Target consumers spending on self-care and wellness amid the pandemic to boost Q4 sales

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 23, 2020, 3:42 AM UTC

Consumers with discretionary spending are starting to equate “small indulgences” with self-care.

Facebook has released a report that shares information about consumer behaviours that have emerged as a result of the pandemic. The study sees 55% of Americans reporting impacted mental health owing to the pandemic.

High levels of anxiety was reported by 47% of Britons. To manage this, consumers have taken to self-care and wellness routines to incorporate “me time” in their schedules. As part of this, 50% consumers “sought out small indulgences to treat themselves”.

However, this may not mean huge spending intent for all consumers. 89% of Britons and 70% US consumers are in agreement of spending less money overall. Brands looking to attract consumer and boost sales in Q4 must avoid appearing insensitive, identify the right audiences and focus messaging on each sector.  

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