Summer has arrived and with it comes a wave of fresh shopper trends in entertaining. With a focus on convenience, creativity, and fun, shoppers are keen to create some unforgettable gatherings this year.
While special occasions like birthdays, weddings, and anniversaries make for great summer parties, there are far more important reasons to get together. The 2023 Surgeon General report on Our Epidemic of Loneliness and Isolation reported that about half of US adults experience loneliness. Social connection is a key factor in helping people live more fulfilled lives and build healthier and safer communities and, fortunately, entertaining at home is one way to build connections on a budget.
What are shoppers looking for this year? Gone are the charcuterie boards and disposable products. Instead, think of informal and relaxing events with budget-friendly do-it-yourself elements. Let’s look at a few ways that savvy brands can help shoppers host events their guests will love.
The secret of entertaining dinner parties
With a campaign called “Table Drop,“ Stella Artois tackled the social isolation issue directly. Their commercial showed a single person at a dinner table who then dropped through multiple floors of an apartment building such that more and more people joined their dinner table. By the end, a large group of people were seated together enjoying a meal. In a similar vein, Stella Artois also created a sweepstakes giving fans an opportunity to enjoy dinner with Matt Damon, Zoe Saldaña, Jeremy Allen White and Ludacris. Surprises abound!
Apart from the imaginative world of advertising, secret dinners and pop-up experiences that aren’t revealed until the day of the event are becoming more popular. Some are held in surprise locations like churches or barns, while others are held in a stranger’s home.
Not everyone can rent an exclusive venue or include celebrities at their social gatherings, but every party host can add some mystery to their own events. For example, surprise locations (e.g., backyard, beach, or rooftop), unexpected guests (e.g., high-school friends, old neighbors), and unique culinary choices inspired and tailored by creative brands can create a lot of fun for guests.
By curating unique bundles of décor and tableware, or gourmet food kits (e.g., Blue Apron, CookUnity, Green Chef), brands can simplify the experience for hosts and give them the gift of more time with their guests.
Out of the ordinary entertainment
Dinner parties no longer require formal wear under the speckled lighting of chandeliers. Even as a celebrity host, Gwyneth Paltrow lauded her goop product line with a luxurious pajama party themed dinner and sent everyone home with a gift bag of beauty products. Similarly, Sakara, a health and wellness brand, hosted 21 beauty experts and influencers for a dinner filled with nutritious, plant based dishes.
Again, not everyone can indulge in those types of deluxe gatherings, but everyone can host a get-together inspired by their favorite celebrity. From Martha Stewart and Snoop Dog, to Miss Rachel and Lady Gaga, themed parties that create a sense of belonging are another fun trend when it comes to entertaining guests this year.
Host the Perfect Game Night
Games, whether that means video games or board games, are a massively popular way for friends and family to get together and socialize in a fun and casual environment. The market value speaks for itself:
- In the USA alone, revenue from board games was expected to grow to USD $1.1 billion in 2022, and globally is expected to grow to more than USD $26 billion by 2030.
- Global video game market revenues grew from more than USD $265 billion in 2019 and are estimated to reach more than USD $665 billion in 2029. In just the USA, revenues are expected to reach more than USD $167 billion by 2029.
For those looking for entertainment beyond the traditional dinner plus conversation, game nights are the perfect alternative. Combined with wine and cheese tastings (think of Cheez-its and boxed wine!) or snacking tables, game nights offer something for everyone and act as ice breakers when guests are meeting for the first time.
Summer events are the perfect opportunity to get creative with what a game means. Like an Oreo rolling contest, many food and beauty brands can empower hosts with a unique set of games or contests to build anticipation and encourage connections. From pie-eating contests to cookie-decorating competitions, the options made possible by cleaning up with the water hose in the backyard are endless.
Summary
From secret themed dinner parties to roaringly fun game nights, brands can provide party hosts with the unique elements they need to create memorable, easy, and fun experiences for their friends and family. Uniquely assembled food kits and themed collections of party accessories are great ways for brands to ensure they stand out in a crowded market.
Creating the perfectly curated bundle of entertainment products that drives sales requires a deep understanding of your shopper’s emotional needs. With the experts from Explorer Research team at your side, you can gain the deep knowledge you need to help better understand your shoppers and ultimately build a stronger path to purchase. Get in touch with us to find out how we can help.
