Tug, a digital performance marketing agency, has launched new research identifying UK consumer shopping preferences during the Golden Quarter. The study found that the majority (67 per cent) of Brits pay attention to the sustainability and environmental efforts of retail brands, with over a third (37 per cent) searching for more sustainable retail brands online – yet only 17 per cent say it impacts where they choose to shop.
However, when it comes to the Golden Quarter, sustainability will impact purchasing decisions. In fact, the majority (78 per cent) of consumers said that whether or not brands clearly communicate their sustainability efforts will have ‘somewhat’ of an impact over where they will shop on the Black Friday and Cyber Monday weekend, followed by almost two thirds (63 per cent) over the Christmas period.
To discover what retail brands are doing in regards to sustainable practices, over a third (37 per cent) of consumers are using online search via a search engine. This is especially true for those aged 67+ (Boomers), with two in five (42 per cent) in this age range using search to source this information. Meanwhile, more than a quarter of Gen Z’s are using TikTok (28 per cent) to identify sustainable brands, while over a quarter (26 per cent) of Millennials are using Instagram. Additionally, two in five (21 per cent) consumers are still relying on recommendations from friends or family to identify sustainable brands.
The report also looked at when and how much consumers will spend during the Golden Quarter, as well as how they will purchase and attitudes towards retailers’ use of their data. Almost half (47 per cent) of Brits aren’t planning to spend during the Black Friday weekend. Additionally, over the Christmas period, only 14 per cent of Brits are planning to spend more than in 2020, spending an average of £447 over the Christmas period.
Almost half (47 per cent) plan to do the majority of their shopping online during the Black Friday and Cyber Monday weekend, followed by two in five (41 per cent) during the festive period. To find the best deals online, 45per cent of Brits will use online search via a search engine.
During this important retail period, the majority (90 per cent) of UK consumers are open to buying directly from brand websites, which will be driven by cheaper prices (54 per cent), speed of delivery (36 per cent) and free returns (35 per cent). In addition, almost half (49 per cent) of Brits are likely to make an expensive purchase online without viewing the item in person.
Older generations would be more likely to purchase directly from a brand for cheaper prices, including 61 per cent of Gen X and 60 per cent of Boomers, compared to just 40 per cent of Gen Z. Meanwhile, almost two in five (19 per cent) Millennials would be likely to shop directly from a brand’s website due to sustainable practices.
Finally, almost half (46 per cent) of consumers confirmed that they pay attention to how brands use their personal data, with 17 per cent confirming that they would only buy from brands that clearly communicate how they use this information. This is especially true for more than half (52 per cent) of those aged between 41-56, Gen X, who pay close attention to how their personal data is used, compared to just 45 per cent of millennials.
Faye Daffarn, managing director, UK, Tug: “Currently, “climate anxiety” is the top concern for UK customers. Our research shows that this is now being reflected in shopping preferences during the Golden Quarter, with the sustainability efforts of brands set to impact where 78 per cent of UK consumers will shop. This means it is crucial that retailers are effectively delivering their environmental messaging during this key commercial period. An integrated, multi-channel approach that reaches consumers across multiple touchpoints – not only when they are in-market to purchase, but also when they are in browsing mode, will enable retailers to maximise sales during this key commercial period.
By optimising search strategies through a smart combination of SEO and PPC, retailers can drive visibility of sustainable practices with Boomers. To help present new ideas to generations like Millennials and Gen Z, as well as established brand followers, retailers should create sophisticated paid social strategies that layer in the different formats and engagement tactics offered by platforms such as TikTok and Instagram.”
Esha Ahmed, Founder of ethical fashion and homeware brand, Omi Na-Na: “In a world dominated by fast fashion and fast buying, it is definitely promising to see that a large proportion of people are now giving thought to brands’ eco and sustainability credentials and that almost 40 per cent are actively searching for more sustainable brands online. This shows that we are beginning to see a shift in consumer preferences to more responsible production which is, of course, a welcomed change. With the Golden Quarter just around the corner, I hope that we see this change in trend result in greater support for smaller brands and businesses that have been working so hard to champion a different way of bringing fashion to the market. This is our next step and challenge!”
Share