For the first time in months, spirits across the globe aren’t just being raised metaphorically, but quite literally, as glasses in bars and pubs finally begin to clink to the tune of 841 million vaccine administrations across the globe.
With freedom making its way back into our lives, global consumer confidence has hit record highs, with shoppers here in the UK surging to the high streets last week, for the first time in four months to spend an estimated £600 million on day one alone.
Primark started trending on Twitter, with tweets sharing ‘thoughts and prayers’ for staff, as hoards descended to their local Primark to join queues as early as 7am. Baskets were brimming with flip flops and bikinis in the hope of future holidays.
And to celebrate shoppers’ return in London, Oxford Street created the ultimate shopping Spotify soundtracks to make the return that bit more rock and roll.
In brandland, one growing trend that looks set to continue is brand camaraderie, with a series of ‘Goliath helping David’ type campaigns.
In true team-player style, British fashion designer Stella McCartney has launched a series of pop-ups highlighting local businesses, where she’ll be handing over space to independent brands to host talks, events and art installations. Hats off to Stella the curator.
Also lending a helping hand to those in need is H&M, who are offering customers the chance to hire an interview suit for free for 24 hours, so that they can make that all-important ‘powerful first impression.’
And while The Whopper may well reign supreme, Burger King has taken a moment to celebrate independent restaurants all over Instagram that need that extra little boost right now.
Tesco was the talk of LinkedIn last week for their advert in British newspapers encouraging people to get back down to local pubs as much as possible; very fitting with their Every Little Helps slogan.
In other supermarket news, brand camaraderie is well and truly out the window, as M&S started cake wars with Aldi over the copyright of their well-loved Colin the Caterpillar cake. This isn’t just any court case, it’s an M&S court case.
As we discussed in our Pop-up Opportunity report, as the world opens back up, pop-ups will be perfectly positioned to meet customers where they are, while treading carefully into the future. And they are indeed starting to pop up everywhere.
In celebration of the UK opening back up last week, Heineken launched Shear Genius! pop-ups in pub gardens so that visitors could kill two birds with one stone, and simultaneously enjoy a pint while getting a haircut.
Covent Garden has also just launched a 6 month programme of public art installations, pop-up bars and outdoor performances for customers hungry for new experiences.
And what if the store came to you? Louis Vuitton has been touring three states in the US with what’s effectively a converted taco truck, taking lux goods to the people.
For those that discovered their love of the outdoors during lockdown, Selfridges last week they launched their second-hand outdoor clothing pop-up, The Great Outdoors as part of their RESELLFRIDGES offering, selling vintage Patagonia, Carhartt and The North Face.
As we emerge from our socially-deprived caves after what feels like an actual lifetime, it feels oh so good to finally see life returning to its usual hustle and bustle.
Although the hangovers, admittedly, don’t feel quite as good.
And last but not least, in our latest report, Five Consumers Shifts That Will Last Beyond 2021, we explore the trends anticipated to have a lasting effect on brands and the way they serve their audiences.