Holiday Retail Fallout Part 1: “Spirit” vs. “Present”

February 25, 2009

by forrestsloan

Looks like the ghost of Christmas Present is just that, a ghost.

MediaPost ran an interesting article about the most popular search keywords this holiday.  Last year, the #1 search was “Christmas present,” with “Christmas shopping” coming in at #4.  This year, the top search was for “Santa letter,” followed by “Christmas wish list,” and “Christmas spirit.”  The words “present” and “shopping” didn’t even make it into this year’s top 10. Where did they go?

Somewhere along the line, the more genteel word “gift” has replaced “present” and “spirit” has become something you search for.

Marketers take note.  As San Francisco-based Kontera surmised (they provided the analysis for this report), we are faced with more thoughtful consumers now.  And if they’re more thoughtful in their spending, you can bet that they are seeking value and meaning in their purchases.

It’s time to adjust those marketing messages for ’09.

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