Brands Approach Holiday Ads With a Dose of Pandemic-Related Reality

Instead of going the escapism route

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Instead of avoiding the pandemic altogether, brands ranging from Etsy to the United States Postal Service are instead incorporating it into their holiday messaging.

Recent research from Gartner found that Americans are again showing similar levels of concern to Covid-19 as they did in the spring when the virus was first surging in the U.S. In a separate study, nearly 50% said they don’t want to see commercials that do not recognize these new realities.   

“Acting like this is a normal holiday season is not going to be a strategy that resonates with consumers, for whom life is incredibly different,” said Lindsey Roeschke, consumer insights analyst at Gartner.

To what extent the pandemic will continue to have an impact on daily life remains to be seen.



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This story first appeared in the Nov. 16, 2020, issue of Adweek magazine. Click here to subscribe.