Staying Home For Christmas: The Role For Content Creators During Our First Ever 'Connected Christmas'

Ben Jeffries
Nov 6, 2020

Influencer has today published a report, highlighting consumer purchase trends, buyer behaviour, and industry insights, alongside expert opinions, in order to show brands how they can best plan for a festive period that will be like no other that has gone before.

The report collates research from a number of sources including, but not limited to, work undertaken alongside Influencer’s key insight partner IBM Watson and from research by Influencer in partnership with GlobalWebIndex. Insights suggest that consumers will be spending more on Christmas than ever before; families in the UK are planning on spending 25% more on Christmas presents than in previous years, for example.

The report also highlights the key role that content creators have played in connecting us with our loved ones this year; a role that is only set to gain importance as we head into the festive period. 37% of Generation Z will use Instagram as their main source of festive shopping inspiration, while 64% of consumers said they intend to spend at least as much, if not more, on Christmas presents this year as they did in 2019. Moreover, with over 38% of consumers following creators to gain inspiration, the report recommends that brands engage the power of content creators and influencer marketing to ensure they are front of mind as consumers begin their Christmas shopping.

Influencer CEO Ben Jeffries said: “With Britons set to spend a staggering £27 Billion on Christmas this year, it looks like not even a global pandemic will stop people from treating those they love. Brands need to be at the forefront of people’s minds as we head into the festive season and for many companies, this will mean significant - and swift - changes to their marketing plans. At Influencer, we are always on hand to help our clients navigate this difficult and erratic time.”

Influencer CVO, and YouTube creator, Caspar Lee also commented: “Content creators truly came into their own during the initial coronavirus lockdown; providing inspiration and entertainment, and making us feel more connected to each other. As we head into the Christmas period and a second national lockdown, the role they play will be more important than ever.”