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INTO 2021  WEB VERSION: Click Here


spend with family, they can exercise more frequently, and work longer hours to get more done.


• 35 per cent report being more effective at work than they were at the start of the year.


Working from home has impacted industries large and small, from retail and fashion local restaurants. But we’ve seen bright spots in the areas of home office, technology, the build-out of more reliable connectivity, and home improvements.


Children have a profound impact on the home office environment. Not only are some at home doing schoolwork —which requires additional bandwidth — but they’re doing so with new technology. Those with children have made new investments in online learning, and this market is expected to increase as home schooling and distance learning continue worldwide.


Key takeaways: Educational technology, platform-based approaches, and supplemental instruction are on the rise. There’s expected to be a focus on addressing the educational divide that exists as a new area of opportunity.


The importance of relationships and family togetherness has been reignited as people spend more time at home, with children at home for longer periods of time.


Finally, businesses too are benefiting from lower-cost


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rentals and consolidated workspaces. Fewer employees are traveling, and productivity remains high. While the longer-term impact to corporate culture and innovation remains to be seen, there are corporate advantages.


Trend: Consumers are more mobile, and on the move. While many are moving from cities to avoid stricter lockdowns, some are moving for other reasons, including cities that can no longer offer nightlife, culture, and excitement. They’re also taking advantage of the ability to relocate since they’re no longer tethered to an office.


We’ve also seen new and younger populations taking advantage of low interest rates and investment opportunities by buying homes.


Key takeaways: We expect new home buyers to present local opportunities. We expect to see a renewed sense of community, and local retail shopping and dining where it’s possible and safe.


We’re also predicting automotive sales increases as we’re seeing a new group who’ve moved from the city into the suburbs needing to purchase cars.


Trend: CPG/FMCG is experiencing growth, but we’re seeing caution from consumers. In 2020, people have been making brand trade-offs and evaluating the brands they’ve been forced to try, in many cases related to


supply shortages or shopping constraints. Upwards of 60 per cent report having to try a new brand in 2020 that they wouldn’t have otherwise.


As many consumers look to purchase based on value, price promotions have been effective. We’ve seen people return to preferred brands based on availability, but choosing to save money in areas where they’re less loyal.


A few key trends emerged in 2020 that we expect to stay through 2021:


• Self-care: Consumers are prioritising self-care in ways that range from spending more on vitamins to purchasing low-cost, feel- good products like sleep aids and skincare. These “bright spots” are often trade-off purchases for higher cost luxury purchases they once made, or replacement purchases for treatments that have been delayed or are less frequent.


• At-home treatments and products marketed as “easy” and “for home use” have trended positively. This is true of haircare, facials, and nail care.


• Impulse purchasing is down, as many don’t visit stores or browse the way they used to, so lower volume products have suffered immensely.


• Home cooking and eating: Consumers are eating out less and home for more meals than ever before, which means healthy snacks and meal options have experienced higher volume sales. From soup


Direct Commerce | homeofdirectcommerce.com


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