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Holiday 2021
Despite another chaotic year battling the COVID-19 pandemic — as well as resulting inflation, labor shortages and supply chain challenges — consumers didn’t shy away from spending during the 2021 holiday season. In fact, according to a report from MasterCard SpendingPlus, holiday sales jumped 8.5% compared to 2020. On the following pages, we provide a glimpse at how some retailers and brands activated during the holiday season, online and in stores. BY J AC Q U E L I N E B A R B A
Bark continued its ongoing partnership with Target, rolling out a collection of Christmas and Hanukkah dog toys exclusively at the mass merchant. The “Season’s Sweetings” line comprised 19 SKUs, including a menorah, “peppermint” pretzel and “gingerbark” latte dog toys. In stores, the collection garnered an endcap outfitted with signage depicting a QR code and offering a free custom holiday card. The code linked to a webpage powered by Barcelona, Spain-based Typeform on which shoppers could upload a picture of their dog and agree to be added to Bark’s email marketing list to receive a holiday card depicting an artistic rendering of their canine by email.
Mondelez International and Walmart doubled down on their ongoing “Create. Share. Give” cause platform with a “Season of Giving” recipe contest. Shoppers were able to submit up to 10 recipes incorporating Mondelez products through a web page within Walmart. com. The page linked to e-commerce pages for Mondelez products and hosted four “recipes for inspiration,” incorporating brands such as Oreo, Ritz and Nutter Butter. The recipe that received the most votes from other consumers from Nov. 30 to Dec. 4 earned a video from Buzzfeed’s Tasty as part of an ongoing partnership between the foodfocused social franchise and Walmart.
Target used a Facebook update to tout a free $10 store gift card to shoppers who spent $50 on select toys from the Lego Group’s flagship brand and items from the new “Lego Collection x Target,” which spans household items like colorful tumblers, holiday bricks and minifigures, as well as pet and people apparel. The offer ran from Dec. 12-18.
January/February 2022
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