The Golden Quarter in 2022 will be like no other. In addition to the usual Christmas festivities, this year shoppers will be watching and celebrating the World Cup, which runs between 21 November and 18 December. Adding further complexity, new HFSS restrictions are set to be effected in October.
The challenges are significant, from the fight for feature and display and trying to understand what will motivate shoppers, to managing logistical difficulties and predicting demand during an unprecedented trading period. Currently awareness is also a problem, with our research showing that only 44% of shoppers know the World Cup is due to be held this winter.
For all the challenges, our research suggests the opportunity is substantial, in particular for brands and retailers that are able to bring Christmas and football together in interesting ways.
Drawing on our shopper research, we’re currently working with clients to navigate Christmas 2022, with compelling category strategies and innovative creative thinking. Also, our insight and planning team has updated our latest Christmas and World Cup research and point of view, summarised into an informative presentation/webinar.