As we grow
ever-closer to the official start of the holiday season and coronavirus cases
are on the rise again, it can tend to put a bit of a damper on your holiday
cheer. This year has brought about a lot of uncertainty and disappointment due
to the COVID-19 pandemic. The holiday season is supposed to be the best time of
the year, but this year, people are just ready for the new year to start. In a "Holiday
Host" survey taken by award-winning performance marketing company What If Media
Group, it is evident that this will likely be the least-festive holiday season
on record. What If Media Group surveyed almost 23,000 adults in the U.S., from
October 14 - October 19, 2020. They were looking to discover how this holiday
season is shaping up for the average American, if holiday parties will be
conspicuously absent, and if folks will still be feeling festive this year.
With the COVID-19
pandemic, Seth Gottlieb, president of What If Media Group, informs us that two-thirds of Americans'
income has decreased, causing consumers' spending to decline as well. When
asked if respondents would be hosting a holiday event this year, 76 percent
responded that they will not be hosting any sort of holiday event,
while 19.4 percent of American citizens will still be hosting holiday events.
Normally, bakers', retailers', and caterers' businesses are at an all-time high
during the Christmas season, but with few people hosting any events, it seems
as if businesses will not be generating the revenue they normally expect. Even
with the small percentage of citizens who will be hosting a holiday event, Gottlieb
still believes that the statistics are more encouraging for the industry,
compared to what America has been seeing throughout the course of the year.
The COVID-19
pandemic has also greatly impacted personal and business travel this year. The
whole world was in quarantine for about four months, and even now, with most
countries out of quarantine (while some return to a second lockdown), people
are nervous to travel, and many countries are keeping their borders closed and
not letting people visit. Traveling for the holiday was at a record-high last
year, with 55 million Americans—more than 16 percent of the population—traveling
for just Thanksgiving alone. This year, almost 40 percent of respondents have
decided to stay home due to the coronavirus. Almost 11 percent of Americans
have decided to travel for the holidays despite the pandemic, and the other 18
percent are still undecided. A lot of the population's holiday plans are not
impacted by Covid-19, however, as 31.4 percent of respondents noted that they
normally do not travel for the holidays anyway.
Of those who
have decided to travel for the holiday season, it is not surprising that about
62 percent of respondents will be driving to their destination. It is
interesting that What If Media Group found that almost 14 percent of the
respondents who will be traveling this year will be traveling by plane, instead
of driving as they usually did. Gottlieb mentions how even though American
citizens have less money in their pockets this year, they are still spending and
traveling. Although it will not be the typical holiday season and a hard one
for businesses, they are able to respond well with large discounts.
Sadly, COVID-19
may affect the most important visitor of the holiday season: Santa Claus. What
If Media Group found that about 12 percent of parents are telling their
children that Santa Claus is unable to come this year, due to COVID. So far, 14
percent of parents are still deciding on what they will tell their children
about Santa coming. Hopefully, the pandemic will not get in the way of Santa
and his reindeer visiting to spread some holiday joy.
Gottlieb states,
"It is just going to be a challenging holiday season, and one in which only the
most digitally sophisticated marketers are not only going to survive, but truly
thrive."