Women's Mind-Set Defines Shopping Habits
According to a new online survey of over 3,000 women, ages 18-49, by AMP
Agency, how a woman approaches shopping does not change as she grows older,
shifts from life stage to life stage, moves from region to region, has children,
or moves income brackets. A woman's approach to shopping is very much part of
who she is: "it is part of her DNA."
The report states that there are distinct approaches to shopping, and
identified and segmented women across four distinct mind-sets or "Shopping
Genes" :
- The Content Responsibles (Practical, Loyal, Efficient)
- The Natural Hybrids (Confident, Balanced, Classic)
- The Social Catalysts (Social, Smart, Trendy)
- The Cultural Artists (Creative, Impulsive, Adventurous)
With a 418 Billion dollar annual sales opportunity, figuring out how women
shop can help marketers determine how to connect with them in distinct and
effective ways, opines the report.
The groups were based on the respondents' self-reported views of themselves
and their place in the world according to respondents' answers to a series of
"influencer" type questions. This is how an estimated 67,560,586 women in the
United States between the ages 18-49 slice up in population and overall
discretionary and nondiscretionary spending.
- Social Catalysts: 24 Million / Spending $153 Billion
- Natural Hybrids: 23 Million / Spending $133 Billion
- Content Responsibles: 13.5 Million / Spending $70 Billion
- Cultural Artists: 7.5 Million / Spending $62 Billion
- Total: 67,560,586 Million / Spending $ 417,747,533,559
Billion
And, on an individual annual spending basis, says the report:
- Cultural Artist will spend an average of $7,672 annually
- Natural Hybrid $5,383 Annually
- Social Catalyst $6,035 Annually
- Content Responsible $4,778 Annually
While the trendsetting Cultural Artists rank at the bottom
for overall spend, they are spending more on an individual basis. And when it
comes to key influencer categories including Fashion, Beauty, Health and
Wellness, and Food categories, the Cultural Artists spending reigns.
This 11% of consumers falls at the highest end of the influence spectrum as
the super influencers. Almost half stated they frequently go shopping just to
see what's new in the stores. They are always shopping and almost all of them
(97%) are willing to try new and different things and generally, want to be the
first to try new things on the market , with a significant 85% reporting so.
Surprisingly, they do rely strongly on information from friends, particularly
across fashion, technology and health and beauty.
The Natural Hybrid (34%), is a cross between a social and
trend-following butterfly and a grounded domestic diva. They look for classic
products, things that aren't too trendy and are long lasting. Though 80% like to
try new products, only half say they are likely to be the first of their friends
to try new things, while the other half would rather their friends try first and
report.
The Social Catalyst (35%) group falls near the top of the
influencer spectrum and can be one of the strongest brand advocates. They are
the planners, organizers, take pride in their friendship status and tend
consider themselves the experts amongst their group. Almost 80% of this group
think a night on the town is money well spent, but they are likely to seek out
bargains to keep up with the latest trends. Only a third, however, is willing to
spend money on products that may appear to be a fad.
The Content Responsible (20%) group is neither a trendsetter
nor trend spreader, and not much of a spender, but they can be lifelong and
increasingly loyal customers. 80% agreed that social status was not an important
part of their life. These Practical, Responsible, Loyal consumers crave a hassle
free shopping experience. Shopping to them is not seen as fun past time, but
rather an errand or chore.
Hmmm...Cultural Artist or Social Catalyst???? Which one are you?
. Of course the sale prices are still more than most folks are willing to pay full retail for ($37 for a cardigan, reg. $48) but just wait another month or so and it will come down more. 
A great find for my 20-something friends: Hype Belted Tunic which is on sale for $57 (reg. $196 and worth every penny). All you need are the black leggings and pirate boots. Ahoy me harties! 