Fifty-four per cent of consumers are spending less, 49 per cent are eating out less, and 51 per cent are purchasing fewer non-essentials, while 44 per cent are shopping with less expensive brands, according to a survey conducted in May 2023 by Centiment.

Moreover, 54 per cent are spending less on apparel, footwear, and accessories, and they are inspired to purchase from retailers who create an emotional connection while providing price relief. When asked about motivation to try a new brand, 63 per cent indicated ‘an exclusive discount for my community’ as the preferred option, beating general discounts and other incentives.

The survey revealed that 89 per cent of students, 81 per cent of healthcare workers, and 73 per cent of teachers would be motivated by special discounts for their communities. Over 60 per cent of all surveyed feel more connected to brands that provide exclusive offers, leading to tremendous brand loyalty.

More than 70 per cent, including 79 per cent of teachers, 76 per cent of healthcare workers, and 75 per cent of students, would likely join a loyalty programme for an exclusive offer. Seven in 10 consumers in identity-based communities are more loyal to brands providing exclusive offers, and more than nine in 10 would share such an offer with others eligible for it.

Fibre2Fashion News Desk (NB)