend for 2021. be a key part of embracing a healthy Multifunctional products such as lifestyle, with older people (aged aromatherapy capsules, bath bombs 65 to 74 years) having the highest and body washes that combine mood- sleep quality because of less screen- altering scents and sensorial textures exposure, with some of the best sleep with cleanliness, will be must-haves for quality globally found in the United Christmas. Kingdom.16 Screen-free time as well as anticipated new trend items like
16 Sleep Cycle Study, Sleep & Mental Health Amidst the 2020 Coronavirus Pandemic, July 2020 17 Mintel via Professional Beauty, 2020 10 08 The Home Hub
Our relationship with the home has up and personalise backgrounds people to get creative from the changed, from a place where many this festive season. Accessorising waist up. Consumers are favouring people spent less time during the day, the working “zone” at home will be bold, digital-friendly colours, to the main hub of daily life. People a focus this festive season and into interesting details and comfortable are feeling the urge to improve their 2021 and as many consumers will be materials. surroundings and maximise their working from home for the first time space, as the home is now a hybrid, this Christmas, we expect smart desk The “lipstick effect” was first seen in flexible environment that must now accessories with fun festive themes retail sales during the 2008 recession also function as an office, a gym, a will brighten things up and make the - people increasingly buy smaller restaurant and an area for relaxation working day fly by in time for (digital) ‘treats’ like lipstick and accessories and socialising. cocktail hour. instead of more expensive luxury goods. Yiannakou explains versatility is CURATE YOUR SPACE ABOVE-THE-KEYBOARD ATTIRE also part of the appeal. “Recessionary Video-conferences have led to more As online-only interactions have spending mode for some consumers house-proud Brits who are welcoming become the go-to for office workers, will cause greater need for versatile people into their homes via the screen. the ‘above the keyboard’ dressing- and adaptable apparel, so we anticipate This will likely lead to an uptick in DIY, up trend has taken off, encouraging accessories will be leveraged to add home decor and artwork to brighten versatility.”
The “lipstick effect” was first seen in retail sales during the 2008 recession - people increasingly buy smaller ‘treats’ like lipstick and accessories instead of more expensive luxury goods. Yiannakou explains versatility is also part of the appeal. “Recessionary spending mode for some consumers will cause greater need for versatile and adaptable apparel, so we anticipate accessories will be leveraged to add versatility.”
11 People are feeling the love towards and culture of the area. Food, drink, their communities this Christmas and souvenirs, crafts, sustainably-sourced 09 Local want to show their appreciation to the beauty products and decorations are neighbours and small local businesses just some of the categories that locals they’ve got to know this year. There is can pick, choose and curate their Love a strong consumer affinity with home- selection from. grown businesses, as the coronavirus (COVID-19) crisis has bolstered COMMUNITY SPIRIT neighbourhood connections. A heightened sense of community and new optimism will reach its peak CULTURAL KEEPSAKES during the festive season. This will Shoppers want to feel connected see consumers displaying Christmas to their heritage and local areas. To decorations for all to see as a way to make people feel part of the local send a positive message, along with fabric, smaller businesses will offer households getting involved with curated collections of regional and neighbourhood schemes like food national goods that tap into the history banks and digitised Christmas light events.
Tens of thousands of UK-based small and medium- sized businesses sell their products in Amazon’s stores across the world and Amazon provides practical support and services to help them grow. More than 60% of UK businesses selling on Amazon export to customers all over the world.
12 10 Giving Back
Acts of kindness and giving are an A COMMUNITY-FOCUSSED even more important part of the 2020 CHRISTMAS festive season. People feel grateful, To honour inter-community humbled and appreciative after the relationships and bonds made during events this year and want to help the toughest points of the year, those around them. Giving back to shoppers will be looking to give back the community and making donations with care packages and Christmas is high on the priority list, with the hampers, making gifting easier and opportunity to support charities that taking the stress out of shopping. champion topical causes, such as donations to children in need and digital accessibility for viewers and Presents that promote acts of gamers with disabilities. mindfulness and self-care, such PAY IT FORWARD as crafting, cooking, meditation, 2020 has seen outpourings of gardening or candles for relaxation, affection and appreciation for will be highly appreciated at this emergency services and key workers busy time of year. who have gone the extra mile for their community. In the UK, the #ClapForCarers weekly celebration for NHS staff swept the nation, with news channels interrupting scheduled programmes every Thursday at 8pm to encourage people to clap out of their window and doors, bringing the country together. Looking to the festive period and the New Year, consumers are likely to include donations of money or volunteering time in their celebrations. 13 For further information on the Christmas Trends 2020 Report, please contact:
Amazon UK Press Office Hunt & Gather Email: [email protected] Email: [email protected]
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