I think it is amazing that less than 3% of the population is involved in Wall Street and yet we look at the Dow Jones Industrial Average like it was a temperature gauge telling us it is ok or not to go swimming. I am not saying that layoffs and corrections do not exist, in fact, far from it. Each of us in one way or another will feel the effects of the recession, some may just come from the stress and worries that we take upon our own minds. So what do you worry about? What about the average consumer?
|
Moderate or Significant Holiday Stress Factors (% of Respondents) |
|
Stress Factor |
Men |
Women |
|
Health |
24% |
33% |
|
Fitness |
22 |
30 |
|
Weight |
30 |
48 |
|
Personal Relationship |
25 |
35 |
|
Finances |
56 |
35 |
|
Source: KW Strategems, November 2008 |
I look at the table above and it gives me some hot button sectors that I can help some of my clients with. If I am targeting women with my property I know that Health, Fitness, and Weight cause stress and if my clients can take away some of that stress and provide a solution than we have succeeded. For men, I would pair the same three concerns but add finances to the list of opportunities facing consumers this season. These catagories are logical places to seek advertising dollars because a lot of resolutions focus around these stressful areas of life and the solutions your clients provide will be needed after the holidays are gone and the bills start coming in.
In a report from Decipher News, they offered some assistance to gift giving which may take away some of the stress in deciding what to give. This could also be good advice to use in your commercial copy as it may spur consumers to make a decision affiliated with one of your clients....
"When it comes to the perfect gift to buy for family, friends or co-workers, 35 percent of respondents said store-bought gifts ranked highest as gifts buyers preferred to give. While gift cards came in second at a close 31 percent.
With giving and receiving, 53 percent of Americans are more likely to give a tangible gift, but 47 percent said they would prefer to receive cash in order to have a choice for what they will receive this season. What?s more, women are more likely to want to give a tangible gift, but one-in-four would like to receive a gift ?experience? such as a spa gift certificate, dinner, movie passes, etc."