This year, the COVID-19 pandemic will change how we celebrate the winter holidays, with many Americans opting to hold smaller celebrations or participate in safer, socially-distanced winter holiday traditions to celebrate the season.
However, that doesn’t mean that winter holiday celebrations are off the table. A recent three-part research series from NCA explored the impact of the COVID-19 pandemic on confectionery shopper behavior and indicated that 85% of Americans believe that people will find safe and creative ways to celebrate the winter holidays this year – leaving an opening for the confectionery industry to adapt alongside our shoppers as we encourage safe celebrations and new usage occasions for confectionery products.
And consumers are looking to us to provide those solutions! The same research series found that 56% of consumers indicated they would purchase as much candy as in previous years, and an incredible 24% told us they would be purchasing more than their typical amount of holiday candy. This is an opportunity for our industry to meet consumers where they want to be met, providing fun, creative and safe celebration ideas through merchandising, advertising, social media and other outreach.
One way we’ve adapted to the times is by reimagining our winter holiday resource hub, Winter Holiday Central. While Winter Holiday Central continues to offer all the resources consumers need for creating balance around treating during the winter holiday season, it also now features tips for celebrating safely during the COVID-19 pandemic. With fun ideas ranging from a virtual dreidel game to an outdoor holiday s’mores treat, Winter Holiday Central features creative ideas to inspire consumers to try a different type of winter holiday celebration and even come up with a safe and creative celebration of their own.
The winter holiday season is an important time for connection and fun, and we don’t have to lose that because of COVID-19. Join us in committing to encouraging safe and creative winter holiday celebrations, and feel free to share your big winter holiday celebration idea with us on social media. We’d love to see how you’re celebrating with your favorite confectionery treat.
Happy holidays from all of us at NCA!
