Survey: Parents Do More Planning Than Other Shoppers


Valassis, an intelligent media delivery company, released Capturing the Dynamic Retail Shopper: Parent Snap proprietary research that examines the purchase journey consumers – and particularly parents – take when researching and buying retail items.

By asking consumers how, when and where they shop for specific retail purchases, the data unveiled key engagement opportunities to help advertisers better sync with these dynamic shoppers’ needs and impact their buying decisions.

The study found that many consumers research and plan every retail purchase – not just for more expensive or special occasion items. Parents are significantly more likely to do so across measured categories:

  • 53 percent of parents research and plan every apparel purchase versus 43 percent of all respondents;
  • 74 percent of parents research and plan every furniture/mattress purchase versus 65 percent of all respondents;
  • 67 percent do so for all electronics/appliances versus 58 percent of all respondents;
  • 64 percent research housewares versus 52 percent of all respondents;
  • 59 percent research home improvement supplies compared to 49 percent of all of those surveyed.

Analyzing where consumers are planning and shopping yields additional insights. Although “at home” is the most popular place to research purchases and shop online, parents are more likely than all respondents to plan and shop at other locations as well. In fact, approximately 25 percent of parents shop for less expensive retail items online while at the store. This supports the trend of searching for deals on-the-go or in-store, using a mobile app such as RetailMeNot. Earlier this year, Valassis’ RedPlum Purse String Survey found that 76 percent of value-seeking consumers look for discounts on their mobile device while in-store.

“The nature of today’s always-on consumer provides more opportunities than ever for marketers to target key audiences such as parents,” said Curtis Tingle, CMO, Valassis. “But this also means consumer attention is divided and being pulled in multiple directions. By understanding how dynamic shoppers plan and make purchases – whether at home, on-the-go or in-store – marketers can more effectively engage with them throughout their entire journey, regardless of where they are in their day.”

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