Inmar expects digital coupon redemption to be four times higher than 2011
Winston-Salem, N.C. (November 20, 2012) - Inmar has conducted a flash online study of 500 shoppers who intend to use coupons and mobile devices at record levels for their holiday meal shopping. Despite the economy and post-election resettling, shoppers plan to hold onto holiday entertaining, with the majority saying they will spend as much or more in 2012 as they spent last year. Inmar expects a four-fold increase in digital coupon redemptions this holiday season.
- Key data points of the survey include:
Almost 80% of shoppers say they will spend as much or more in 2012 as they spent last year during the key holiday meal season at Thanksgiving and Christmas periods
- 75% will look for coupons/promotions for holiday meal planning
- 70% of shoppers begin planning their shopping journey up to a month before Thanksgiving
- Both men and women indicate they share in the responsibility for holiday meal planning – with 82% of men saying they share in the decision making process
- Smartphone powered shoppers are three times more likely to look for digital coupons as well as paper this holiday
- Digitally enabled shoppers are almost 4 times more likely to spend more this holiday as traditional media shoppers
Survey Details and Analysis
Maintaining holiday meals and the holiday family experience is critical to shoppers. But Inmar’s findings reveal those same shoppers have to be increasingly thoughtful to make their money go farther. Almost 70 percent begin their shopping planning up to a month before Thanksgiving; and multi-channel shoppers plan even more. Mobile-powered shoppers are two-thirds less likely to be last minute buyers.
Shoppers also appear to be more open to maintaining or increasing the previous year’s spending on their holiday meal shopping with almost 80 percent of shoppers indicating they will spend as much or more on holiday meal shopping in 2012. Mobile shoppers lead by wide margins in their excitement around planning, use of both traditional and digital coupons, and overall engagement in their holiday meal activities.
Says John Ross, President Inmar Analytics, “Shoppers are realistic. They may have bigger expenses, may have less income, but they want the holiday season to be special. Increasingly they are turning to technology like their mobile phone to help them keep the season bright.”
Men catching up to women in holiday meal planning, coupon usage
Both men and women indicate they share in the responsibility for holiday meal planning – with 59 percent of women and 44 percent of men saying they are the primary decision maker. While women are slightly more inclined to plan in advance and use coupons in their holiday shopping purchases, men and women are using digital and traditional coupons at similar ratios.
Mobile shoppers win title for “most engaged” shoppers
Seventy-two percent of mobile powered shoppers say they intend to use both digital and traditional coupons for their holiday meal shopping. Smartphone shoppers are four times more likely to look for digital coupons as well as paper this holiday and are three times more likely to spend more this holiday as traditional media shoppers.
According to Ross, “Shoppers are quickly learning how to use their mobile phones to pick smarter products, or find extra savings. It doesn’t appear to be replacement behaviors – shoppers aren’t replacing paper coupons with digital ones, for example, they are increasingly using both. The tough economy plus the desire to maintain the holiday experience means shoppers are using every possible tool to make the holiday meal memorable.”
Black Friday opportunity for grocery
Increasingly, Black Friday and Cyber Monday have become both media and shopper events – but this trend has not extended to the grocery industry in meaningful ways. Yet 61 percent of shoppers said they would be interested if grocery stores offered Black Friday or Cyber Monday deals. A whopping 93 percent of mobile shoppers say they would be interested in Black Friday or Cyber Monday deals if grocery stores offered these, indicating retailers may have an opportunity to motivate mobile shoppers in innovative ways.
Please find a graphic of survey results here