The year ahead: How consumers are planning for 2022

As 2021 comes to a close, many of us have settled into our “new normal” routines. We’re prioritizing a work/home balance and planning vacations and future purchases.???

At a time when consumers’ expectations and behaviors are constantly evolving, neighborhood data can be extremely valuable to brands. Data can also forecast what lies ahead and how to improve the customer experience.

In the seventh installment of Nextdoor’s Insights series, new findings show how U.S. neighbors are spending, what they’re planning for 2022 and how they view in-store shopping, social media promotion, and other behaviors.

Key insights include:

• Holiday spending - 60% of U.S. neighbors and 53% of UK neighbours say they plan to spend this holiday season as they normally would. 30% are likely to buy new holiday decor this year, and 22% have purchased holiday decor from Home Depot. Nextdoor neighbors are also more likely than the average American to enjoy holiday ads.
• 2022 spending - More than half plan on purchasing travel, home or electronic items in the next 6 months. Neighbors ages 16-34 and in urban areas are most likely to be in the market for purchases in the next 6 months across categories.
• Cryptocurrency - Investment in crypto continues to increase, with younger, male and urban neighbors especially invested.
• Travel plans - Travel rebounded this year, with 53% of neighbors planning holiday travel, up from 40% in 2020. Most neighbors are planning domestic vacations, and there’s a 19% uptick in neighbors who have used a travel website or app in the last month compared to 2020.
• Work changes - 26% of U.S. neighbors and 28% of parents are likely to look for a new job or leave their current job in the next 6 months. (This number jumps to 36% for UK neighbours.) 1 in 3 say they want to do work that makes them happier.

Brand expectations continue to change, too: Overall, younger groups want brands to care about social causes, while older audiences want brands to improve their lives. 29% of neighbors ages 16-34 and 28% of urban neighbors say they tend to buy brands they see advertised. They want brands to listen to customer feedback, be transparent about data collection and be socially responsible.

By examining neighborhood data, brands can quickly respond to consumers’ needs and localize their messaging. On Nextdoor, we’ve seen localized messaging help drive 58% higher Sponsored Post engagement.

Thanks to the neighbors who participated in this research and to my Nextdoor colleagues, who put together this ongoing series.

Take a look at Nextdoor Insights #7, and stay tuned for more in 2022! In the meantime, mark your decorated home on? Nextdoor’s annual Cheer Map — an interactive local guide to find the best holiday lights and decorations around town.

Missed previous Insights? Find them here.