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HOW AMERICA SHOPS LIFESTYLE REPORTS Shoppers are ready to move into Recovery after The Great Recession, but their lifestage and lifestyle will influence their future Shopping Behavior. Find the New Whitespaces of Opportunity in each Lifestyle. 4 LIFESTYLE REPORTS: THE AFFLUENT >> compared to Upper and Middle Income shoppers MOMS >> Women with children under 6 vs. with children 6-17 vs. Women without children at home GENERATIONALS >> Boomers vs. Gen X vs. Millenials MEN >> compared to Women
Each report defines how the recession has impacted the SHOPPER VALUES, SHOPPER SPENDING and RETAILER CHOICES SHOPPER SPENDING
SHOPPING BEHAVIOR
When will the shoppers’ recession end? (Hint: At least 2 years)
SHOPPER VALUES
When will they go back to spending? What are their postrecession spending attitudes? What are shoppers spending more on?* Cutting back? *reporting on 19 Leading Indicator Categories
After the fear and worry of the recession, how have shopper attitudes changed toward health and wellness, eco-friendly, financial responsibility? Are shopping and browsing passé?
Shoppers changed their retail choices during the recession. How many shopping trips are they making each week/month? Where are they going*? Internet shopping moves into the #3 ranked channel shopped. Where are they going? Why Online? Where are they buying essentials and discretionary items? *reporting on 23 channels
SUCCESS STORIES How America Shops® is delivered in a format that our customer teams can quickly turn into action plans. Senior Director, CPG Company
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SUCCESS STORIES We are well-known for terrific marketing, but we also know the power of smart ideas from external sources, and that is when we call WSL/SR.. VP Creative Director, Leading Mass Merchandiser Retailer
• Quantified National Data
TABLE OF CONTENTS About WSL Strategic Retail
• Internet Surveys conducted quarterly
Executive Summary
METHODOLOGY AND SAMPLE
Objective & Methodology Meet the Shoppers
• National Sample: 1500 adults 18+ (includes all income and ethnic groups)
• Emotions & Attitudes that Influence Shopping • New Shopper Values • Channels Shopped in the Past Week
• Updated at time of purchase with current data
• Quarterly Shopping Profile • Internet Shopping
ANALYSIS
• Trends in Shopping for Leading Indicator Categories
Each report provides comparative analysis.
• Where Categories are Purchased “Most Often” Appendix (Questionnaire)
SMART MOVES - Gift with Purchase Purchase a How America Shops® Lifestyle report and receive a one year subscription to Smart Moves – examples of how smart companies are changing their marketing and selling practices to connect to the postrecession shopper. SUCCESS STORIES Let me reinforce the value I’m finding in the WSL reports. WSL is one of a very small group that break out shopper insights by gender, age and income. This distinction allows us to get one level deeper into understanding where the heads of our retailer’s shoppers are. Also, the breakdown to category and channel level of many reports also makes the insights more relevant to understanding the specific shoppers we are concerned with.
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HOW AMERICA SHOPS® 2010 LIFESTYLE REPORTS: EXECUTIVE SUMMARY
WHEN WILL THE RECESSION END? WHEN WILL THEIR FINANCES IMPROVE? Half of all women, Moms included, feel the recession will be over within two years, which would be 2011. However, another 45% feel it will last at least three more years. So it’s a half-full/half-empty picture. Just a few more Moms are optimistic about their personal finances: 43% feel they will have recovered financially by the end of 2010 vs. 37% of women without kids at home. However, this finding probably has more to do with age than having kids at home. Child-free households include retirees who may never recover, as well as people whose finances were not impacted by the recession (10% of Moms vs. 15% of child-free women.) SHOPPING LIFE AFTER THE RECESSION Where Moms are different from child-free women is that more Moms look forward to shopping again when their finances are more secure. (In the next few pages we will see that more Moms cut spending on products for themselves and their husbands in order to buy things for the children, so it is not surprising that more are anxious to get back to shopping.) f concern to manufacturers and retailers alike is that a solid 2/5 of all women, Moms or not, have • O discovered that the recession forced them to cut back their spending --- and they don’t want to go back to buying as they used to. nother 1/5 of Moms and child-free women alike admit that the recession didn’t really change the way • A they shop. • T hat leaves 40% of women, and there are more Moms in that group, who are anxious to get back to spending– again by a 10-point margin over child-free women.
NEW VALUES The health of the earth and the health of their family are equally important to Moms and child-free women. • 2/5 of both groups buy products that are good for the environment • Almost 40% of both groups will spend more on products that are healthier. The majority of women do check where products are made. However, what is surprising is that many more Moms don’t bother to check where a product is made before they buy it (46% of Moms vs. 34% of other women). You might hypothesize, as we did, that the reports of dangerous toys and formula bottles coming from Chinese manufacturers would have more Moms on the alert, but that is not the case. What is probably driving the difference here is that Moms are younger, and we know from the general How America Shops® report that younger people are less concerned about country of origin, because in the world they grew up in just about everything is made outside the US.
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HOW AMERICA SHOPS® LIFESTYLE REPORT MOMS COPYRIGHT 2010
© WSL MARKETING INC. 2010. NO PART OF THIS DOCUMENT MAY BE REPRODUCED WITHOUT WRITTEN PERMISSION FROM THE PUBLISHER
HOW AMERICA SHOPS® 2010 LIFESTYLE REPORTS: EXECUTIVE SUMMARY
SHOPPING BEHAVIOR WEEKLY SHOPPING What we see in shopping behavior is that more Moms shop more often, which is no surprise since their household averages twice as many people. • Moms make more trips to stores in a week: 4.2 vs. 3.7 for other women. • Almost half of Moms get by on 2 to 3 trips to the store a week: 48%, but, ore Moms are “heavy” shoppers, making 4 or more trips a week: 42% vs. 37%. (Perhaps this says • M more about the 1/3 of women in child-free homes who need to go to the store 4+ times a week.) On average, all women are in the same number of stores in a week, 3.7, and the stores Moms are in during a week are the same as other women --- with one big and one small exception. More Moms (71%) are in a Mass Merchandiser than child-free women (58%). On a smaller scale, but important to consider, is that 17% of Moms are in a Dollar store like Family Dollar or Dollar General each week. Beyond that channel shopping is similar, and the big news is that online shopping is ranked #3, ahead of Drug stores for all women. SHOPPED IN THE LAST WEEK MOMS
WOMEN W/O KIDS @ HOME
%
%
Mass Merchandiser
71
58
Supermarket
63
66
Internet
23
25
Drug Store
19
21
Department Store
17
19
Dollar Store
17
13
Warehouse Club
12
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QUARTERLY SHOPPING Over the course of 3 months, the average number of outlets women shop more than doubles to 8.5 for Moms and 8.0 for other women. • M ass Merchandisers are still #1 attracting 78% of Moms, and 70% of child-free women, many of whom did not need to be in a Mass Merchandiser every week, are now there at least once in three months. • T here’s still a gap between Mass Merchandisers and Supermarkets for Moms (78% vs. 71%); while equal percents of women without kids are in both channels. 12
• Drug stores catch up on a three-month shop basis --- 67% for all women.
HOW AMERICA SHOPS® LIFESTYLE REPORT MOMS COPYRIGHT 2010
© WSL MARKETING INC. 2010. NO PART OF THIS DOCUMENT MAY BE REPRODUCED WITHOUT WRITTEN PERMISSION FROM THE PUBLISHER
HOW AMERICA SHOPS® 2010 LIFESTYLE REPORTS: EXECUTIVE SUMMARY
• D ollar Stores rank 4th for Moms, just ahead of Department stores, and both channels attract more Moms than child-free women. • I n a three month time period more bricks and mortar stores like Drug and Department stores catch up, and the Internet drops to 6th place for all (44% of Moms and 49% of other women). • 3 /4 of all women are in some Specialty Store in 3 months, and similar percents shop all the types of Specialty stores with one predictable difference: Toy stores - 22% Moms vs. 7% other women. CHANNELS SHOPPED IN 3 MONTHS TOTAL MOMS
WOMEN W/O KIDS @ HOME
A %
D %
Mass Merchandiser
78 D
70
Supermarket
71
71
Drug Store
67
67
Dollar Store
57 D
47
Department Store
50 D
45
Internet
44
49 AC
Warehouse Club
43
41
Home Improvement Store
41
42
Specialty Store (Net)
72
74
AVERAGE # OF OUTLET SHOPPED IN 3 MONTHS
8.5 D
8.0
REASONS FOR SHOPPING ONLINE One quarter of all women are shopping Online in a week, and almost half are shopping online in 3 months. However, Moms use the Internet for more reasons than other women. The enthusiasm Moms have for online is partially because of their age; being 11 years younger than child-free women they started their online habits earlier. However, it is also because the Internet helps their commitment to find the lowest prices to stretch their budget. There is about a 10-point difference between Moms and other women on the various reasons for choosing to shop online. MOMS
WOMEN W/O KIDS @ HOME
%
%
Free shipping
80
74
Saves time
74
69
I can read reviews from other shoppers
70
59
Selection is better
66
55
Lower prices
61
52
Free samples and coupons
47
31
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HOW AMERICA SHOPS® LIFESTYLE REPORT MOMS COPYRIGHT 2010
© WSL MARKETING INC. 2010. NO PART OF THIS DOCUMENT MAY BE REPRODUCED WITHOUT WRITTEN PERMISSION FROM THE PUBLISHER