I have been looking back at Environics Social Values data during the 1990's when consumer confidence was low to try and see any patterns to predict how consumers behave in economic hard times.
One thing that was noticeable was how an enthusiasm for spontaneity dipped. I guess it makes sense that people are not looking for surprises. They are looking for certainty. And ritual is one means of achieving that.
That is why this Target ad is so good. It not only communicates how Target is planning to help consumers and how hard times may be opportunity to discover something else it talks about creating new rituals.