2022 Consumer Trends: Get the Marketer’s Guide & Boost Your Sales


That unfortunate keyword is getting a lot of clicks.

Since late 2021, clicks on ads with the word “recession” have jumped by more than 50%. It’s no surprise that pageviews for content around money management have increased by 106% from May to June this year. 

These are just some of the recent consumer trends seen online, and as we approach the holiday season, these are exactly the kinds of insights that marketers need. Get them in our free guide.

Del Taco, the US-based Mexican fast food chain, responded to consumer trends in a really clever way with its “We Get It” ad campaign.

Faced with rising costs of living, everything feels incredibly expensive! Bajillion dollar eggs, and gas that costs more than $5000 per gallon! So Del Taco came out with a value offer: 20 menu items for $2 or less. 

By responding to current consumer sentiment, Del Taco showed that they really do get it, and customers returned the love with increased sales.

The world is clearly in the midst of an economic shift that has impacted the way consumers spend their money. As a result, many brands have begun to re-evaluate their marketing budgets. 
The best way to do this is by looking at the data – how consumers are browsing, budgeting, and buying online in your vertical or industry. This is what will inform your brand messaging throughout holiday season 2022, and that is exactly why we’ve created The Marketer’s Guide to Boost Sales. It brings together the most recent consumer trends in various industries, supported by up-to-date data about consumer activity from Outbrain’s global ad network.

Here are just some of the rich insights you can find in the guide:


According to Global Web Index, 84% of people globally saw an increase in their cost of living this year. However, 61% of the people surveyed also believe their financial situation will improve in the months ahead. Outbrain data shows that money management content has been on the rise in 2022. The insurance category has been especially profound, with impressions seeing a 136% spike between in the last quarter of the year. 

This knowledge is incredibly beneficial for brands to understand how important brand messaging is at the moment. Quarter after quarter, we’ve seen the relation between ads delivering relevance around the recession and its impact in driving a growing number of consumer clicks.  

Retail, Fashion, and Beauty

Retail is a top category for the holiday season, that’s nothing new. However, considering that some consumers are more cautious of how they spend their money these days, it would be wise for brands to know the distinction when targeting frugal shoppers and those more willing to open their wallets. 66% of frugal shoppers, compared to 39% for the latter, conduct online research before making a purchase. However, once drawn in, frugal shoppers are more likely to stay loyal to a brand they like (50% vs. 39%). No matter the shopper, consumers discover new brands and products on the open web nearly just as much as they do on social media. 

Outbrain data supports this trend, as engagement for beauty ads grew by 60% between May and July of this year. Fashion saw a 61% increase in CTR during the same timeframe. With retail being at its peak near year’s end, this is a good sign of what’s to come the rest of 2022.


The pandemic has brought added levels of stress and anxiety, making health a priority for people everywhere in terms of both mental and physical well-being. When it comes to the latter, we’ve learned that 40% of people worldwide have started to eat healthier and exercise more regularly. Our platform has picked up on similar patterns with a 140% increase in pageviews related to weight loss between April and June. It also opens the door for brands across a number of industries, from food and beverage to sporting and tourism, to message in the right way and show how their product or service can help keep people healthy and active. 

The Marketer’s Guide to Boost Sales in 2022 offers many other gems of information to give your brand an advantage in the competitive season ahead. So with marketing budgets being trimmed and the recent changes in consumer spending habits, the perfect time for brands to create a winning holiday season strategy is right now!

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