33% of holiday shoppers plan to spend less this year.

I guess you could say climate concerns, anti-consumerism, and financial pressure have taken a bit of the sparkle away from the holidays.

Honestly, it’s no surprise there’s a growing trend to dial back the OTT festivities. This December, consumers are looking for a way to celebrate in way that’s meaningful, even if it’s a bit more low-key. And as brands, we have no choice but to adapt.

In today's newsletter:

• Is anti-consumerism ruining Christmas? (like it or not, the tide is turning & brands need to get on board)

• Why Americans are buying $1 homes in the Italian countryside (it all comes down to marketing!)

• Trend plug - Why didn’t I think of that?

• Ask the Editor - How do I get my newsletter open rates up? 

- Charlotte, Editor ♡

I can’t lie. The festive season stresses me tf out.

It always has. But, I’ll admit, it has become increasingly worse as I venture into adulthood.

Because it’s not all tinsel and bells.

It’s also the ever-creeping fear that this giving season will financially be the death of me.

Or maybe the excess waste will finally take its toll on the planet.

Or maybe it’s just lost its meaning in the whirlwind of other sh*t we’re all dealing with outside of ‘holiday cheer!’

I don’t mean to be a grinch.

But it seems this year, I’m not the only one with some hesitation toward the upcoming months.

According to RetailDive, 33% of holiday shoppers plan to dial back their spending this year.

And nearly a quarter said the cost of holiday shopping will stress their budgets.

Ya, I felt that.

It seems a growing number of consumers are opting out of the usual festivities in favour of quieter, more intentional ways of celebrating.

From foregoing presents entirely to embracing donation drives or experiential holidays, the movement to skip the festivities is gaining traction—and brands are starting to take notice.

[Keep reading]

-Sophie, Writer

Why Americans are Buying $1 Homes in the Italian Countryside

I dream about running away to a tiny European town more than I probably should.

Despite not speaking any language other than English.

And the fact that the most drastic thing I do on my own is go to the supermarket.

And also, the fact that I have about $5 of disposable income in my account.

But recently, the all-knowing algorithm gods sent me this. A tiny Italian village offering $1 homes.

Sounds like a fairytale, right? Too good to be true, in fact.

Well, in Ollolai, this was reality. And a marketing master stroke.

In the quiet Sardinian village, crumbling houses have become a hot commodity.

In a campaign designed to combat rural depopulation, Ollolai is offering neglected homes for just $1. The town is hoping to attract new residents and breathe life into its dwindling community.

This concept is far from new—several Italian towns have tried similar initiatives over the years. However, Ollolai’s strategy stands out, thanks to its smart storytelling and targeting.

The campaign, which went viral, taps into a global fascination with European countryside living.

You know, the one that has me in a chokehold.

With its picturesque streets, slower pace of life, and unbeatable price point, Ollolai promises a slice of La Dolce Vita for disillusioned city dwellers. But let’s be clear: buying in comes with a catch.

[Keep reading]

-Sophie, Writer

Trend Plug - Why Didn’t I Think of That?

Ever seen someone else have such an epic idea, you're just mad you didn't think of it yourself?

Well, you're in luck. Because today's trend is perfect for you.

This trending sound goes, 'Of course. F#&k! It's genius. Why didn't I think of that?' And creators are using this in one of two ways.

Some are using it literally, describing situations where they see or hear something and wish they'd thought of that thing themselves. For example, 5 year old me watching my mom put butter on noodles for the first time.

Others are being a bit more sarcastic with it, using it to describe a time someone gave an extremely unhelpful piece of advice. Like, when someone informs me that if I go to bed earlier, I'll get more sleep.

How to jump on this trend:

Head here to get the sound. Then, come up with OST describing a situation where you've had an 'aha' moment (or a time when someone else thought they were dropping some serious knowledge on you).

Film yourself looking like you've just had a brainwave and you're good to go!

A few ideas to get you started:

• When I say I'm tired and my work bestie suggests we go get a coffee

• When my laptop's lagging and my manager asks if I've tried restarting it

• When our TikTok flopped and my intern says we should do a re-edit and post it again

- Charlotte, Editor ♡

Today on the YAP podcast…

Want even more ‘YAP’ing? Check out the full podcast here.

Ask the Editor

Q - I've just started an email newsletter for my photography business and I'm trying to get my open rates up. What advice do you have for me? - Melissa

Hey Melissa!

First, if you don't already have one, create a sign-up flow that gets new subscribers excited to get your emails. This should include a Thank You page they see after signing up, which tells them what kind of content they're going to get (and why it's valuable for them).

You should also create a Welcome Email that further hypes them up about your newsletter. This email should also tell them how to move your newsletter to their primary inbox.

Next, A/B test your subject lines for every email you send. In my experience, this is a great way to increase your open rates.

Then, ask your subscribers what they want to see in your newsletter, then listen! Constantly improve your content based on the feedback you get from your audience. The only way to keep your subscribers around is to provide content they find valuable!

- Charlotte, Editor ♡

For the group chat

😲WTF: Is Canada joining the USA
✨Daily inspo: who knew a five year old had so much wisdom
🎧Soooo tingly: tingle-inducing ASMR
🍝What you should make for dinner tonight: Taco Taters!

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