By Alicia Rosa
Brand Central
Consumers are inching back towards “normal” as they get vaccinated and continue into the summer. New trends are starting to pop up, giving brands much to think about in terms of staying ahead of the curve. Take a look at the latest trends that we’re loving.
Daisy Patterns
2000s nostalgia is peaking and with it comes fun daisy patterns and motifs. We’re seeing these simple flowers everywhere from fashion to crafts to decor. Everyone is currently obsessed with Lazy Oaf’s chunky platform sandals that have oversized daisies on the translucent plastic straps. The indie brand also recently teamed up with Doc Martens for a collaboration that swapped the daisies for hearts. We’re seeing daisies trend alongside other Y2K patterns like smiley faces and butterflies.
Popping Fidget Toys
Sensory popping fidget toys have made their way from the UK and Australia into the hands of US kids, and the trend is going to keep exploding this summer. The toys are said to reduce anxiety and have rows of bubbles that can be popped with a satisfying click, similar to popping bubble wrap. This trend is perfect for licensing since the toys can be any size or color, opening up opportunities for popping toys shaped like different characters and mascots.
Bubble Tea
The Great Boba Shortage of 2021 is raging on, but everyone is still obsessed with boba drinks and bubble tea. The trend is super popular with tweens and teens since milk teas have more extensive and palatable flavor options than coffee drinks. Starbucks is more focused on oat milk right now, but as boba becomes even more mainstream we can definitely see the coffee giant enter the space and launch milk tea and boba offerings. The brand did create a Royal Milk Tea Frappuccino in Japan in 2019. In addition to boba itself, boba tea illustrations are trending in décor and accessories right now.
In-store Shopping & Other “Normal” Activities
Things are (mostly) back to normal for shoppers and everyone is rejoicing. From Gen Alpha to Boomers, everyone is excited about travel and “regular” in-store shopping. Despite the meteoric rises we saw in e-commerce sales, Gen Z actually prefers in-store shopping when possible. According to a Kearney study, 81% of Gen Zers prefer to shop in stores because it allows them to disconnect from social media and their phones. It also gives shoppers a chance to fully immerse themselves in “the hunt” for the next unique or exciting item.
Travel will also be a huge category for consumers this summer as they take advantage of flight deals and continue to explore domestic destinations. Nine out of 10 Americans have travel plans within the next six months. Small town trips and road trips will continue rise and people will be more likely to splurge on travel luxuries like upgraded accommodations, customized apparel, and high-end accessories. Rural travel saw a major spike during the pandemic—according to Airbnb 42% of family travel bookings this year are for rural destinations, up from 32% in 2019.
Loyalty Programs
It’s no secret takeout orders soared to new heights during the pandemic—NPD Group reported a 124% increase in online restaurant orders last year. More food brands and restaurants are launching loyalty and rewards programs in an effort to keep these new customers and encourage them to keep ordering online. McDonald’s recently announced their nationwide loyalty program, following in the footsteps of other QSR’s like Chipotle, Popeye’s, Wendy’s, and Jack in the Box. Even New York is getting in on the trend—the state is launching a rewards program for their campgrounds where campers earn points for each overnight stay. As more of these loyalty programs pop up consumers will come to expect these types of perks as the norm, whether they’re ordering takeout or purchasing a Squishmallow.
We Bring You Up to the Speed of Now
We’re Brand Central Insights, a custom trend intelligence service from licensing agency Brand Central. We understand that trends change so quickly it can hinder the ability to strategize and innovate, so we created a unique offering that distills pop culture trends and market insights most important to your business so you can stay focused on the future. Unlike other “syndicated” trend services, Brand Central Insights only gives you trends specific to your business and core consumer, along with actionable recommendations on how to leverage these trends to drive sales and build buzz. Each month we’ll be rounding up the hottest trends across food, fashion, home, influencers, and more to show you what we’ve been loving.
Want even more trends in the meantime? Contact us to learn more about Brand Central Insights and for a sample report! Email Alicia at alicia@brandcentralgroup.com today for more information.