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Staycation

The great kiwi summer holiday myth

October 1, 2019
-
FMCG Articles, Shopper Behaviour, Shopper Experiences

In a couple of month’s time, we’ll be having lots of those conversations again. You know: “What are you up to for the summer break?”

The culturally correct kiwi answer to this question is, of course, something along the lines of a chance to get away to a beach, or maybe a lake, to reconnect with the family and the dog, get out in the boat if you like that sort of thing, paddleboards, ride bikes, and the opportunity to wind down, chill out, burn a few sausages, have a few coldies, and live a little.

Sounds idyllic, but it is not what most people actually do. A myth. Fake news.

From our research on Christmas we found that for most people, summer breaks are not actually about this sort of adventure at all. Most people holiday at home (56%) and another quarter don’t have any holiday at all. Three percent holiday overseas and about one in five do leave home for a domestic holiday the way we’re all supposed to.

So for three out of four of us, January summer holidays are spent at home.

What does this mean?

It means that there are more people at home in January than you might think and that this is a time that is different to normal. During Staycations we do unfamiliar things in our familiar home environment.

It is a very active period for DIY projects, as people find time to get around to nagging maintenance jobs or more significant painting, building, clean-up or re-arrangement jobs that are difficult to get done through the year. This means a heightened demand for cleaning and home maintenance products.

It is a time for entertaining, BBQs and making the most of your outdoor living spaces. This requires provisioning for social get-togethers, whether it is tasty hors d’oeuvres platters, or craft beer tasting packs, or new ideas for the BBQ.

It’s also a time for micro-breaks such as day trips to the beach, or a picnic in the park, or a chance to get out to that native tree nursery you’ve been meaning to get to.

We’ve all heard, or maybe said ourselves, the excuse of: “No, we’ll take a break later in the year when the prices are cheaper, or it’s not so crowded.” This is another way of admitting that I am missing out on something fun now. Consequently, there will be a hot demand for small affordable treats to help offset the sense of holiday loss. This is a time when categories like deli foods, ice-cream, chocolate and wine will be naturally attractive.

The Summer Staycation market is a relatively untapped concept. Here are three ideas to get you thinking:

Put your feet up – a summer ‘be in to win’ promotion in which you can win the services of a helper to do your household chores for you over summer.

Themed Surprise Packs – a range of themed boxes designed for Staycations (BBQs, picnics, home cleaning etc each with a range of suitable products and a surprise treat inside).

Summer Cooking School – Cooking class experiences in-store (or a popup) when you can learn how to cook a Thai/Mexican/Italian etc dish and then take all the ingredients home and impress your family and friends.

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FMCG ArticlesLew Bentley
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Stay up to date with the latest news by Energi, about Energi as well as insights from the world of shopper marketing.

  • Put your feet up this weekend with a copy of @unomagnz’s latest issue, featuring these two incredible @sheeo_world Activators who are doing their part to drive global change and uplift other women in the industry - and we’re loving it!

Link to the full article in our bio. 👆🏻
  • Once again, here at Energi it’s business as usual but remotely. Stay safe everyone.
  • Calling our fellow bookworms, today is for you! 📚

From your favourite sun-lounger spot, or perhaps tucked away in bed, there is no better way to celebrate #BookLoversDay than by kicking back with your favourite read. 

Check out our latest blog post to discover a few of our most-loved classics. Link in our bio!
  • Happy #InternationalBeerDay! 🍺

In honour of this fun global event, we’re very excited to share our most recent brew, Energi Rapsody!

What technically is a ‘Rhapsody’ you ask? It's a piece of music written without a formal structure, expressing powerful feelings and emotional excitement. In that note, our limited edition beersie is rich with highly contrasted tasting notes and colour!

This fresh brew is a Bohemian Pilsner with black pepper hops and spicy herbal undertones, that will take you on a journey.

Rhapsody comes along with a curated playlist of Rhapsodies to give you the full experience. 

Check out the playlist link in our bio!
  • July 2020 will be remembered as the month for social media going dark.

At Energi, we joined the global boycott initiative over the last 30 days in order to express our disappointment in key social media platforms allowing hate speech to fester unheeded. 

Read more about this, along with the other exciting things we and our clients have been up to during this period in our latest newsletter. Link in our bio. ✨

#GoodEnergi #BlackOut2020
  • Another year has rolled by and we are back to Matariki Festival and the new year. We recommend visiting Takutai Square at Britomart to get your hands some  delicious hangi by the @themaorikitchen and watch daily kapa haka performances

 #heartofaklcity #matariki #hangi @heartofaklcity
  • A very happy belated birthday to our amazing account directors, Melissa and Pen. ✨ 

We are so grateful for both of your diligence and hard work over the years.

You both bring so much joy to our team and clientele, we appreciate all your contributions to making the magic happen.

Special thank you to @bluebellscakery and @flowersafterhours for helping us spoil our girls. 

Let the celebrations roll on! 🥂
  • What a day! 🙌🏻 Last Friday, the Energi team ventured over to Waiheke Island for a strategic planning Away Day.

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  • Our front door has undergone a bit of a makeover to include the newest addition to our family on Anzac Ave…

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#GoodEnergi #ArugaNZ #Headlight #Partnership
  • The cat’s officially out of the bag! 😻

We’re very excited to announce that Energi is partnering with @aruga_nz, one of Australia’s most dynamic PR agencies.

Rated the top PR agency in Australia last year, this amazing agency has a lot to offer the NZ media and communications landscape.

Backed by solid experience, Aruga has an enviable client portfolio of more than 120 big-name brands, local legends and small challenger brands in Australia and has now turned its attention to New Zealand.

Aruga NZ will be based out of our office on Anzac Ave, so drop by if you are interested in having a chat.

We are excited about what 2020 holds for us all.

#GoodEnergi #ArugaNZ #PR
  • We’ve had a fun day in the office shooting with our newest client @thefloristaklairport. Life is always brighter with flowers! 💐
  • Happy birthday for Saturday 23 May @vishalponnappa. Thank you for your diligence, integrity, creativity and strategic smarts that you bring to the Energi clients everyday. Enjoy your next 12 months traveling around the sun and your @jumpinggoatliquor birthday gift with our sincere best wishes and appreciation.

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The great kiwi summer holiday myth | Energi Advertising