At the start of 2021, hope was on the horizon as two COVID-19 vaccines began rolling out to populations across the country. After spending much of 2020 in survival mode, marketers eagerly anticipated a gradual return to some sense of normalcy. By June 2021, our First Half 2021 Breakthrough Moments thrived in this ‘new normal’, leaning into many of the trends that began at the start of the pandemic—health & wellness, bulk sizes and savings, and music streaming, among many.

As the second half of the year unfolded, new variants reintroduced elements of uncertainty for how consumers would operate. Fortunately, in early July, CDC revised guidelines by updating guidance for fully vaccinated people, for masks, and for in- person learning, encouraging news for many. In InMarket’s Q3 2021 Foot Traffic InSights report, there were large spikes in in-store shopping in the days leading up to the July 4th holiday, as well as during the Back to School period between late July and early August, signaling that many consumers were becoming increasingly comfortable with in-store shopping.

Following two years of canceled celebrations, many consumers eagerly anticipated the 2021 holiday season, excited by the opportunity to reunite with friends and family. However, the holiday season was not without complications, as the arrival of a new COVID variant as well as supply chain issues and shipping delays presented marketers with incredible challenges during the busiest shopping season of the year. Once again, marketers were tested for their ability to appeal to consumers during unprecedented times.

But despite facing incredible challenges throughout the year, our H2 2021 Breakthrough Moments winners persevered through immense periods of uncertainty. They not only broke through the clutter but appealed to consumers and achieved incredible success. Overall, our Breakthrough Moments winners stood out from the crowd, outperforming industry benchmarks and meeting consumers in the Moments that matter most!