We're barely past Halloween, and we can hear Mariah Carey’s All I Want for Christmas creeping through department store speakers. Which is why we’re using this issue to look at how traditional American occasions are changing.  

Such as:

• Breakfast breaks from its daypart

• Thrifty gift givers become the majority

• Stepping away from social (for an hour or so)

• Young parents prioritize escape

• Owning an occassion with a simple subject line

• The most important job interview question

• America’s REAL season of joy

Christmas marketing creeps into spooky season

Brands are in a tough spot as the holiday marketing race begins earlier each year. In 2023, Gartner found that brands posting about the holidays before November saw a higher engagement rate on social than those that didn’t. So, maybe brands are just responding to consumer wishes. On the other hand, Emarketer found that 74% of consumers reported holiday fatigue by the beginning of November. So, does it pay to start early?  

Dive into the calendar debate with Modern Retail

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Breakfast: The most important meal, any time of day

Our favorite occasions are the ones that come around over and over again. Breakfast comes once a day; or does it? Recent research tells us that 34% of Americans view “breakfast” as a type of food, rather than a dayparted meal. What does that mean for brands? Well, the occasion of breakfast is more of a product now. With 68% of people interested in all-day breakfast menus, maybe eggs and bacon are just a state of mind.

Dig into the data with FoodService Director

Thrifting: The key to holiday gifting

Gone are the days of sparkling new packages greeting us under the Christmas tree. Well, maybe not gone, but certainly losing share to a new force in retail: Thrifting. Okay, so thrifting isn’t new, but it’s taking on new significance. A supermajority of consumers are now open to receiving secondhand gifts (and an even higher rate of Gen Z). Why the trend? Price is a key element, but sustainability factors in, too. People also cite the uniqueness of vintage or unexpected gifts.

Capital One has all of the thrifty data (free of charge)

Wake up running…or walking…or something else

Escaping the clutches of social media starts first thing in the morning. A recent Vogue Business study tells us that loving social media is not, well, in vogue. Three quarters of Gen Z prioritize in-person experiences, and a Harris poll goes further to say that 47% of Gen Zers wish TikTok had never been invented. To wean off social media, people are searching for ways to find comfort elsewhere. One solution is Low Dopamine Mornings, where scrolling is replaced with strolling, and other simple, but joyful, activities. How can brands help people stay logged off for a moment (before inevitably posting about it on TikTok)?

Read more in Marie Claire

Young parents make their own occasions

Half of parents feel like they never get a break from parenting. Part of the job, sure, but research points to a new way that young mothers are finding joy—and it’s outside of the house. While Gen Z moms are the most pressed for money, they’re the best at finding time for themselves. The vast majority make time to go out with friends (without kids) at least once a month. For brands that offer a getaway, this sizeable segment is worth a deeper look.

Motherly’s “State of Motherhood” report has the deets

Joy in the Work: Owning the right occasions can be simple for brands

If all this talk about occasions makes you think you need to get your brand gussied up for some sprawling campaign, think again. Brands have the opportunity to bring their unique voice in even the smallest, most tactical ways.

Case in point: When this subject line from Viking crossed our inbox earlier this month, it brought a moment of intense joy. And, none of their competitors could have sent the same email. 

Celebrating the adventure of a cruise? Tired. Celebrating an actual Viking adventurer? Wired (and on-brand).

Joy@Work: The most important question for job interviewers (and candidates)  

On the occasion that you’re hiring—or looking for a job—there’s one question that’s make or break for job interviewers and the candidates on the other side of the table. PETERMAYER Talent Specialist Laura Notarnicola tells us:

“To me, the biggest red flag is when they don’t have a strong answer to why they are interested in the role.”  

Laura says that the best way to prepare for an interview is to thoroughly study the job description ahead of time and to decide whether you’d really be the right fit. Then, put some time into learning about the company so that you come prepared with good questions.

As for the red flag, asking why the candidate is interested is the most direct way to know if they’re invested in the opportunity.

Brand Joy Lab: The season of joy begins long before we carve the turkey

Yep, holiday creep is here and it’s real. But, maybe we should do more to highlight the creepy holiday right in front of us. You could say Halloween is the height of the fall season, and while brands activate across this key moment, the rest of the season is up for grabs.  

The Brand Joy Lab asked hundreds of Americans to name their favorite season, and fall rose to the top. Here are the stats:

Winter: 15%

Spring: 20%

Summer: 27%

Fall: 35%

Pumpkin spice and trick or treating were mentioned often by our respondents, but equally appealing was the great weather, long walks and return of football. And, reader, yes we enjoy a good Gilmore Girls rewatch.

So, as brands think about their calendars, go to where the joy is. And for most Americans, fall is the season.

Check out our full story