Consumer Insights Roundup: 2018 Holiday Sales Were a Disappointment, 59% of Consumers Believe Personalization is Unethical…

What: A summary of the most relevant consumer insight research in the US, US Hispanic, and Latin American markets.
Why it matters: If you’re trying to keep up with the latest happenings, this is your one-stop shop.


  • The National Retail Federation has reported that holiday sales in 2018 weren’t as good as expected. Just after the U.S. Commerce Department announced retail sales for December fell 1.2%, NRF said holiday sales were up just 2.9%, while the expected rise was 4.3-4.3%. Online sales were up 11.5%, while the organization predicted growth of between 11 and 15%.


  • RSA Security LLC surveyed over 6,000 adults in Europe and America to evaluate changing attitudes towards data, privacy, and personalization. According to the results, 59% of consumers believe that personalization to create tailored newsfeeds is unethical, and only 48% of consumers believe there are ethical ways companies can use their data.


  • According to MBLM‘s 2019 Brand Intimacy Study, brand intimacy is the emotional science that measures the bonds consumers form with the brands they love. In the latest ranking, Disney overtook Apple, and Amazon came in third. The remaining brands in the top 10 were: Chevrolet, Netflix, Harley-Davidson, PlayStation, YouTube, Ford, and Chick-fil-A. Millennials and users aged 35–54 were more intimate with media & entertainment brands, whereas users aged 54-64 did not have any brands from this category in their top five. Millennials selected YouTube as their top brand, while the age groups from 35-54 and 54-64 both selected Amazon.


  • According to a Ipsos poll conducted on behalf of Welltok, 64% of employed Americans feel stressed at work. A third (33%) said that work stress is negatively impacting their life and 35% have seriously considered changing their work situation due to stress. Even though 65% believe companies should be helping employees handle or reduce workplace stress, only 33% say that their employer offers them tools and resources to help them reduce work stress. When it comes to stress and addiction to substance one can consult an addiction treatment center for help to get back on the right track.