Updated: Sep 15, 2020
I had a fascinating conversation with Pamela Danziger, Senior Contributor for Forbes, about the deeper meaning of gift-giving in the context of the coronavirus pandemic.
Here's a clip from her article in Forbes:
Due to the radical adjustments people have made as a result of the coronavirus pandemic, [Dr. Gray] foresees gifting this year will take on even deeper meaning.
“The pandemic has created a lot of anxiety. We’re reminded the world is not permanent. By giving gifts and things that are enduring and are a lasting expression of care, it helps us soothe a bit of that anxiety.”
Shopping behavior is always a means to achieving emotion-based goals. Brands and retailers that understand the underlying goals motivating their target shoppers have a strong advantage. With this knowledge, they are better able to create messages and merchandising that are relevant. And relevance is the golden ticket that draws attention, drives interest and engagement, and opens opportunities to influence purchase decisions. If we know that consumers want to give meaningful gifts with lasting quality, that can help to inform everything from product mix to marketing messages and merchandising displays, making them more relevant and effective for meeting business objectives.
You can check out the full article here.