Ahead of the 2022 festive season, Americans are feeling wary of the holidays having a materialistic focus and are missing more human and caring elements. Instead of being all about gifts, people expect brands to reimagine holidays as a time to spend together with loved ones.

Research has found that a focus on low prices and promotion is not welcome over Christmas 2022 as Americans look to escape reminders of the cost of living crisis. Instead, people are interested in seasonally appropriate ads that reflect the warmth, stability, and fantasy of the festive period.

John Lewis has long been synonymous with high-end products and big life celebrations. Yet amid a global cost of living crisis, the retailer is reinventing itself with its brand new pledge: ‘For all life’s moments’ – broadening its reach by tapping into current values that celebrate the everyday.

The rising cost of living is seeing many Americans cut down on unnecessary spending. But at times of heightened stress, many also indulge in shopping as a form of escapism. So, how can social shopping platforms simultaneously help people limit their expenses and engage in retail therapy?