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Spring is the new Christmas for marketers preparing to unleash media spending in anticipation of an explosive sales uptick as the weather warms and consumers rush to resume their everyday lives. From retailers to airlines and hospitality, special-occasion brands and media vendors, the marketing industry is looking to spring, typically a time of rebirth and renewal, to reconnect with customers eager to get out and spend as COVID-19 vaccines roll out and the threat of the coronavirus diminishes.

Consumer sentiment is switching from “hesitation to hope,” as Marriott International’s Brian Povinelli, senior VP, brand loyalty and portfolio marketing puts it. That’s fueling an anticipated spending surge from consumers releasing their pent-up shopping demand—which marketers are looking to help along. […]

The National Retail Federation is forecasting the highest growth in retail spending in 17 years—a jump between 6.5% and 8.2% to as much as $4.4 trillion this year. Much of the growth may come from high-income households. In a recent survey conducted late last month by Ad Age-Harris Poll, 30% of households making $100,000 or more a year said they’ll spend more this spring compared to last; the majority of this group said the vaccine rollout has influenced this decision.

And shopping will extend beyond ecommerce to brick-and-mortar stores as well as consumers get comfortable again with in-person experiences. Some 62% of consumers say they plan to shop in stores this spring at least once a week, the Ad Age-Harris Poll found.

* The Question: How will your life change when you are fully vaccinated?

posted by Rich Miller
Tuesday, Mar 2, 21 @ 1:18 pm

Comments

Until live venues come back, it really won’t. It will just be a somewhat normal spring, spending as much time outside as possible.

Comment by Ducky LaMoore Tuesday, Mar 2, 21 @ 1:27 pm
It will be more emotional than anything else - I still plan to wear a mask and avoid indoor dining/bars unless the amount of virus in the community is ultra-low, but I’ll go into stores, won’t tense-up if I find myself in a crowd, etc.

Comment by lake county democrat Tuesday, Mar 2, 21 @ 1:28 pm
Travel. Travel, travel, travel. I’ve got a new car I barely get to drive anywhere; I’m going to pack the Mrs. and the kid in it and take some road trips.

Comment by Benjamin Tuesday, Mar 2, 21 @ 1:34 pm
Def more hugging. I really miss hugging friends & family. Still masked, natch.

Comment by LoyalVirus Tuesday, Mar 2, 21 @ 1:34 pm
Good question. I have received both doses of the vaccine but my family has not. I will continue to avoid crowds and stay away from the businesses that purposefully violated mitigations.

Comment by JS Mill Tuesday, Mar 2, 21 @ 1:37 pm
I will still wear a mask for a long time. I have no set time line on wondering into a bar for a few hours or going out to an in person lunch but am feeling much more relaxed about the impacts others can have on my personal health.

I did pose this question to my wife - if both of us were fully vaccinated on April 1 and could go see Harry Styles at a sold out United Center on May 1 would you want to go?

She really couldn’t answer that. When I switched to an outdoor venue I got closer to a yes… It’s gonna take a while to get back to yes for everything you want to do.

Now after my folks are vaccinated and out of the post two week window will we go and see them? Yes, we will try and keep some distance and might even wear a mask if we ride in a car with them, but once they are in the clear, its time to go see them again.

At some point your gonna have to just jump back in the water and know the life saver your wearing is gonna keep you afloat even if you can’t swim.

Comment by Cool Papa Bell Tuesday, Mar 2, 21 @ 1:38 pm
I’m not sure that my life will change significantly. I will continue to wear a mask and maintain distancing, being aware that that is not only for *my* good, but for the good of those around me.

I’ll probably be more comfortable around people, particularly those whom I know have also been vaccinated.

I hope to travel (two trips previously planned for September and November), but that’s going to depend on travel restrictions. If the trips come off, the vaccine will definitely mean I’ll be less worried about boats/trains/planes.

Comment by JoanP Tuesday, Mar 2, 21 @ 1:41 pm
I’ll stay masked up, but I may start to think about a bit of travel. But it’s going to be a slow adoption. And I still plan to quarantine and test before visiting my out-of-state 84 year old mother (who happily has had both her shots at this point; I’m so so grateful). But indoor dining and live venues…I’m just not sure when (and those were important parts of my life pre-pandemic).

Comment by Leslie K Tuesday, Mar 2, 21 @ 1:44 pm
Change? It already has, and I doubt I’m going back. I don’t want to.

So much of what was once done in daily life was only being done on the momentum of tradition.

While it is harder to find these days, in the oldest generations the concept of a hankerchief is still used to wipe and blow your nose. From what I read about history, that tradition mostly died off back in the 1960s with one of the other large global pandemics as personal hygiene became more front and center. But imagine today using a rag to wipe your nose and sticking it back in your pocket? Most people would find that repulsive, and reasonably the practice mostly died out within a generation.

I see many aspects of life back in 2019 to be similar. I also realized that I don’t nearly as many ‘things’ as tradition generally dictated.

I’m obviously not everyone, but for me this has been a great experience to take a close look at day to day life and keep the things that make sense and get rid of the things that don’t. After seeing how health departments knowingly let public health inspections and penalties slide for the sake of money, one of those things that will not be coming back for me is going out to eat at a restaurant. I’ve learned how to make some excellent dishes in the past year, and can’t see myself stopping that.

Comment by TheInvisibleMan Tuesday, Mar 2, 21 @ 1:47 pm
At some point, we will go back to hosting outside social events. Have so missed being able to invite friends and neighbors and co-workers over for drinks and grilling.

Comment by Give Me A Break Tuesday, Mar 2, 21 @ 1:49 pm
I will never order carry out food again.

Comment by Blue Dog Tuesday, Mar 2, 21 @ 1:50 pm
I’ll still stay masked and won’t start going out to eat. But, I will have much less worry about being exposed to the virus by some covidiot who may not be showing symptoms. If the Cubs have some limited seating available for some games this year I may get to use some of my season tickets.

Comment by Facts Matter Tuesday, Mar 2, 21 @ 1:51 pm
I never noticed noses before. Now when I see one sticking out over a mask I find it hard to look at. When masks are in our rearview mirror I’ll probably stop noticiing noses. Many things should not be reversed. Being concious of hand washing and carefully covering a cough or sneeze are great things to keep intact.

Comment by Dog Lover Tuesday, Mar 2, 21 @ 1:53 pm
I’ll continue wearing a mask and likely avoid dining/drinking indoors in anything close to crowded conditions (mainly to avoid infecting others if I get the virus without symptoms). I have never liked big crowds, but outdoor activities, including music/art festivals and ballgames, are likely on the agenda. I’d love to go back to Europe. We’ll see.

Comment by Rich Miller Tuesday, Mar 2, 21 @ 2:00 pm
For me, working and living in the Chicago metro area has always been about the experiences–baseball and other sports, being able to see renown musicians in live concerts and at the opera, enjoying vibrant live theater productions, and showing off to visitors the city’s architecture, museums, Ravinia, and restaurants (including both the world class ones and tiny neighborhood ethnic eateries). The vaccine won’t mean much joy beyond the health benefit (we’ve had our first dose) if the venues and cultural treasures of the city and region do not reopen soon. Many of these institutions are hanging on by a thread right now. I guess I’m not all that into the idea of being able to go shopping for more stuff.

Comment by Responsa Tuesday, Mar 2, 21 @ 2:03 pm
I will see as many people as I’ve missed over this past year;

Small group meets, outside, socially distant and with a mask, but lots of people I miss and want to see.

I have had to travel out of state during this past year a few times, I will likely travel back to places I miss more than necessity; Charleston, Savannah, Dallas-Ft. Worth… being vaccinated will ease my mind, as I try to make sure I don’t inadvertently infect others.

I’ll make my way to Galena, see myself doing more normal but so restrained and self conscious

Comment by Oswego Willy Tuesday, Mar 2, 21 @ 2:06 pm
My dad is getting his first one on Friday and is pretty happy about it. He’s in his 60s and smoked for a good part of his life. The two people I’ve been worried about the most in this pandemic are him and my Grandfather. Grandpa got his first one and dad’s getting his now. I guess that’s not exactly answering the question but I feel like it should be said how much of a relief it is for those of us who can’t get ours yet to know loved ones at risk are getting theirs.

Comment by CMZ Tuesday, Mar 2, 21 @ 2:06 pm
I’m going to hug my mom. More in person meetings, meals, drinks. Won’t hesitate to hop on an airplane, stay at a hotel or engage in other travel. Can’t wait.

Comment by Chicago Cynic Tuesday, Mar 2, 21 @ 2:11 pm
Got my first dose today so I’m feeling a bit more optimistic. But I also have a kid who won’t likely receive a vaccine until the end of this year maybe next. So until that happens no real change.

Comment by Pundent Tuesday, Mar 2, 21 @ 2:15 pm
I’ve missed going to the local watering hole for a beer. Can’t wait to just sit at a bar with a beer in hand. And travel, I really want to start doing that again too.

Comment by Steve Rogers Tuesday, Mar 2, 21 @ 2:15 pm
I long for big bear hugs with the adult kids followed by dinner and long conversations around our table.

Comment by Sangamo Girl Tuesday, Mar 2, 21 @ 2:16 pm
Finally have Thanksgiving, Christmas, and my mother’s birthday with my family!!

Comment by Zeldalaw Tuesday, Mar 2, 21 @ 2:30 pm
I don’t know. Probably won’t do big indoor events. Maybe even not do big outdoor events. Hope that family gatherings for holidays of 20 people will resume by fall. Maybe more travel by car. Not sure about flying this year.
We occasionally go to indoor restaurants that practice safe
policies. That will continue.

What I’dreally like is for my already fully vaccinated parents to be allowed out at will from their assisted living center. I’d like them to be able to go for drives and coffee with a couple of friends. To go to the local grocery store for milk and bread. They are severely depressed from the restrictions.

Comment by thoughts matter Tuesday, Mar 2, 21 @ 2:30 pm
My wife and I have both vaccinations now — we’ll keep wearing masks in public, may be willing to dine out a bit depending on venue.
In a pod with best friends, have been able to socialize distanced with them throughout. Could loosen up some in a while, not sure yet.
Mostly I want hit the road with my photo gear, do some workshops and seminars that were cancelled by the pandemic. International travel carefully selected.
Coffee and a book inside or out
Spring is looking better and better.

Comment by Flapdoodle Tuesday, Mar 2, 21 @ 2:32 pm
I’ll still wear a mask and I’ll still avoid indoor dining which I really miss but still don’t feel comfortable doing. But I’ll be out doing the errands and keeping appointments I’ve put off for a year and I’m going to let workmen come into my home again. Looking forward to picking out my spring plants at the garden center.

Comment by Rachel Tuesday, Mar 2, 21 @ 2:33 pm
I got my second dose this morning but I don’t see anything changing for me any time soon.

Comment by Gruntled University Employee Tuesday, Mar 2, 21 @ 2:34 pm
Just vaccinated? Hopefully, be able to get back to doing my hospital volunteering again.

Comment by OneMan Tuesday, Mar 2, 21 @ 2:39 pm
Wearing a mask is fairly easy and painless. I’ll take intermittent foggy glasses. So I probably won’t stop that anytime soon. I rarely went out to eat before, so I doubt that’ll change much. My biggest change was no longer going to an office, which I don’t really control, and not seeing my parents for most of a year. They’ve both been vaccinated and are coming over, with my sister, next week.

Comment by Perrid Tuesday, Mar 2, 21 @ 2:42 pm
Vacation. Beach preferred. I want to work on my tan somewhere else beside my backyard this year.

Comment by Dance Band on the Titanic Tuesday, Mar 2, 21 @ 2:42 pm
For me it’s not so much a question of being fully vaccinated myself as it is of the majority of the population being fully vaccinated. When I start seeing days or weeks when there are very few or even no new cases in the county or state, I’ll start having confidence that the vaccine is working and I can start to return to life as it was BC.

Comment by MSIX Tuesday, Mar 2, 21 @ 2:44 pm
…One of the first things I’m gonna do, though, is go see my parents and my uncle.

Comment by Rich Miller Tuesday, Mar 2, 21 @ 2:45 pm
I am fully vaccinated, but nothing has changed. Music clubs are closed; live theater and Symphony Center are closed.

Not keen about public transportation—CTA. Will stick with cab service. In a cab, I won’t worry about being carjacked in Chicago.

Comment by Rudy’s teeth Tuesday, Mar 2, 21 @ 2:47 pm
I will continue to follow COVID safety guidelines. Travel is a big goal, as well as just going about as close to normal as possible. About to get halfway there in a few minutes, waiting for my first shot appointment.

Comment by Grandson of Man Tuesday, Mar 2, 21 @ 2:54 pm
No change in the short term…will stay masked and distanced. Only set foot indoors where I must. No bars or restaurants until this thing is truly licked. Kids not vaccinated until maybe next spring, so I will distance until then. Will see relatives who have been vaccinated. No major travel until Christmas or even next summer.

Comment by Simple Simon Tuesday, Mar 2, 21 @ 3:06 pm
See family in person again. Continue to wear a mask until someone knowledgeable says all clear. Will be reluctant to attend a baseball/football/hockey game for a while or seeing movies in a theater or a theater show even after the all clear is given. Not only is this virus extremely dangerous, it is incredibly sneaky and re-emerges when least expected. Will go into restaurants and hotels but will continue to social distance. Bars, no, not for a while. I am supposed to go to Greece for a conference at the end of this July, and long term planning due to this virus remains nearly impossible. Maybe it will happen, who knows?

Comment by Louis G Atsaves Tuesday, Mar 2, 21 @ 3:28 pm
Travel - we got back in country one year ago today - on March 2, 2020 and other than a few trips to Michigan, haven’t really gone anywhere since. This travel family is itchin’

Beyond that, probably go to a restaurant for the first time in over a year, and almost definitely will be hosting some small gatherings in the back yard

Comment by Joe Bidenopolous Tuesday, Mar 2, 21 @ 3:29 pm
Got second dose today. In two weeks, my car’s going to get an oil change, my dog his shots and me some library books. God help me, I’m looking forward to all three.

Comment by Menardian Tuesday, Mar 2, 21 @ 3:41 pm
If/when I start taking Metra into the city to go to the office, I think the mask is going to be at least a fall/winter accessory for good. Might be a year-round thing on the train.

Comment by OneMan Tuesday, Mar 2, 21 @ 3:56 pm
My family (large) is getting tother in July for the Christmas dinner we could not have in December.

Comment by Teddy Salad Tuesday, Mar 2, 21 @ 4:02 pm
Already fully vaccinated.

Nothing has changed so far. No indoor dining (no outdoor at this point either, its winter), still masking around others (other than immediate family and a few people in “pod”). Will travel by plane in 3 weeks, first time in 14 months. Have another trip planned for late May. Am going to go to gym tomorrow for 1st time in 12 months- working out alone and masked. (Been exercising in basement only). So very little has changed and I see a very gradual opening up. I will eat at a restaurant outside when the weather permits here and on vacation. NO indoor dining for quite a while. Would consider going to a movie if theater has very few people and of course we will be masked.

Comment by JDuc Tuesday, Mar 2, 21 @ 4:05 pm
I have had both shots now for 2 weeks feel blessed. Nothing as such has changed but I believed if I am exposed and have not symptoms I don’t have to quarantine. I have never been one for large crowds so I don’t know yet. Possible will be nice just to enjoy peoples company at places I am around.

Comment by clec dcn Tuesday, Mar 2, 21 @ 4:13 pm
I want to go to Europe preferably this summer, but winter hols is nice too. I am looking forward to hoofing it to a local nightclub to watch some jazz acts outdoors. Walkable is nice so I can have a few Guinness without worrying about driving.

Comment by cermak_rd Tuesday, Mar 2, 21 @ 4:14 pm
Some grilling in the backyard with friends/family will be nice once it is warm. Travel and live music will be high on the list. Indoor dining/bars are going to be awhile. Movies, do not miss them, steaming working well. Pro sports..no, local college/high school maybe.

Comment by zatoichi Tuesday, Mar 2, 21 @ 4:24 pm
Freeedom. In my best Mel Gibson voice

Comment by Bruce( no not him) Tuesday, Mar 2, 21 @ 4:44 pm
If anything, I’ll try to be more careful as I return to work at my public school. I don’t want to become a vector for the disease.

Personally, I would like to drive to the lakefront on a warm day and enjoy the sun and surf.

Comment by Wensicia Tuesday, Mar 2, 21 @ 4:59 pm
“How will your life change when you are fully vaccinated?”

I will cancel Amazon Prime.

– MrJM

Comment by @misterjayem Tuesday, Mar 2, 21 @ 5:04 pm
Oh, and I’m buying concert tickets for November and keeping my fingers crossed

Comment by Joe Bidenopolous Tuesday, Mar 2, 21 @ 5:06 pm
Resume non-emergency doctor appointments that have been put off for the last year.

Comment by DuPage Tuesday, Mar 2, 21 @ 5:16 pm
I’m fully vaccinated, for over a month. But until my baby granddaughter (15 months now) is vaccinated, I do not feel safe being with her. Gonna be a while…

Comment by Groundhog Day Tuesday, Mar 2, 21 @ 5:22 pm
Not much. If called back to the office, may request full time telecommuting. Office would be hard to deny baaes on last year of successful telecommuting.

Comment by Huh? Tuesday, Mar 2, 21 @ 5:48 pm
I guess I will see people but I will still do the mask so I’m not certain how happy I will be.

Comment by Amalia Tuesday, Mar 2, 21 @ 6:02 pm
Hike with friends.

Raise a toast with the cronies at our neighborhood tavern (outdoor section) to our friend who always got us together there but who died last week.

Comment by yinn Tuesday, Mar 2, 21 @ 6:29 pm