COMBATING THE CONSUMER ‘JOY DEFICIT' THIS SEASON

Summary from the TLDR Marketing newsletter

Holiday campaigns need to reflect the reality that most shoppers are financially stressed and price-conscious. Brands are seeing stronger results from early sales, resale options, and emotionally resonant messages instead of pressure-heavy promotions. Highlighting group activities over individual gifts and bundling affordable luxuries can help shoppers feel joy without overspending. Consumers are highly sensitive to pricing tricks, so clear value and trust are more important than urgency this season.