Asked their motivation for deal shopping, 36% of “general market women” said that they’re on a strict budgets and that deals help them live within their means and stretch their dollars, according to a survey released by Ginger. Fewer respondents cite their motivation as excitement over savings (23%), wanting to get nicer brands for less (16%), or the ubiquity of deals (habit – 14%), suggesting that if their financial situations improve, they may be less deal-driven in their shopping behavior.
A comparison survey of “alpha females” – who are “consumer influencers” from 10 US markets and are used by the researchers as leading indicators of future female activity – reveals significant differences in their attitudes, though. These women are primarily motivated by the ubiquity of deals (24%) and a desire for nicer brands at better prices (24%), although few again are motivated by the thrill of savings (11%).
Mainstream market respondents’ focus on budgetary constraints reflects the financial bind they find themselves in. When asked to describe their personal economic state, a leading 46% identified with the statement “We’re managing but it’s not fun having to be so careful.” (Only 22% of alpha females concurred.)
Faced with those realities, 40% of mainstream market women said their top personal economic agenda this year is paying down or off debt, with only 22% saying they’re budgeting for 1 or 2 splurges.
Other Findings:
- Given an extra hour in the day, alphas would devote it to fitness (21%), time with a significant other (15%) and reading a good book (15%).
- The celebrity perks that alphas envy most are premium travel (56%), personal chef and nutritionist (33%) and a dream home (29%), while they’re less interested in unlimited spa services and perfect hair, makeup and nails.
- A leading 28% of mainstream market women believe that having it all is “an impossible ideal.”
- 30% of general market respondents believe that “there’s too much technology, period.” 19% consider their phone an extension of themselves, compared to 30% of alphas.
- While alphas prefer texting to a phone conversation, the opposite is true for general market women.
About the Data: The alpha data is based on a survey of a proprietary panel of 400 women from New York, Chicago, San Francisco, Minneapolis, Charlotte, Los Angeles, Boston, Seattle, Atlanta, and Denver. The online survey was conducted March 25-April 2, 2013. The additional sample of nationally representative general-market female consumers was conducted among 400 respondents.
