We asked our panel of American women what they anticipate spending their time and money on over the upcoming fall season.
Summer Spending Amongst American Women
We asked women across the USA what they anticipate spending on this Summer. Here’s some of what they told us.
We asked our panel of American women what they anticipate spending their time and money on over summer.
How American Women Plan to Spend Time & Money this Summer
“I have so many projects on at the moment - I’m landscaping my yard , remodeling a bathroom and a few other renovation projects around the house.”
“Definitely going to Italy! It’s like everyone I know on Instagram is going to Italy, so it’s about time I get over there.”
“I feel like I’ve been through so much these past few years that I totally deserve treats - A LOT of them. I’m treating myself to mini shopping sprees for things like fresh flowers, candles and pretty decor for the home to make me feel happier.”
“I’ve just recently purchased a lot of clothes, all based upon my upcoming summer vacation to Europe. I deserve it!”
“I have a dangerous habit of shopping online basically every night — Amazon, Nordy, Free People, Anthro, Hannah Anderson - you name it. Can’t stop, won’t stop for pretty clothes for me and fun activities for the kids.”
“The majority of my disposable income during summer goes to drinks (coffee & wine) and travel. We’ve rented a Airbnb house for all of August just outside of Paris!”
“I’m turning our backyard into a little nature oasis - building a new deck and will buy lots of new flowers and planters to make it look cozy.”
“I cannot stop buying the Stanley cups; I think I have one in every color by now.”
“We’re taking a big family trip out west this summer - renting a RV and seeing the country for most of August.”
“We just installed a new pool into the back yard, so now I’m onto decorating and landscaping all around it. We have lots to buy to make it look right.”
“I’m having solar panels installed and considering a couple other home upgrades — maybe a new frame TV and maybe getting some new appliances.”
“At some point I’ll start thinking about buying new school season clothes for the children. I’m not there yet, but later on school supplies too.”
Do you need to get a quick pulse check on your consumers for the summer selling season?
Green Purse is your go-to source for keeping a pulse on your target consumers. Want to get a temperature check on how your brand can address consumer needs this summer? Work with us on a quick survey or virtual focus group to get insights that you can use now. Contact us to learn more.
- Lisa Mabe, CEO & Buy-ologist, Green Purse PR
Holiday Marketing During Spring & Easter 2023
Marketing Your CPG Products During Spring & Easter Season
How is your brand connecting with consumers during Spring?
Spring is in the air (almost) and I am personally so excited about it! The month of March and the new season brings with it several reasons to celebrate. Firstly, Green Purse just turned 13 years old on March 1! My birthday is later this month, we will have cherry blossoms blooming toward the end of the month, and then the official start to Spring. Several major holidays are coming up — Easter, Ramadan and Passover and each can be stretched out for an entire season, from a marketing perspective.
HOW MANY ‘MINI EVENTS’ (OR BUYING OPPORTUNITIES) CAN YOU THINK OF FOR THE SPRING SEASON?
There are a lot, especially given how many big, religious holidays fall into Spring this year. Here are just a few examples, with a focus on Easter.
Spruce up for Spring - Many Americans like to welcome Spring (whenever it begins to actually feel like Spring) by sprucing up the outside and insides of their homes with spring decorations and seasonal flowers. Grocery stores and garden centers are keen to promote and sell flowers, like tulips and peonies. In addition to pretty, Spring flowers, many Americans like to dress up their home entrance with season-appropriate welcome mats and garden decor.
Outdoor picnics - Once the weather is warm enough to play outside more, you better believe we’ll all be out there even more taking nature walks, exercising, playing at playgrounds and having picnics.
Easter dress - For households with children that celebrate Easter, buying an Easter outfit is on the agenda for many Americans. For little ladies and big ones too, this can especially be a big deal. Parents often use this time as a good excuse to get professional photos made of the kids or the entire family. I personally like to have matching dresses for my daughter and I, and I’ve already got my photographer lined up for Spring family photos.
Dying Easter eggs - To decorate for Easter and Spring, a lot of households will hard boil eggs and dye them different Spring colors. There are egg-dying kits to buy, or some people may opt for natural, plant-based dyes. After the eggs are properly colored and dried, they make pretty decor items for the household.
Easter baskets - Easter baskets filled with treats are a traditional Easter gift, especially for children. The focus tends to be on confectionary products, like Peeps (sugar covered marshmallows in the shape of baby chickens & rabbits,) Easter eggs with prizes inside, chocolate Easter bunnies, and Easter-themed candy. In addition to candy, a lot of gifts will extend to toys, clothes, games, etc. Adults can certainly be given Easter baskets too (I mean, I want one!)
The big grocery shop - Americans who are celebrating a religious holiday, like Easter, Passover or Ramadan, will be heading to their grocery store (or ordering online) to do a big grocery shop. This is when they’ll pick up the holiday show-stopper (likely a lamb leg or ham,) ingredients for any baking, drinks and probably some flowers too.
Easter day - Americans’ celebrations for Easter day can vary. Church-going folks may rise extra early for a sunrise church service. Typically most Easter meals tend to focus around lunch or dinner — some will host at home and others will go out to celebrate at restaurants. Some mainstays for the day include specific food traditions and for children, an Easter egg hunt. Traditional food on Easter can include: ham, leg of lamb, deviled eggs, hot cross buns, etc.
Orthodox Easter - Don’t forget, there are actually two Easters. Orthodox Christians will celebrate Orthodox Easter a week after regular Easter. Orthodox Easter can look like a repeat of the other Easter, but with a few notable differences — mainly, serving a whole lamb. For example, Greek households in America have a tradition of slaughtering a lamb at a local farm and roasting the whole lamb on our spit grill in the back yard.
Easter bunny cake
Leverage holidays & seasons with our seasonal/holiday-centric PR campaigns
Is Spring or Easter a major selling season for your brand? How is your company planning to connect with consumers during the Spring & Easter season? Do you know what your consumers are most looking forward to for Spring, or what their needs will be?
Learn how your brand can leverage the next season or holiday in your consumer marketing here.
Lastly, check out this list of key dates to engage your consumers with this Spring.
Lisa Mabe Founder & CEO, Green Purse
Connecting with Female Consumers Leading up to Valentine's Day
I've Missed You Australia
I’ve Missed You Australia
It was so nice to be back in Australia during July! Being previously based in Sydney, many of Green Purse’s clients are in Australia and it's a place I absolutely love! It’s been years since I was last in Australia due to the pandemic days, so this recent visit felt even more special. This trip was for my client, Land to Market, to support their expansion into the Australian market.
Below are some photos showing a visual recap of my recent trip. Some highlights include farm visits — meeting Aussie graziers and farmers that are working to improve environmental health through regenerative agriculture. We also met with companies looking to source materials (like meat, leather, wool, etc) and Land to Market verified regenerative products from the Land to Market member base. In addition to work, I managed to make time for spotting some pretty views and lots of delicious food & drink.
The Australian market continues to be a major focus for myself and Green Purse PR. We work with many of Australia’s leaders in agriculture, red meat, wine and honey. Australia has a lot to offer the world in terms of natural and organic products. I'm keen to help Australian companies be successful in the American market by helping them better understand the market and their consumers. Learn more about our experience with other leading Australian companies (like Meat & Livestock Australia) and research capabilities here and contact me if you're keen to learn more.
- Lisa Mabe, CEO of Green Purse PR
Curious to know what American women think about products from Australia?
Watch this video Green Purse produced, featuring our shop-along research.
Upcoming PR Campaigns for Holiday & Seasonal Marketing
Holiday Marketing During Spring & Easter
Marketing Your CPG Products During Spring & Easter Season
How is your brand connecting with consumers during Spring?
Spring is in the air (almost) and I am personally so excited about it! The month of March and the new season brings with it several reasons to celebrate. Firstly, Green Purse just turned 12 years old on March 1! My birthday is later this month, we will have cherry blossoms blooming toward the end of the month, and then the official start to Spring. The Easter holiday takes centerstage, but even Easter is more than just a one-day event; it too can be stretched out for an entire season, from a marketing perspective.
DATES OF NOTE DURING SPRING
HOW MANY ‘MINI EVENTS’ (OR BUYING OPPORTUNITIES) CAN YOU THINK OF FOR THE SPRING SEASON?
There are a lot, especially given how many big, religious holidays fall into Spring this year. Here are just a few examples with a focus on Easter.
Spruce up for Spring - Many Americans like to welcome Spring (whenever it begins to actually feel like Spring) by sprucing up the outside and insides of their homes with spring decorations and seasonal flowers. Grocery stores and garden centers are keen to promote and sell flowers, like tulips and peonies. In addition to pretty, Spring flowers, many Americans like to dress up their home entrance with season-appropriate welcome mats and garden decor.
Outdoor picnics - Once the weather is warm enough to play outside more, you better believe we’ll all be out there even more taking nature walks, exercising, playing at playgrounds and having picnics.
Easter dress - For households with children that celebrate Easter, buying an Easter outfit is on the agenda for many Americans. For little ladies and big ones too, this can especially be a big deal. Parents often use this time as a good excuse to get professional photos made of the kids or the entire family. I personally like to have matching dresses for my daughter and I, and I’ve already got my photographer lined up for Spring family photos.
Dying Easter eggs - To decorate for Easter and Spring, a lot of households will hard boil eggs and dye them different Spring colors. There are egg-dying kits to buy, or some people may opt for natural, plant-based dyes. After the eggs are properly colored and dried, they make pretty decor items for the household.
Easter baskets - Easter baskets filled with treats are a traditional Easter gift, especially for children. The focus tends to be on confectionary products, like Peeps (sugar covered marshmallows in the shape of baby chickens & rabbits,) Easter eggs with prizes inside, chocolate Easter bunnies, and Easter-themed candy. In addition to candy, a lot of gifts will extend to toys, clothes, games, etc. Adults can certainly be given Easter baskets too (I mean, I want one!)
The big grocery shop - Americans who are celebrating a religious holiday, like Easter, Passover or Ramadan, will be heading to their grocery store (or ordering online) to do a big grocery shop. This is when they’ll pick up the holiday show-stopper (likely a lamb leg or ham,) ingredients for any baking, drinks and probably some flowers too.
Easter day - Americans’ celebrations for Easter day can vary. Church-going folks may rise extra early for a sunrise church service. Typically most Easter meals tend to focus around lunch or dinner — some will host at home and others will go out to celebrate at restaurants. Some mainstays for the day include specific food traditions and for children, an Easter egg hunt. Traditional food on Easter can include: ham, leg of lamb, deviled eggs, hot cross buns, etc.
Orthodox Easter - Don’t forget, there are actually two Easters. Orthodox Christians will celebrate Orthodox Easter a week after regular Easter. Orthodox Easter can look like a repeat of the other Easter, but with a few notable differences — mainly, serving a whole lamb. For example, Greek households in America have a tradition of slaughtering a lamb at a local farm and roasting the whole lamb on our spit grill in the back yard.
Easter bunny cake
Leverage holidays & seasons with our seasonal/holiday-centric PR campaigns
Is Spring or Easter a major selling season for your brand? How is your company planning to connect with consumers during the Spring & Easter season? Do you know what your consumers are most looking forward to for Spring, or what their needs will be?
Learn how your brand can leverage the next season or holiday in your consumer marketing here.
Lisa Mabe Founder & CEO, Green Purse
Connecting with Natural Consumers During the Season of Love
What Millennial Women Will Be Buying This Fall
Summer Spending Amongst Millennial Mom
We asked Millennial moms across the USA what they anticipate spending on this Summer. Here’s what they told us.
American mothers are sick of being cooped up at home! While most of us had to “summer” at home last year (and all year,) thanks to the COVID-19 pandemic, this summer moms are coming out and she’s way past ready for some hard-earned “me time.”
We asked our panel of Millennial moms what they anticipate spending their time and money on over summer. Here are some of what they shared with us.
How American Millennial Moms Plan to Spend Time & Money this Summer
“Yes, yes, yes! I’m saying yes to just about anything!”
“I’ve already been out at restaurants (outside,) and I’ll do it a lot more. I’m so sick of cooking at home; time to make up for it by dining out a lot!”
"Let’s put down the damn screens and get outside in nature. Bring on all the nature trails, bike rides, and mountain hikes.”
“I’m going somewhere — anywhere, and BY MYSELF!”
“So excited to finally go away for a girls’ weekend — spa, wine, and good food.”
“We’re renting a beach house with another family and a few other local or regional trips to visit family and friends.”
“Getting my hair done, nails done and going to the spa!”
“I’m taking my first flight since the pandemic to go to Mexico. My husband and I are doing a trip - just us and we plan on living it up!”
“It’s time for some me-time! I’ve having a weekend (or two) away by myself — I’ve earned it!
“We’re finally comfortable having our house professionally cleaned again. After over a year of dealing with mess, I’m very excited to have some cleaning help come each week!”
“Since last summer sucked, we’ll be doing all the things this year — making up for birthday parties we did not get to have last year, lots of outdoor activities and spending a lot of time at the beach.”
“Last year I spent a lot of money on entertaining everyone at home. This year I’m focused on going out to restaurants and getting out of town to have fun — mountains, beach, and staying with family.”
“Let’s help make it up to local restaurants. I’m aiming to go to a new restaurant each week from here on out.”
“We have a few vacations to go on, but we’re also excited to stay close to home to see our family and friends. We’ll be having lots of backyard BBQs and pool parties.”
“I’ve been doing some online shopping lately to buy some new summer dresses — I need some fun new pieces to get out in the world again.”
How will your brand connect with consumers this summer?
Green Purse is your go-to source for keeping a pulse on your target consumers, Want to get a temperature check on how your brand can address consumer needs this summer? Contact us to learn more.
- Lisa Mabe, CEO & Buy-ologist, Green Purse PR
Holiday Marketing Opportunities for Easter & Spring
Holiday Marketing Opportunities for Easter & Spring
American consumers need something to look forward to; Spring and Easter could be a turning point
The Easter holiday is more than just a one-time event on April 4th; it’s an entire season, including the Spring season and celebrating warmer weather. This will be our second Easter and Spring under the cloud of the pandemic, but rest assured, Americans are keen to celebrate in a big way as we are literally looking for any excuse to distract ourselves from our daily stress.
Even in a pandemic with varying levels of restrictions here in the USA, below are a few of the “mini events” brands can still build shopper marketing around leading up to Easter on April 4th.
HOW MANY ‘MINI EVENTS’ (OR BUYING OPPORTUNITIES) CAN YOU THINK OF FOR THE SPRING + EASTER SEASON?
Spruce up for Spring - Many Americans like to welcome Spring (whenever it begins to actually feel like Spring) by sprucing up the outside and insides of their homes with spring decorations and seasonal flowers. Grocery stores and garden centers are keen to promote and sell flowers, like tulips and peonies. In addition to pretty, Spring flowers, many Americans like to dress up their home entrance with season-appropriate welcome mats and garden decor.
Outdoor picnics - Getting outside for sunshine and fresh air is one of the best things we can do for ourselves during these cooped up, pandemic days. Once the weather is warm enough to play outside, you better believe we’ll all be out there taking nature walks, exercising, playing at playgrounds and having picnics. While we expect to be masked up and socially distanced for quite some time, Americans are hopeful that come Spring things can possibly loosen up a little bit. After over a year of staying home and virtual everything, we are all craving physical, in-person experiences with others. Here’s hoping that vaccine can get to a lot more people come Spring.
Easter dress - For households with children, normally buying an Easter outfit is on the agenda for some Americans. The difference is this year, there’s basically no where to go if you get all dressed up. Still, some people will go for it. For little ladies and big ones too, this can especially be a big deal. Parents often use this time as a good excuse to get professional photos made of the kids or the entire family. I personally like to have matching dresses for my daughter and I, and I’ve already got my photographer lined up for Spring family photos.
Dying Easter eggs - To decorate for Easter and Spring, a lot of households will hard boil eggs and dye them different Spring colors. There are egg-dying kits to buy, or some people may opt for natural, plant-based dyes. After the eggs are properly colored and dried, they make pretty decor items for the household.
Easter baskets - Easter baskets filled with treats are a traditional Easter gift, especially for children. While the focus tends to be on confectionary products, like Peeps (sugar covered marshmallows in the shape of baby chickens,) Easter eggs with prizes inside, chocolate Easter bunnies, and Easter-themed candy, a lot of gifts will extend to toys, clothes, games, etc. Adults can certainly be given Easter baskets too.
Treat bags to welcome Spring & Easter - Since many community events (like neighborhood or church Easter egg hunts) will still be off the table, some American neighborhoods (especially suburban areas) are likely to bring joy by dropping off treat bags at the front doors of their friends and neighbors’ homes. Some of the people I’ve conducted research with recently tell me that they are planning to drop off goodies to friends and neighbors (in particular, parents/grandparents, elderly neighbors, neighborhood families with children — basically everyone who would use a good cheering up) to welcome Spring on the first day of Spring and also again for Easter.
The big grocery shop - Even for our smaller celebrations this year, Americans will be heading to their grocery store (or ordering online) to do a big Easter shop. This is when they’ll pick up their Easter ham or lamb, ingredients for any baking, drinks and probably some flowers too.
Easter day - Americans’ celebrations for Easter day can vary. Church-going folks may rise extra early for a sunrise church service (likely to be outside.) Typically most Easter meals tend to focus around lunch or dinner — mostly at home this year, or perhaps outdoor seating at restaurants for those in non-restricted areas. Some mainstays for the day include specific food traditions and for children, an Easter egg hunt. Traditional food on Easter can include: ham, leg of lamb, deviled eggs, baked goods, etc.
Orthodox Easter - Don’t forget, there are actually two Easters. Orthodox Christians will celebrate Orthodox Easter almost a full month later, on May 2nd. Orthodox Easter can look like a repeat of the regular Easter, but with a few notable differences — mainly, serving a whole lamb. For example, my husband’s Greek family has a tradition of slaughtering a lamb at a local farm and roasting the whole lamb on our spit grill in the back yard in time for our big, Greek Easter party. Sadly, no big party for us this year, but we will likely still roast an entire lamb, but just for our own household, freezing the leftovers.
Easter bunny cake
Koulourakia, traditional Easter cookies from Greek culture
Holiday Planning Help
Is Spring or Easter a major selling season for your brand? How is your company planning to connect with consumers during the Spring & Easter season? Do you know what your consumers are most looking forward to for Spring, or what their needs will be?
Contact me to discuss how your brand or retailer can leverage the next season (Spring) or holiday (Easter) in your consumer marketing. We can conduct virtual research now with our panel of American consumers to test ideas & ask questions about their plans for Spring, or we can explore planning or implementing a holiday/seasonal marketing campaign for your brand.
Lisa Mabe Founder & CEO, Green Purse
Valentine's Day is NOT Cancelled
Valentine’s Day is more than just a one-time event on February 14th; it’s an entire season of love. This is our first Valentine’s Day in full on pandemic mode, but rest assure, no one is cancelling this holiday, because we all need love now more than ever!
Even in a pandemic with varying levels of restrictions here in the USA, here are just a few of the “mini events” brands can still build shopper marketing around.
How Will Your Brand Connect with Moms this Winter?
Many American families will be staying home and indoors a lot more this year, thanks to COVID-19. This cultural change is impacting how consumers, like moms, shop and what they buy. Our new ‘stay at home’ culture is also impacting the type of messaging and content brands and retailers share with consumers, like moms.
What Millennial Women are Buying this Fall
WHAT MILLENNIAL WOMEN ARE BUYING THIS FALL
American women looking to indulge in seasonal treats, home goods & entertainment
Many of your American millennial aged female consumers are excited about the new autumn season, and rightly so as even though we are in the middle of a pandemic, there is still plenty to look forward to and enjoy. This unique season brings with it beautiful weather, seasonal produce and ingredients, scents and tastes all uniquely owned by fall. In anticipation of winter being especially dreary, consumers tell us that they consider fall as their last bit of outdoor fun before we all tuck indoors for winter.
We asked Green Purse PR’s panel of Millennial women (including many mothers) what they’re looking forward to about fall, as well as what they have been buying, or plan to buy, in order to keep themselves and their families happy, healthy and properly entertained during their continued time at home, due to the pandemic. Listed below are some of what they shared with us.
Pumpkins spice lattes are always a big hit during fall.
How American millennial women plan to soak up the fall season
“We’re trying to be outside as much as we can. You could not pay me to do any indoor activities with my kids right now, so we’re into things like farm visits, pumpkin patches, nature trails. So far we’ve decorated our front door with mums and pumpkins, I’ve bought several art and decorating kits for the kids and I’ve gotten more seasonal decorations to try to make it more special for the kids.”
“My online shopping orders go something like this — chocolate, wine, yoga pants, sports bra, more chocolate and more wine.”
“I love doing bonfires, the smell of BBQ and roasting marshmallows. My husband ordered a new firepit. I’m in the process of researching and buying some stargazing equipment - binoculars and a telescope as fall is really good time to see things in the night sky.”
“I’m still loading up on beverages - everything from tea, coffee, wine and beer to kids’ juice boxes and sparkling waters.”
“You still cannot hardly find any cleaning products in stores, so I’m constantly on a hunt for those and like a squirrel, I’m starting to hunt and gather toiletries, freezer foods and other household supplies so we won’t have to run out to the store as much.”
“I’m pretty exhausted of constantly having to think of new and exciting things to do to school and entertain my children. I’ll probably look into buying some digital subscriptions soon as we’ll be in the house more - things like Disney+ and more online education supplements, like Scholastic.”
“Games and educational toys. I want to make a game area in my house and have them on a shelf so the children can get them easily. So far I’ve got some children’s matching & sorting games, Jenga and Lincoln Logs.
“We normally buy organic food at Whole Foods, but I’ve already stocked up on some junk food as special treats - graham crackers to make smores, candy (Halloween candy, of course) and mixes to make brownies and cupcakes. I love the smell of sweets baking in the oven; we’ll probably bake some treats once a week for the next few months.
“If it smells or tastes like pumpkin spice, I need it. I’ve gotten some pumpkin candles, pumpkin flavored yogurts, pumpkin beer. You name it, I’ve got it.”
“I’ll be loading up on bath supplies - wine, bath bombs, bath salts, and more wine. I plan to be in the tub most evenings.”
“I absolutely love fall! I need to invest in a huge pile of firewood soon because I’ll start making fireplaces every night. My cold weather routine is make a fire, put on a good movie or show and make some yummy food & drinks.”
“We are going to make our house so cozy that we’ll never want to leave. We just had our kitchen and living room completely gutted and renovated this summer. We now have plenty more space for our work and homeschool, and a brand new, bright and cheery place to cook and hang out. Currently, I’m decorating — getting things like art, new couch, cozy blankets, fireplace and mantle decorations.”
“Now that it’s getting cooler, I’m starting to do my at-home workouts indoors, instead of on my patio. I’ve carved out a little workout nook in my living room by a window for my yoga mat and weights.”
“We’ve just bought a new house, so I’ll be buying a bunch of new furniture, rugs and window treatments. I feel like we’re having to buy everything all over again and it’s fun as we’ll soon be in hibernation mode this winter.”
“Because it’s pretty miserable right now, I’m trying to keep myself happy by buying some little treats - rewarding myself with good food (steaks, wine, chocolate, desserts,) skincare (masks, lotions,) lots of books & ordering movies online. I’ve ordered some pretty things for the house (art, candles and I’m getting fresh flowers more often.)
“It’s been a real struggle to keep the house clean these past six months. I’m planning to order a small, cordless vacuum online soon as I’m tired of killing my back with the big vacuum on areas, like the stairs.”
“This is so not environmentally-friendly of me, but I’ve recently bought a bunch of paper plates and cups. I’m so so sick of doing dishes (like 2 or 3 loads per day.) I feel like raking the real dishes into the sink and breaking them all! On days when I just can’t deal with everything, I’m opting for paper plates that we can throw away so I don’t have to do more dishes.”
“Our house loves fall drinks - we are going to make a lot of pumpkin spice coffee drinks & alcohol drinks. The kids love hot chocolate. We’ve got to keep things fun and special to keep happy and motivated.”
“I did buy a bunch more vitamins and supplements a few months ago, but I’ll need to do that again before winter so keep keep the flu and coronavirus away. Lots of vitamin C and immunity boosting products.”
“I’m soaking up the sun as much as possible, while I can. I’ve been going out to restaurants (outside seating,) vineyards, farms - anywhere outside where I can sit and read a book and sip on something delicious. Speaking of books, I’ve definitely been going through some books lately. I follow goodreads.com and buy several each month, more than I’ve ever read in my life.”
“This fall is going to be all about cooking for me. During summer, I got a decent amount of takeout and made summer salads and the like that are light, quick and easy. Now for fall, I want to try doing more baking — making harder recipes that take time and more effort. I’m looking to buy a nice mixer, upgrade my coffee maker and buying some new, pretty dishes.”
“We’ve not had to buy as many clothes for the kids, but I have been buying more pajama sets for them recently. I’ve also bought some new workout clothes and some lingerie.”
How is your brand talking with consumers during the pandemic autumn days?
As we continue to navigate through the COVID-19 pandemic here in the USA, Green Purse PR is committed to helping our research clients stay informed by serving up the most valuable and current consumer insights.
We've got a constant pulse on the changing behaviors of American consumers, particularly, health-conscious women and mothers. We are currently conducting virtual shopper research to better understand how consumers are shopping in categories like: food & beverage, household goods (like cleaning products & personal care,) entertainment, online education and children’s toys.
Submit an information request for answers to your specific questions about your consumers and we can explore conducting custom research for your brand. Learn more and contact us here →→→ www.greenpursepr.com/virtual-shopper-research.
- Lisa Mabe-Konstantopoulos, Founder & CEO, Green Purse PR
How is Your Brand Connecting with Moms this Summer?
HOW IS YOUR BRAND CONNECTING WITH MOMS WHILE THEY ‘SUMMER’ AT HOME?
Instead of spending on vacations, consumers are spending on things to keep themselves entertained at home.
Many of your American consumers are “Summering” at home this year, thanks to the COVID-19 pandemic. This cultural change is impacting how they shop and what they buy. Summer usually means beach trips, summer camps for kids, international travel and lots of fun outdoor activities. Our new ‘stay at home’ culture is causing purchase behaviors to be very different. It is also changing the way brands talk with consumers about their products.
We asked our panel of Millennial moms what they’ve been buying to keep their families happy, healthy and properly entertained during their continued time at home over summer. Listed below are some of what they shared with us.
How American Millennial Moms plan to ‘summer’ at home during coronavirus
“Lots of alcohol! I’ll be making lots of cold, hard drinks while I work from home (on the patio in my bikini) and summer school and make sure the kids are outside not messing up my house constantly.”
“I’m already thinking about backyard entertainment to keep the kids busy while I work. I’ve been on Pinterest researching and screenshotting outdoor activities. We’ve got baby pools; we’ll order some more water toys, art supplies and lots of good healthy snacks to have on hand.“
“As long as I can crack open a LaCroix a few times a day, I’ll be ok. I’ve got an arsenal of LaCroix containers - all flavors at the ready.”
“I’m bored already just thinking about staying home all Summer and not going anywhere on vacation! I’m planning to start some new hobbies - I want to take some virtual cooking classes (maybe Italian cooking until I can ever get over to Italy.) We’ve got a huge inflatable water pool & slide for our kids and we’ll stock up on lots of good food to make the most of our time at home.”
“Sounds like we had better hunker down and get comfortable being at home just about all the time. I’m making my bedroom an oasis; I’ve bought a new mattress, added some house plants and some really good lighting (including fairy lights) to make it as cozy and as inviting as possible.”
“Ice cream, kids fruit drinks, and if we can’t get them at the store, we’ll learn to make them ourselves.”
“I bought a bunch of mini piñatas and a bunch of candy to have every once in a while for the kids. I’m getting myself a nice Nepresso machine so I can have specialty iced lattes all summer.”
“I want to do certain food activities on certain days. We’re doing Friday afternoon ice cream parties in the backyard, Saturday morning brunch with a fancier than usual breakfast (like a avocado & egg on toast + smoothies,) and Sunday lunch time BBQs with steaks, burgers or hotdogs.”
“Definitely a tree house or play house for the backyard. We’ve also just started a garden so maybe that will give us something to do sometimes.”
“We have lots of space, thankfully, so we’ll be at our swimming pool a lot, reading in the hammock or having BBQs in the back yard. I’m sure we’ll need to stock up on lots of meats for grilling, drinks for hot days and some more water toys to keep cool.”
“Drinks (beer & cocktails for me and the hubby;) ice-pops and fruit drinks for the kids. Lots of fruit, like watermelon and pineapple.”
“Since homeschooling, I’ve already stocked up on a bunch of school and crafty types of supplies (glue sticks, crayons & markets, pom poms, waterbeads, construction paper, and so on,) but we’ll likely invest in just about every type of backyard toy we can find on Amazon or Target.”
“I love trying new things — I’m making art, cooking new types of food, I’ve already bought a bunch of expensive kitchen equipment (espresso machine) and a new grill (Big Green Egg.) I’m also trying to expand my palette for different alcoholic drinks. I’d like to come up with my own Quarantini. Once I have a winner, I’ll probably make and deliver several cute packages of it to my friends and neighbors close by.”
“We’re getting my husband a nice new grill since we’ll likely want to BBQ often. We’ve already stocked up on lots of meat, just in case it’s harder to find as this pandemic plays out.”
“I’m going to try to make things as special as I can. I want to get a bunch of yard games and decorations for our garden area. I’m thinking corn hole, ring toss, water guns, water slides & sprinklers. I’ll also want to make food extra special; we might have some themed play, like a pretty tea party outside for my daughter.”
“As a little hobby, my girlfriends and I are using some of this down time to expand our tastebuds together, virtually. We’re trying new drinks and food. I’ve gotten a bunch of specialty beers in pretty cans, mixers to make all sorts of concoctions. The idea is to experiment, have fun and determine some new go-to drinks for all this time at home.”
“My Target cart online currently has a bunch of outdoor things waiting to be bought. I’m thinking about a hammock, zip line, play house and games. We’re stocked up on food, but I bet we’ll need lot and lots of alcoholic drinks and fruit to make fruit drinks for the children.”
How is your brand talking with consumers during the home-bound Summer days?
As we continue to navigate through the COVID-19 pandemic here in the USA, Green Purse PR is committed to helping our research clients stay informed by serving up the most valuable and current consumer insights.
We've got a constant pulse on the changing behaviors of American consumers. We are currently conducting virtual shopper research to better understand how consumers are shopping in categories like: food & beverage, household goods (like cleaning products & personal care,) outdoor entertainment and toys.
Search the link below or submit an information request for answers to your specific questions about your consumers. Learn more and contact us here →→→ www.greenpursepr.com/virtual-shopper-research.
- Lisa Mabe-Konstantopoulos, Founder & CEO, Green Purse PR
Connecting with Consumers During Summer at Home
CONNECTING WITH CONSUMERS WHILE THEY ‘SUMMER’ AT HOME DURING COVID-19 LOCKDOWN
American consumers won't be spending on vacations this Summer. They'll be spending on things to keep themselves entertained at home.
Many of your consumers will likely be “Summering” at home this year, thanks to the COVID-19 pandemic. This cultural change will definitely alter how they shop and what they buy. Summer usually means kids have Summer break from school (and are therefore home a lot more,) Summer grilling season (of special important to meat brands,) and Summer travel season (which will certainly cease to exist this year.) Our new stay at home culture will cause purchase behaviors to be very different. It will also change the way brands talk to consumers about their products.
As we’re always looking a few months ahead for our public relations clients, we recently asked our panel of Millennial moms what they anticipate needing to buy or stock up on in order to keep their families happy, healthy and properly entertained during their continued time at home over Summer. Listed below are some of what they shared with us.
How American Millennial Moms plan to ‘summer’ at home during coronavirus
“Lots of alcohol! I’ll be making lots of cold, hard drinks while I work from home (on the patio in my bikini) and summer school and make sure the kids are outside not messing up my house constantly.”
“I’m already thinking about backyard entertainment to keep the kids busy while I work. I’ve been on Pinterest researching and screenshotting outdoor activities. We’ve got baby pools; we’ll order some more water toys, art supplies and lots of good healthy snacks to have on hand.“
“As long as I can crack open a LaCroix a few times a day, I’ll be ok. I’ve got an arsenal of LaCroix containers - all flavors at the ready.”
“I’m bored already just thinking about staying home all Summer and not going anywhere on vacation! I’m planning to start some new hobbies - I want to take some virtual cooking classes (maybe Italian cooking until I can ever get over to Italy.) We’ve got a huge inflatable water pool & slide for our kids and we’ll stock up on lots of good food to make the most of our time at home.”
“Sounds like we had better hunker down and get comfortable being at home just about all the time. I’m making my bedroom an oasis; I’ve bought a new mattress, added some house plants and some really good lighting (including fairy lights) to make it as cozy and as inviting as possible.”
“Ice cream, kids fruit drinks, and if we can’t get them at the store, we’ll learn to make them ourselves.”
“I bought a bunch of mini piñatas and a bunch of candy to have every once in a while for the kids. I’m getting myself a nice Nepresso machine so I can have specialty iced lattes all summer.”
“I want to do certain food activities on certain days. We’re doing Friday afternoon ice cream parties in the backyard, Saturday morning brunch with a fancier than usual breakfast (like a avocado & egg on toast + smoothies,) and Sunday lunch time BBQs with steaks, burgers or hotdogs.”
“Definitely a tree house or play house for the backyard. We’ve also just started a garden so maybe that will give us something to do sometimes.”
“We have lots of space, thankfully, so we’ll be at our swimming pool a lot, reading in the hammock or having BBQs in the back yard. I’m sure we’ll need to stock up on lots of meats for grilling, drinks for hot days and some more water toys to keep cool.”
“Drinks (beer & cocktails for me and the hubby;) ice-pops and fruit drinks for the kids. Lots of fruit, like watermelon and pineapple.”
“Since homeschooling, I’ve already stocked up on a bunch of school and crafty types of supplies (glue sticks, crayons & markets, pom poms, waterbeads, construction paper, and so on,) but we’ll likely invest in just about every type of backyard toy we can find on Amazon or Target.”
“I love trying new things — I’m making art, cooking new types of food, I’ve already bought a bunch of expensive kitchen equipment (espresso machine) and a new grill (Big Green Egg.) I’m also trying to expand my palette for different alcoholic drinks. I’d like to come up with my own Quarantini. Once I have a winner, I’ll probably make and deliver several cute packages of it to my friends and neighbors close by.”
“We’re getting my husband a nice new grill since we’ll likely want to BBQ often. We’ve already stocked up on lots of meat, just in case it’s harder to find as this pandemic plays out.”
“I’m going to try to make things as special as I can. I want to get a bunch of yard games and decorations for our garden area. I’m thinking corn hole, ring toss, water guns, water slides & sprinklers. I’ll also want to make food extra special; we might have some themed play, like a pretty tea party outside for my daughter.”
“As a little hobby, my girlfriends and I are using some of this down time to expand our tastebuds together, virtually. We’re trying new drinks and food. I’ve gotten a bunch of specialty beers in pretty cans, mixers to make all sorts of concoctions. The idea is to experiment, have fun and determine some new go-to drinks for all this time at home.”
“My Target cart online currently has a bunch of outdoor things waiting to be bought. I’m thinking about a hammock, zip line, play house and games. We’re stocked up on food, but I bet we’ll need lot and lots of alcoholic drinks and fruit to make fruit drinks for the children.”
Photo source: chatterblock.com
How is your brand or retailer planning to talk with consumers during the home-bound Summer days?
As we continue to navigate through the COVID-19 pandemic here in the USA, Green Purse PR is committed to helping our research clients stay informed by serving up the most valuable and current consumer insights.
We've got a constant pulse on the changing behaviors of American consumers. We are currently conducting virtual shopper research to better understand how consumers are shopping in categories like: food & beverage, household goods (like cleaning products & personal care,) outdoor entertainment and toys.
Search the link below or submit an information request for answers to your specific questions about your consumers. Learn more and contact us here →→→ www.greenpursepr.com/virtual-shopper-research.
- Lisa Mabe-Konstantopoulos, Founder & CEO, Green Purse PR
Shopper Marketing Opportunities for Spring & Easter
MULTIPLE PURCHASE OPPORTUNITIES LEADING UP TO EASTER
One of my favorite seasons is Spring and holidays is Easter, and lucky for me, I usually get to celebrate Easter twice! Although it varies each year, Orthodox Easter, or “Greek Easter” as we call it, is sometimes a week or so off from regular Easter. My husband, Yianni, is Greek and Easter is a HUGE holiday in his culture, so we always celebrate both regular and Orthodox Easter.
Whether it’s social media marketing or traditional public relations, building messaging and content around holidays (major holidays, like Easter, and also the plethora of ‘marketing holidays,’ like National Picnic Day - April 23, 2020) and seasons serves as a foundation for guiding the marketing communications programs that Green Purse PR plans and creates for its clients.
Spring of course lasts for a while; it technically begins March 19, although it likely won’t feel like it until closer to Easter. Easter is more than just a one-time event on April 12 (and April 19 for Orthodox Easter.) Both Spring and Easter can include what we like to call “mini events,” which can stretch out the season and create even more purchase opportunities.
How many ‘mini events’ (or buying opportunities) are there for Spring & Easter?
Turns out, there are several, depending on your product category and who you’re targeting. Here are a few that we try to leverage for some of our clients that focus on the Easter holiday.
Spruce up for Spring - Many Americans like to welcome Spring (whenever it begins to feel like Spring) by sprucing up their homes with seasonal flowers, often outside their front door or inside their homes. Grocery stores and garden centers are keen to promote and sell flowers, like tulips and peonies. In addition to pretty, Spring flowers, many Americans like to dress up their home entrance with season-appropriate welcome mats and garden decor.
Spring tulips at Whole Foods Market
Photo source: potterybarn.com
Easter Dress - For households with children, buying an Easter outfit is on the agenda for some Americans, especially those planning to dress up for parties or church activities. For little ladies and big ones too, this can especially be a big deal. Parents often use this time as a good excuse to get professional photos made of the kids or the entire family. I personally like to have matching dresses for my daughter and I, and I’ve already got my photographer lined up for Spring family photos.
Dying Easter Eggs - To decorate for Easter and Spring, a lot of households will hard boil eggs and dye them different Spring colors. There are egg-dying kits to buy, or some people may opt for natural, plant-based dyes. After the eggs are properly colored and dried, they make pretty decor items for the household.
Easter Baskets - Easter baskets filled with treats are a traditional Easter gift, especially for children. While the focus tends to be on confectionary products, like Peeps (sugar covered marshmallows in the shape of baby chickens,) Easter eggs with prizes inside, chocolate Easter bunnies, and Easter-themed candy, a lot of gifts will extend to toys, clothes, games, etc. Adults can certainly be given Easter baskets too.
Neighborhood Events - Some American neighborhoods (especially suburban areas) are likely to have a big Easter egg hunt and party. Some even have an Easter bunny for kids to meet and greet.
Go see the Easter Bunny - This is a very American thing (actually, all of this is,) but if the neighborhood or church community did not offer an Easter bunny opportunity, many families will go see the Easter Bunny at a local shopping mall. A bit similar to going to see Santa Claus before Christmas, visiting with the Easter Bunny is mostly just to get a fun, festive photo. Parents tend to have children dressed up in their Sunday best for this visit and buy professional photos of the encounter.
The Big Grocery Shop - For those planning to entertain family and friends at home, they’ll be heading to their grocery store to do a big Easter shop. This is when they’ll pick up their Easter ham or lamb, ingredients for any baking, drinks and probably some flowers too.
Easter Day - Americans’ celebrations for Easter day can vary. Church-going folks may rise extra early for a sunrise church service. Typically most Easter meals tend to focus around lunch or dinner — some at home, and others going out to restaurants. Some mainstays for the day include specific food traditions and for children, an Easter egg hunt. Traditional food on Easter can include: ham, leg of lamb, deviled eggs, baked goods, etc.
Hostess Gift - For those heading to someone else’s home to celebrate, they will bring a hostess gift, which could include some of the following: flowers, wine, dessert, or maybe a side dish if guests have been asked to contribute to the meal. If the hostess has children, some guests will likely bring a small treat for the children as well.
Orthodox Easter - For Orthodox Christians, they’ll celebrate Orthodox Easter, which this year, is one week later. Orthodox Easter can look like a repeat of the regular Easter, but with a few notable differences — mainly, serving a whole lamb. For example, my husband’s Greek family has a tradition of slaughtering a lamb at a local farm and roasting the whole lamb on our spit grill in the back yard in time for our big, Greek Easter party.
Easter egg hunt
Easter bunny cake
Koulourakia, traditional Easter cookies from Greek culture
Holiday Planning Help
Is Easter or Spring a major selling season for your brand? How is your company planning to connect with consumers during the spring & Easter season?
Contact me to discuss how your brand or retailer can leverage the next big holiday in your consumer marketing. We offer 1-hour consulting call, or we can explore having Green Purse PR plan or implement a holiday marketing campaign for you.
- Lisa Mabe-Konstantopoulos, Founder & CEO, Green Purse PR
Connecting with Consumers on Social Media Leading up to Valentine's Day
CONNECTING WITH CONSUMERS ON SOCIAL MEDIA LEADING UP TO VALENTINE’S DAY
Marketers LOVE Valentine’s Day. Sales for candy, flowers (especially roses,) cards and food & drinks for fancy dinners (dining out at a restaurant, or at home) go through the roof!
I want marketers to get the most out of this holiday by leveraging the many opportunities that the ‘season of love’ can offer. Building social media messaging and content around holidays (both major holidays, like Valentine’s Day, and also the plethora of ‘marketing holidays,’ like National Strawberry Day - Feb 27, 2020) and seasons serves as a foundation for guiding the social media programs Green Purse PR creates for its clients in the natural products industry. Valentine’s Day is more than just a one-time event on February 14th. Each major holiday can include what we like to call “mini events,” which can stretch out the season and create even more purchase opportunities.
How many ‘mini events’ (or buying opportunities) can you think of for the Valentine’s season?
Turns out, there are several, depending on your product category and who you’re targeting.
Home decorating - Many Americans decorate for Valentine’s Day a couple weeks before the holiday. Those decorations might include a front door wreath, a front door welcome mat, and kitchen decor (like a heart-shaped candy dish, towels, etc.)
Photo source: paintedpinkpeonyco via Instagram
Kids play room decorations - For households with children, they are likely to put more effort and money into decorating for this holiday. Children are likely to make cards for family and school friends, make holiday art & craft projects, etc.
Gift shopping - As soon as the New Year’s holiday is over, retailers go straight into Valentine’s Day merchandising. Grocery retailers and others like Target and HomeGoods are a go-to source for Valentine’s decorations, candy, food snacks, flowers and toys.
School parties - For families with children in school, they are likely to have a Valentine’s Day school party. This may require buying small gifts for the entire class, or bringing a food item for a party. Many parents will also buy a teacher’s gift to show their love and appreciation.
Neighborhood events - Some American neighborhoods may have holiday events, like a crafting workshop for kids where they can enjoy food & drink treats + making Valentine’s Day cards.
Valentine’s Day - the main days for giving gifts for Valentine’s Day, which are often for significant others (wives, husbands, partners, girlfriends, boyfriends, etc.) Don’t forget, gifting also extends beyond the significant other sometimes, to include children, friends and coworkers. Traditional gifts on this day include: flowers (a dozen red roses,) jewelry, chocolates (and other candy,) and cards. While some people shop for their Valentine’s Day gifts well ahead of time, there are plenty who also wait until the last minute to buy gifts.
Valentine’s merchandising at Whole Foods Market, 2020
How is your brand or retailer connecting with consumers on social media during the many mini-events throughout the Valentine’s season?
Let me know by commenting below.
- Lisa Mabe-Konstantopoulos, Founder & CEO, Green Purse PR
What Amazon Prime Members Think About New Lower Prices at Whole Foods Market
Travel Notes from Japan | Market Observations from Grocery Retail
Travel Notes from Japan | Market Observations from Grocery Retail
I was just in Japan for two weeks. I went to conduct some shopper research for a client and while there, had a vacation with my husband and our friends as well. I traveled all over Tokyo, took a bullet train over to Kyoto, drove a car to Mount Fuji and then back to Tokyo. I loved getting to know Japan (and will definitely be back,) had some amazing foodie experiences and learned a lot about Japan’s grocery retail landscape and Japanese shoppers.
Have a look at my photos below to see some of the many observations I made while working and traveling around in Japan.
Firstly, Japan makes a wide variety of specialty foods, some of which looks like good candidates to make it in America. More on that in this separate blog post.
Much like the American market, you’ll find a wide variety of retail outlets ranging from convenience stores (Lawson’s or Family Mart are everywhere,) conventional supermarket chains, independent specialty shops, specialty food chains, and high end food halls and shops inside luxury department stores.
This was definitely my favorite specialty food store, Akomeya Tokyo TOKYO公式オンラインショップのページです。akomeya.jp.
Gorgeous specialty food section inside the high end department store, Kyoto BAL, www.bal-bldg.com/kyoto.
In the cities people are making multiple trips per week to the grocery store. Most pop in by foot or on bicycle. Riding bicycles is huge here. You’ll see moms on their bikes carrying around two children – one in the front and one in the back, leaving very little space to tote around a lot of groceries.
Coffee culture is alive and well here. So glad about that as I’m no fun to be around unless I’m properly caffeinated in the morning.
Found the cutest Aussie cafe, Bondi Cafe, across from Yoyogi Park in Tokyo. Check them out on your next visit to Tokyo: bondicafe.net/bondi-cafe-yoyogi-beach-park.
Specialty bread is also a big deal here. Definitely ate the most expensive bread I’ve ever had and yes it was worth it! Seriously though, how pretty is this bread store? It looks like a jewelry shop. Not limited to just the specialty, expensive types of bread, regular bread is popular too. On several occasions I saw people wrapped around a city block in line for fresh bread at a bakery. With a specialty product like the one you see below, this is more for a gifting occasion instead of a regular purchase, so I’m told by shoppers.
Apparently everyone leaves here very happy as evidenced by these folks.
Japanese love their beef. Everyone’s heard of Japan’s famous Wagyu and Kobe beef, both of which are delicious. I did some research on the meat category while there; look for another upcoming blog post soon just about the meat category in Japan.
Japanese shoppers enjoy a wide variety of meat cuts. Go to a butchery or open up a restaurant menu and you’ll see some cuts you may not be familiar with -- like beef tongue. Nice to see people willing to accept those “minority cuts of meat” so the entire carcass is used and nothing goes to waste.
Beef tongue — looks nice, right?
Presentation is taken very seriously here. In the higher end specialty shops you’ll see beautiful merchandising. Staff inside grocery stores seem to take great pride in their work (that’s a nice change!) and obsess over the details ensuring products look perfect on the shelves. While checking in on some of my clients products there, I was very happy to find them in perfect order.
And if you’re like me, and are attracted to pretty, minimal packaging, you’ll find a lot of products that catch your eye.
I took a close look at honey on supermarket shelves around Japan. I’ll have more on that for you in an upcoming blog post, so stay tuned here.
I observed some organic products, but not a lot. Most of the shoppers I conducted shop-alongs with were not having organic or chemical-free top of mind. That said, what was top of mind is food cleanliness, safety and country of origin.
The USA, France and Australia have done a good job of promoting products from their countries here as the Japanese have an affinity for products coming from these countries.
I see Outback Steakhouse has also made it to Japan. Japanese enjoy a taste of the Outback as well.
I observed some unique flavors as ingredients in products like soft drinks, chocolates — basically anything had a version that was matcha green tea, wasabi, peach or cherry blossom/sakura flavor.
I know it’s not organic, but I do enjoy a Coca-Cola every once in a while. Tried one of these and it was super sweet, but delicious. I could not finish it all, but definitely worth trying.
On the go eating is not common here as it’s considered impolite to eat while walking around or otherwise on the go. If you buy some takeaway food, it’s meant to be eaten near the vendor before going about your business. Despite that, supermarket shelves have a wide variety of interesting snack food.
Spotted some familiar products from back in the USA on supermarket shelves in Japan.
Does your brand want to launch into the Japanese market?
While in Japan, we took a deep dive into the grocery retail landscape and shopped-along with Japanese consumers, delivering valuable insights, feedback and recommendations for our client who we conducted research for.
Green Purse PR conducts shopper research all over the world and looks forward to doing more shopper research in Japan. Contact us if you’re interested in learning more about the Japanese market and consumers.
Or, are you from a Japanese company that wants to launch into the USA?
Good news — we’ll be back in Tokyo later this year and we’ll be bringing fresh insights from the American consumer market with us. I’m currently planning one of Green Purse PR’s Go To Market USA Workshops. These workshops are for exporters and focus on understanding the American consumer market to ensure export success. Each program is customized, but typically includes a half day or full day workshop covering topics such as: the American retail landscape, shopper insights, best practices in consumer marketing, competitive intelligence, resources and a brainstorming and Q&A session. Click here for more details on the Go To Market USA Workshops and contact us for details on the upcoming program happening later in 2019 in Tokyo.
- Lisa Mabe-Konstantopoulos, Founder, Green Purse PR