Category Archives: Savings

How Consumers Plan To Save Money Over the Holidays

Consumers may not be saying “Bah Humbug”, but many plan to give less gifts and save money where ever they can.  It’s easy to go overboard during the holidays, but recent research shows us how shoppers will be cutting back and keeping within their budget.

• Consumers nationwide plan to give 15% fewer gifts this year compared to last year

• Over 60% of shoppers plan to change the way they shop in order to save money this year

• Two-thirds of those who plan on saving will buy more items that are
on sale

• Over half are going to buy lower-priced items

• Nearly 50% will either go online for coupons, deals or better prices or use more store coupons

• Over 40% plan to spend less money on themselves or buy only what their family actually needs

• Roughly four in 10 will make a list and stick to it in order not to over spend or only buy items that qualify for free shipping

• 38% are going to consolidate shopping trips to save gas

• 34% will only shop at stores that have free shipping

• Nearly 30% are going to shop at less expensive stores than in prior years

What Does This Mean To You?

Saving money is paramount for a majority of holiday shoppers.  Any campaign that you engage in should promote the value you deliver and the benefit of shopping at your location.  Also, because so many consumers are looking at consolidating shopping trips – you may not have multiple opportunities to get a customer in the door.  It’s important to know what your competition is doing to ensure your offers are valuable to customers.  As we’ve seen in the past, shipping charges are an issue with consumers.  Free or reduced shipping can help you get more customers interested in your goods & services.  For more information on tactics that can help your business get more customers, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: Mobile Commerce Daily; Deloitte


The What And Where of Back To School Shopping

In yesterday’s post, we provided information on the estimated growth of back to school shopping.  Just how large is the back to school shopping season? When you combine K-12 and college back to school spending, it’s the second biggest shopping season behind the winter holidays.  The variety of products that are needed to get kids ready for the school year is extensive and your business can certainly capitalize on back to school consumers.  Today, we’ll look at where people are shopping and what they are looking to buy.

• Over two-thirds of back to school shoppers nationally will make purchases at a discount store, six in 10 will shop at a department store

• Just over half will shop at a clothing store and over 40% will shop for back to school supplies at an office supply store

• 26% will buy something for back to school at an electronics store, 23% will shop at a drug store and just under 10% will make a catalog purchase

• Nearly 40% will shop online for back to school supplies

• 95% of back to school shoppers will be buying clothing and the average spending amount will be nearly $260.  93% will by shoes and the average amount spent will be nearly $140

• 96% of back to school shoppers are planning to purchase school supplies such as notebooks, pens, pencils backpacks and lunchboxes.  The average amount spent is roughly $100

• While 60% plan to buy electronics or computer related equipment, the spending amount is $365

• The economy is certainly effecting back to school shopping behaviors, nearly 40% plan on spending less overall and over a quarter will re-use supplies from last year

• Over half will shop more sales, one-third will do more comparative shopping online and 36% will be using coupons

• Over 35% will do more comparative shopping using newspapers and
ad circulars

What Does This Mean To You?

Metro Orlando is a great environment for back to school shopping behavior, over 40% of adults have children in their household.  To make sure your business capitalizes on back to school shopping trends, you need to make sure you have top of mind awareness.  The majority of back to school shoppers will be looking for sales, you need to make sure your message is front and center in products that reach those shopping for back to school products.  Digital will also be a major player, digital products also offer excellent targeting options. While men may be spending more on back to school products, women will be doing a larger percentage of the shopping. This means that social networking can also help increase your share of back to school shoppers.  Print options cannot be overlooked either.  A great many shoppers will be relying on coupons and newspaper circulars to save money.  For more information on targeting back to school shoppers and seeing success, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source:, National Retail Federation;; The 2012 Scarborough Report, Release 1

Back To School Spending To Increase

It’s that time of year again, vacations are coming to a close and soon school buses will be rolling through neighborhoods. The back to school buying period is here and even though the economy continues to be sluggish, a new research report shows school supply spending is set to rise. In fact, back to school is now the second largest consumer spending event for retailers behind the winter holidays.

• Total K-12 back to school spending is expected to reach over $30 billion, when you add college back to school spending and it rises to nearly $84 billion

• The average household with children will spend nearly $690 on back to school supplies, up 14% from last year

• Nearly half of back to school shoppers will start shopping three weeks to a month prior to school starting

• Almost a quarter will start 2 weeks before and 3 percent will wait until after school starts

• Men are expected to spend more on back to school supplies than women. On average, men are predicted to spend nearly $740, that’s 15% more than women. Women are more likely to shop at discount stores while men are more likely to shop at department stores

• Back to school shopping for those entering college is estimated to hit nearly $930 per college freshman

What Does This Mean To You?

Even if you are not necessarily a traditional provider of school supplies, there is money to be made from the back to school season. Back to school merchandise can range from pencils & pens to electronics to furniture. Back to school shopping can also be a great way to build your database.
Eight in 10 back to school shoppers say the economy is affecting their purchase. Things like loyalty programs, permission based SMS campaigns and social media drives can help you get a database built and extend your customer base. Tomorrow, we’ll look at where back to school consumers are shopping and what they are buying. For more information on reaching families and getting more results during the back to school season, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source:, National Retail Federation;

Why Consumers “Like” Brands

The impact of social media on brands is undeniable.  As a part of a well thought out marketing campaign, social media can certainly help create results.  Social media can also be very detrimental to your business if you are not paying attention to what people are saying about you.  As social media continues to evolve and users become savvier, it’s good to look at information on why consumers “like” brands.  A study has been released that not only details why consumers click the “like” button, it also looks at what marketers think the “like” means.  The difference between why consumers “like” and what marketers think it means is surprising.

• Worldwide, the top reason consumers “like” a brand was because they are currently a loyal customer of the brand.  Nearly half of consumers said that was the reason they clicked “like”

• 46% wanted to receive incentives or rewards for engaging with the brand, another 46% wanted to keep track of news on the brand

• 43% were looking for special savings or brand related events

• 30% said they found the page’s content agreeable and “liked” for that reason

• Roughly one in four wanted to have their voice heard or to help other customers

• Approximately one in five clicked “like” because they either wanted to recommend the brand to friends or wanted to engage other customers

• Marketers, mistakenly thought that the page’s content was the top reason why people “liked” a page.  That view was held by nearly 60% of marketers surveyed

• Marketing professionals also put more stock in the customers need to be heard as a reason for the “like” – 41% of marketers thought people liked for that reason

• Marketers also vastly underestimated the customer loyalty factor.  Just 24% of marketers thought that was a reason for the “like”

• They also did not put as much weight in consumers desire for savings as a reason for “liking” a brand

What Does This Mean To You

Maybe the reason some brands are more successful than others on social media is could come down to a misconception of what consumers are looking for.  While the majority of “likes” worldwide may come from loyal customers, utilizing some of the other information can help you create loyal customers – and then get those loyal customers to be recruiters for your brand.  Since every business is unique, ask your current fans or followers why they engage your company on social media.  If the reason they “like” you is because they are looking for coupons and other savings vehicles, then make sure it is the focus of your social media efforts.  But as we saw in a study last week – incentivize them to let others know how great your company is.  Maybe give better offers for those fans or followers who refer other customers.  These brand evangelists can be a big part of your social success.  For more information on how social media can help your business move the needle, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: eMarketer; CMO Council