TopLine Business Acumen Series Digest: December 1st, 2020 edition

This week’s most engaging stories

TopLine’s Business Acumen Series features business trends and opportunities to help sales professionals prospect and engage clients. It’s updated several times daily within the TopLine sales intelligence system. This digest features some of the week’s top stories.

This digest includes TopLine-exclusive components, like Instant Positioning pieces. These infographics on category trends and market conditions, available 24/7 in the TopLine app, help with prospecting and positioning you as a thought leader to clients. If you’d like to learn more about how TopLine can advance every stage of your sales process, click here to learn more now.

Consumers Are Looking to Have a Better-Than-Normal Holiday

The NAD predicts that this holiday season, sales will jump as much as 30% (online/other non-store). Shoppers are trying to make up for the year they’ve had by making this year extra special.

“After all they’ve been through, we think there’s going to be a psychological factor that they owe it to themselves and their families to have a better-than-normal holiday, ” said NRF Chief Economist Jack Kleinhenz.

Consumers may be taking a different approach this season but are very interested in getting a good deal this holiday while feeling safe.

How can your local businesses help consumers have a better-than-normal holiday?

Did you know that 76% of younger consumers say they plan to make the holidays special this year to make up for the year they have? Learn more — and educate your clients — with this new TopLine positioning piece.

Latest Resources from TopLine

TopLine is constantly updated with assets on emerging trends and opportunities. At any time, you can submit a request for new custom research, or download Instant Positioning pieces on current topics for use in direct outreach and on your socials. Some recent pieces follow; TopLine users can access them at any time. Not a TopLine user? Click here to learn how TopLine can help you close more sales.

Holiday 2020

Radio’s ROI is up

Meal subscription services

Stress + Holiday Season = CBD Products

Consumers are stressed this holiday season, according to a survey from CivicScience. However, 21% of adults are likely to ease their stress with CBD/Cannabidiol products.

According to CivicScience, “those likely to use CBD over the holiday season express being much more concerned about the coronavirus in recent weeks, nine percentage points higher than those who aren’t likely to use CBD.”

Females and consumers age 35-54 are most likely to use CBD products to take the stress off during the holiday season.

Are your local CBD stores promoting their products during the holiday season? Are they targeting the right demographic?

New Fee Makes Mortgage Shopping More Important

It is estimated that refinanced mortgage loans in 2020 will reach a total value of $2 trillion by the end of the year. Only 2003 has surpassed that amount since mortgage loan data started being tracked fifty years ago. However, the cost of refinancing is about to get a little more expensive.

An “adverse market fee” goes into effect on December 1. The fee, which is meant to protect the nation’s largest loan backers, Fannie Mae and Freddie Mac, from losses related to COVID-19, will typically be passed along by mortgage lenders to borrowers.

But every borrower is different, and many loans are different too. It is possible to avoid the fee entirely or have the loan structure to minimize its impact. That is why it might be more important than ever for borrowers to shop around.

Do you know any mortgage lenders that can still offer competitive terms despite the adverse market fee? Can you help those lenders market themselves?

More Consumers are Shopping Online But They’re Worried About Data Security

According to, nearly one-third of surveyed consumers didn’t shop online because of data security concerns, however, almost 75% of those consumers say they’re shopping online now because of the pandemic. Two-thirds of surveyed respondents are worried about their data being stolen during the holiday shopping season, and 78% of surveyed consumers said they wouldn’t shop at a retailer that had been breached. Consumers feel their personal data is safer with big-box stores than online-only or small businesses.

  • 40% feel their data is safest with big-box stores
  • 36% feel safest with online retailers
  • 22% feel safest with small, local businesses

How can local retailers increase data security during the holiday season? Can you help spread the word for local or online-only retailers who make data security a top priority? Can local retailers work with cybersecurity companies to ensure their customers’ data stays confidential?

Knowledge is power. Stay informed and ahead of the competition with TopLine.

Reach out today to learn how TopLine, the sales enablement system that uses AI, qualitative and quantitative research, and strong visuals to advance every stage of the sales process, can help you close more deals and increase sales team productivity by up to 20%.