As we wrap up another year, December is a time for both relaxation and strategic thinking, making it the ideal moment to understand the shifts that will influence 2025. Here, we dive into three key trends that are currently making waves—and offer some actionable insights on how brands can capitalize on these shifts.
Blind Boxes: China’s Next Big Retail Trend
In China, blind boxes are taking the market by storm. Live streamers are leading the charge, selling mystery boxes filled with everything from toys to trinkets. The appeal? The thrill of uncertainty and the possibility of getting something much more valuable than what you paid for. In a time when many are tightening their belts, blind boxes offer a small, affordable indulgence—and it’s working.
How Brands Can Act:
- Gamify Shopping: Consumers love the element of surprise. Consider launching surprise product boxes, either physical or digital, to spark curiosity. Livestream events are the perfect platform to take this further, adding an interactive layer to the experience.
- Offer Customizable Surprises: Balance the unknown with some degree of choice. Think mystery boxes where customers can select a category but still get the excitement of an unexpected item.
Food as Affordable Luxury
Luxury has taken a tasty turn—food-inspired items are now driving the market for accessible indulgence. Luxury brands like Hailey Bieber’s “strawberry glaze” skincare or Loewe’s asparagus bag are turning food into something you can wear or use. In uncertain times, this edible luxury provides consumers with both comfort and a sense of exclusivity.
How Brands Can Act:
- Create Sensory Experiences: Look to infuse your products with food themes. Whether it’s a chocolate-scented skincare line or a perfume inspired by a favorite meal, evoke emotions tied to pleasure and indulgence.
- Use Limited Editions: Collaborate on food-themed collections or limited-run products. Scarcity, combined with indulgence, creates an irresistible offer for customers looking to treat themselves to something extraordinary.
Coca-Cola’s AI Christmas Ad Faces Backlash
To innovate, Coca-Cola used AI-generated imagery for its iconic Christmas ad. While the technology was groundbreaking, it left many cold—some felt it lacked the human touch that makes Christmas ads so beloved. This highlights a delicate balance that brands must navigate when incorporating AI: innovation is important, but emotion and authenticity cannot be sacrificed.
How Brands Can Act:
- Keep It Human: While AI can enhance automation, ensure it’s paired with the warmth and connection that consumers expect, particularly during the holidays.
- Balance Innovation and Emotion: Use AI-generated content to complement, not replace, the heart and soul of your brand messaging. Innovation is great, but it should always serve to enrich the customer experience, not strip it of authenticity.
Looking Ahead: Preparing for 2025
Whether it’s embracing the thrill of surprise or navigating the evolving use of AI, 2025 is shaping up to be a year of exciting opportunities.
