OMD UK Covid-19 Consumer Impact Report- Festive Special

Following  the Christmas break, we are back sharing our Covid-19 Consumer Impact Report. This time round our Business Intelligence team have conducted three dips of research on 18th Dec, 24th Dec and 4th January capturing some extra Qs around festive behaviours and feelings, as well as  usual tracking data, and some additional qualitative research from our YourVoice Community platform.

The key take outs from the Festive Special are:

  • The New Year and New National Lockdown have had a negative impact on the Nation’s happiness, optimism and life satisfaction. Unfortunately we are now reporting the lowest scores for happiness and life satisfaction since our tracking, almost two years ago, back in March 2019.
  • Changes in advice remains a prominent factor eroding confidence in the government, which is now at 33%.
  • Optimism of being able to do activities and go on holidays has dropped after the announcement of Lockdown #3, and research holidays has declined in the new year by 8ppts, as well as a decline in interest in day trips and weekends away (-7ppts).
  • Peak Christmassy/Festive feelings were felt in the two weeks before Christmas, but overall the nation felt less festive in 2020 than in 2019, as the Covid pandemic continued to impact people’s behaviour.
  • On a more positive note, it seems as though there has been a shift in perception of the meaning of Christmas this year. Compared to 2019, Christmas is significantly more likely to be associated with love, and less likely to be associated with shopping, indulgence and pressure.
  • This was a year of creating new traditions over the Christmas holidays, with a fifth of the nation saying they have started a new tradition this year that they expect will continue in years to come.

You can read the full report below.

OMD UK COVID-19 Consumer Impact Report – Festive Special Jan 2021

If you have any questions about any of the data, please contact [email protected].


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