Consumers expect ‘delightful distractions’ in shopping

Brands can rely on storytelling and creative messaging to spark consumers’ joy.

Shoppers want their shopping experience to be a “delightful distraction” from everyday life amidst economic uncertainty, and political and climate concerns, according to Euromonitor International.

Euromonitor said delightful distractions, or moments that “evoke positive feelings” help consumers release tension and spark joy at least for a few minutes.

“Small (unexpected) surprises or little acts of cheer can satisfy this demand to an extent. Shoppers will also look for products that elicit those rewarding emotions. The dopamine dressing fashion craze is an example of this trend. And they’ll search for entertainment that excites or experiences that serve as a temporary escape,” it said.

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“Consumers want to offset the hustle and bustle of everyday life with an infusion of fun. Delightful Distractions often make a memorable impact, which improves brand perception and customer relationships,” Euromonitor added.

Companies can leverage this trend by creative clever or creative messaging that will engage the audience with a lighthearted take to digital interactions. They can also employ emotional marketing, or tie products to the desire for optimism.

Brands may also limited-edition merchandise or collections with vibrant designs to attract the market but these must be complementary to avoid overstimulation.

For example, automotive manufacturer FIAT stopped the production of grey cars and launched new bright colours “to bring joy to the road” and embody the brand’s representation of optimism.