SOURCE: BIGresearch

August 11, 2005 08:00 ET

Frequent Leisure Time Shoppers Spend More per Trip and Focus on Wants Over Needs

It's All About the In-Store Experience for This Shopper

COLUMBUS, OH -- (MARKET WIRE) -- August 11, 2005 -- Frequent leisure time shoppers are a retailers dream come true according to just-released findings of the BIGresearch and MARS Advertising semi-annual Shopper Mindset survey. This survey of over 5,500 consumers was conducted in June and is a collaborative consumer shopping insight service from MARS and BIGresearch. "Frequent leisure time shoppers, those who take a leisure shopping trip 1x per month or more, spend considerably more per leisure trip than adults 18+," said Anne Howe, SVP, Market Intelligence & Insights at MARS. "They are more relaxed and have either researched their planned purchases online or rely on in-store personnel or point-of-sale material as information sources before purchasing," Howe added.

What's in their shopping bags? Not surprising, apparel is the most mentioned category at 40.2%, health and beauty aids are next at 26.6%, and entertainment and leisure items/electronics 22.5%.

The frequent leisure time shopper is focused on wants not needs and this is evidenced by the average amount spent per trip, $113.33. These shoppers may well be the most profitable and informed shoppers a retailer could have.

Quick Facts - Frequent Leisure Time Shoppers (take leisure shopping trips 1x or more per month).

Female                                            54.0%
Average Age                                         31
Want to relax and get away from the house         61.3%
Bought apparel on last leisure shopping trip      40.2%
Made Purchases at Discount Stores                 32.0%
Have cell phones                                  86.0%
Have text messaging on their cell phone           56.0%
Wander up and down aisles when leisure shopping   38.0%
"Providing an informative and engaging in-store environment could result in incremental sales from this shopper segment," noted Howe. "This shopper is way more likely to respond to a myriad of in-store influencers, and not as likely to say that traditional media messages are influencing their purchase behavior. This is good news for marketers who have been using effective in-store messaging as part of promotion programs. And it reinforces the message to retailers that consumers are looking at more than price while in the aisles."

To get a free report of the findings click on the link below: http://www.bigresearch.com/mars.htm

About the Shopper Mindset Survey:

The survey covers nine key types of shopping trips, and includes multiple channels of trade including home improvement and leisure. BIGresearch and MARS will work with clients to run custom analysis and reports from the data, to provide more actionable solutions to specific category opportunities at retail, and to understand the findings against key business growth objectives.

About BIGresearch

BIGresearch is a market intelligence firm providing analysis of consumer behavior in the areas of retail, politics and media. The syndicated Consumer Intentions and Actions Survey (CIA) monitors the pulse of more than 7,000 consumers each month to identify opportunities in a fragmented and changing marketplace.

BIGresearch's methodology provides the most accurate consumer information in the industry with a margin of error or +/- 1 percent. Complimentary findings are available at www.bigresearch.com.

About MARS Advertising

MARS Advertising is the leading national retail consumer marketing agency that specializes in providing insight, strategic planning, promotional planning and execution for marketers of consumer goods and services, and retailers. MARS uses BIGresearch's CIA and SIMM survey data as part of a suite of insight resources designed to bring smart solutions forward to its clients with a focus on improved results at the point of sale. www.marsusa.com.

Contact Information

  • Contact:

    Phil Rist
    BIGresearch
    (614) 846-0146
    Corporate Hill, Suite 205
    100 Old Wilson Bridge Road
    Worthington, Ohio 43085

    Anne Howe
    MARS Advertising
    23777 Southfield Rd.
    Southfield, MI 48075