December 8th, 2023, Lesley Simeon
2023 will wrap up its run in less than a month’s time and marketers are working full force to vie for consumer attention amid the last few weeks of the festive season.
A recent YouGov survey asked consumers across 17 international markets whether they are more or less likely to shop from a brand that runs campaigns associated with current events or celebrations like International Men’s Day or Valentine’s Day. A quarter of consumers across markets (25%) say they are more likely to buy from such brands.
Conversely, 7% of consumers say they are somewhat less likely to buy from brands running occasion-centric campaigns. More than one in 10 of them (11%) are much less likely to do so.
Nearly half of respondents (47%) say they are neither more nor less likely to buy from such brands.
Let’s now look at what consumers feel about celebration-centric brand campaigns, by market.
Roughly half of Hong Kongers say they are more likely to buy from brands running celebration-focused campaigns; a third of Danes say they are less likely to do the same
Consumers in the UAE are most likely across markets (57%) to say they are more likely to make purchases from brands running campaigns associated with current events or celebrations. Consumers in Hong Kong (51%) and India (50%) follow close behind.
In Europe, Spain accounts for the largest share of consumers (27%) who say they are more likely to buy from those brands.
On the other hand, consumers in Great Britain (13%), Germany (14%), Denmark (15%) and the US (17%) are among those who are least likely across markets to say they more likely to buy from brands running campaigns around celebrations or events.
The Danes are actually the most likely across all markets we survey to say they are less likely to buy from such brands - a third of them (33%) say so. Germans (27%) and Swedes (25%) follow Danes. In Asia, Hong Kongers are most likely (16%) to say they are less likely to buy brands running celebration-themed campaigns.
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Methodology: YouGov Surveys: Serviced provide quick survey results from nationally representative or targeted audiences in multiple markets. The data is based on surveys of adults aged 18+ years in 17 markets with sample sizes varying between 508 and 2001 for each market. All surveys were conducted online in September 2023. Data from each market uses a nationally representative sample apart from Mexico and India, which use urban representative samples, and Indonesia and Hong Kong, which use online representative samples. Learn more about YouGov Surveys: Serviced.
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