Survey: Consumers ready to treat themselves | Home Accents Today

Livonia, Mich. – Consumers imagine new buying behaviors they’ve adopted in the course of the pandemic will grow to be part of their routine sooner or later, based on new knowledge collected by Valassis Research.

Based on responses from 1,000 U.S. customers, the analysis finds customers nonetheless have an urge for food to buy – regardless of the COVID-19 pandemic. In reality, 36% have made an impulse buy primarily based on an commercial for the reason that pandemic started, and 65% mentioned they’ll make an unplanned buy to deal with themselves within the subsequent month.

“Consumers have had to change the way they live and shop over the last few months, creating, for some, pent-up demand for novelty and discovery,” mentioned Carrie Parker, VP of selling for the buyer engagement and advertising and marketing expertise firm.

Key findings:

• 76% of customers get pleasure from discovering new merchandise primarily based on offers they obtain from manufacturers.
• 53% of customers have tried a brand new grocery retailer, 52% have tried a brand new restaurant and 49% have tried a brand new retailer for the reason that pandemic started.
• Across all three classes, the most important driver for making an attempt a brand new institution was a proposal, low cost or deal.
• 46% are paying extra consideration to ads providing promotions and offers now in comparison with earlier than the pandemic started, with 18- to 24-year-olds (52%) and 25- to 34-year-olds (50%) much more intently tuned in.
• When requested what has influenced them to make a purchase order for the reason that pandemic started, 22% of customers mentioned social media – together with 41% of 18-24-year-olds and 34% of 25- to 34-year-olds.
• Digital on-line ads and provides obtained within the mail had about the identical degree of affect on purchases, at 22% and 23% respectively, reinforcing the necessity for an omnichannel strategy, based on Valassis.
• 65% of customers are trying ahead to buying summer time gross sales and promotions.
• Consumers famous they plan to buy on-line (26%), in-store (19%) or each (20%) for summer time gross sales and promotions.

“While saving money is top of mind, we see that many consumers are looking to discover new products, using deals and offers as a purchase catalyst,” mentioned Parker. “Connecting the dots between shifting behavior, purchase motivations and preferred ways of engaging will enable marketers to use this consumer desire for novelty to make a real brand connection.”

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