What Women Want
28 April 2009
Survey Findings
- Everyone is shopping less, especially men. Almost half of women (48%) and even more men (57%) are shopping less than they were a year ago. Only 13% of women and 14% of men report they are not shopping less.
- Both men and women are shopping with a target. 71% of women and 79% of men shop to get what they need.
- Shopping is a pastime more for women than men. While about 15% of both men and women shop to browse, women are more likely to shop to socialize or relax (5%) than men (0%).
- Discounts are more motivating for men. 62% of female shoppers are compelled to shop more by a discount compared to a whopping 93% of men.
- BOGO, other promotions attract women more. While 18% of women are motivated by Buy One, Get One Free, 0% of men are encouraged by this promotion. And while 7% of women like a gift with purchase, none of the men said this would motivate them to shop.
- Women are more value conscious. 62% of female shoppers are most likely to look for best value, compared to 57% of men.
- Shoppers are more careful. Comments from poll respondents reflect a shift to discounted merchandise and “value stores” such as Wal-Mart compared to a year ago.
“It’s more important than ever for retailers to know who their shoppers are and what kind of shopping experience they’re looking for,” says Mary-Lynn Bellamy-Willms, CEO of Suburbia Advertising. “Women are generally more open to promotions other than discounts, and everyone is searching more for deals; this is not a time for impulse buying. Retailers need to be smart to attract shoppers in this economy.”
About Suburbia Advertising
Based in Vancouver and Victoria, Suburbia Advertising is a leading retail branding agency in Canada and one of BC’s top 10 advertising agencies.
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Contact:
Mary-Lynn Bellamy-Willms, CEO
Suburbia Advertising
marylynn@suburbiaadvertising.com
www.suburbiaadvertising.com
250-744-1231, ext. 228
