How Women Shop SHOPPING HABITS OF AMERICAN WOMEN
HOW WOMEN SHOP
Ready, Aim, Buy With women usually doing the lion’s share of day-to-day shopping — as well as influencing big-ticket purchases — female shoppers aren’t only a key demographic for retailers; they’re often the primary demographic. In today’s world of connected shopping, what is their typical path to purchase? In two recent national studies, we asked women how they discover, filter and shop today. The following results paint a picture of connected, well-informed shoppers, ready to make a purchase at any time, and likely at the lowest price they can find.
Rodney Mason GVP, Strategy & Marketing, Blackhawk Engagement Solutions
The How Women Shop Report data was extrapolated from a shopping survey conducted by the Blackhawk Engagement Solutions marketing team in April 2015. This survey had a total of 2,609 respondents and was reflective of the US population in respect to age, gender, income, and ethnicity. After filtering results and cross tabbing the survey results, our team found that there were statistically significant differences between men and women shopping habits from the questions conducted. From this data, we focused on female respondents and the most relevant questions that provided interesting and relevant insights. There are a total of 1,327 female responses in this study. According to the U.S. Census Bureau at the end of 2015, the estimated U.S. female population was 165,311,598. Given the survey sample size, the margin of error would be +/-3%.
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HOW WOMEN SHOP
Hard Times & Getting Harder Already tight, purse strings aren’t getting any looser
97%
86%
have the same or greater sensitivity to price as the previous year
have the same shopping power or less vs. the previous year
3
HOW WOMEN SHOP
Shopping on the Go With Smartphones Devices female shoppers own and use daily
71%
66%
46%
44%
SMARTPHONE
LAPTOP
DESKTOP
TABLET
4
HOW WOMEN SHOP
All Shopping, All the Time Female shoppers are ready to make purchases whenever purchases can be made
44%
4 P.M. – 9 P.M.
33%
11 A.M. – 4 P.M.
Shop online most often
5
14%
9 P.M. – 2 A.M.
10%
7 A.M. – 11 A.M.
HOW WOMEN SHOP
All Shopping, All the Time Female shoppers are ready to make purchases whenever purchases can be made v
61%
35%
16%
shop while watching TV or streaming shows
shop at work
have purchased products on a smartphone while standing in a competitor’s store in the past six months
6
HOW WOMEN SHOP
Price Decides Price is easily the most important factor impacting shopping behavior
75%
55%
31%
26%
14%
PRICE
QUALITY
BRAND
STORE
AVAILABILITY
Percentages reflect combination of first and second factors selected
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HOW WOMEN SHOP
Loyalty Programs Female shoppers take advantage of loyalty programs
80%
64%
37%
36%
belong to store loyalty programs
are happy with store loyalty programs
receive offers via apps
receive offers via text message
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HOW WOMEN SHOP
Loyalty Programs Preference for receiving loyalty notifications
9% OTHER
82%
6%
TEXT
4% APP
9
HOW WOMEN SHOP
Mobile Shopping 10
HOW WOMEN SHOP
Going Mobile Preferences for mobile payment apps
52%
30%
would use a mobile wallet exclusively if everything they needed were on their phone
use mobile payment apps
11
HOW WOMEN SHOP
Going Mobile Preferences for mobile payment apps
85%
22%
18%
18%
4%
PAYPAL
AMAZON PAYMENTS
APPLE PAY
GOOGLE WALLET
OTHER
12
HOW WOMEN SHOP
Share and Compare First choice for comparing prices on a smartphone
38%
31%
18%
13%
AMAZON
RETAIL WEBSITES
OTHER
13
HOW WOMEN SHOP
The Top Shopping Apps Amazon dominates, while women generally prefer retail apps for stores where they actually shop over third-party savings apps 1% AMAZON 7 28% GROCERY STORE 26% GROUPON 26% WALMART 25% TARGET 19% ETSY 18% APPLE STORE 17% STARBUCKS 16% KOHL’S 16% WALGREENS 14% MACY’S 13% COSTCO 12% BEST BUY 12% RETAILMENOT 11% THE HOME DEPOT 10% CARTWHEEL (TARGET) 10% OTHER 10% CVS/CAREMARK Respondents were asked to choose all shopping apps they currently use. An additional 21 apps were presented in the survey, but use was statistically insignificant. Note: eBay was not included in this survey, but will be in future studies.
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HOW WOMEN SHOP
The Top Shopping Apps Amazon dominates, while women generally prefer retail apps for stores where they actually shop over third-party savings apps 9% SAM’S CLUB (WALMART) 9% SAVINGS CATCHER (WALMART) 9% ZULILY 7% LIVINGSOCIAL 7% SEARS 6% COUPONS.COM 6% ZAPPOS 5% STAPLES 5% T.J. MAXX 5% NORDSTROM 5% 7-ELEVEN 5% LOWE’S 5% CONSUMER REPORTS 5% VICTORIA’S SECRET 4% IBOTTA 3% DILLARD’S 3% H&M 3% AMAZON PRICE CHECK
3% BLOOMINGDALE’S 3% SHOPKICK 3% GOOGLE SHOPPER 3% JOSS & MAIN 3% PINK NATION (VICTORIA’S SECRET) 2% NEIMAN MARCUS 2% GILT GROUPE 2% CHECKOUT 51 1% SAKS 1% SHOPSAVVY 1% THE COUPONS APP 1% NYC 1% REDLASER 1% SHOPADVISOR 1% PRICE GRABBER 1% ADDA 1% SNAP 1% MILO
Respondents were asked to choose all shopping apps they currently use. An additional 21 apps were presented in the survey, but use was statistically insignificant. Note: eBay was not included in this survey, but will be in future studies.
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HOW WOMEN SHOP
Gift Cards and Prepaid Cards
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HOW WOMEN SHOP
Gift Cards? That Totally Works Female shoppers find safety, flexibility and value in gift cards
75%
71%
38%
19%
have purchased gift cards in the last year
buy gift cards as holiday gifts
buy gift cards for themselves when bonus awards are offered with purchase
buy gift cards for themselves
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HOW WOMEN SHOP
Gift Cards? That Totally Works Female shoppers find safety, flexibility and value in gift cards
70%
67%
65%
58%
54%
would use exclusive values (discounts, rebates, etc.) requiring the use of a gift card
would consider exchanging gift cards they receive for other available brands
think using gift cards for transactions helps limit identity fraud
feel gift cards are safer for online transactions than other digital payments
would buy gift cards that can be converted to electronic cards
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HOW WOMEN SHOP
Prepaid Cards Work, Too Preference for post-purchase rewards
25% $25 AMAZON GIFT CARD
68%
7%
$25 PREPAID UNIVERSAL CARD
$25 GIFT CARD FOR STORE WHERE PURCHASE WAS MADE
1% $25 GOOGLEPLAY OR ITUNES GIFT CARD
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HOW WOMEN SHOP
Prepaid Cards Work, Too Preference for post-purchase rewards (prepaid universal card versus gift card for store where purchase was made)
63%
37%
$25 PREPAID UNIVERSAL CARD
$30 GIFT CARD FOR STORE WHERE PURCHASE WAS MADE
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HOW WOMEN SHOP
Plastic vs. Electronic Rewards It’s the Digital Age, but female shoppers still prefer plastic prepaid cards over eCodes
PL ASTIC
D I G I TA L
67% 33%
71% 29%
76% 24%
78% 22%
Preference for $25 post-purchase reward
Preference for $50 post-purchase reward
Preference for $100 post-purchase reward
Preference for $300 post-purchase reward
PL ASTIC
D I G I TA L
PL ASTIC
D I G I TA L
PL ASTIC
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D I G I TA L
PL ASTIC
D I G I TA L
HOW WOMEN SHOP
Plastic vs. Electronic Rewards Willingness to accept reward when only digital is offered
80%
69%
62%
60%
$25 eCode on $100 purchase
$50 eCode on $200 purchase
$100 eCode on $400 purchase
$300 eCode on $1,200 purchase
22
HOW WOMEN SHOP
Wheeling and Dealing
23
HOW WOMEN SHOP
How About Right Now? Same-day delivery is attractive to many female shoppers
71%
30%
would consider using Amazon Dash
would pay an extra $8 for same-day delivery
24
HOW WOMEN SHOP
I’m On My Way BOPIS (Buy Online, Pick up In Store) makes sense for many women shoppers
45%
88%
80%
bought online and picked up in-store in the last six months
would consider BOPIS to save $10 on a $50 purchase
would consider BOPIS to receive an item three days earlier
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HOW WOMEN SHOP
Rebates Always in Play Female shoppers find rebates appealing in the store, at home and via smartphone
69%
65%
59%
find rebates to be attractive offers in-store
look for rebates when shopping online
redeem rebates via smartphone
26
HOW WOMEN SHOP
Social Media 27
HOW WOMEN SHOP
Social Media Surges Social media has become a viable avenue for delivering promotional offers and savings to female shoppers
90%
48%
44%
want to receive special offers from brands followed on social media
have used promotional offers received via social media
follow brands on social media
28
HOW WOMEN SHOP
Social Media Surges Reasons for following brands
55%
26%
18%
VALUES AND SAVINGS
NEWS AND TRENDS
PROMOTIONS AND SWEEPS
29
HOW WOMEN SHOP
Top Shopping News Sources How female shoppers learn about products, special sales and shopping news
80%
69%
use special promotions via email
actively seek out and sign up for special offers
45%
42%
38%
37%
36%
29%
27%
11%
7%
TV
SOCIAL MEDIA
FRIENDS AND FAMILY
RETAIL WEBSITES
NEWSPAPER/ MAGAZINE
AMAZON
RADIO
OTHER
30
HOW WOMEN SHOP
Getting and Sending the Message Female shoppers are comfortable using electronics to save
47%
CO M P U T E R
13% OT H ER
30% PHONE
Device used most often to receive and use promotions via social media or email
10%
64% 41%
TA B L E T
use their phone camera to share items found in store
31
would consider allowing retailers to send special offers based on where they are in-store
HOW WOMEN SHOP
How Women Shop B Y C AT EG O R I E S
32
HOW WOMEN SHOP
Automotive Percentage of women choosing these sources as one of their top three ways of comparing automotive parts or products prices
44% use their smartphone to compare prices
63%
49%
43%
40%
29%
27%
24%
13%
9%
4%
RETAIL WEBSITES
IN-STORE DISPLAYS
AMAZON
NEWSPAPER/ MAGAZINE
VALUE SHOPPER SITES
TV/RADIO
SOCIAL MEDIA
MOBILE APPS
BILLBOARDS
33
HOW WOMEN SHOP
Automotive Reward preference for a $500 tire purchase
60%
40%
$125 REBATE
$85 INSTANT DISCOUNT
34
HOW WOMEN SHOP
Clothing Percentage of women choosing these sources as one of their top three ways of comparing clothing prices
52% use their smartphone to compare prices
70%
55%
39%
35%
28%
28%
17%
14%
12%
2%
RETAIL WEBSITES
IN-STORE DISPLAYS
AMAZON
NEWSPAPER/ MAGAZINE
VALUE SHOPPER SITES
TV/RADIO
SOCIAL MEDIA
MOBILE APPS
BILLBOARDS
35
HOW WOMEN SHOP
Clothing Reward preference for a $200 clothing purchase
58%
42%
$50 REBATE
$35 INSTANT DISCOUNT
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HOW WOMEN SHOP
Large Appliances Percentage of women choosing these sources as one of their top three ways of comparing large appliances prices
47% use their smartphone to compare prices
65%
55%
38%
37%
33%
30%
23%
9%
8%
4%
RETAIL WEBSITES
IN-STORE DISPLAYS
AMAZON
NEWSPAPER/ MAGAZINE
VALUE SHOPPER SITES
TV/RADIO
SOCIAL MEDIA
MOBILE APPS
BILLBOARDS
37
HOW WOMEN SHOP
Large Appliances Reward preference for an $800 washer/dryer purchase
58%
42%
$150 REBATE
$100 INSTANT DISCOUNT
38
HOW WOMEN SHOP
Electronics Percentage of women choosing these sources as one of their top three ways of comparing electronics prices
52% use their smartphone to compare prices
63%
52%
44%
40%
29%
28%
22%
10%
8%
4%
RETAIL WEBSITES
IN-STORE DISPLAYS
AMAZON
VALUE SHOPPER SITES
NEWSPAPER/ MAGAZINE
TV/RADIO
SOCIAL MEDIA
MOBILE APPS
BILLBOARDS
39
HOW WOMEN SHOP
Electronics Reward preference for a $600 smart TV purchase
69%
31%
$100 REBATE
$65 INSTANT DISCOUNT
40
HOW WOMEN SHOP
Entertainment: Movies, Music, Video Games Percentage of women choosing these sources as one of their top three ways of comparing entertainment products prices
48% use their smartphone to compare prices
54%
53%
45%
42%
25%
24%
24%
15%
12%
6%
AMAZON
RETAIL WEBSITES
IN-STORE DISPLAYS
NEWSPAPER/ MAGAZINE
VALUE SHOPPER SITES
TV/RADIO
SOCIAL MEDIA
MOBILE APPS
BILLBOARDS
41
HOW WOMEN SHOP
Entertainment: Movies, Music, Video Games Reward preference for a $30 movie DVD/Blu-ray or download purchase
62%
38%
$12 REBATE
$5 INSTANT DISCOUNT
42
HOW WOMEN SHOP
Entertainment: Movies, Music, Video Games Reward preference for a $55 video game purchase
68%
32%
$15 REBATE
$7.50 INSTANT DISCOUNT
43
HOW WOMEN SHOP
Entertainment: Movies, Music, Video Games Reward preference for a $100 iTunes or Google Play Gift Card purchase
69%
31%
$20 REBATE
$10 INSTANT DISCOUNT
44
HOW WOMEN SHOP
Furniture Percentage of women choosing these sources as one of their top three ways of comparing furniture prices
44% use their smartphone to compare prices
66%
59%
37%
37%
31%
29%
21%
7%
7%
5%
RETAIL WEBSITES
IN-STORE DISPLAYS
NEWSPAPER/ MAGAZINE
VALUE SHOPPER SITES
AMAZON
TV/RADIO
SOCIAL MEDIA
MOBILE APPS
BILLBOARDS
45
HOW WOMEN SHOP
Furniture Reward preference for a $500 table and chairs purchase
67%
33%
$110 REBATE
$75 INSTANT DISCOUNT
46
HOW WOMEN SHOP
Groceries Percentage of women choosing these sources as one of their top three ways of comparing grocery prices
49% use their smartphone to compare prices
69%
56%
50%
34%
23%
23%
17%
14%
9%
4%
IN-STORE DISPLAYS
NEWSPAPER/ MAGAZINE
RETAIL WEBSITES
VALUE SHOPPER SITES
TV/RADIO
AMAZON
MOBILE APPS
SOCIAL MEDIA
BILLBOARDS
47
HOW WOMEN SHOP
Groceries Reward preference after purchase of 10 grocery items
60%
40%
$15 REBATE
$7.50 INSTANT DISCOUNT
48
HOW WOMEN SHOP
Home Improvement Percentage of women choosing these sources as one of their top three ways of comparing home improvement products prices
42% use their smartphone to compare prices
62%
56%
40%
37%
35%
28%
21%
9%
8%
4%
RETAIL WEBSITES
IN-STORE DISPLAYS
AMAZON
NEWSPAPER/ MAGAZINE
VALUE SHOPPER SITES
TV/RADIO
MOBILE APPS
SOCIAL MEDIA
BILLBOARDS
49
HOW WOMEN SHOP
Home Improvement Reward preference for a $60 tools purchase
67%
33%
$15 REBATE
$8 INSTANT DISCOUNT
50
HOW WOMEN SHOP
Home Improvement Reward preference for a $100 building supplies purchase
64%
36%
$20 REBATE
$14 INSTANT DISCOUNT
51
HOW WOMEN SHOP
Office Supplies Percentage of women choosing these sources as one of their top three ways of comparing office supplies prices
52% use their smartphone to compare prices
59%
59%
43%
38%
31%
26%
20%
10%
9%
6%
RETAIL WEBSITES
IN-STORE DISPLAYS
AMAZON
NEWSPAPER/ MAGAZINE
VALUE SHOPPER SITES
TV/RADIO
MOBILE APPS
SOCIAL MEDIA
BILLBOARDS
52
HOW WOMEN SHOP
Office Supplies Reward preference for a $50 office supplies purchase
64%
36%
$20 REBATE
$12 INSTANT DISCOUNT
53
HOW WOMEN SHOP
Pet Products Percentage of women choosing these sources as one of their top three ways of comparing pet products prices
40% use their smartphone to compare prices
63%
56%
37%
36%
32%
27%
24%
10%
8%
6%
IN-STORE DISPLAYS
RETAIL WEBSITES
NEWSPAPER/ MAGAZINE
AMAZON
VALUE SHOPPER SITES
TV/RADIO
MOBILE APPS
SOCIAL MEDIA
BILLBOARDS
54
HOW WOMEN SHOP
Pet Products Reward preference for a $40 pet products purchase
61%
39%
$10 REBATE
$5 INSTANT DISCOUNT
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HOW WOMEN SHOP
Sporting Goods Percentage of women choosing these sources as one of their top three ways of comparing sporting goods prices
40% use their smartphone to compare prices
57%
56%
43%
35%
34%
25%
23%
13%
9%
6%
RETAIL WEBSITES
IN-STORE DISPLAYS
AMAZON
NEWSPAPER/ MAGAZINE
VALUE SHOPPER SITES
TV/RADIO
SOCIAL MEDIA
MOBILE APPS
BILLBOARDS
56
HOW WOMEN SHOP
Sporting Goods Reward preference for a $90 sporting goods purchase
67%
33%
$25 REBATE
$15 INSTANT DISCOUNT
57
HOW WOMEN SHOP
Subscription Services Percentage of women choosing these sources as one of their top three ways of comparing subscription services prices
39% use their smartphone to compare prices
56%
44%
41%
33%
32%
28%
26%
21%
12%
6%
RETAIL WEBSITES
NEWSPAPER/ MAGAZINE
AMAZON
VALUE SHOPPER SITES
IN-STORE DISPLAYS
TV/RADIO
SOCIAL MEDIA
MOBILE APPS
BILLBOARDS
58
HOW WOMEN SHOP
Subscription Services Reward preference for a two-year wireless plan purchase
63%
37%
$150 REBATE
$100 BILL CREDIT
59
HOW WOMEN SHOP
Subscription Services Reward preference for a one-year home subscription service (security, pesticide, lawn)
63%
37%
$110 REBATE
$80 BILL CREDIT
60
HOW WOMEN SHOP
Toys & Games Percentage of women choosing these sources as one of their top three ways of comparing toys and games prices
45% use their smartphone to compare prices
57%
53%
52%
35%
33%
24%
20%
11%
9%
6%
RETAIL WEBSITES
IN-STORE DISPLAYS
AMAZON
NEWSPAPER/ MAGAZINE
VALUE SHOPPER SITES
TV/RADIO
SOCIAL MEDIA
MOBILE APPS
BILLBOARDS
61
HOW WOMEN SHOP
Toys & Games Reward preference for a $40 toy purchase
64%
36%
$15 REBATE
$8 INSTANT DISCOUNT
62
HOW WOMEN SHOP
Connect
@bhengagement
/blackhawk-engagement-solutions
@rodmoose
/in/rodneymason
/blackhawk-engagement-solutions
/blackhawkengagement
/bhengagement
/rodmoose
/rodmoose
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HOW WOMEN SHOP
Rodney Mason GVP, Strategy & Marketing Rodney.Mason@bhengagement.com 972.538.7336
Blackhawk Engagement Solutions (BES) is a leading global provider of customized incentive and engagement solutions for employee rewards and recognition, consumer promotions and indirect sales channel management programs. BES is a strategic partner with many of the world’s leading brands and a thought leader that provides game-changing engagement solutions. Through innovative products, services and technology, Blackhawk Engagement Solutions inspires actions that impact results. BES, headquartered in Lewisville, Texas, is a division of Blackhawk Network.
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Š2016 Blackhawk Engagement Solutions, Inc. All rights reserved.
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