Fashion

Foolish people are superglueing their top lips as part of dangerous beauty trend

Foolish people are superglueing their top lips as part of dangerous beauty trend

Beauty trends have just got that little bit more bizarre, thanks to social media users and some superglue. Yes, superglue – that substance you're warned about from a very young age.
Anyway, apparently it's proving useful in helping people achieve a more plump-lipped look, which they've been trying to do by superglueing their top lips upwards, over their Cupid’s bow.
Why, though?
It all started on mobile video site, TikTok , where a video showed a girl trying this method out before applying lipstick.
Don't try this at home (Image: @chloehammock4 / TikTok) Read More 11 wedding planning nightmares each bride faces – and how to deal with each one She shared the video to Twitter , captioning the post: “Imagine you're talking to someone and your lip falls down by accident.”
It seems as if some women are using lash glue to stick their lips, though many are thought to be using powerful adhesive super glue.
In case you should need warning of this foolhardy trend, Healthline warned: “Trying to pull apart skin that has been super-glued can cause it to tear.
“In rare cases, this type of glue can also cause burns.”
Eh? (Image: @chloehammock4 / TikTok) The end result (Image: @chloehammock4 / TikTok) Read More Mum-to-be left reeling at scan after 'devil baby' flashes her a spooky grin Unsurprisingly, people had as strong reaction to the videos and photos.
Quote: : “Why do females want big lips so bad.”
“Well that's disgusting,” agreed another social media user.
Someone else added: “What in the insecurity is going on
here?”

This Prosecco Advent Calendar Is A Sparkly Way To Count Down To Christmas

6 hours ago Amazon
Time to give the truest give of all — the gift of bubbles. With Halloween creeping up and the holiday season just around the corner, you may already be excited about one of the best parts of the holidays — the advent calendars. Why celebrate with one day of gifts, when you can have over 20 days of gifts? And it’s not just about giving to other people — buying yourself advent calendars has become something of a thing . And what better gift to give yourself than a prosecco advent calendar ?
That’s right, you can get a whole month of sparkling goodness with The Pip Stop’s Superstar Sparkling Advent Calendar. “Our Sparkling Wine Advent Calendar is a decadent mixture of 20 cl bottles of white and rosé fizz including prosecco, cava, and champagne,” the description explains . “Perfect for putting an element of sparkle into your festive season.” Sounds like a win, right?
There’s one problem — it’s only available in the UK, but it ships overseas, according to Town And Country . At £125 (or around $155 dollars), it’s not cheap. But isn’t that a small price to pay for staying warm all through December? It’s available to order on The Pip Stop’s site and through Amazon UK and should be dispatching soon, so you’ll have it well in time for the holidays.
If you don’t want to deal with international shipping, you can keep an eye out for some options closer to home. There’s the Vinebox 12 Nights of Wine , which keeps being a sell-out success year after year. “World class wines from renowned regions across Italy, France, Spain and more,” the description explains. “No coal here, these wines are sure to impress.” And each one comes in a handy glass-sized portion, so you can sip away and enjoy. This year’s isn’t out yet, but you can sign up on their website to be one of the first to get a glimpse of the 2019 offering. Last year’s retailed for $129, so don’t expect this one to come cheap either.
If you’re looking for something a little stronger, the adult advent calendars don’t just have to be wine-based. You can get the Heritage Distilling Co. Spirit Advent Calendar which will be going on sale soon, featuring a whole range of alcohol to get you through the holiday season.
And if you want to branch away from booze entirely, there are plenty of other ways to get your advent on. There are Halloween advent calendars if you can’t wait for December, there are tons and tons of beauty advent calendars if you want to experience some real luxury, and, of course, you can get your hands on those classic chocolate advent calendars — because there is no better way to start your day than with an injection of chocolate. That’s true in December, but also in every other damn month of the year.
But for true-blue decadence, it’s hard to beat a calendar filled to the brim with sparkling wine and prosecco — or any kind of alcohol for that matter. It’s the perfect way to show someone that you really, truly care — even if that person is yourself. But a lot of these calendars tend to sell out fast, so keep your eyes peeled and, remember, December will be here before you know it.

‘I was a dangerous person’: Casey Legler on life as a teenage Olympian – and raging alcoholic | Books | The Guardian

At 19, Legler broke the Olympic freestyle swimming record. But she was also an alcoholic and drug dealer who had suffered years of abuse from her trainers. She is surprised she is still alive, she says. O ne day, when she was a teenager, Casey Legler woke up with a hangover, then jumped into a pool and broke the Olympic freestyle swimming record. The year was 1996 and Legler was in Atlanta, a member of the French team, having a practice session as she awaited the Olympic finals the next day. Legler, at 6ft 2in, was built to swim. She had been groomed to be an Olympian from the age of 12. But when the finals came – the biggest day of her professional life – she bombed, coming 29th in the women’s 50m freestyle. She spent the next day drunk and dealing cocaine – to Olympic teammates and teenage members of other international teams.
That is perhaps the most troubling aspect of Legler’s new memoir, which charts her time as one of the fastest female swimmers in the world. This isn’t just the story of an alcoholic girl who, under the supposedly protective wing of coaches and doctors, was sexually abused and given performance-enhancing drugs. It’s how her experience was not unusual among her female peers. She remembers, for instance, a teenage member of the British Olympic team asking her to buy drugs. Alcohol and drug use, she says, were commonplace among top-level child athletes, not just in celebratory post-competition blow-outs but every night. From the age of 12, “I swam for every chance to get wasted,” she writes.
Today, Legler is 42 and sitting in a London cafe. She is tall, calm and engaging, with a crew cut and tattoos swirling down her arms and up her neck. She spent her early 20s in rehab, before studying architecture at Smith College, Massachusetts, on a scholarship for women who had missed out on their education. She is very striking and you can see why, in her mid-30s, Ford Models signed her up. She became the first woman to model a men’s collection, but, as hyped as it was then, it reads like a footnote in her life. She is now married to an international human rights expert.
Facebook Twitter Pinterest Legler after coming last in her heat in 1996, the day after she broke the Olympic record in practice. Photograph: Toshifumi Kitamura/AFP/Getty Images
One of the things that made adolescence particularly awful, she thinks, was not knowing she was gay until she was 21 (when her teammates found out during a lunch break, they moved, en masse, to another table in disgust). The other is that she has Asperger’s – she was diagnosed the day after she finished her book. To mitigate against sensory overload she might experience because of it, I have brought my dog to the interview. So, with a staffordshire bull terrier curled up against her on the banquette, she calmly shatters any illusions the public may have about what it is like to be a child sporting prodigy, especially if you are a girl.
She is, she says, surprised she is not dead. “I do know a couple of people who stopped drinking and taking drugs in their 20s and went on to have beautiful families,” she says, “but, for an athlete, that doesn’t seem to be the norm; that’s the exception. But I can only speak to what it was like for me.
“Working hard and drinking hard is just how we did it. Some of them were able to stop because they got to university and quit swimming, and some of them did not. Some of them died and some of them continue to struggle with drugs and alcohol.”
Legler was one of five children born to American parents. When she was a small child, the family lived in St Maxime, Cote D’Azur, then spent two years in Louisiana, before returning to France when Legler was 12. Her mother gave up working as an artist after having children. “Mom spent her time crying,” Legler writes, somewhat ambiguously. “We knew to pretend it wasn’t happening.”
Her father, a professional basketball player who became an architect, she describes as “a gorgeous, handsome, very smart, highly problematic patriarch. I was raised in a very patriarchal household where young girls were second class. It was very complicated for them to have such a high-functioning young person as a daughter. I was on the spectrum. I was a really complicated person.”
When she moved back to France, her mother took her to meet a swimming coach in Aix-en-Provence. There is an uncomfortable passage in her book describing this decisive encounter: “I see him understand that he’s hit the genetic jackpot with me. I am very skinny, and at 12, I am already just shy of 6ft tall – I am currency.”
The coach took her on and within two years she was taking part in international swimming meets around Europe, away from her parents but also unsupervised. Already her understanding of adults “was that they couldn’t give two fucks about kids, and the only time they cared was when it impacted them”. It is an attitude she came to see everywhere in her new life as a swimming prodigy. “Where were the adults? And if they were near, terrible things happened. In my book, I just wanted to lay into the normality of it. Hannah Arendt talks about the banality of evil. Not all the adults around us were perpetrators, but all of them looked the other way.”
The book spans her entire swimming career. “Between the ages of 12 and 20 – that’s very young, right? To have the discipline I had to develop, to have the responsibilities I had,” she says. “By the time you were 14, you were a professional athlete, you were put into a swimming programme of some sort. I took a correspondence course for my last years of high school. The only time you were around adults was at practice. That’s it.”
Facebook Twitter Pinterest Legler at the Michael Bastian show at New York fashion week, 2013. Photograph: Startraks Photo/REX
She has calculated that her training and competing regime meant she spent three and a half years in the water. Incredibly, during this time she did not enjoy swimming. The team was often on the road, away from parents or living in boarding facilities at France’s elite training institutes.
“I was one of 20 other girl swimmers at the hands of one coach. A one-to-20 ratio is not a good one,” she says. By the time she was 14, she says, when not in the pool “we were just left alone. I could do whatever I wanted. So, on training trips, there was this juxtaposition between being given absolute freedom to do what I liked by the adults who were meant to be taking care of me and the absolute control these same adults had of my body; from when I got up to what I ate, how I trained, when I practised.”
It wasn’t unusual for this control to tip into abuse. When she was 13, she was sexually assaulted by a physiotherapist during a treatment. She likens what he did to what Larry Nassar , the former USA Gymnastics team doctor, was last year convicted of doing to hundreds of girls in his charge. “It was the same procedure: ‘Are you sure? Are you OK with this?’ It’s so classic. I think that’s the thing we have to understand. These are not accidents. These are routine.”
Yet this was not the only abuse she faced. “It’s very common to be raped by someone you know,” she says. She was still a virgin when two men raped her on a messy night out. Yet despite the scrutiny of her body, she says, physical signs of the assault were ignored by those around her. “I walked on to the pool deck after being raped, with bruises on the inside of my thighs.”
It was the same attitude when anyone was injured, she says. “We would show up in the training room with injuries: tendonitis in the shoulders – cortisone shots. ‘In you go.’ Ice patch, ice bath. ‘Get back in the water.’ It was a continual Band-Aid.”
Then there was the time a doctor handed her a bag of unlabelled powder: “The next day – I’d never swum so fast in my life.” She puts what she calls “the normalisation of neglect” down to the fact that “the cost of looking would have required a person of great character, which simply … they were not around”.
Instead, she was left to deal with “this incessant violence, the incessant darkness that launched into my world over and over and over again” in any way she could, whether that be “irreverence, drugs and alcohol, breaking rules”. And all around her, she saw peers doing the same. “We knew this was happening to everyone.”
Legler’s hard drinking began at 15. She says her fast teenage metabolism allowed her to be both an alcoholic and an Olympic-level athlete. And she says the numbing effects of both swimming and alcohol, as toxic as they were to her, “saved my life”.
Facebook Twitter Pinterest With her partner Siri Olsen, 2018. Photograph: Patrick McMullan/Patrick McMullan via Getty Images
She was also smoking cannabis (something she tested positive for twice, resulting in just two therapy sessions). And alongside all this drinking and drugs was a kind of hooliganism. In the book, she describes an initiation ceremony among the young swimming team: “We make all the freshmen drink 100 shots of vodka that night for hazing and all the girls shave their vaginas and with their mouths pick cherries hanging off the dicks of the freshman guys. The vodka winner has a bucket next to her to throw up in as she keeps drinking shot after shot after shot.”
The French swim team, she says, “were quite proud of the reputation that we had as being the ones that partied the hardest” at international meets – whether it was the Olympics or the European championships.
“I think that pride came from a place of absolute irreverence and disdain for the institution that we were representing. We took power back where we could and in typical adolescent fashion, by breaking all of the rules given to us by, in most cases, adults who we didn’t respect at all because we knew what they were doing behind closed doors.
“Growing up with them, you know the swimmers that are insane partiers and that was very much the reputation I had by the time the French team got to the Olympics. It was no accident people asked me to score drugs.”
In 1996, Legler showed up at the Olympics with a shaved head. If anyone had bothered to ask her about it, they would have discovered it was a protest against the expectations that she felt the girls in the team faced. “The coaches wanted the girls to be beautiful and thin,” she says. “It was the 90s, you had heroin chic coupled with the French ideas about fashion and beauty.” Many of the girls, Legler says, including herself, had eating disorders.
After Atlanta, Legler went off the rails altogether. “My life became darker as I got to 19 and 20 and I got more involved with gangs and drug dealing. That teenage irreverence and spikiness turned into total intimidation, with me using my height and my body to keep myself safe and, in other instances, to make other people afraid,” she writes.
“I became more and more violent the more I drank. In the end, that was a known fact about me that I was very, very in touch with – how to wield cruelty or fear. I was a dangerous person.”
On 23 April 1998, three days before her 21st birthday, she went to rehab for the second time. “And I’ve been clean ever since. Knock on wood. I never used again. And I stopped swimming the year after. Even in that year, I felt like I was tearing my skin off. Everything came out – the cutting came back, the eating disorder. That first year was very painful. Then I got my first job bagging groceries in a supermarket. On a good day it was humbling, but on a bad day it was deeply humiliating because I hadn’t understood how I had gotten there.”
Facebook Twitter Pinterest At Paris fashion week spring summer 2014 with Tilda Swinton and Karl Lagerfeld. Photograph: WENN Rights Ltd/Alamy Stock Photo
For years, she says, she could not talk about her life as an athlete. “I had such a specific experience of torment and failure and in my heart, deep shame. It took many years afterwards to even tell anyone that I had been at the Olympics, and that I had broken the record the day before, then totally bombed and the day after had organised myself to deal drugs to my fellow athletes. It was so much not the story people wanted to hear.”
She began to re-evaluate her experiences after the therapist she was seeing told her: “‘You are walking around as an adult with rancour and fear in your heart. You can do something about that. With it you will help ease the misery of others.’ And it’s like a super power.”
Now she wants her book to be a comfort to children and adults who have shared similar experiences. The paedophile physiotherapist is dead, so she won’t be taking him to court, but she can influence whether other girls and women will be molested like she was. The good news, she says, “is that people are on to it. The bad news is that that means bad things are still happening to young people.”
Alongside making sure girls are not left alone, as she was, with male doctors and coaches, she thinks the age that young athletes turn professional should be raised. “As an adolescent athlete, I was not showing any of the normal signs of someone who doesn’t enjoy something. I was still swimming extraordinarily fast, I was still very much performing well at school – the best in my class. But just because someone is at the top of their game does not indicate they are happy.
“I want us to be talking more about what it might mean to be a young girl, to be very, very good at what you’re doing and to come up within the system which is the patriarchy. At its mildest, it considers you disposable, in a way that it certainly doesn’t consider young men and boys.”
She is optimistic things can change. “We can start talking about this in a way that is constructive and takes care of our young and they can have long, happy careers.”
Legler has started swimming again and, along with her advocacy work, including with the UN (she is moderating a panel about women’s equality and empowerment next week), modelling and work as an artist, she has spent the past decade mentoring formerly incarcerated children. “One of them asked me: ‘Is it hard being soft?’ And I was able to tell her it was the best thing that had happened to me.”
Godspeed by Casey Legler is published by Scribe (£14.99). To order a copy go to guardianbookshop.com or call 0330 333 6846. Free UK p&p over £15, online orders only. Phone orders min p&p of £1.99.
Topics Books Alcohol interviews

Margaret Trudeau On Son Justin, Melania Trump, Drugs, Studio 54, First Ladies, Bipolar Disorder—and Survival

Margaret Trudeau talks to Tim Teeman about Melania Trump’s G7 gaze at her son Justin; as well as bringing her life—Canadian First Lady, drugs, Studio 54, near-suicide—to theater. Senior Editor and Writer Published 09.11.19 4:36AM ET
O n a trip to Mexico, Margaret Trudeau recalled smiling, “All I kept hearing from people was, ‘Your son is so good-looking, your son is so good-looking.’”
She laughed. “I wanted to say, ‘Yes, but he’s smart too.’”
She also laughed merrily when recalling the picture of Melania Trump, taken at last month’s G7 summit, about to kiss her son Justin Trudeau , Prime Minister of Canada.
In the frozen moment captured by the cameras, Mrs. Trump’s expression, as noted by many on social media, appeared lusty, dreamy. Her husband President Trump stood, stony-faced, to her side.
“Angela Merkel looked at Justin in just the same way and there were no pictures of her,” Margaret Trudeau noted.
Still, Mrs. Trump seemed happy to see Justin Trudeau that day.
His mother, today dressed in a white shirt, with knotted scarf, roared with laughter. “He is a tall glass of milk. Everybody likes to look at someone nice. They have met before. They have a friendship. He and Sophie (Grégoire-Trudeau, Justin Trudeau’s wife) like Melania very much. He’s always been my prince charming. But this is real life. He’s not just a pretty face, although that doesn’t hurt. I think he is one of the world leaders who can bring the world around to peace, and talk and work together in a democratic way—and there’s not that many of those kinds of leaders left.
“That photograph was cute, but it was one flash, one moment. A picture tells a story but doesn’t tell the whole story. Donald Trump was right in front of Melania. She was getting ready for a cheek-peck I guess.”
“He’s pretty good-looking,” his mother conceded to The Daily Beast. “He has also lived a full life, he’s also bright. He loves his family, and I love my grandchildren. But I have four children. My second son Sacha (birth name Alexandre; journalist, author, and filmmaker) is more revolutionary, more of a change-maker than Justin could ever be because Justin is trapped within politics, and Sacha is completely free.”
Margaret Trudeau is both diplomatic and mischievous, very open and very discreet. A conversation with her flows, then can stop suddenly. She speaks her mind, but carefully when she must; she was married to Pierre Trudeau, Canada’s charismatic Prime Minister from 1968-79 and 1980-4. She left him in 1977 while he was still in office, scandal swirling after her. She was a first lady determined not to be stifled by the conventions and expectations of that loaded title.
And now her and Pierre Trudeau’s son is Prime Minister, meaning Margaret Trudeau has made history in Canada: the first woman be the wife of one prime minister and mother of another. She notes she is like Barbara Bush in this respect.
Trudeau, 71, is an engaging and expressive storyteller, as her one-woman off-Broadway play, Certain Woman of an Age , shows. Having toured other cities to critical acclaim and appreciative audiences, it will play for three days later this week at the Minetta Lane Theatre, where it will be recorded live for Audible Theater .
The 80-minute show—co-written with Alix Sobler and directed by Kimberly Senior—takes the audience through a triple-mega rollercoaster life. When she was First Lady (she was married to Pierre from 1971-84, though the couple separated in 1977), Trudeau chafed against the restrictive nature of the role. When they married, Margaret was 22, and Pierre was 51.
She smoked marijuana, drank, danced at Studio 54 , and notoriously partied with the Rolling Stones. After she and Trudeau separated, she had relationships with men including Jack Nicholson , Ryan O’Neal, and entrepreneur Bruce Nevins (who bought Perrier water to America). She was a favorite subject of the paparazzi, who she claims to have loathed passionately then and continues to loathe passionately today. In her 1979 memoir, Beyond Reason , she detailed her infatuation with Senator Ted Kennedy (he denied they had had a relationship).
Then, as Trudeau discusses on stage, tragedy brought her to her lowest ebb: the death of Michel, her youngest son with Trudeau, aged 23 in 1998 caused by an avalanche, and then Pierre Trudeau in 2000. She contemplated suicide. A diagnosis of bipolar disorder and treatment at the Royal Ottawa Mental Health Center helped save her life, and Trudeau is now a passionate mental health advocate.
Trudeau is “so proud” of Justin as a prime minister and father. “He makes time on Sundays for all of us. We go to a lovely country place where we get out the Lego, art, and homework, and there are cuddles and reading and being there together.”
Does she think her son will win a second term? “I don’t know. Who am I to predict?”
“It’s our family life—politics. Pierre Trudeau’s mantra for all of us was, ‘You have to contribute. None of us are businesspeople, none of us are greedy or after money. We are all trying to make the world a better place.’ Justin knew from the time he was small what his destiny was.” “ I don’t know Mr. Trump. I’ve never met him, but my advice to him would be: ‘Be yourself. Be honest. Be truthful. Don’t be phoney-baloney. Just tell the truth. Don’t get caught up in lies. They’ll catch you out.’ ”
Trudeau said she did not know Melania Trump, and would not know what advice to give her as a fellow first lady who had also not played the conventional first lady role. “But I wish she’d talk to her husband. I think she’s in charge of an anti-bullying campaign. Perhaps she should share some of her wisdom with him.”
What does she think of Trump? Trudeau sighed. “I raised four boys. Boys can be absolute bullies, exaggerators, and liars. But they grow up. I don’t know Mr. Trump. I’ve never met him, but my advice would be: ‘Be yourself. Be honest. Be truthful. Don’t be phoney-baloney. Just tell the truth. Don’t get caught up in lies. They’ll catch you out.’”
In contrast, Michelle Obama is “one of my heroes. Her time as first lady saw her being incredibly pro-active—not only being a fiercely proud mother but also gardening, getting real, and getting down—and getting into people’s hearts. There’s an aloofness and quietness that means we don’t know much about Melania.” Trudeau “cannot imagine” what it must be like to be married to President Trump.
Trudeau recalled attending the state dinner the Obamas threw for her son before President Obama left office, which she also attended. Trudeau was impressed by how “intelligent, bright and fierce” Sasha and Malia Obama were, “just like their mother.” The work the Obamas are doing now they have left the White House is “right and honest, they’re great people.” “ We don’t have to be standing next to our husbands beaming. What first ladies have to be is strong women living our own lives, giving support to our partners in terms of being married to them but not being their clone or servant, or responsible for what they are saying ”
The role of the first lady is changing, Trudeau thinks. “Sophie does not have to be at Justin’s side while he campaigns, if she doesn’t want to. It can even be to the husband’s detriment if his wife is by his side,” Trudeau added, referencing Melania seemingly swatting away Donald Trump’s hand.
“We don’t have to be standing next to our husbands beaming. What first ladies have to be is strong women living our own lives, giving support to our partners in terms of being married to them but not being their clone or servant, or responsible for what they are saying. It’s changing. Women have a different role. We’re not just serving. We’re going to be right up there at the frontline.” “ Who would not want Elizabeth Warren? I do not have a choice. I do not have a vote. But I think she is honest, forthright, and has good visions of helping women gain equality and pay equity—and good ideas on most levels ”
As for women in politics, “It would be wonderful if a woman could take the presidency of the United States. It would be the beginning of peace in the country. Maybe it’s far off. I don’t know.” Elizabeth Warren is her favorite candidate.
“Who would not want Elizabeth Warren?” said Trudeau. “I do not have a choice. I do not have a vote. But I think she is honest, forthright, and has good visions of helping women gain equality and pay equity—and good ideas on most levels. I am watching from the outside. I have no stakes in the American election and nobody to vote for. Some of other candidates are great, and who doesn’t love Bernie?” She extended the middle “r” into a little, extravagant roar.
How did Trudeau view about the prospect of a second Trump term?
There was a long pause. “Scary.”
Subject closed.
‘I didn’t feel comfortable in my skin. I felt phony’
After watching her theater show, women in the audience have told Trudeau she has inspired and helped them by being so open.
Trudeau has left nothing of significance out of the stage play, she insists. “It is honest, no question—every bit of it is the truth, because the story I am telling is about being authentic and realizing what is within yourself when you’re not doing well and then seeking help and getting better. So many people have mental illness, and just cover it up, mask it up, pretend it will go away or they’re smarter than it. No, we’re not.”
Trudeau smiles as she says this, and looks away. She is a natural storyteller, yet also discreet, putting emphatic ends to topics she does not want to elaborate on, and ending answers with sometimes a sweet smile, and sometimes looking very serious, head turned away.
Trudeau grew up with “four mean sisters,” and a “wonderful” father (James Sinclair, a politician and businessman) and mother Doris. “I had a good life. I was never labeled as having a mental illness. I had such a good mom, who made sure we ate, played, had balance.” Now, Trudeau tries to ensure “family legends” are made for her grandchildren through happy camping trips, “so they can look back on them later and say, ‘That was my childhood.’” “ I was so unfinished when I was picked by Pierre Trudeau. I was very, very young. I had no idea where I was going ”
She wanted to be an actress or foreign correspondent, because she thought it meant “getting into a plane and recording exciting things in Paris and Berlin. I was so unfinished when I was picked by Pierre Trudeau. I was very, very young. I had no idea where I was going.”
When they met in the ocean off Tahiti in 1968, she was not attracted to him.
“Goodness no. No, he was the same age as my mom. I was much more interested in the young water ski instructor. I did not have that kind of attraction to Pierre Trudeau. He grew on me. He was a beautiful man, so intelligent. We dated for three years before marriage, but secretly. I never had any desire to be in the public eye before marrying him.”
She was almost 30 years his junior, and not a traditional first lady. She was from “a feminist generation, with a mother who had raised all her daughters to have their own opinions, exercise their own choices, and be in charge of our bodies and futures. We did not have to ask the churches or our fathers how we should live.” Trudeau did not want to be, as she famously put it, “a rose in my husband’s lapel.”
She was also part of the anti-Vietnam War hippy generation, whose “gentle kindness” she appreciated. “ I tried my hardest. I did my best. I learned how to do it. You just do. I didn’t feel comfortable in my skin. I felt phony. I didn’t know what support to contribute. I knew I was supposed to be quiet, I knew I wasn’t respected because I was so young ”
“I didn’t know how to do it,” she said of being first lady. “I tried my hardest. I did my best. I learned how to do it. You just do. I didn’t feel comfortable in my skin. I felt phony. I didn’t know what support to contribute. I knew I was supposed to be quiet, I knew I wasn’t respected because I was so young. I knew my opinions didn’t matter. These feelings kept coming again and again, and they were wrong feelings. That isn’t the way I was raised.”
She left the marriage because she wanted to be “a whole person” for her children, “not part of a person.”
Her husband thought he could mold her, she said. “He underestimated me.” She is adamant that their marriage was not open; she only met other men once they separated. She knows she was judged as a parent and person with her affairs and partying. She seemed to relish the fame and flashbulbs. Apparently not, she claims today. “ The British paparazzi are the worst, the Americans second worst. We have never had any of that in Canada. I hated it. I hated them. They were invasive, rude, provoking. Greedy ”
“People were not me, living my life,” she said sharply. “They were voyeurs. They don’t have it right. I don’t like people to be judgy. Everybody has to find their truth and struggle to be real, happy, and complete. The British paparazzi are the worst, the Americans second worst. We have never had any of that in Canada. I hated it. I hated them. They were invasive, rude, provoking. Greedy.”
If the impression was that Trudeau was reveling in being the “it girl” of the moment, that was not the case, she said.
“I wanted out. I didn’t want to be the person to be pushed, pulled, and hit by cameras. I was not allowed to be. I valued my privacy more than everything. I’m absolutely a freedom fighter, to be used, exploited, and abused. It offended every one of my sensibilities. I knew that beauty was the price of admission for that world, and learned much more as I got wiser about the meaninglessness of that world.”
Her marriage to Pierre broke down, she said, because “he was 30 years older. He worked 14 hours a day. We had one hour together every day. I was alone all the time. I was struggling with undiagnosed mental illness. I also had three children in six years. As First Lady I was mostly either pregnant or nursing. My life was not as anyone imagined it was. We weren’t in the same place, not at all Pierre and I.”
Trudeau felt “neglected,” but insists Pierre was a “gentleman,” who had a choice between leaving office to be with her or staying doing the job he was elected to do. “What choice is that? He had a big important job, which he was certainly not going to give up and come live with me. He carried on being prime minister for another eight years after I left him.
“When you marry someone so young and your brain hasn’t stopped developing you grow out of each other. I impressed upon all my children to be teenagers until they were 30, to not have children till they were 30 have all the fun they could in their 20s.”
‘I lived for 25 years in denial of my mental illness’
Her truly wild years came after she left Trudeau. “I had left my husband so my life was in turmoil. I had to leave him.” As she has said before, 24 Sussex (the Canadian Prime Minister’s official residence), was “the crown jewels of a penitentiary,” and in New York she was “learning to be an actress” with Wynn Handman, artistic director of the American Place Theatre.
“People saw paparazzi shots of me in a pretty dress and my hair well done. That took one minute. Most of my life I was struggling to find balance and purpose, to try find the truth of who I was and what was going on. It took a long time. I lived for 25 years in denial of my mental illness.”
Trudeau said of her affair with Jack Nicholson that she liked how free he seemed. They’re no longer in touch, but “I love Jack. I love his movies. He was a very sweet person and I’m sure he still is.” “ There were a lot of drag queens, a lot of great music, a lot of action, and a huge mixture of people form every walk of life. Then it was wiped out with AIDS. You turned around and everyone was gone: Halston, Way Bandy. Actors, artists, gone, gone, gone. It was the worst thing ”
Studio 54 was “amazing really incredible. I used to go late at night, and dance for a few hours. Everyone was free to be themselves, express themselves. There were a lot of drag queens, a lot of great music, a lot of action, and a huge mixture of people form every walk of life. Then it was wiped out with AIDS. You turned around and everyone was gone: Halston, Way Bandy. Actors, artists, gone, gone, gone. It was the worst thing.”
She married again (to real estate developer Fried Kemper, from 1984 to 1999) and had two more children. “Happily. It was wonderful. He wasn’t an intellectual. He didn’t have a big important job. We just had a happy life raising the five children. It was very good, but my mental illness, still undiagnosed and undealt with, and the death of my boy shattered everything again. The marriage wasn’t strong enough to withstand.”
Of her grief for Michel, Margaret said, “It’s not natural to lose your child. It is a battle. We are not taught in western society how to grieve, how to get over loss, how to deal with it. We don’t even deal with the bodies. Some cultures sew the shroud, and in that time with other women women express their grief, finality, making closure. People don’t know to react to us when we have had a loss.”
However, Trudeau also did not want to “give up to a life of mourning. You feel a bit guilty having fun when they’re gone. But wouldn’t they have wanted that, unless they were horrible? My son certainly wasn’t that. Nor was Pierre.” She has found “the right places” for both dearly loved, and missed, men all in her “very good spiritual world,” which is not Catholic. She left the Church (having converted to Roman Catholicism when she married Pierre), because of its attitude to women.
Of the MeToo movement, Trudeau said, “It’s about time. But we knew the rules. Beauty was the price of admission to all that nonsense: the parties, high lifestyle. I think we have to move on and recognize that men have absolutely no right to abuse or harass women.” She herself has not suffered any sexual abuse or harassment, she said, “but many women have.”
‘After my husband died and my boy died I had no more hope in me’
Trudeau has had three “huge, big, manic episodes” that were life-changing. “I have had much more depression that is life-changing, because it isolates you. Most of my life I have not been in the throes of mental illness but at times yes, it can pop up, be triggered, and aggravated. I had the first episode of clinical, really deep depression after the birth of my second child when I was living the most extraordinary, wonderful life. It’s nothing to do with that, your lifestyle, and who you are. It’s all in your brain. The good news is: if you right away get the treatment and close the neural pathways of depression, you will not relapse over and over again when life goes awry.”
People with depression and other mental illnesses must get over the fear of being ridiculed, said Trudeau. “The shame is not having a mental illness, the shame is having one and not doing something about it.”
Did Trudeau ever contemplate suicide? “Oh yes. That’s why I finally got the help I needed. After my husband died and my boy died I had no more hope in me. I didn’t do it consciously. I mimicked the last week of life, so no food or water, to a point where I was emaciated and dying in hospital. It took me five years to get well.” ( In previous interviews she has described living with anorexia nervosa.) “ I couldn’t swallow any more. When the doctor told me I was in the throes of committing suicide, I got terribly angry because I wasn’t conscious of that. I had four beautiful children and I was not planning to leave them ”
“It was an intensely unhappy time in our lives. I couldn’t swallow any more. When the doctor told me I was in the throes of committing suicide, I got terribly angry because I wasn’t conscious of that. I had four beautiful children and I was not planning to leave them. It was my brain. I had worn myself out battling my mental illness without any success, and then there was the grief, the horrible grief, and inability to find any hope, and the substance abuse.
“All the things you can do wrong I did. And then I finally got the help I needed and took it on. And I took it on with a vengeance. It took five years of pharmaceuticals and cognitive behavioral therapy, which is the best thing in the world, and changing my habits, the way I eat, everything. The brain is amazing—it takes five years to heal itself after trauma.”
Trudeau recalled suffering from psychosis, while in a psychiatric hospital. “It’s like not connecting to reality, not knowing why I would brush my hair or brush my teeth. With psychosis you completely unlock access to reason. You don’t have any reason. It’s not that you’re an axe murderer or violent person. You’re just nothing. You have delusions, not reality. It didn’t take them long to get me out of psychosis, which is a good thing about modern medicine.
Trudeau dates her return to wellness to 2006, when she started working as mental health advocate. As well as this work, Trudeau has contributed to aid work in Africa.
“I got my joy back. I started laughing again. I wasn’t going to be one of those women who just put black on and mourned my whole life for my lost boy because I had real life all around me.”
Trudeau said she “monitored” her bipolar disorder now. “If I feel dark, sad thoughts start to pull me down to a place I do not want to go, I say ‘You’re not going to take me there’ to my brain, and start cooking, go to a movie, see a friend, go for a walk, because I’m not going there. I’m not going to ruminate and make myself unhappy.”
If she finds herself getting too “high,” she makes herself go to sleep. “Sleep is my most important weapon. Everything the next day depends on my sleep. The reason I put my head on the pillow is exercise. I am so tired I have no choice but to go to sleep.” “ I have been in both places: the depths of despair and depression which is so awful, and in the heights of mania and psychosis even. I have a memory that remembers every minute of everything ”
She takes “a tiny bit of medication, I always will,” and has a therapist (“Of course, don’t we all?”), but she said she was also fortunate to work around the brightest neuroscientists, psychiatrists, and mental healthcare workers. Their wisdom is always welcome.
Trudeau tried to be “present” in her life, and recommends others be aware that feeling confused or negative can be “a warning sign” to seek help and not retreat. “I have been in both places: the depths of despair and depression which is so awful, and in the heights of mania and psychosis even. I have a memory that remembers every minute of everything. I don’t want to go back there.”
‘I have romance, of course I do, but I’m not going to have marriage’
When asked if she is in a relationship now, Trudeau said she was “beyond politics, beyond men. I am quite single. I haven’t got time. I have had two marriages which when they were happy were very, very happy, and when they were miserable they were miserable. I have nine grandchildren and a lot of work to do. Because I’m bipolar, when I’m ‘out’ and ‘on’ I have to have time at home and be ‘off’, and be really quiet.” She laughed. “I guess there is not much time for me to wash men’s socks and clear up their clothes.”
She has “no idea” if she will marry again. “I don’t think marriage is what most women think about at my age. What we ultimately want is to be free.” Does she miss sex, romance? “Not at my age, I don’t need to miss anything. I have romance, of course I do, but I’m not going to have marriage.” She laughed again. “There has been romance and there possibly will be again.”
Trudeau doesn’t get nervous before performing the play, or emotional. It’s been great to work with strong American feminists, she said. The difficulty was compressing everything into 80 minutes; she had enough stories for four hours, she laughed. “I’m grateful to have a good memory. I cultivate my memory every day, by taking what happened, smell it, see it, put a color on it, and file it away.”
She said she feels as young as she always did, and doesn’t fear aging—just losing control over her own life. “I am going to fight for my wellness. I am never going to have a geriatric assessment. Ever.” She laughed. “Death is death. If you don’t accept death you don’t accept birth. I used to fear death, but I don’t any more, because I faced it head-on and I know you can survive.”
Trudeau paused. “I think that having a death wish is something we need to think about if we have bad habits, like smoking. Ask yourself. Is this a habit or is this a death wish? Do I really not want to live a whole life? Am I testing the gods? Am I trying to get myself sick?” “ You can label someone an alcoholic or junkie, but you need to go deeper and find out why this person is the way they are ”
Dealing with her drug and alcohol problems meant understanding they were affecting how her brain was functioning. “You can label someone an alcoholic or junkie, but you need to go deeper and find out why this person is the way they are.” One reason she hardly drinks alcohol now is that “you have to be cognizant of the amount of sugar you’re eating, and there are other ways I like my sugar.” Cannabis is no longer a big part of her life, though she swears by CBD oils for helping ease the pain of an injured knee.
Trudeau is writing her fifth book, a mixture of non-fiction and fiction, and is selling the rights of her books to be made into movies (she has no dream Hollywood star in mind to play her).
Her life, Trudeau said, is “a work in progress. Change is the only constant. That’s the one thing I have absolutely learnt. You can’t depend on anything staying the same. It’s not going to. Be ready for change. Be ready for transitions. Be ready. Courage sometimes means taking a step out of life to nothing, to find more. Some people don’t have that courage.”
Did she? “Oh yes, I’ve always had it. That’s why Pierre underestimated me, thinking he could turn me into a nice little Catholic, servile wife.”
Trudeau lives in Montréal, with three of her grandchildren just a few blocks away. “I had no idea grandma would be my best role,” she said, smiling. “I adore them. I don’t have to raise them—I just have to love them. I see my children in them. I see the past and the future in them. They make me laugh so much. They call me ‘grandma yummy.’ I give them car candies.”
Does she feel fulfilled? “Oh yes. Every day I wake up happy and ready. We all have worries and fears. I think I have got mine in proportion only because I got the help that I got.” “ Get someone disinterested—a therapist, guidance counselor, someone outside your circle. They won’t repeat what you say or offer phony words to appease you ”
In 2013, in honor of her mental health work, Trudeau received an honorary degree of Doctor of Laws from the University of Western Ontario. To those concerned with their own mental health, she recommends sorting out sleep patterns if they are disturbed, because sleep is so rejuvenating. “Then talk to somebody who isn’t your mother, sister, best friend, who has a vested interest, who isn’t going to be shocked, hurt, or surprised by what you say. Get someone disinterested—a therapist, guidance counselor, someone outside your circle. They won’t repeat what you say or offer phony words to appease you.”
Feminism is, indeed always has been, important to her, “not even as a word—just as in being a strong woman, nobody pushing me around and not listening. Strong women with strong voices. And I seem to be surrounded by a lot of women out there who have pretty strong voices.”
Trudeau laughed again, heartily. Were those women’s voices sustaining for her? “Yes, absolutely. Let’s hear more of them.” Another merry laugh, and then Margaret Trudeau was off to her next adventure.

What Lies Ahead for the 2019 Holidays? Predictions, Pitfalls, and 14 Expert Opinions to Help Increase Holiday Ecommerce Sales

Corinne Watson / 9 min read What Lies Ahead for the 2019 Holidays? Predictions, Pitfalls, and 14 Expert Opinions to Help Increase Holiday Ecommerce Sales Get The Print Version Tired of scrolling? Download a PDF version for easier offline reading and sharing with coworkers. Download PDF Add your info below to have the PDF sent to your inbox. A link to download the PDF will arrive in your inbox shortly. Table of Contents
The joyous season of the holidays is accompanied by a number of traditions: Family gatherings, Songs and decorations, and Holiday gift-giving.
For some, the holiday season is seen as a nostalgic respite from the rest of the busy and bustling year.
For those in the retail industry, the holidays are a pressure-filled , make-or-break opportunity to close out the year with increased revenue.
During the holiday season, customers shop both online and offline. Last year, U.S. customers purchased more than $123 billion worth of merchandise online and $874 billion in offline spending. Combining to just shy of $1 trillion — with the heaviest amount ( $7.87 billion ) being on Cyber Monday — makes the holiday season the most important time period for plenty of global retailers. $123.39 billion dollars were spent online during the holiday season in 2018. Source: Statista
In an era of rising customer demands and customer acquisition costs, both in-person and online retail brands must find ways to exceed expectations and win the hearts of customers.
At the same time, shoppers are getting smarter. They expect more from their shopping experience, and they know how to discern between quality products.
Trends around sustainability and quality are front-of-mind for Gen Z and Millennial shoppers who continue to rise into more purchasing power.
Advancing technology in voice shopping, AI-influenced browsing and machine learning all make it easier for customers to shop wherever they want, in the way that they want. 14 Industry Experts Share The Leading 2019 U.S. Holiday Season Trends
Lower unemployment sets consumers up for a good shopping experience during the holidays. Their wallets are ready — how about your ecommerce store?
We sat down with 14 industry experts to ask them what their predictions are for the 2019 holiday season. Take a peek and discover if there are any ideas you should bake in to your holiday marketing strategy . 1. Unique, experience-driven commerce will drive more conversions.
You’ve heard it before — but innovative brands are constantly trying to connect with customers both online and offline. Creating an experience around your product helps customers remember your brand and return for more purchases.
“Around the holidays, consumers are looking for a bit more “magic,” when it comes to their experience, so offering an unusual and different experience will engage an audience. Whether it’s a pop-up shop for a digitally native brand or an AR experience through a phone and a physical product, I think we’ll see some cross-over in some holiday campaigns.” — Tessa Wuertz, Director of Marketing, Efelle Creative
So what exactly is “creating an experience”?
For some brands, it’s all about in-person activations in brick-and-mortar stores — like how retail concept Showfields in New York brings direct-to-consumer brands together in a museum-like shopping space. Image source: Business Insider
Another example of experience-driven commerce is the “pop-up” — where brands set up a temporary store where their products are available for a limited time.
“I think we’re going to see more brick and mortar pop-up stores for DTC (direct-to-consumer) brands especially. It’ll help them build in-person connections with customers while introducing them to brand new buyers, all while spurring purchases that happen when shoppers can touch and see products in real life.” — Kaleigh Moore, Writer on retail and e-commerce at KaleighMoore.com 2. Brands will find more ways to personalize the shopper experience.
Every step in the buyer journey leading up to a transaction can be recorded and marketing efforts can be tailored depending on where a shopper ends up.
For example, using page journey tracking through a CRO tool like Optimizely or CrazyEgg , brands can see exactly where a customer’s cursor is before they abandon a page. From there, they can make recommendations — decrease page length, add a CTA, add an exit-intent popup, etc.
Now, customizations can be done at the shopper-level — as broadly or as personalized as you’d like. Different pages can show different information depending on what products a user has previously browsed, what content they’ve interacted, what they’ve seen in third-party advertisements, and more.
“Many brands have been collecting details about purchases and people without knowing what to do with them. This year, all that information can help brands customize the experience for their customers and prospects. Way beyond inserting someone’s name in an email, expect to see more focused product/service recommendations, customized emotional appeals, and time/labor-saving offers like drop ship with personalized greetings.” — Mike Wittenstein, Founder + Managing Partner, StoryMiners
The perks of personalization have also found a way into the product experience. Consumers are now able to curate more thoughtful gifts via customization, a product feature that is expected to increase in popularity over the years.
“Personalizing products is a growing trend — and is a good way for a product to be special to a customer — which can drive higher engagement and AOV, compared to a race to the bottom on price.” — Kieth Karlick, Principal + Head of Strategy, Mercutio
Having a fun interface that allows users to customize a product online is a clever and memorable way to delight customers. The BonBon Builder from BonBonBon lets customers select the perfect tasty treats for a gift box. 3. Retailers will get smarter about online/offline connectivity.
Just several years ago, it was almost impossible to study a multi-touch customer journey. If a shopper interacted with your brand on social media before hopping into a brick-and-mortar store, you’d have no way to identify that touchpoint and make marketing decisions based off of it.
Now, online-to-offline tracking tools have changed that — and you bet brands will use that within their holiday strategies, where roughly two-thirds of purchases are done in physical stores.
“Simply stated, online-to-offline tracking shows you who saw and/or clicked your Facebook or Instagram ad, and then made a purchase in-store. If you have the technical abilities, staffing bandwidth, and discretionary time to execute online conversion tracking in-house, it will work. With physical store locations becoming more attractive to up-and-coming retailers, your brand is now able to connect its online marketing efforts to measurable offline results. Whether you do it yourself or hire a marketing partner to help, you can track and optimize your marketing spend better than ever.” — Scott Ginsberg, Head of Content, Metric Digital
In addition, options for customers to buy online, pick-up in store ( BOPIS ) will be table-stakes for brick-and-mortar retailers. Customers expect an easy shopping experience that saves them time, so they can beat the holiday crowds and get back to celebrating.
For the post-holiday rush, brands will need to allow customers to buy online and return in-store (BORIS). 4. Targeted campaigns will be favored over a one-size-fits-all approach.
Once ecommerce emerged as an alternative to brick-and-mortar shopping , brands quickly attempted to reach as many customers as possible with marketing tactics like direct mail, email marketing , and paid advertising.
Once budgets got leaner and customers got smarter, brands turned to using less general campaigns and more tailored approaches — and technology made that easier.
In the 2019 holiday season, expect brands to double down on tailored and target approaches to their customers through every facet of marketing.
“I hope that brands will highly segment and target their campaigns this year. The temptation is to spray and pray, but due to slim margins driven by holiday discounting, campaign ROIs are compressed, meaning you need to make every marketing dollar count!” — Jason Greenwood, Founder, Greenwood Consulting 5. Brands will need to meet higher customer service expectations.
Savvy shoppers know the ins and outs of online browsing, but sometimes they have questions — especially during the holiday season: When will this be shipped out? Where is my order? Will it get here in time for the holidays? Is there a promo code?
They expect answers to these questions quickly, and in the format they prefer: email, phone, text, social media message, or chatbot.
Having multiple forms of customer communication is pivotal for any business that expects a surge of traffic during the holidays.
Customer may have questions about holiday shipping . If you sell and ship internationally, beware of time zone differences — no one wants to wait five hours to get a response from a customer service representative who is across the globe.
On-demand chatbots help to solve this problem, according to Davd Feng, co-founder at Re:amaze .
“Chatbots and automated messaging will be the bread and butter of holiday campaigns this year. Chatbots work around the clock and can help you assist customers in finding the products they’re looking for.”
Since more stores are moving online month over month, it makes sense that digital interactions will subsidize the in-person customer service experience during the holidays .
“As brick-and-mortar stores have been replaced with online shops, customer service has been replaced with chatbots. Customer service will no longer be driven by someone behind a keyboard; questions and support will be handled by automated workflows.” — Chelsey Dewitt, Marketing Strategist, DigitlHaus Agency 6. Smart retail partnerships will help brands stand out.
One of the common dialects of marketing is that it takes more time to acquire a new customer than to get a repeat one — and the same is true for brands who work with each other to create a mutual audience.
“I think we will see brands start to find innovative ways to partner with other brands. Rising acquisition costs are going to force brands to come up with creative ways of reaching new customers through organic channels.” — Ryan Shaw, Director of Growth Marketing, Shogun
If Brand X and Brand Z both have a collection of shoppers who enjoy their products, and their products work well together (wine and chocolate, for example), then it makes sense to combine forces and co-market for the holidays.
“I think relationships and cross-promoting in others’ email lists will be big this year. If you have any relationships where you can leverage others’ customer lists and do cross-promotions, you should definitely take advantage.” — Duran Inci, CEO, Optimum7
This could mean anything from a simple email drop described above, through to a clever collaboration through a pop-up experience, like Disney’s announcement to launch mini stores throughout Target locations in August of 2019. Image courtesy Adweek 7. Brands not using video will already be behind the curve.
The rise of digitally fluent shoppers is pushing traditional outreach methods to the back-burner, according to a recent study by Hubspot Research. In early 2018, 72% of customers preferred video over text advertisements.
Coresight estimates a 29% compound annual growth rate for consumer Internet video from 2017 to 2021.
Brands are rapidly making the move to YouTube and IGTV advertising — and it’s safe to say that video advertising will become even more popular during the 2019 holiday season.
“I think videos will be a big part of this year’s holiday campaigns, and brands will also use platforms like IGTV and Instagram Live to share promotional videos. Videos are on their way to becoming the most popular content type, and they are the most engaging one as well. Marketers realize this and, therefore, you will see a lot of brands using videos for their holiday campaigns.” — Shane Barker, Founder, https://shanebarker.com/
“Video and AI are going to be used more and more throughout marketing campaigns. The ability to utilize these resources is becoming more readily available now more than ever with the advances in technology and the results are worth the investment.” — Julie Causseaux, eCommerce Strategist, Revenue River 8. The anti-consumerist and sustainability movements will continue to grab headlines.
Gen Z values sustainability, and as they come into purchasing power and spend more money brands will need to react to connect with customers in an era where consumerism is often seen as a negative.
REI piloted the “anti-advertising advertisement” in 2015 with their Opt Outside campaign, urging customers to spend time with loved ones instead of shopping on Black Friday .
Since then, numerous brands in the beauty, health, and recreation industries have used alternative campaigns to connect with eco-minded consumers.
In recent years, other brands like Everlane and Reformation have gone a step further to announce plastic free initiatives, and we should expect other retailers to follow suit.
A number of current ecommerce trends have a direct impact on the environment: 1- and 2-day shipping, Rising return volume, And more.
Now that headlines are surfacing around the amount of waste that is involved in ecommerce business, it makes sense for companies to take a stance.
“From a digital marketing perspective, I think more brands are starting to pick up on the fact that consumers simply burn out on holiday advertising campaigns. Following in the footsteps of brands like REI and Patagonia, I think more brands will encourage individual consumers to focus their time and attention elsewhere in order to reduce their holiday stress; a subtle but effective way to build more trust between the consumer and the brand. How effective has REI’s #OptOutside campaign been over the past four years? I think this rebellious attitude (ironically fueled by the brands themselves) will pick up steam this year.” — Connor Griffith, eCommerce Marketing Strategist, Revenue River 9. Reviews will continue to make or break sales.
It comes as no surprise that reviews are an important part of ecommerce marketing.
After all — 91% of customers read reviews while browsing for products.
There are two customer satisfaction red-flags for modern-day consumers: If a brand doesn’t have reviews up on their products, or If the product review sections are empty.
Thankfully, a number of technologies are available to help easily add review sections into ecommerce websites, and you can easily ask for reviews through any of your marketing channels (email, website, SMS, etc.).
“To make it easier for consumers to quickly find information about products of interest, companies will do a better job to digitally curate the reviews of those who test and review and produce a “collection” of informative reviews that can be easily scanned. With one click, a consumer will be able to read a number of reviews by product and gear testers for that particular product or category.” — Ron Smith, The Digital Outdoorsman 2019 Holiday Season Trends For the UK
While 25% of adults in the U.S. purchase something online once a month, holiday retail success isn’t limited to the U.S.:
A typical UK household spends over £500 more in December compared to other months. UK residents more than double their spending on toiletries, computers, books, music, and DVDs during the holidays. Source: Bank of England 1. Steady purchase rates.
Fueled by low unemployment, low inflation, and strong wage growth in the UK, total holiday sales jumped 4.7% to reach £98.06 billion in 2018. The number is predicted to increase for 2019, despite warnings of Brexit and economic uncertainty. 2. More holidays and experiences.
A growing number of UK shoppers opt to travel for the holidays — so you can expect an increase in experience-driven purchases like flight tickets, tours, and other leisurely activities. 3. Black Friday remains popular despite the lack of Thanksgiving.
UK shoppers use Black Friday as an opportunity to shop online, and because there is not a physical Thanksgiving holiday, stores are less inclined to offer brick-and-mortar sales. This increases the amount of time spent browsing and purchasing online. 4. Brands will continue to discount and advertise more.
In 2018, UK brands discounted their products by, on average, 0.4% more . In addition, a 2019 survey from Criteo showed that 41% of UK retailers planned on advertising more during the holidays. 2019 Holiday Season Trends For Australia and New Zealand
Australia and New Zealand shoppers continue to embrace growing holiday trends from the UK and U.S. 1. Cyber Week will continue to grow in popularity…
In 2018, revenue grew faster over Cyber Week than Boxing Day or Christmas. In the Australia Post’s 2019 Ecommerce Industry Report , Australia Post found that last year’s Black shopping period was the biggest online shopping week in Australia’s history. 2. While local holidays will continue to grow as well.
Boxing Day discount rates in Australia and New Zealand rose 18% YOY . 3. Click Frenzy — Australia’s Cyber Monday — will remain popular.
Click Frenzy , the online marketplace holiday boasting deals like $60 airfare and $5 computer games — reportedly attracted 78.25 million visits to shopping and classified sites during its flash sale in 2017. Announcements leading up to the 2019 holidays show that it may be another success this year. 4. Australian shoppers are inclined to discounts.
Just like global consumers, Australian and New Zealand customers will continue to be incentivized by discounts during the holidays. A 2019 PayPal survey of 1,000 Australian shoppers found that seven out of ten shoppers actively seek out online sales or discounts, while 50% have waited until an item was on sale before buying it online. Conclusion
Making sure you have all of your campaigns and logistics planned in advance of the holidays will prepare your brand for greater success.
Failing to get all of your ducks in a row may cause you to lose out on real game-changing revenue from holiday ecommerce sales.
By planning earlier, bringing in all stakeholders, and taking a look at these new approaches, brands can easily succeed at any holiday revenue goal.

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