A new report has unveiled the new ways that people are shopping in modern-day Britain. The study identifies the different tactics and traits we exhibit when hitting the high streets and surfing the web in the run-up to Christmas.
Different shopping ‘tribes’ have been revealed in the ‘How We Shop Report’, commissioned by Argos and carried out by Opinion Matters between November 27 and December 5 2014, resulting in 2,057 responses from UK consumers.
The most popular shopping group is ‘Secret Shoppers’ (one third of shoppers) who prefer to shop alone rather than with partners or in groups. They are the group least likely to be influenced by social media reviews, spending on average £319 on gifts.
They are followed by ‘Advos’, which account for one in five of all shoppers. They strike the most equal balance between online and offline and become very loyal to their preferred retailers. They are the biggest advocates of click and collect – some 16% tend to shop in this way. Advos will be spending more than average this Christmas, with total gift buying forecast at £404 each on average.
One in 40 shoppers – called ‘Peacocks’ – pride themselves on shopping with brands that treat them well. They have a tendency to tell as many people as possible about their purchases and experiences. Almost nine out of ten Peacocks will be hitting the high-street this Christmas, spending £308 each on average.
The group most likely to be shopping right up until Christmas Eve are ‘Radar Shoppers’ (7%), who will hit the stores at the last minute. Much of their shopping is unplanned until it’s on their radar, and they adopt an ad-hoc and impulsive approach to shopping. Highly influenced by what they see on TV, radar shoppers are, perhaps by virtue of their lack of planning, the highest spenders, expecting to spend £457 each on gift.
‘Shopping Einsteins’ (8%) are quite comfortable combining commuting with shopping and often wait for ‘flash sales’ before they swoop. They are the group most likely to use tablets or Smart TVs for shopping. They are also most likely to shop from the bed, the bath and beyond. Four out of ten will research retail social channels before making a purchase, and will spend an average of £406 on gifts.
‘Digital Magpies’ (7.7%) pride themselves on securing the best deals and securing the very latest gadgets and technology. So unsurprisingly this group are most likely to be using hi-tech smart phones to do their Christmas shopping. They are twice as likely to shop while at work compared to the average shopper, and are highly influenced by online forums and reviews. They are expected to spend £455 on gifts this year.
‘Cruisers’ (10% of shoppers) have the most time on their hands and enjoy the social element of hitting the high street and retail parks for all of their shopping. They enjoy the social element of hitting the stores and relish taking their time over decisions. They are twice as likely, compared to other groups, to do their research and buying all in-store and are also more likely to be found at multi-store out of town retail parks. On average, Cruisers will spend £371 each this Christmas.
‘Quick Clickers’ are mostly students aged 18-30. They are time-pressed and tend to buy between 7pm and before 9am (outside store opening hours) with the intent to purchase in the same internet session. They favour ‘Fast Track’ services and PayPal which makes the buying of goods as quick as possible. They often leave themselves logged in to websites to speed up the shopping process and will leave website if there are too many clicks to purchase.
Finally, one in 10 shoppers – known as ‘ReTrads’ – prefer one-on-one interaction with shop assistants in-store, and tend to only shop online for convenience. They are also well prepared for Christmas as the group least likely to need to do ‘last-minute’ this year. Whilst displaying some traditionalist views and behaviour they are still very comfortable shopping online. ‘ReTrads’ represent one in 10 of all shoppers and will spend around £309 each.
The report also reveals that the high street is still a key shopping destination, with only 9% of shoppers saying they will spend their whole budget online. The average shopper is set to spend around £365 this Christmas.
Argos marketing director Stephen Vowles said: “The acceleration of technology and its impact on our lifestyles means the way we shop is changing, as these new ‘shopping typologies’ show. Argos has been the heartbeat of British retail for over 40 years, and as ever, we’re geared up to serve customers in the way that best suits them, whether they’re a ‘ReTrad’ or a ‘Digital Magpie’ and whether they’re shopping from the sofa, on the bus or on-the-move.”
Argos offers around 43,000 products through www.argos.co.uk, its growing mobile channels, its network of 734 stores across the UK and Republic of Ireland and over the telephone.