To connect with potential Christmas shoppers, brands have to demonstrate their environmental and sustainable values.
Seedtag, a leading global company in contextual advertising, has analyzed the items related to Christmas shopping that arouse the most interest among consumers. Using its contextual AI platform, Liz, Seedtag was able to analyze user interactions with holiday content across its global network of publishers to create the holiday shopping study.
Sustainable Christmas content
Compared to general content found online, Christmas content focused 2.6 times more on sustainability issues. The largest amount of content on sustainability is found in articles related to decoration, of which more than a third (36%) highlight climate-friendly options.
In terms of Christmas shopping plans, artisan markets concentrate most of the attention of users, which shows a trend towards original and handmade products, as opposed to mass-produced ones. The only topics that surpass sustainability in interest were alcoholic beverages (celebrations, gifts, recipes…), with 4 times more chances of appearing in Christmas content, and online purchases 3.3 times more frequent.
“This study shows that sustainability occupies the first place in the minds of Christmas shoppers, after things like alcoholic beverages and buying gifts online,” says Eugenio Mohedano, Sales Director of Seedtag in Spain. “Brands that want to connect with Christmas shoppers must demonstrate their green credentials, tap into the demand for meaningful, handmade gifts, and target web content around these themes in the run-up to Christmas.”
Another key fact highlights the interest in spreading charitable will during the holidays, with 20% of articles on toys specifically related to their donation by individuals or companies.
