TOP 5 consumer trends in Bulgaria, 2023

Online shopping experience

We have intensively started shopping online, and will keep on doing so. Therefore, the businesses should not only implement their webshops, but also maintain „Always On” online communication with their clients. Furthermore, the new touchpoints on the consumer’s journey should be considered. The pandemic has reinforced what brands will continue to focus on: enabling people to buy when, how and where they want them, and, at the same time, providing a pleasant and frictionless experience.

Social media strategy

Social media also has started affecting the customers’ media consumption, and are increasingly important. Their influence will continue gaining audiences and therefore, brands need to monitor the trends on a daily basis and adjust communication strategies aiming for building strong follower-bases as well as communicating their content and messages within their target audience carefully. This is the new, efficient way to create and strengthen the connection with the consumers – especially the younger ones –, build trust and turn followers into customers. 

TikTok in Bulgaria

Recently, TikTok hit the Bulgarian media landscape and it is here to stay. Advertising content on TikTok is not yet possible in our country, but it is not even necessary. Specific channels and individuals are already so popular that if a product is featured there, it is sure to gain popularity, especially among the youngest audiences that are difficult to be captured anywhere else. Brands need to be careful though, 30 seconds can be enough to ruin a reputation that has been built for years. 

Investing in experience

In post-COVID Bulgaria, consumers are thirsty for adventures and prefer to invest in experiences instead of saving money. This leaves profitable opportunities for brands that offer experiences and options for other companies to market their offerings as experiences. However, the economic recession, along with the war in Ukraine are already stressing consumers, causing shrinking in their overall consumption in this and the next year, too. 

Sustainability

An additional selling point will be sustainability, which is gaining popularity – even within the younger generations. The importance of environmental protection is linked to making them conscious consumers, which will reflect negatively on brands that are not considering becoming “greener”. Apart from that, the COVID-situation has also urged users to think more of their physical and mental health and consequently, rely on sustainable products.

Published: May 5, 2023

DARIA SARMENOVA-ILIEVA
SENIOR SOCIAL MEDIA EXPERT | ARGENT
daria.sarmenova-ilieva@wecan.net
Daria is one of Argent’s Digital Leaders, currently responsible for the fast-growing creative team within the agency. Her professional journey took her from being a Copyrighter to becoming a Creative Director at one of Bulgaria’s well-known creative agencies and a Marketing Director for a pharmaceutical brand of great reputation. Although she focuses on digital, she also has experience in managing various projects for offline media activities. Daria’s great passion is social media and influencer marketing. For her, it is all about user experience and context. While she believes that generic solutions sometimes do work, they are never memorable, and as Rihanna says "Who wants to do that?"

SIMONA TENCHEVA
CHIEF OPERATING OFFICER | ARGENT
simona.tencheva@wecan.net
Simona is Chief Operating Officer of Argent (strategic partner of Café Communications Sofia), responsible for the functional management and leadership of the team and ensuring client deliverables meet quality standards and surpass client expectations. She is also a Global Network Director of Local Planet, leading the local implementation of key global initiatives across the network and in addition, is also responsible for the coordination and the development of the CEE region. Having 25 years background in the communications industry, prior to joining Argent, Simona worked for several media owners and media agencies, managing sales, various strategic projects, corporate development, and key partnerships.

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TOP 5 consumer trends in Bulgaria, 2023

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