It’s social moments and trends that let us understand audience intent. It’s rising interests and topics that enable us to align and drive brand in the category. And it’s changing behaviour that identifies triggers and motivations we can influence.  Hence, we are always looking at the data. We’re used to surprises, but never more so than when we saw Christmas was trending in summer!  Website: http://www.immediatefuture.co.uk Social profiles: ·       YouTube: https://www.youtube.com/user/IFTubes ·       Facebook: https://www.facebook.com/ImmediateFuture/ ·       LinkedIn: https://www.linkedin.com/company/immediate-future/ ·       Twitter: https://twitter.com/iftweeter ·       Instagram: https://www.instagram.com/ifinstas/ Katy - Taking a better look, it turns out it’s not just a spike of memes or jokes across a few days.  In fact, over the last 90 days in the UK, there have been 525K mentions of Christmas on social according to Brandwatch. An astonishing 1423% up on the previous 3 months – which actually includes December and Christmas last year! Why is it that the holiday season has grabbed our attention? What is driving the conversation – surely no one is already planning the festivities? Well, Pinterest data shows that whilst people usually start making plans in September. This year they’ve started searching and saving for Christmas much earlier. Searches on Pinterest this April jumped 77% higher than April 2019.What does this tell us about our consumers? Is it signals to help plan Q4 or has Christmas come early and we need to move fast to capture the opportunity?I’m going to share three findings that you can action now. But if you want all the detail then at the end, I’ll also share a link to our insights report with all the data on what Christmas in July really means! For full show notes, view our podcast page: http://immediatefuture.co.uk/podcasts/

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