Holidays 2024 Installment 7: Christena Garduno Predicts the Spending Future

Christena Garduno is the CEO of Media Culture, a performance marketing agency. As we continue our Holiday Shopping 2024 trends predictions, she offers her perspectives on what and where people will experience retail gift shopping this year.

What is your #1 prediction for the holiday shopping season?

“Experiential retail will play an even greater role this Christmas season as customers seek unique, engaging shopping experiences beyond simply completing a purchase. Shoppers want more profound relationships and emotional involvement with brands, and the retailers who offer immersive, in-person experiences—whether through pop-up shops, interactive product displays, or distinctive in-store environments—will meet this desire. For example, many retailers provide customization stations where consumers may modify their purchases on-site, giving the personal touch that inherently makes a gift more valuable.

After several years of broken Christmas traditions caused by the pandemic, people are ready to reclaim the season’s joy and excitement. This has provided a unique opportunity for businesses to combine the ease of online buying with in-person experiences, resulting in a hybrid strategy that provides the best of both worlds. Retailers who can provide seamless online purchases and unique in-store experiences will stand out in a competitive market.”

What will people be buying?

“People will gravitate even more toward health and self-care items this holiday season as meaningful presents for themselves and their loved ones. The type of gifts consumers prioritize reflects the increased focus on mental and physical well-being resulting from several years of uncertainty and stress. Kits for skincare and aromatherapy may sell well as they allow customers to unwind and enjoy at home. Similarly, as customers look to track and improve their health, fitness technology—such as wearables and wellness apps—will be in high demand.

Additionally, this year will see a continued rise in the popularity of experience-based presents, with consumers choosing items like culinary courses, virtual health retreats, spa days, or even online activities that promote personal development. Given that customers now value meaningful experiences more than tangible possessions, these presents are even more desirable. This season, brands emphasizing health and self-care will prosper as consumers search for opportunities to invest in their well-being, unwind, and recharge.”

How will marketers and brands up their game this year?

“Brands and marketers will intensify their efforts to develop emotionally resonant advertisements this Christmas season that focus on themes including unity, community, and connection. Individuals crave intimacy with their loved ones, particularly in the wake of the isolation and distance imposed by the pandemic, and the holiday season provides an ideal opportunity for companies to facilitate this connection. We will observe an increase in narrative-driven advertisements that elicit nostalgia, familial connections, and community rather than only promoting product-centric messaging. Brands that evoke an emotional connection in consumers—such as poignant family reunions, nostalgic holiday customs, or the celebration of communal support—will have a more profound impact during this period.

Furthermore, user-generated content (UGC) will be an important tactic for organizations seeking to increase authenticity and trust. Encouraging consumers to share their holiday shopping experiences, memories, and celebrations helps marketers engage their audience while including them into the brand’s story. For example, businesses may launch hashtag campaigns where customers share their greatest Christmas memories or hold contests in which user-generated content is included in brand commercials or social media postings.”

How will AI and other technologies impact the holiday shopping process?

“Artificial intelligence (AI) will play a leading role in facilitating seamless purchasing this Christmas season. Inventory management and fulfillment areas will be most affected; AI will enable merchants to anticipate customer demand better and maintain optimal stock levels. Customers will receive their purchases sooner and the likelihood of popular items running out will decrease. The introduction of AI-powered virtual assistants that can aid customers in navigating the shopping process, from selecting the ideal purchase to suggesting related things, will also be a major game-changer. Customers will find shopping easier and more pleasurable when this degree of customization is combined with real-time help.”

What are you asking “Santa” for this year or expecting to find by the candles at your holiday celebration?

“I’m asking ‘Santa’ for memorable moments with loved ones this year. I’m at a place where spending time with family and friends feels far more precious than financial possessions. I’d want more time to travel, relax, and have new experiences with the people who mean the most to me. As for what I hope to discover with the candles, it will most likely encourage relaxation, such as a lovely notebook or an experience-based present, such as a cooking class or health vacation. This year, I’m focusing on connection and self-care.”

Do you have any thoughts on this holiday season? We would love to hear your predictions and stats! Please reach out!