Black Friday marks the last mile of 2021 – and the "official" start of the Christmas season. (Sh)elves have been dressed in holiday costumes for weeks, and gift-givers have been hard at work preparing for end of year celebrations. Now, just one month ahead of Christmas, we wanted to find out what’s topping 2021 wish lists and how shoppers are progressing.
This paper explores some of the emerging channels where convergent commerce is evident, their impacts on shopper journeys and touchpoint use, and what it means for brands.
How and where the world shops and dines transformed during the coronavirus pandemic. As health orders in many countries have called for sheltering in place and minimizing non-essential trips to curb the spread of the virus, consumers throughout the world report eating in-restaurant less often (63% on average across 28 countries) and shopping online more often (43%) than they did before the pandemic. However, buying locally – whether from local farmers and manufacturers, local businesses, or local restaurants – is largely unchanged compared to before the pandemic.
