1、F M C G A N D R E TA I L R E P O RT 20 2 2The path to purchase for global seasonal events M C G A N D R E TA I L R E P O RT 20 2 2Inside04030408194146IntroductionSection 1:Sizing the seasonal events global landscape Section 2:Exploring seasonal events by age and country46Section 3:Purchasing process

2、 for seasonal events SummaryMethodology08FMCG and Retail Report 202202IntroductionThe pandemic forced many countries to implement lockdown restrictions and temporary closures of non-essential stores,bars,restaurants,and venues.However,as vaccination rates increased across the globe and restrictions

3、began to ease in many countries,consumers gradually started to return to in-person activities.The pandemic not only impacted the way we celebrated momentous seasonal events,but also how we shopped for them.It created a surge in ecommerce where global consumers significantly increased their online sh

4、opping.For many,purchasing items online for seasonal events was the only option.However,as shoppers gradually returned to the high street,the FMCG and retail sector witnessed a rapid growth in seasonal sales.For example,in 2021,US retail sales over the holiday season(November-December)registered the

5、 strongest year over year growth in over 20 years driven by resurgent brick-and-mortar sales and continuing ecommerce growth.Seasonal events provide a unique opportunity for retailers and FMCG brands to increase sales globally during low sales seasons.There are many events,sales days,and seasonal pe

6、aks throughout the year that FMCG brands and retailers can leverage to build awareness and engagement,and boost sales.Christmas,Easter,and Mothers Day are some of the best-known examples,but shopping sales events such as Black Friday or Cyber Monday,and Amazon Prime Day,where products are offered at