Datonics Appoints Brian Lerner as VP, Customer Success

The Datonics team continues to expand this year with another key executive who joins our team with over a decade of industry success. We are thrilled to welcome Brian Lerner as our new VP, Customer Success. Brian is leading and building our customer support team and working with our sales team to grow our partnerships with demand partners. 

Brian Lerner is a seasoned adtech professional with expertise in building and executing strategic partnership and customer success programs. He spent the last six years at Gravy Analytics, where he built the customer success team. Prior to that he worked at Comscore where he managed the client-facing launch of Xmedia, a measurement and planning solution that allows users to create cross-media packages that combine properties from TV and digital platforms.   

Working with clients and data have always gone hand-in-hand for Brian, who believes that empowering clients to draw meaningful insights from data allows them to see the full value of the partnership and make the best decisions. Brian believes data can be a powerful tool for good and understands the importance of support and guidance since data can be overwhelming and highly nuanced. A key guiding principle of customer success must be ensuring that clients are informed and equipped to succeed.   

It isn't just for work either, data analysis and general nerdiness have always been part of Brian’s passion. He has been working on synthesizing data throughout his life to aid clients, and also to help local small business owners and friends get a better handle on their finances, optimize home renovations, and even create bespoke competitions around the TV show Top Chef.  

Brian is a huge fan of board games, fancy foods, and travel and looks forward to sharing those activities with his two young children once they are a bit older. He resides in Washington DC.  

Datonics Research - Sustainability Trends

Zero Emission Day:
Zero Emissions Day, observed annually on September 21st, is a global initiative advocating for a future free from air pollution that fuels climate change. On this day, people worldwide engage in activities to encourage clean air practices and work towards minimizing greenhouse gas and carbon emissions.

Behavioral Audience:
Zero Emission Day serves as a symbolic reminder of the critical need to transition towards a sustainable, low-carbon future. The concept is gaining traction globally, aligning with efforts to combat climate change and reduce greenhouse gas emissions.
In November 2021, about 90% of worldwide emissions were associated with approved net-zero emission targets, indicating substantial progress compared to January 2020, when countries responsible for approximately two-thirds of global emissions had yet to set net-zero targets.
In the US, there's an increasing focus on zero-emission technologies and sustainable practices, particularly in the context of the transportation sector.
Other initiatives fostering sustainability in the USA include: 

Electric Vehicles (EVs) and Clean Energy Adoption:

The USA has been witnessing a growing trend towards the adoption of electric vehicles (EVs) and a shift towards clean energy sources. Governments, companies, and individuals are increasingly investing in and promoting EVs to reduce the carbon footprint associated with traditional gasoline-powered vehicles.

Government Initiatives and Policies:

Federal, state, and local governments are implementing policies to incentivize sustainable practices and zero-emission technologies. These initiatives include tax credits for EV purchases, funding for renewable energy projects, and stricter emissions standards aimed at encouraging sustainable development.

Corporate Sustainability Commitments:

Many US companies are making substantial sustainability commitments, pledging to achieve carbon neutrality or net-zero emissions by specific target years. This includes setting targets to reduce emissions, invest in renewable energy, and incorporate sustainable practices across their operations and supply chains.

Circular Economy and Waste Reduction:

The US is witnessing an increased focus on the circular economy, promoting the efficient use of resources, recycling, and waste reduction. Companies and consumers are looking for ways to minimize waste and recycle materials to support a more sustainable and eco-friendly approach.

Consumer Awareness and Preferences:

Consumers are becoming more environmentally conscious and are actively seeking sustainable products and services. This shift in consumer behavior is driving businesses to adopt sustainable practices, offer eco-friendly products, and transparently communicate their sustainability efforts.

Innovations and Investments:

Investments in sustainable technologies and innovative solutions are on the rise. This includes advancements in renewable energy, energy storage, carbon capture, and sustainable agriculture, all contributing to the overall sustainability landscape in the USA.

Collaborations and Partnerships:

Collaboration among government, industry, academia, and non-profit organizations is gaining prominence. Partnerships are being formed to develop and promote sustainable technologies, policy frameworks, and educational campaigns to accelerate the transition to a sustainable society. 

The Consumer Insights Sustainable Consumption survey conducted in the United States in 2023 shows some 38 percent saying that they believe that they can  contribute to tackling environmental problems through their daily behavior. The trend among consumers in the United States towards purchasing sustainable products has gained momentum in the past five years, notably in 2022. During this year, a significant majority of consumers reported that their buying habits had become at least slightly more environmentally conscious compared to five years ago.

Market Research: 

• Age Group: Among the various age groups, Gen Z (individuals born between 1997 and 2012) is cataloged as the sustainability generation. Nowadays, some of the most discussed and relevant topics among Generation Z consumers appear to be sustainability and environmental issues, also thanks to the use of social media. This attitude could affect the way digital natives with these priorities approach everyday life, such as by making sustainability-first buying decisions. For example, they may choose a vegan lifestyle and diet, buy second-hand clothes to avoid excessive production, and support local businesses. Consequently, Bank of America (via CNBC) predicts that Gen Z will become “the most disruptive generation ever, making it an important target audience.  Gen Z is the generation that’s most worried about global warming (38% of the population in the U.S.). Moreover, Gen Z and millennials are most concerned about negatively impacting the world’s future (32% and 29%, respectively).

  According to Deloitte, Gen Z is adopting more sustainable behaviors than any other group: 50% reduced how much they buy, and 45% stopped purchasing certain brands because of sustainability or ethics concerns. This research suggests that the youngest generations feel more motivated to reduce the effects of climate change and pollution.

  The extent of youth engagement in environmental topics can be gauged by tracking the viewership of videos featuring the hashtags #EarthDay and #NatureLover. In October 2021, the platform tallied an impressive 2 billion video views associated with these hashtags in the preceding year.

According to a TikTok article, discussions related to climate issues amassed a staggering 20 billion views globally over just the past year.

Let's delve into specific hashtag statistics, based on TikTok's view counts at the time of this report:

• #ecofriendly: 3.5 billion views.

• #climatechange: 2.2 billion views.

• #vegan: 21 billion views.

• #secondhand: 1.6 billion views.

• #environmentalawareness: 18.4 million views.

• #pollution: 481.6 million views.

In a survey conducted from October 2021 to July 2022, respondents revealed that Gen Zers (or zoomers) cared about tracking their environmental impact. Around 62.7 percent stated they found this either very important or somewhat important.  

Sustainability trends and their target audiences vary based on factors like demographics, interests, and geographic location. Here's an overview of sustainability trends and the target audiences associated with them: 

Eco-Friendly Products and Zero Waste Living:

• Target Audience: Primarily young adults and millennials who are environmentally conscious, value sustainability, and seek to minimize their ecological footprint.

 Plant-Based and Vegan Lifestyles:

• Target Audience: Vegans, vegetarians, health-conscious individuals, health enthusiasts, and young and middle aged adults concerned about animal welfare and environmental impact.

 Circular Economy and Secondhand/Thrift Shopping:

• Target Audience: Environmentally conscious consumers seeking to reduce waste, save money, and contribute to a more sustainable and circular economy.

 Renewable Energy and Clean Technologies:

• Target Audience: Governments, businesses, investors, professionals (25-60) and individuals focused on reducing carbon emissions, combating climate change, and promoting sustainable energy solutions.

 Climate Action and Advocacy:

• Target Audience: Broad audience including activists, youth, policymakers, and concerned citizens pushing for climate policies, awareness, and actions to address climate change.

 Sustainable Fashion and Ethical Apparel:

• Target Audience: Fashion-forward millennials (29-43) and Gen Z (11-28) seeking ethical and stylish clothing, Fashion enthusiasts, conscious consumers, and those aiming to support fair labor practices and reduce the environmental impact of the fashion industry.

 Waste Reduction and Plastic-Free Living:

• Target Audience: Consumers seeking to reduce single-use plastic consumption, environmentally conscious individuals, and those looking for alternatives to traditional plastic products.

 Biodiversity and Nature Conservation:

• Target Audience: Conservationists, outdoor enthusiasts, nature lovers, and individuals passionate about preserving wildlife and natural habitats.

Community Sustainability and Local Initiatives:

• Target Audience: Local communities, small businesses, and individuals interested in supporting local economies, reducing transportation emissions, and fostering community resilience.

 Understanding these trends and their respective target audiences is crucial for effectively designing sustainability initiatives, marketing campaigns, and educational programs to promote a more sustainable future.

Datonics Research: Back-to-School

Back-to-school (BTS) shopping is a significant retail season in the United States, typically occurring in the middle to late summer before schools resume throughout the country. It involves purchasing a wide range of products such as school supplies, clothing, electronics, and more. 

Behavioral Audience:

The start of the school year marks a significant moment for consumer shopping in the US. As the CEO of the NRF remarked: “Our investigation for 2023 reveals that American shoppers are enthusiastic about kickstarting their back-to-school and college buying well in advance." Retailers have dedicated months to making certain their shelves are filled with the necessary products that families and students require for the academic year. The annual survey jointly conducted by the NRF reveals that there are anticipations of consumers setting new spending records for both back-to-school and back-to-college shopping in the current year. The survey released that back-to-school expenditures are projected to climb to an unprecedented $41.5 billion, a notable increase from the $36.9 billion spent the previous year and even surpassing the prior peak of $37.1 billion in 2021. Furthermore, back-to-college spending is predicted to surge to a substantial $94 billion, marking a substantial increase of about $20 billion compared to the record set in the previous year.

The expected spending rise is mostly due to greater interest in electronics. About 69% of back-to-school shoppers plan to buy electronics or computer-related items this year, up from 65% last year and the highest ever recorded. The total spending on electronics is projected to hit a record $15.2 billion. The top electronics on shoppers' lists are laptops (51%), tablets (36%), and calculators (29%), similar to previous years. Almost half (43%) of those spending more than last year are doing so because they need more new items, up from 32% the previous year. An additional third (32%) attribute their increased spending to needing big-ticket items like computers, phones, calculators, and dorm furnishings. The combined spending on these significant items and necessities like food contributes to over half of the total back-to-college spending increase this year. 

Across all back-to-school shoppers, the primary shopping destinations are online, department stores, and discount stores. "While consumers plan to spend more on school and college-related items this year, they are still focused on finding the best value and deals," noted Phil Rist, Executive Vice President of Strategy at Prosper. "Consumers are being budget-conscious by comparing prices, considering non-brand or store-brand items, and showing a greater preference for shopping at discount stores compared to last year." 

Back-to-school shopping is well underway, with 55% of consumers buying for the occasion having already begun by early July. This matches last year's pace and represents an increase from 2019's 44%, aligning with the trend of early shopping for major events.

Market Research: 

Parents & Guardians: When it comes to Back-to-school shopping, parents and guardians play a pivotal role in the market, securing essentials for their school-going children. This subgroup is mainly focused on acquiring key items like clothing, accessories, and fundamental school supplies such as books, pens, and backpacks. However, what's particularly notable is the significant growth in purchasing school-related electronics over the years. 

In the year 2023, a remarkable shift has been observed as nearly 70% of parents in the United States have expressed intentions to invest in computer-related items, showcasing a substantial 15% surge compared to their purchasing behavior a decade ago. 

Another compelling trend among parents is the increasing preference for preconfigured supply kits, which educational institutions offer to streamline the procurement process. These kits have gained favor due to their practicality, cost-effectiveness, and sometimes obligatory nature, making them an attractive option for many parents.

Parents' most notable spending category revolved around electronics and computer-related equipment in 2021. By 2023, the anticipated increase in average household spending for this subgroup was set to reach around $325 USD. While parents explored a variety of outlets for their back-to-school purchases, online platforms emerged as the leading destination for such items. Over half of the surveyed respondents expressed plans to conduct their shopping online. Department and discount stores shared the second-place spot in popularity as shopping venues for this subgroup. 

Moreover, it's worth highlighting that families with school-age children represent a noteworthy target audience for the Back-to-school shopping season. Specifically, families with children spanning from elementary to high school levels are anticipated to allocate an average of $890.07 on back-to-school items this year. This figure demonstrates an approximate $25 increase from the previous year's record of $864.35, establishing a new high in spending within this subgroup.

College Students: College students represent a significant target audience for Back-to-School shopping. Anticipated college student and family expenditures are set to reach an average of $1,366.95 per individual, marking an increase from the previous year's $1,199.43 and surpassing the previous record of $1,200.32 set in 2021. The surge is noteworthy as back-to-college spending has nearly doubled since 2019.

Businesses: The Back-to-School period holds critical significance for businesses, as they actively engage with various strategies to support and connect with key audiences. This engagement can encompass a range of activities that resonate with both students and families as they prepare for the new school year.

In alignment with this, the Back-to-School season witnesses a flurry of consumer activity:

• Back-to-School Deals: A significant 70% of consumers intend to shop at discount stores, marking a five-percentage-point increase from last year, establishing it as the favored retailer type for back-to-school shopping.

• Sale-Driven Purchases: Almost half (45%) of shoppers are seeking items on sale due to higher prices and inflation, while 38% plan to opt for more budget-friendly brands.

• Influence of Promotions: An overwhelming 91% of shoppers admit that promotions impact their back-to-school purchases, and 90% are considering the effects of inflation and rising prices.

• Budget Focus: About three-fourths (72%) of respondents are adhering to a strict budget this year.

• Timing of Purchases: The majority of back-to-school shoppers are aiming to make their purchases later in the season, with 44% of spending anticipated in August.

• Spending Priorities: Electronics will account for the most substantial portion of consumers' expected spending ($261). Notably, school supplies have experienced a significant increase in spending in recent years ($168, up from $137 in 2022). Other prominent spending categories include apparel ($233), furniture ($205), and sporting goods ($102).

Recommendations for Engaging with Specific Audiences: 

Parents & Guardians: 

• Enhance Online Shopping Experience: Recognizing the preference for online shopping among parents, retailers should invest in user-friendly online platforms. Streamlined navigation, clear product descriptions, and secure payment options can boost confidence in online purchases.

• Promote Electronics: Given the growing interest in school-related electronics, businesses should spotlight their electronic offerings. Special bundles, informative guides, and demonstrations can help parents make informed decisions.

• Tailored Supply Kits: Leveraging the trend of preconfigured supply kits, retailers can offer curated bundles that cater to specific grade levels. Clearly communicating the contents, cost savings, and convenience can attract parents seeking a hassle-free solution.

College Students:

• Digital Engagement: College students are tech-savvy, so businesses should focus on digital marketing strategies. Engaging social media campaigns, interactive online events, and student-specific discounts can resonate well with this demographic.

• Tech-Centric Products: Given the surge in electronics spending, businesses should highlight tech-centric products. Offering student discounts on laptops, software, and accessories can incentivize purchases.

• Partnerships with Campuses: Collaborating with college campuses for events, promotions, or exclusive offerings can help businesses directly reach students where they spend most of their time. 

Businesses: 

• Innovative Promotions: Building on the importance of promotions, businesses can offer creative deals that cater to diverse consumer needs. Limited-time offers, bundle discounts, and loyalty programs can attract attention and drive sales.

• Budget-Friendly Options: Recognizing the budget-conscious mindset, businesses should emphasize their range of budget-friendly products. Highlighting affordable quality items can resonate with shoppers looking for value.

• Early-Bird Campaigns: Given the timing preference for late-season purchases, businesses can introduce early-bird promotions to capture sales from the 44% planning to spend in August. This can create a sense of urgency and encourage earlier shopping.

Celebrating Diversity and Collaboration with Datonics' Israeli Team

In today's fast-paced and interconnected world, companies have come to realize the significance of diversity and its positive impact on innovation and growth. Embracing this philosophy, Datonics is proud of its team composed of individuals from diverse backgrounds and cultures, united in their pursuit of remarkable success. 

This summer, Datonics had the privilege of hosting three interns who brought an enriching infusion of international talent. Connor and Vadim, hailing from the United States, and Yana from Russia, added incredible value to the already diverse perspectives of Chana and Regine, representing Italy, and Shahar, Mor, and Shoval, who brought their expertise from Israel. 

A few weeks ago, Chana took the initiative to organize a special night out in Tel Aviv for the young Datonics team and the interns. This event served as an opportunity for everyone to bond, fostering a deeper sense of connection beyond the confines of virtual interactions. 

The American interns, Connor and Vadim, cherished their experience collaborating with a dynamic team, immersing themselves in Israeli culture. Connor expressed that his time at Datonics and in Israel exceeded all expectations, allowing him to explore the rich and deep cultural aspects of the country. He was grateful to the people at Datonics for providing him with such an opportunity. Similarly, Vadim described his time as unforgettable, broadening his horizons both professionally and personally. 

Yana, the third intern from Russia, shared her delight in being part of a professional and multicultural company driven by passion for work, stability, and development. 

Shoval, Mor and Shahar, representing Israel, thoroughly enjoyed the night together and appreciate the enrichment these diverse perspectives bring to Datonics and their own country. 

Shoval acknowledges that “diversity enriches his relationships, skills and work”, while Mor found joy in “meeting new people and learning from diverse work methods.” Shahar enthusiastically reflects on the night out saying it was “meaningful to bond with the interns and to meet the whole team in person, as well as to listen to everyone speaking different languages.” 

Regine describes the evening as “special and wonderful” emphasizing the immense contribution of people with different insights to Datonics' innovation and market advantage. 

Chana, who joined Datonics more than two years ago, reports that “witnessing Datonics growth and evolving perspective has been a moving experience.” She enjoys getting to know new people and understanding how they contribute to Datonics values and culture.  

At Datonics, the energy and passion of the young and diverse team drive the company's constant growth and unique culture.

Datonics Research - QSR, Fast and Casual Dining

QSR stands for Quick Service Restaurant, more commonly known as fast-food restaurants. These establishments are designed to provide food quickly and efficiently to customers. They typically have a limited menu, offer takeout and drive-thru options, and require customers to pay before receiving their food. Notable examples include McDonald’s, Burger King, and Taco Bell. Due to their ease and cost-effectiveness, these restaurants have become a significant part of the global food industry.

Behavioral Audience:

Pre-Pandemic

Before the pandemic, fast food restaurants operated on a more traditional business model focusing primarily on dine-in services, with some locations offering a drive-thru option. Delivery options were available but were often limited, with a smaller emphasis on partnerships with third-party apps or extensive use of mobile ordering systems. Menus were typically extensive and diverse to cater to a broad customer base. While digital technology was being integrated, it wasn’t as central to operations as it would later become. Traditional in-person ordering at the counter or through drive-thru windows was the norm.

Post Pandemic

The pandemic radically altered this landscape, pushing the fast-food industry towards substantial operational changes. A shift towards takeaway, drive-thru, and delivery services became evident as restrictions on in-person dining were implemented. Fast food chains increasingly partnered with third-party delivery apps like Uber Eats and DoorDash, and other mobile ordering systems became more widespread. Door Dash, for example, had an annual revenue of .85bn$ in 2019, which jumped to 2.88bn$ by the end of 2020. Similarly, due to restrictions, Drive-thru and curbside pickup became a major focus, even leading to the physical redesign of restaurant spaces.

Amid the pandemic, many QSRs found themselves facing shortages, both of ingredients and personnel. This has since led to widescale changes in the industry. Menus have become more streamlined, limiting what’s offered while still providing all the most popular items. This change is still felt today, even though supply chains have mostly recovered. Regarding personnel, many fast-food restaurants have installed touchscreen monitors that allow customers to easily choose what they want and automatically submit their orders without human interaction.

With these changes, the industry as a whole is making a successful recovery. JLL’s F&B Report 2023 paints a generally optimistic portrait of both fast food and dine-in restaurants. When it comes to marketing, strategies need to change to address these new realities.

The way in which QSRs operate is not the same as it was before the pandemic. Any advertising efforts need to reflect this, focusing less on friendly interactions and the wide variety of products to focusing more on quick service and satisfying products.

 Market Research:

Men: Statistically, men are more likely than women to purchase fast food. According to the CDC, at least 38% of men eat fast food meals on any given day, 2.6% more than women (35.4%). Men between 20 to 39 years old (46.5%) eat fast food compared to 43.3% of women of the same age group.

Families with Children: The Prevention’s National Center for Health Statistics and the US CDC published a study stating that 34% of children and adolescents aged 2 to 19 ate fast food on a given day. Researchers found that adolescents and kids ate an average of 12.4% of their daily calories from fast food. Researchers also found that 83% of American families consume fast food at least once a week.

Young Adults (20-39): According to the CDC, 44.9% of Americans between 20 to 39 years old consume fast food on any given day. The simple convenience and affordability of fast food make it appealing to young adults who oftentimes have limited time and budget for food. It should be noted that the percentage of adults who consume fast food on any given day decreases with age: 37.7% aged 40–59 and 24.1% aged 60 and over.

Shift Workers: People who work non-standard hours, including late-night shifts, often turn to fast food because it’s one of the few options available outside of traditional mealtimes. Waffle House, IHOP, Denny’s, McDonald’s, and Burger King are only a few examples of fast food restaurants whose locations are either mostly or completely open 24 hours a day, seven days a week.

Busy Professionals: Professionals in fast-paced working environments or who work at odd hours might not have time to sit down and eat at a more traditional restaurant. QSRs in these situations are simply more convenient both in their abundance of locations to choose from and the quick service.

 To effectively target the audience for QSR, consider the following recommendations:

• Digital Presence and Mobile Ordering: Given the post-pandemic shift towards takeaway, drive-thru, and delivery services, it's crucial for QSRs to have a strong digital presence. Develop user-friendly mobile apps and websites that facilitate easy and efficient mobile ordering. Highlight features such as curbside pickup, delivery partnerships with popular apps like Uber Eats and DoorDash, and drive-thru options.

• Target Men and Young Adults (20-39): Since men and young adults between 20 to 39 are statistically more likely to consume fast food, tailor marketing campaigns to appeal to their preferences and interests. Consider using engaging visuals and messaging that resonate with this demographic, focusing on convenience, affordability, and quick service.

• Family-Oriented Marketing: Given the high percentage of families with children who consume fast food, create family-friendly marketing initiatives. Emphasize kid-friendly meal options, value deals for families, and promote family-focused activities or giveaways to attract this audience.

• Convenience for Shift Workers and Busy Professionals: Position QSRs as the go-to option for shift workers and busy professionals who require quick and convenient meals during non-standard hours or hectic work schedules. Promote the availability of 24/7 service, late-night menu options, and quick in-and-out service.

• Streamlined Menus and Popular Items: Highlight the benefits of streamlined menus, emphasizing that despite the changes, all the most popular and beloved items are still available. Ensure that advertising materials showcase the variety of satisfying products available, catering to different taste preferences.

• Social Media and Influencer Marketing: Engage with your audience through social media platforms where your target demographic is active. Partner with influencers who align with the brand image to promote special offers, new menu items, and the overall QSR experience.

• Health and Transparency: While QSRs are known for their indulgent offerings, it's essential to address the growing demand for healthier options. Highlight any menu items that cater to health-conscious customers and communicate transparently about ingredients and sourcing. 

• Loyalty Programs and Promotions: Implement loyalty programs and offer special promotions to incentivize repeat visits and foster brand loyalty. Consider limited-time discounts, rewards for app usage, or exclusive offers for members.

• Adaptability and Innovation: Showcase how QSRs have adapted to the changing landscape and continuously innovate to meet customers' needs. Highlight new technological features, contactless payment options, and any other measures taken to enhance the customer experience. 

By tailoring marketing strategies to target these specific audience segments and reflecting the changes brought about by the pandemic, QSRs can attract and retain customers in this evolving fast-food industry.

Datonics Research - Summer Travel

The summer holidays present a seasonal change in demand for individuals and families as they increase spending in typically discretionary sectors. For example, travel and tourism expenditures soar as people embark on vacations, both domestically and internationally. This includes transportation expenses, accommodation costs, and various activities and attractions. Additionally, dining and entertainment expenses tend to rise as people dine out more frequently and participate in leisure activities such as concerts, festivals, and theme parks. Outdoor and recreational equipment sales also see a surge as individuals engage in outdoor pursuits like camping, hiking, and water sports. Lastly, retail sectors such as fashion and beauty witness increased sales as people refresh their wardrobes and seek products for their summer adventures. 

Behavioral Audience:

Summer is by far the most popular time for Americans to leave their homes and explore the world. Traveling during the summer allows many Americans to escape from the heat to locations with either milder weather or that provide a better environment to ride out the heat. In a recent study, “59% of respondents said that they have or will take a vacation during this summer. 46% of those respondents said they will take their summer vacation during July, making it the most popular month for summer travel.” 

Surveys show that during the June to August period, people are willing to spend more at bars, restaurants, and hotels. A recent study from Bank of America showed that 68% of Americans plan to take a vacation this year. The upcoming summer months might “set a record or be close to it” in terms of room occupancy, according to Chip Rogers, president and chief executive of the American Hotel & Lodging Association. Hotel chains such as Marriott, Holiday Inn, Hampton Inn, Hilton, Holiday Inn Express, Hyatt, and many more have all seen near-total, if not complete recoveries from the pandemic in the last couple of years, with many even surpassing their pre-pandemic successes.  

“The U.S. hotel industry is projected to achieve 1.3 billion occupied room nights in 2023, slightly exceeding 2019's total. The 2023 projection is a 56.9% improvement over 2020's low of 831.64 million occupied room nights. From 2021 to 2022, U.S. hotel demand improved by 11.1%.” - American Hotel and Lodging Association. 

Summer travel has always been a significant segment of the travel industry. With the impact of the pandemic, the landscape of travel has changed significantly, with consumers not only eager to get back out into the world but also willing to spend more on their vacations. This surge in spending is a clear indication that Americans are eager to make the most of their vacations, possibly making up for the time lost during the pandemic. It's expected that the average American household will spend $2,830 on their summer vacation in 2023. This figure is 7% higher than in 2022, 33% higher than in 2021, and a whopping 50% more than in 2020. 

According to Google Flights search data, the most popular destination for Americans in summer 2023 — specifically, June through August — is London, followed by Cancun, Mexico; Paris; Orlando, Florida; Rome; and New York City. During the pandemic, the popularity and frequency of flights were all cut back. In 2023, however, compared to pre-pandemic spending in 2019, the projected average household spending for 2023 represents a 39% increase. This dramatic upswing suggests a robust recovery for the travel industry, which was hit hard by the pandemic. 

Market Research:

• Families with children: Families with children are a significant target audience for summer travel. They are looking for destinations that offer a variety of activities for children, such as theme parks, water parks, and beaches. In 2022, there were an estimated 2.7 billion family travelers worldwide. This number is expected to grow to 3.2 billion by 2023.

•  Couples: Couples are another major target audience for summer travel. They are looking for destinations that offer a romantic atmosphere, such as secluded beaches, mountain getaways, and wine country. Honeymoon travel is also a significant market within the couples segment. The Wedding Report states that around 2.3 million couples get married in the United States each year, and many of them embark on honeymoons to celebrate their newlywed status.

•  Adventure Seekers: Adventure seekers are thrill-seekers who crave excitement and adrenaline-inducing experiences during their summer vacations. The average age of an adventure-seeking traveler is 35 with 51% women and 49% men. Some popular adventure travel destinations include Nepal (hiking in the Himalayas), Costa Rica (whitewater rafting and surfing), New Zealand (hiking, skiing, and kayaking), Tanzania (climbing Mount Kilimanjaro), and Peru (hiking the Inca Trail).

•  Solo travelers: Comprising individuals who embark on journeys by themselves, are a growing and diverse target audience for summer travel. Seeking independence, self-discovery, and adventure, solo travelers embrace the freedom to explore the world on their own terms. With a wide range of motivations and interests, they value opportunities for personal growth, cultural immersion, and connecting with like-minded individuals. 72% of American women are now planning to go on solo trips. Online searches for terms including ‘solo travel’ have increased by more than 267% since December 2020.

•  Luxury Travelers: Luxury travelers and business professionals seeking summer travel experiences represent a discerning and affluent target audience. With refined tastes and a desire for exclusivity, they prioritize comfort, convenience, and exceptional service. Whether they are jet-setting executives or high-net-worth individuals, this audience seeks sophisticated destinations and memorable experiences that align with their status and professional aspirations. According to a recent survey conducted by Flywire Corporation, a leading global payments enablement and software company, it was found that 83% of luxury travelers intend to increase their travel expenditure in 2023 compared to the previous year. Moreover, the survey highlighted that 84% of these luxury travelers plan to extend the duration of their upcoming vacations, demonstrating a continued preference for immersive and distinctive travel experiences.

• Young Travelers (Students or recent graduates): Comprising students and recent graduates, form a dynamic and adventurous target audience for summer travel. Eager to explore the world, they possess a sense of freedom and curiosity that makes them ideal candidates for exciting and immersive travel experiences. Firms can target young travelers by utilizing travel influencers on TikTok to advertise budget-friendly holidays with other young people at party destinations like Prague, Budapest, Krakow, and Belgrade. Even though young people prefer cheaper holidays, however, they are the highest spenders when they travel spending around $3,500 per trip and $60 a day. This could be due to younger people preferring to spend more on parties which can be very expensive.

The summer travel market during July and August presents a promising landscape with opportunities for businesses in the travel and tourism industry. With an increase in discretionary spending, individuals and families are eager to embark on vacations, both domestically and internationally. By understanding the behavioral audience, including their preferences, spending habits, and travel trends, companies can tailor their offerings and marketing strategies effectively. Key target audiences for summer travel include families with children, couples seeking romantic getaways, adventure seekers, solo travelers, and luxury travelers. Some ideas to engage with your target audience include:  

1. Family-Friendly Packages: Develop all-inclusive family vacation packages that cater to the needs of families with children. Partner with popular theme parks, water parks, and family-friendly resorts to offer exclusive deals and promotions. Highlight child-friendly amenities, such as kids' clubs, playgrounds, and supervised activities.

2. Romantic Getaways: Create tailored packages for couples seeking romantic experiences. Collaborate with luxury resorts, boutique hotels, and wineries to offer intimate settings and special experiences like couple's massages, private dining, and scenic tours. Use targeted social media ads to reach engaged couples looking for honeymoon destinations.

3. Adventure Travel Deals: Utilize captivating visuals and storytelling in your marketing efforts to attract adventure seekers. Showcase thrilling experiences like hiking, rafting, and wildlife encounters in exotic locations. Collaborate with adventure travel influencers to reach a wider audience and build credibility.

4. Solo Traveler Packages: Design solo-friendly travel options that emphasize safety, community-building, and cultural immersion. Offer group tours with like-minded travelers or promote destinations known for being solo-friendly and welcoming to solo explorers.

5. Luxury Experiences: Tailor exclusive and high-end travel packages for luxury travelers. Partner with luxury hotels, private tour operators, and premium travel services to offer personalized itineraries, VIP experiences, and access to exclusive events or locations.

6. Youthful and Budget-Friendly Offers: Create budget-friendly travel packages specifically designed for young travelers and recent graduates. Promote party destinations and adventurous experiences that appeal to their sense of adventure. Leverage popular social media platforms like TikTok and Instagram to reach and engage with this audience.

7. Flexible Booking Options: Offer flexible booking and cancellation policies to accommodate uncertainties related to travel during the post-pandemic era. This will appeal to all audience segments as it provides reassurance and encourages early bookings.

Remember, successful campaigns require continuous monitoring and analysis of market trends and customer behavior. Stay up-to-date with industry insights and adapt your strategies accordingly to maximize reach and engagement with target audiences.

Datonics Research - Amazon Prime Day

Amazon Prime Day is a two-day annual sales event hosted by Amazon for consumers subscribed to its Prime membership. This sale allows these prime members access to a wide variety of products and services belonging to both Amazon and other brands at a discount. Prime Day, while being an annual event, does not occur on the same day every year, as Prime Day 2023 will occur a day earlier, on July 11-12.

Behavioral Audience:

Prime Day 2022 was Amazon’s biggest and most successful Prime Day to date. Over 300 million items were purchased worldwide with millions of Prime users taking part. Items such as home goods, beauty products, technology, clothing and apparel, and appliances were all on sale attracting the attention of all demographics.

Amazon itself stated “This year was the biggest Prime Day event for Amazon’s selling partners, most of whom are small and medium-sized businesses, whose sales growth in Amazon’s store outpaced Amazon’s retail business. Customers spent over $3 billion on over 100 million small business items included in the Support Small Businesses to Win Big sweepstakes” (Source).

The behavioral audiences for Amazon Prime Day include:

1. Deal Seekers: Prime Day offers thousands of discounts on numerous products of varying brands providing deal seekers with an abundance of options.

2. Impulse Buyers: The limited duration of discounts can encourage impulse buying in order to ensure consumers are able to take advantage of what they perceive to be a good deal.

3. Amazon Loyalists: As most tech companies do, Amazon has its own loyal following of consumers who choose Amazon services whenever they can, including for shopping, making Prime Day extremely helpful for them.

4. Gift Shoppers: With so many products on sale, it makes it an ideal time to purchase gifts for friends and family.

5. Technology Enthusiasts: Technology tends to be quite expensive, so the opportunity to purchase items at a discount cannot be missed.

6. Seasonal Shoppers: These are shoppers who generally limit their major purchases to certain days of the year such as Black Friday, Cyber Monday, or Prime Day, where deals are abundant.

Market Research:

Amazon Prime Members: Individuals with active Prime memberships are the key demographic to be targeted during Prime Day. This demographic is around 200 million consumers worldwide, with 148.6 million in the US alone.  Due to these consumers already having an Amazon membership, it should be easier to entice them to partake in Prime Day Sales as the barrier to entry is non-existent.

The top-selling items during Prime Day 2022 were:  (Source).

• Health and Wellness: Premium beauty products from LANEIGE, NuFace products, Diapers and Wipes, Vital Proteins Collagen Whey

• Tech: Apple Watch Series 7, Vtech and LeapFrog Toys

• Home goods: Kitchen Essentials, Chemical Guys car wash products, Pet products

• Clothing: Levi’s apparel and accessories

Non-Amazon Prime, Amazon Users: As of 2020, Amazon had over 300 million active customer accounts worldwide. Around 200 million of these accounts were signed up for Amazon Prime. Thus, there are still 100 million active Amazon users who might be enticed to subscribe to Amazon Prime. In a questionnaire published in 2023, the question “Do you currently have access to an Amazon Prime account” was asked, with 52% saying yes, 13% saying they share their account, and 14% saying no, but that they are interested in getting one in the future. This could be done through advertising Prime Day discounts, or through promoting the other benefits of Prime such as free shipping or access to Prime video.

Young Adults (18-34): Young Adults with access to the internet are the most likely to have an Amazon Prime membership. Based on Amazon Prime statistics, 81% of people aged 18-34 with internet access have Amazon Prime. In comparison, people aged 35-54 are only 68%, while 55+ are only 60%. Experts expect that market penetration in 35+ is unlikely to change significantly in the future. Similarly, in a survey asking who is most likely to shop for summer deals online, younger generations were far more positive towards deal hunting than older generations. Gen Z (85%), millennials (79%), Gen X (64%), and Baby Boomers (38%) (Percentage of respondents saying they will shop online).

• A study showed that during Prime Day 2022, Young Adults (18-34) made 48% of all purchases, compared to 33% for 35–54-year-olds, and 19% for 55+.

• The most popular items among Young Adults were makeup and skincare products, which made up 12% of all Prime Day purchases, with home products (9%), clothing and accessories (7%), and tech (7%) following not far behind.

Men: During Prime Day Sales, historically men have been willing to spend more than women. For instance, during Prime Day 2020, 14% of men spent over $500 during the sale, compared to 9% of women. Similarly, it was also noted that women were more likely to have a total spending below $99 than men. This difference in overall spending can be attributed to the interests of both demographics. Studies show women are more interested in home products, makeup and skincare, and clothing items. In comparison men are more interested in tech products, be it gaming or general consumer products (source), which tend to cost more. To summarize men are more likely to purchase individual and expensive large ticket items than women.

Gift Givers: With the abundance of deals present on Prime Day, those seeking to buy gifts for friends and family will have an abundance of options to choose from, from technology to home goods to toys. Buying items on Prime Day will save any shopper at least a few dollars.

Amazon’s Prime Day differs from regular holiday sales in the fact that it’s limited. Not everyone is able to take advantage of these special offers, rather only a smaller amount of paying consumers have access. Nevertheless, the company racks in billions of dollars every year when the sale comes around, with 2021 Prime Day sales totaling $11.19 billion, with over 250 million products being sold. It’s truly astounding how a sale dedicated to a single company, has risen to the point where Prime Day is now a legitimate rival to Black Friday when it comes to the biggest sales event of the year.

Marketing during Prime Day presents a tremendous opportunity for businesses to maximize their reach and sales potential. With the growing popularity of Prime Day and the increasing number of Amazon Prime members worldwide, businesses can leverage this event to engage with their target audience effectively.

• To make the most of Prime Day, it's crucial for businesses to stay up-to-date with the latest trends and customer preferences. Research shows that during Prime Day, customers are actively seeking deals and discounts on a wide range of products across various categories. Therefore, businesses can create personalized promotions that align with these customer needs, offering compelling deals on popular items such as electronics, home goods, fashion, beauty, and more.

• Utilizing email marketing, social media platforms, and targeted digital advertising campaigns, businesses can reach their audience directly and capture their attention amidst the buzz of Prime Day. Crafting enticing messages and visually appealing creatives, they can highlight the exclusive nature of the deals and limited-time offers available during this event.

• Furthermore, businesses can leverage the power of Amazon Prime membership by emphasizing the benefits that come with it. These benefits include fast and free shipping, access to a vast library of movies and TV shows on Prime Video, and the convenience of Prime Music and Prime Reading. By showcasing the added value of Prime membership beyond the discounts, businesses can incentivize non-Prime members to sign up and participate in the Prime Day festivities.

July 4th - Independence Day

4th of July is a federal holiday dedicated celebrating the independence of the United States. It is generally viewed as a time to get family together, whether going on vacations or celebrating in the backyard with a barbeque while watching fireworks.

Behavioral Audience:

Each year, Americans eagerly anticipate the celebration of Independence Day, while retailers provide an array of options that help forge cherished new memories. Independence Day in the United States is a day filled with fireworks, parades, barbecues, carnivals, fairs, picnics, concerts, baseball games, family reunions, speeches, and ceremonies. It's a national holiday that celebrates the history, government, and traditions of the United States.

Eighty-seven percent of consumers planned to celebrate the Fourth of July in 2023 and spend an average of $93.34 on food items. Anticipated total spending for Independence Day celebrations this year is projected to increase by an impressive 23%, surpassing the growth seen during the initial stages of the pandemic recovery. According to the National Retail Federation's annual Independence Day Consumer Survey, total consumer spending during the Fourth of July holiday is predicted to soar to $9.5 billion, surpassing the figures of $7.7 billion in 2022 and $7.5 billion the previous year.

The most popular activities for Fourth of July celebrations are attending a cookout, barbecue, or picnic (65%), followed by attending fireworks displays or community celebrations (42%) and parades (13%). Additionally, 32% of respondents plan to purchase patriotic items for the holiday. A notable 14% have travel or vacationing on their itinerary. Additionally, Fireworks are also extremely popular with both large organizations and individuals. According to a 2022 study Americans spent over $2.5 billion on fireworks (Including both professional displays and consumer purchases) in 2021.

Market Research:

• Local Governments/Organizations: During the fourth of July over 14,000 firework displays across the country light up the sky in celebration of the nation’s independence. Over 50.6 million pounds of professional fireworks and 102 million pounds of consumer/backyard fireworks were used in 2020 alone. The Macy’s 4th of July Firework celebration in New York City spent $6 million on fireworks alone. Thus, it is possible to target both organizations and individuals as public purchase of fireworks is legal within the United States (except Massachusetts) both online and in stores.

• Families and Friends: Americans are willing to spend more on food and drinks in order to celebrate the holiday. In recent years there has been higher spending on meat products and alcohol. Additionally, for men there has also been a larger desire for commercial firework products. As with any gathering, essential supplies such as paper plates, plastic utensils, and napkins continue to be in high demand as well. On average, people aged 35-44  spend the most on food compared to other age groups according to the NRF. The breakdown by generation reveals interesting insights into Fourth of July spending habits. On the other hand, those aged 65 and older are expected to be the most frugal in their spending. Here is the average amount spent on food categorized by age:

  • 18-24: $74.55

  • 25-34: $78.91

  • 35-44: $81.29

  • 45-54: $79.72

  • 55-64: $69.36

  • 65+: $58.99

• Travelers: In 2021, 46.2 million Americans left their homes to travel during Fourth of July, with 41.8 million going on road trips, 3.5 million travelling by air, and 900,000 travelling by other means.

• Young Men: Young Men are a key demographic who tend to spend a significant amount on Fourth of July products. On average men spent more on food than women did, $76.68 to $68.20 during previous fourth of Julys’. Young men are more likely than other demographics to go out and purchase fireworks. It is roughly a 2:1 ratio compared to female firework purchases, which is further reflected by the data published in a report by the Consumer Product Safety Commission. Finally, studies found that men are more likely to travel for Fourth of July than women, 65% compared to 56%.

• In-store Shoppers: As opposed to many other holidays where online shopping is the growing trend, most Americans (88%) shopped in-store in 2022 in preparation for Fourth of July. In contrast, only 19% of shoppers shopped online, 68% of consumers shopped at grocery stores, 47% purchased from mass retailers, 32% shopped at clubs or wholesale retailers, and 19% shopped at liquor stores. Generally, the largest and most popular grocery stores are Walmart, Costco, Kroger, Sam’s Club, Publix, and Target, and this remains true during Fourth of July. However, it should be noted that many smaller communities tend to be more loyal to local retailers rather than major national brands.

Marketing during  Independence Day presents a unique opportunity for businesses to engage with their target audience through email, social media, and digital advertising. By anticipating customer needs and providing personalized promotions, such as deals on food, drinks, and merchandise, businesses can capture their share of the audience's spending on this celebration day. Some ideas include:

• Collaborate with Local Governments/Organizations: Explore partnership opportunities with local government entities or organizations responsible for organizing fireworks displays and community celebrations. Sponsor or contribute to these events to enhance brand visibility and connect with a wide audience.

• Target Families and Friends: Create marketing campaigns that emphasize the importance of family and friend gatherings during Fourth of July. Promote food and drink products, including meat products and alcohol, as well as party supplies like paper plates, utensils, and napkins. Consider offering special discounts or bundles to attract these consumers.

• Appeal to Travelers: Develop travel-related promotions targeting individuals who plan to go on road trips or vacations during the Fourth of July holiday. Partner with hotels, resorts, or travel agencies to offer exclusive deals or packages to attract travelers. Highlight the convenience and enjoyment of celebrating the holiday in different locations.

• Engage Young Men: Tailor marketing efforts to attract young men, who tend to spend more on Fourth of July products such as food and fireworks. Highlight product features that appeal to their interests and emphasize the excitement of fireworks displays. Consider social media campaigns and influencer collaborations to reach this demographic effectively.

• Focus on In-tore Shopping: Recognize the preference for in-store shopping during Fourth of July preparations. Ensure prominent visibility in grocery stores, mass retailers, clubs, and liquor stores where consumers traditionally shop for holiday-related items. Offer special promotions or displays to attract shoppers in-store.

• Leverage Online Channels: While in-store shopping remains popular, don't overlook the online presence. Utilize online advertising, social media campaigns, and e-commerce platforms to reach a wider audience. Provide convenient online ordering options for those who prefer to shop digitally.

• Emphasize Value and Quality: Emphasize the value and quality of your products or services to appeal to cost-conscious consumers. Highlight any special promotions, discounts, or bundle deals to attract attention and position yourself as a reliable and affordable choice for Fourth of July celebrations.

Datonics Research - Father's Day

Father's Day in 2023 has been projected to break records for spending. The an annual celebration holds a special place in the hearts of people across the United States, being an occasion to honor and express gratitude to the fathers, paternal figures, and fatherly influences in our lives.

 Behavioral Audience:

 Father's Day holds immense popularity in the United States, with growing recognition and participation. It has evolved beyond honoring fathers to encompass father figures, stepfathers, grandfathers, and other paternal influences. This cultural significance has turned Father's Day into a prominent retail event, eagerly embraced by a considerable number of individuals. Sentimental gestures, thoughtful gift exchanges, and evolving spending patterns mark the occasion. As a result, Father's Day has become a highly anticipated annual celebration that presents ample opportunities for businesses to connect with consumers and cater to their diverse needs and preferences.

This year, consumers in the United States are projected to spend a record-breaking $22.9 billion to celebrate Father's Day, according to a survey by the National Retail Federation and Prosper Insights & Analytics. This figure surpasses last year's spending of $20 billion.  With three-quarters of consumers planning to celebrate Father's Day, spending is expected to reach an average of $196.23 per person, surpassing last year's average of $171.79.  The increase in collective and average spending can be attributed to a rise in the number of consumers purchasing clothing, electronics, personal care items, and planning special outings, as well as an increase in the amount spent on these categories.

•  Popular Father's Day gifts include greeting cards (61%), clothing (55%), special outings (52%), gift cards (48%), and personal care items (32%).

•  Online shopping remains the primary choice for consumers, with 43% opting to shop online, followed by department stores at 38%. Discount stores (24%) and specialty stores (22%) are also popular destinations.

•  There is an increasing trend of giving experiential gifts, with 29% planning to gift experiences like sporting events or concert tickets. Additionally, 42% are interested in giving product subscription boxes, reflecting a growing preference for this option

Market Research:

Father’s Day spending by demographic: In 2021, it was observed that certain groups planned to allocate more funds towards gifts for their fathers compared to others.

• Gender: For instance, male consumers were projected to spend approximately 200 million U.S. dollars in total on Father's Day gifts. Conversely, female consumers were expected to spend around 145 million U.S. dollars.

• Geographical Difference: Individuals residing in the Western region of the country had the highest average expected spending for Father's Day compared to their counterparts in other parts of the nation.

• Millennials (27- 42 years old) and Generation X (43-58 years old):
  Consumers in the age group of 35-44 are anticipated to be the top spenders this Father's Day, surpassing other age groups by nearly $100. Additionally, those aged 45-54 have planned the most significant increase in spending, with an average increase of $57.04 compared to their spending plans from the previous year.

• Businesses: Father's Day is a crucial period during which businesses play a pivotal role in meeting consumer demands and creating memorable experiences for fathers. Consumer spending on Father's Day gifts in the US has witnessed consistent growth, driving businesses to actively cater to this demand. Market trends suggest that consumers are increasingly willing to invest more in high-quality and meaningful gifts, focusing on creating memorable experiences or purchasing items that reflect their fathers' personalities and interests.

• Diverse Industries Contribute to the Thriving Father's Day Market:

  The market for Father's Day encompasses various industries, including retail, hospitality, dining, entertainment, and experiences. Retailers and businesses understand the significance of this occasion and often roll out special promotions, discounts, and targeted marketing campaigns to attract customers seeking the perfect gift for their fathers. This involvement goes beyond just financial investments, as businesses strive to provide a wide range of products and services that resonate with fathers and meet their specific needs and preferences.

• Online Shopping Revolutionizes Father's Day Gift Purchases:
  With the rise of online shopping and e-commerce, businesses have expanded their reach, providing consumers with convenient options to explore and purchase Father's Day gifts from the comfort of their homes. This shift in consumer behavior has prompted businesses to enhance their online presence and create seamless shopping experiences to capture a larger share of the Father's Day market.

• Delivering Meaningful Experiences - Key to Success:
  To effectively tap into this market segment, businesses recognize the importance of understanding consumer expectations and delivering meaningful experiences. They aim to offer high-quality products that align with fathers' interests and passions, as well as provide personalized services to make the gift-giving process more special. By doing so, businesses not only cater to the demand for Father's Day gifts but also contribute to the celebration and appreciation of fathers.

 In summary, businesses actively engage in the Father's Day market by offering a diverse range of products and services, rolling out special promotions, and leveraging online platforms. They aim to meet consumer expectations for high-quality and meaningful gifts that reflect fathers' personalities and interests. By doing so, businesses contribute to the joy and appreciation associated with Father's Day, making it a significant market segment in various industries.

Datonics Research - Memorial Day

Memorial Day, originally known as Decoration Day, is a significant federal holiday in the United States dedicated to honoring and commemorating the brave individuals who lost their lives while serving in the U.S. Armed Forces. This solemn day is observed on the last Monday of May, having been traditionally observed on May 30 from 1868 to 1970. 

Behavioral Audience:

On Memorial Day, numerous individuals make a point to visit cemeteries and memorials to pay their respects to the fallen military personnel. Volunteers generously adorn the graves of these individuals with American flags, particularly in national cemeteries. While some Americans will use the federal holiday as a time to enjoy and recharge, others view it as a day of mourning.
Additionally, Memorial Day holds symbolic importance as the unofficial commencement of the summer season in the United States.  

The behavioral audience for Memorial Day in the United States includes:

1. Cemetery and Memorial Visitors: Many people visit cemeteries and memorials to honor fallen military personnel.

2. Flag Placement Volunteers: Numerous volunteers place American flags on graves in national cemeteries.

3. Attendees of Memorial Services: People participate in memorial services, parades, and ceremonies.

4. Participants in Patriotic Activities: Individuals engage in patriotic displays and decorations.

5. Gatherings and Barbecues: Families and friends gather for barbecues and outdoor activities.

6. Shoppers and Retail Sales: Many take advantage of sales and discounts during the holiday weekend.       

 Market Research: 

Adults & Families: Memorial Day holds significance for adults and families who often prioritize activities such as barbecues and gathering with family and friends.

• Regional Differences: Northeastern consumers show a higher inclination for travel during Memorial Day compared to the national average, with 17% planning to embark on trips. Midwestern consumers, on the other hand, have the highest propensity for grilling/BBQ (61%) and gathering with family/friends (53%) among all regions. Southern and Midwest consumers are less likely to travel, with only 12% planning trips. 

Consumers: The Memorial Day weekend holds great importance for retail sales in the United States. In 2022, consumers spent approximately $36 billion during this holiday weekend, making it a substantial period for businesses and the economy. Popular food items for Memorial Day include meat, which is planned for purchase by 85% of consumers, followed by fresh produce (67%), and deli items/prepared foods (33%). Beverage Preferences: Among consumers planning to purchase alcoholic beverages, 75% intend to buy beer, while 44% opt for wine and 40% for spirits.

• Shopping Preferences: In-store shopping remains the dominant preference, with 92% of celebrants planning to shop in-store. Grocery stores (67%), Mass retailers (45%), and Club stores (29%) are the favored channels. Online shopping is expected by only 19% of shoppers. Retail Visits: In 2021, Sam's Club experienced a notable 5.7% increase in visits during Memorial Day week, while Costco saw a decrease of 11.4% in visits. 

Travelers: Memorial Day is a popular time for travel, with an estimated 42.4 million U.S. travelers forecasted for the holiday period in 2023. Travelers utilize the long weekend to embark on trips, explore new destinations, and engage in leisure activities. 

Veterans and Military Families: Memorial Day holds deep significance for veterans and military families who often participate in memorial services, and ceremonies, or visit military memorials to honor fallen service members. 

History and Culture Enthusiasts: Individuals with an interest in history and culture may attend historical reenactments, exhibitions, or educational programs centered around Memorial Day.

Community Organizations: Various community organizations, such as veterans' associations or local charities, may organize events, fundraisers, or volunteer activities to commemorate Memorial Day.

Understanding these target audience groups and their preferences provides valuable insights for businesses, marketers, and event organizers aiming to cater to individuals' diverse interests and needs during Memorial Day. Additionally, considering the following factors can further enhance marketing strategies and promotional efforts:

•  Tap into Long-Term Sales Opportunities: Given that Memorial Day marks the start of summer, it presents an opportunity for businesses to be creative with their promotions. Shoppers are likely to continue using and purchasing products beyond the holiday weekend. For instance, BBQ or food/beverage advertisers can make a lasting impact by leveraging Memorial Day advertising to drive multi-month sales.

• Balance Celebration and Remembrance: While Memorial Day signals the unofficial start of summer, it is crucial to approach the holiday with care and sensitivity, honoring the fallen. Advertisers should keep their messaging simple, respectful, and relevant. It is a chance to promote military benefits and discounts in appreciation. Ensuring authenticity and attention to detail is essential, as even a poorly executed salute visual can leave a negative impression. Emphasizing the importance of service and honoring it can resonate with the audience, rather than solely focusing on the brand.

• Emphasize Speed and Flexibility: Customers value quick delivery and flexibility in their purchasing experience. If your business can fulfill orders swiftly, make sure to highlight this advantage in your creative messaging. Offering free returns and free trials can also appeal to customers seeking a risk-free purchase. Exploring different communication methods beyond the usual percentage discounts can enhance the perception of your offer and attract more customers.

By considering these points, businesses can optimize their marketing efforts and effectively engage with their target audience during Memorial Day, ultimately driving success and building strong connections with customers.

Datonics Data Segments Help Marketers Reach Cost-conscious Consumers

With the economy looking uncertain, consumers are tightening their purse strings. An industry that is gaining from this trend are restaurants in the “casual dining,” “fast casual” and “quick service restaurant” categories. Consumers are frequenting these establishments more due to budget concerns and the ability to get greater value.

According to a recent article in the Wall Street Journal, brands including Kraft Heinz, Burger King and KFC are ensuring wide availability of products and introducing new low-cost deals to meet consumer needs. Bloomin Brands – owner of Outback Steakhouse, Carrabba’s Italian Grill, Bonefish Grill and Fleming’s Prime Steakhouse and Wine Bar – recently announced that the company will be keeping prices steady throughout 2023.

Datonics Data Segments

To help marketers reach cost-conscious consumers, Datonics offers a wide range of data segments that are tailored specifically to various attributes such as demographics, food store and discount store location visitors, fast food enthusiasts, shopping intent such as value shoppers and retail shoppers, shopper lifestyle preferences and more.

By selecting such data segments, marketers can better communicate with audiences who are looking for a bargain and the best value. This type of data usage can introduce customers to new brands and raise awareness of new deals to those already familiar.

To finetune further, Datonics offers the ability to create custom data segments that can dive even deeper into a specific data segment or entirely new categories. For example, brands looking to reach cost-conscious shoppers in a specific region with specific preferences – say family shoppers in a suburb of Detroit - can create custom segments focused on these preferences. Brands can also react to weather and seasonal changes by adjusting segments in reaction to an event – such as a big storm – that may drive people to off-premise for their meals.

For more information on Datonics Data, please check out our site or reach out to us here.

Empowering Young Professionals through Diverse Internship Opportunities

As a prominent leader in providing high-quality data services and products, Datonics offers the opportunity to shape the future of our industry through an impactful internship program that exposes the next generation to enter the workforce to the evolving advertising ecosystem. Datonics has recently partnered with Israel Experience and Destination Israel offering internships to international candidates looking to gain hands-on experience in a dynamic work environment. 

The internship program offers a chance to work with Datonics’ experienced teams gaining valuable insights into the data industry, by working on real-world projects while immersing into the local Israeli culture. 

The collaboration with Israel Experience and Destination Israel demonstrates Datonics’ commitment to fostering growth and development not only of its own employees but of young professionals worldwide. By providing diverse internship opportunities, Datonics is creating an inclusive work environment that encourages creativity and innovation. 

Chana Katri, the internship program coordinator at Datonics, plays a crucial role in the success of the program. She works tirelessly to ensure that candidates are matched with a team that aligns with their interests and expertise, and that they receive the support they need to excel during their internship. Chana is a dedicated leader who is passionate about helping young professionals succeed, using her enthusiasm and consistency as a means to reach the goal. 

Pavel Kaganer from Russia and Amichai Schleifer, Jordan Poreh, and Michael Shoichet from the United States are such candidates who recently completed their internship with Datonics as Data Analysts and Business Development Interns. They had the opportunity to work with Datonics' experienced teams, gaining valuable insights into the data industry, participating in diverse volunteering activities/company events, as well as expanding their connections and learning about Israeli culture. 

Datonics is currently in the process of welcoming two more candidates in the coming months and is excited about the potential impact these interns will have on their company. With Datonics’ commitment and Chana's leadership and support, Datonics is well-positioned to continue providing diverse and meaningful internship opportunities to young professionals from all over the world.

Datonics Celebrates Earth Day by Supporting Sustainable Businesses

Earth Day is a time to reflect on our relationship with the planet and to take action to protect it. In light of the ongoing climate crisis, it is more important than ever to consider how our actions impact the environment and what we can do to reduce our ecological footprint.

At Datonics, we are committed to supporting businesses that prioritize sustainability and take steps towards building a more sustainable future. Our team members proudly wear Patagonia, a clothing and outdoor gear company that is well-known for its dedication to sustainability. A generous holiday gift to our team last year allowed everyone to enjoy its quality merchandise. By using recycled materials and minimizing waste in their production processes, Patagonia is setting an example for other businesses to follow. They also educate consumers about environmental issues and advocate for policies that protect the planet.

As a company, Datonics is focused on supporting and sustaining businesses committed to climate-forward initiatives and helping them achieve their sustainability goals. We believe that by working together, we can make a positive impact on society and drive change in the business world and beyond.

This Earth Day, let us all take inspiration from companies like Patagonia and Datonics and commit to doing our part to protect the planet. Whether it is by reducing our energy use, recycling more, or supporting companies that prioritize sustainability, we all have a role to play in building a more sustainable future for ourselves and generations to come.

Give Back Initiatives - Volunteering at Save A Child’s Heart (SACH)

The Datonics Israel team volunteered in Save a Children's Heart (SACH), a distinguished Israeli humanitarian organization. SACH is dedicated to providing life-saving heart surgeries to critically ill children from countries where access to pediatric heart care is limited or nonexistent. 

During our visit, the Datonics Israel team had the opportunity to meet children from Tanzania, Ethiopia, Kenya, Rwanda, and Guinea-Bissau. These children are temporarily staying at the loving "home away from home" established by SACH while they undergo their life-saving surgeries. Thanks to the incredible work that SACH is doing, these children are able to return home healthy and full of hope for their futures. On average, SACH saves one child every 24 hours and has saved a total of 6000 children from 68 countries. 

Each child has their unique story, and their journey to the hospital may differ from one another. Some children are fortunate enough to have the support of one of their parents during their stay, while others may have to travel alone. Regardless of their situation, all children receive the care and attention they need to ensure a successful outcome. Nurses, members of the Save a Child's Heart (SACH) organization, and volunteers offer their support and compassion to each child, helping to alleviate any fears or worries they may have.  

We had the opportunity to engage with the children, some of whom were waiting for their heart surgery, while others had already successfully gone through it. Alongside the children, we encountered lovely mothers who were accompanying their kids to a foreign country for medical treatment, leaving behind their homes and cultures, and placing their faith in the Israeli medical system to aid in saving their children's lives. 

Despite the challenges they face, these children expressed pure joy, optimism, love for interaction and playfulness, and most of all, hope. They seized every opportunity to laugh and enjoy life to the fullest. 

We are incredibly grateful to Datonics for providing its employees with constant opportunities to make a positive impact on the world. The selfless work of organizations like SACH and the dedication of volunteers like the Datonics Israel team truly make a difference in the lives of children and families around the globe.

Datonics Research - St. Patrick’s Day

St. Patrick's Day is a cultural and religious holiday celebrated on March 17th every year. It is named after Saint Patrick, the most commonly recognized patron saint of Ireland. Today, St. Patrick's Day is celebrated as a symbol of Irish identity and culture, and it is a popular holiday around the world.

Behavioral Audience:

St. Patrick's Day is a holiday celebrated in various countries such as the United States, Canada, Australia, Great Britain, and Ireland, with the holiday evolving over time into a celebration of Irish culture and heritage. The holiday is known for its association with alcohol consumption among the 21+ crowd in the U.S., with NielsenIQ finding it as the highest-grossing day of the year for U.S. bars and restaurants. This year, St. Patrick’s Day is anticipated to see a rise in popularity, with 61% of consumers planning to partake in the festivities, spending a total of $6.9 billion — $1 billion more than last year, an average of $43.84 per person. Among celebrators,  28% intend to gather with family/friends, while  27% plan to eat or drink out. 36%  plan to purchase alcoholic beverages, with beer being the most popular choice (70%), followed by spirits (34%) and wine (29%). It's estimated that globally, 13 million pints of Guinness are consumed on St. Patrick's Day alone. Bringing to light the rich source of opportunities for U.S. bars and restaurants. Another common way to commemorate the holiday is to dress in green - in 2022, 80% of Americans wanted to wear green to mark St. Patrick’s Day.

Top purchase categories on St. Patrick's Day are food (58%) and drinks (46%), followed by apparel/accessories (32%).

• 11% of consumers do their St Patrick’s day shopping online

• 29% find online retail stores inspiring

• 45% search online to research in-store purchases

• 49% head to grocery stores for their St. Patrick’s Day items

To drive awareness and loyalty pre-purchase, brands should step up their game with digital promotions and online experiences that inspire and inform consumers.

Market Research:

Men: Throughout the years, men have consistently spent more than women on St. Patrick's Day festivities, and this year is no different, with an average spending of $48.71 compared to women's $39.15. Although women buy more of every category except for beverages (women are more likely to buy food 59% and men are more likely to buy drinks 49%).

Young Adults: Younger consumers (21-44) are the most likely age group to participate in St. Patrick's Day celebrations. The latest figures released by the NRF reveal that those between 18 and 44 spend the most, with the age group 35 - 44 being the biggest spenders with an average spend of $49.27. However, the number of individuals aged 35 and above planning to celebrate the holiday is increasing.  St. Patrick's Day sees increased bar/restaurant visits, with a 9% rise from 2021. Brands should offer engaging in-person experiences and consider CPG/FMCG promotions. 45% of those aged 65+ make a special dinner

Families: Consumers with children are not only celebrating St. Patrick's Day at higher levels than those without kids, but they're also finding ways to make the holiday extra special (74% vs. 54%). Furthermore, those with kids spend significantly more on apparel, accessories, decorations, and candy, in addition to buying more food, to make the holiday more enjoyable for their little ones.

Marketing during St. Patrick's Day presents a unique opportunity for businesses to engage with their target audience through email, social media, and digital advertising. By anticipating customer needs and providing personalized promotions, such as deals on food, drinks, and merchandise, businesses can capture their share of the audience's spending on this celebration day. Some ideas include:
Use email, social media, and digital advertising to engage with your target audience.

1. Personalized promotions: Anticipate customer needs and provide personalized promotions such as deals on food, drinks, and merchandise to capture a share of the audience's spending on this celebration day.

2. Stock more, earn more promotions: Offer financial incentives to retailers that stock more of your products to increase brand exposure and sales.

3. Layered promotions: Combine promotions with partner brands to enhance engagement. Layer promotions with different tactics and mechanics, and reward on-premises purchases with new product gifts with purchases to enhance sales.

4. Immediate gratification: Combine the immediate gratification of an instant win prize (like a free drink or appetizer) with exclusive, high-value rewards (like a brewery tour) to increase engagement and participation.

5. User-generated content: Encourage consumers to share their experiences with your products on social media. Reward consumers who share their experiences to sell more while letting customers express themselves.

6. Inspirational giveaways: Help customers express their individuality through giveaways, trials, and freebies that encourage new routines. Harness digital innovations like social sharing, and digital apps to increase engagement.

By combining these ideas, businesses can successfully engage with their target audience during St. Patrick's Day and increase brand exposure and sales.

Datonics Research - International Women's Day

Every year on March 8th, people around the world observe International Women's Day, which serves as a significant occasion in the fight for women's rights. This day draws attention to various issues, including gender equality, reproductive rights, and violence and abuse against women. International Women's Day is celebrated in diverse ways globally, with some countries declaring it as a public holiday, while others observe it locally or socially to recognize and champion the accomplishments of women.

Behavioral Audience:
IWD is a good marketing opportunity and an important chance to support young women. International Women’s Day has become an increasingly popular and important day for marketers. A chance to raise awareness for women’s rights, to discuss issues facing women, and to celebrate women in business.

In recent years, there has been a growing awareness and support for International Women's Day in the United States. Many organizations, businesses, and individuals now observe this day by organizing events, marches, and discussions to promote women's rights and gender equality. Social media campaigns and hashtags related to International Women's Day have also gained popularity in the US, with people sharing stories and messages to raise awareness of issues affecting women.

Market Research:

Women/Feminists/Social Activist: Women of all ages and backgrounds who believe in gender equality, advocate for women's rights, are committed to breaking down gender barriers, have experienced gender-based discrimination or violence, are interested in feminist history and culture, or want to celebrate the women in their lives are likely to celebrate. IWD is also widely embraced by younger generations, including millennials and Gen Z, who are more likely to identify as feminists. Hence, it is imperative to involve them in your International Women's Day initiatives. During this period, younger demographics will be particularly vigilant regarding brand communications. The proportion of customers anticipating their preferred brands to tackle diversity and inclusivity concerns rises considerably as you go down the generational ladder - from 63% for Gen X to 76% for Gen Z. It’s a great opportunity for brands to join in the celebration of the social, economic, cultural, and political achievements of women. Brands can seize the chance to exhibit their efforts toward advancing gender equality and position themselves as agents of positive change by actively engaging in the cause. Therefore, it is important to ensure that  International Women's Day promotions are genuine, aligned with one’s brand principles, and effectively resonate with their target audience.

Organizations/Businesses: organizations and businesses may choose to mark International Women's Day by making donations to charities or causes related to women's rights. Additionally, some events or activities related to International Women's Day may require tickets or registration fees, which could involve spending money. On IWD, with the right planning and content, brands can grab attention and shine. A chance to spread a message, to do some good, to raise awareness of your brand or product. One way to mark International Women's Day (IWD) is by creating content such as social media posts, website content, or customized ads. However, instead of appearing to use IWD as a publicity stunt, brands that truly succeed are those that invest genuine time, effort, and resources into making a meaningful impact. It's not just limited to big corporations either. Anyone can achieve this by planning, being creative, and having a genuine desire to add value, not just on March 8th, but throughout the year. Some ideas on how organizations can effectively use marketing to celebrate and target their audience on International Women's Day, and create meaningful connections with their customers and stakeholders, involve:

• Align marketing efforts with the theme of International Women's Day: Ensure that marketing materials and messaging are in line with the theme of the day. This could include promoting gender equality, celebrating women's achievements, or raising awareness of issues affecting women.

• Use social media to share inspiring stories and quotes: Social media is a great platform to celebrate the day and showcase inspiring stories and quotes of women who have made an impact in your organization or the world at large.

• Partner with women's organizations: Partner with reputable women's organizations to create joint initiatives that celebrate women and promote gender equality. This could include organizing events, fundraising, or volunteering.

• Use targeted messaging: Marketing messaging should speak directly to women and the challenges they face. Use language and messaging that resonates with them and is easy to understand.

• Amplify the voices of women: Give a platform for women to speak out and share their stories. This could include hosting panels, webinars, or podcasts featuring women in your organization or industry.

Datonics Research - Valentine's Day

Valentine's Day, also called Saint Valentine's Day or the Feast of Saint Valentine is celebrated annually on February 14. It is widely and globally recognized as the celebration of love: both romantic love between partners, and platonic love between friends and family.

 Behavioral Audience:

Valentine's Day is a significant commercial holiday in the United States, and it brings in significant revenues for various industries. Valentine's Day spending reached $23.9 billion in 2022, an increase from $21.8 billion in 2021. Gifts that are traditionally given on Valentine's Day include candy and flowers, which never seem to go out of style, as well as special meals or experiences (e.g., an event or movie tickets) that seem to have returned to pre-pandemic popularity levels. 

• 44% of shoppers say they will purchase candy/sweets (with a box of chocolates being a must).

• 33% choose greeting cards, 32% flowers, and 29% a romantic dinner.

• Also, red roses account for almost 70% of all flower choices in the US

• 14% and 13% select wine and gift cards are also great choices for shoppers.

Online Shopping continues to be the most popular shopping destination for Valentine’s Day in 2022, visited by 41%, followed by department stores at 32%, discount stores at 28%, local small businesses at 18%, and florists at 17%. 

Market Research:

Valentine’s Day spending can vary widely depending on factors such as age, relationship status, and income level.

• Young Males: On Valentine’s Day, men are the big spenders – men spend about twice as much as women on Valentine’s gifts. With an average spending of $339, men spend more on gifts than women, with $64 on average.

  Younger people in a relationship are more likely to mark the day than are their elders: on average globally, 68% of those under age 35 plan to do so vs. 55% of those aged 35-49 and 45% of those aged 50-74. Men are more likely to buy gifts from Amazon (38.45%) and brick-and-mortar stores (39.14%). While women seem to prefer DIY gifts compared to men. A total of 56 % of men buying gifts intend to give flowers to loved ones, compared to 19 % of women, according to the 2022 NRF survey. Marketing can operate through personalized gifts such as custom-made chocolate boxes or custom-made flower bouquets that can be ordered online, with options for fast and easy delivery which can be advertised via social media. 

•  Newer Couples:  Newer couples tend to spend more money on Valentine's Day gifts and celebrations than older couples. Spending for Valentine’s Day peaks among couples who have been together for one to two years ($247), then creeps back down. They may be more likely to buy expensive gifts like jewelry or make more costly reservations for dinner or experiences.

  85% of Americans who've been together less than two years intend to buy something for their partner, while only 61% of those who’ve been together for 20-plus years plan to do so. Consistently, those who are not married are more likely to celebrate with their loved ones than those who are (61% vs. 52%).

  Marketing campaigns can focus on creating luxury packages that offer couples exclusive discounts on luxury products and services. Additionally, utilize social media platforms such as Instagram and Facebook to showcase high-end products and experiences in an attractive visual way.

• Millennials: Those born between 1981 and 1996. They lead the pack among the generations for Valentine’s Day spending. 86% of younger millennials between the ages of 23-29 are the generation that will spend more on gifts. The average spending on a significant other is $266. Older millennials seem to spend less than younger individuals, with an average of $109. Younger adults are more likely to be in newer relationships, meaning millennials may feel pressure to spend more to impress their partner. 

  Millennials are known for their digital literacy. As such, they are also more likely to purchase gifts online. Thus, marketing campaigns can take advantage of social media platforms, influencer marketing, and email campaigns to reach this demographic.

• Generation X: Describes the Western demographic cohort born between 1965 and 1980. Gen Xers also tend to spend a significant amount on Valentine's Day gifts. Younger millennials and Generation X are the two generations that have the highest spending patterns, planning to spend $266 and $268, respectively. Those who are 35 to 44 years of age, a group that consists of some millennials and some members of Generation X, are likely to spend the most money on Valentine’s Day ($280) — according to the NRF survey. They are more likely to prioritize practical gifts (kitchen goods, home decor, and technology gifts) and experiences (travel, spa days, concerts, and sporting events) over more

Datonics Research: Super Bowl - Market Analysis

We continue our Datonics Research series on this year’s Super Bowl with a deep dive into a market analysis. Viewership and spending can vary widely depending on factors such as age, relationship status, and income level.

So what did we see with this year’s big game?

Viewership

The latest consumer spending data from NRF and Prosper Insights & Analytics’ 2023 Super Bowl survey found that 192.9 million U.S. adults plan to watch the Super Bowl this year. It seems that a percentage of this viewership tuned in with 36.7 million tuning in.

Adults ages 44 and under are driving the year-over-year increase in expected viewership for this year’s Super Bowl. In 2021, there was little variance between age cohorts in terms of the likelihood to watch the Super Bowl. In 2022, however, adults ages 18-34 (75 %) and adults ages 35-44 (70 %) are more likely than adults ages 45-64 (63 %) and adults ages 65 and older (62 %) to say they plan to watch the game.

Consumer Spending

Adults in the United States planned on spending an average of $85 on Super Bowl Sunday in 2023, with food and beverage purchases being the most common among those planning on watching the game. Around 15% of adults in the United States planned on throwing or attending a Super Bowl party in 2022.

Marketing during the Super Bowl presents a unique opportunity for businesses to engage with their target audience through email, social media, and digital advertising. By anticipating customer needs and providing personalized promotions, such as deals on food, drinks, and merchandise, businesses can capture their share of the audience's spending on game day. With 41% of Americans following the game on multiple devices and actively using their phones, it's important to stay relevant and adjust messaging accordingly.

The week before the Super Bowl is a prime time for purchasing a high-end, branded flat-screen TV. According to Regina Conway, a consumer expert at Slickdeals, these TVs are of better quality than those typically on sale during Black Friday and are worth the investment for their long-term value. Marketers can take advantage of this window of opportunity by targeting potential TV buyers with strategic marketing campaigns. Some ideas include:

The Commercials

The Super Bowl regularly ranks as the most-watched event in the United States year-to-year, which means the channel hosting the contest gets to charge a premium for advertising. Because of the size of the audience, brands are willing to shell out millions of dollars for just one 30-second spot during the Super Bowl. The Super Bowl commercials have become a phenomenon in their own right, with social media buzzing with speculation about the innovative ways in which big corporations will sell their products.

A 2020 survey revealed that 79 percent of viewers see the commercials as entertainment, while almost 71 percent stated that they enjoyed watching the commercials. It also seems the viewers will go to some lengths to see these commercials beyond their original air date during the big game. Companies reportedly received an estimate of $170 million worth of “in-game exposure" during this year's Super Bowl.  The advertising revenue from the 2021 Super Bowl, for example, stood at a record 485 million U.S. dollars. Meanwhile, an average 30-second ad spot during the Super Bowl broadcast cost an estimated 6.5 million U.S. dollars in 2022.

Datonics Research: Super Bowl - Audience Analysis

Super Bowl Sunday is this weekend. The big game has become a tentpole event in the advertising industry where brands showcase their creativity and personality through signature commercials that are just as widely anticipated by some as the actual game.

The draw for advertisers is also the mass audience reach that the Super Bowl presents. People across the U.S. and abroad tune into the big sporting event, creating one of the few remaining mass-market opportunities for brands.

In this edition of Datonics Research, we break down the audiences that watch the Super Bowl.

Super Bowl Audience Analysis

This unofficial national holiday in the United States is filled with festivities, feasting, and pageantry that extends from the stadium and host city to the homes and other places where football fans and their friends and families gather.

In 2022, the Super Bowl was watched by 99.18 million viewers in the United States.

The Super Bowl boasts the largest live television audience and remains one of the few programs where people aren’t skipping the ads, a rare phenomenon as viewers are increasingly scattered across different channels. According to a survey conducted by Forbes, about a quarter of the Super Bowl audience thinks that the ads are the most important aspect of the event.

This year, 103.5 million people plan to throw or attend a party, and another 17.8 million plan to watch the game at a bar or restaurant. Total spending on food, drinks, apparel, decorations, and other purchases for the day is expected to reach $16.5 billion, or $85.36 per person an increase of nearly two billion U.S. dollars from 2021. 91% of spending is on food, beverages, televisions, furniture apparel, and accessories.

Also part of these expenditures is the money used to place bets on the game

Consumer spending during the Super Bowl weekend is significant: 

• It is estimated that Super Bowl consumer spending will be 16.5 billion U.S. dollars in 2023, an increase of nearly two billion U.S. dollars from 2022.

• 2. 28% of consumers purchased new food and beverage products for the Super Bowl. The Super Bowl is a time for discovery and exploration for consumers— in 2022  people mostly explored snacks (60%) and beer (40%).  At the top 5 food categories that people purchase mostly in 2022 remained Super Bowl favorites: Chips (49%), Pizza (36%),  Dips (32%), Desserts (31%), and Wings (27%).

• Only 10% bought their groceries online, despite the growth of online shopping. 45% of consumers leaned heavily into mass retailers such as Walmart and Target to prepare for the Super Bowl, followed by 41% shopping at their local grocery stores and 18% at warehouse or club stores.

• 9% of people purchased a new TV for the Super Bowl. The Super Bowl is one of the largest televised events, so it makes sense that consumers welcoming people into their homes want the most optimal viewing experience.

Team Retreat - Tel Aviv Market Food Tour

Recently, our Israeli team took a food tour with Sababa Cookbook author Adeena Sussman in Tel Aviv’s Carmel market. The variety of foods sampled and available reflect the tapestry of immigrants that make up Israel and Israeli cuisine. The vibrant colors in the photos show off the flavors and ingredients.

Our team, made up of olim who emigrated from many countries to Israel, thoroughly enjoyed the food tour.