SheSpeaks Study Reveals Purchase Drivers for Motivating Female Shoppers this Holiday Season

By drodriguez Nov 11, 2008

SheSpeaks Study Reveals Purchase Drivers for Motivating Female Shoppers this Holiday Season

Women consumers are key marketing targets this holiday season, as they help spread deals and coupons at a time when consumers are looking to spend less. SheSpeaks, the leading social network for women’s insights and word-of-mouth marketing, found in a recent study of its members that women will rely on their personal networks to find and share the best holiday shopping deals on the Web.

SheSpeaks members are representative of influential and engaged consumers nationwide, and they want to be able to pass along the ’wealth’of being in the know, said Aliza Freud, CEO of SheSpeaks. Brands and retailers really stand to benefit from making women feel like they have access to a unique offer. This year it is especially important for marketers to engage women using direct marketing that gives them a personal
incentive to shop.

A national poll of 2,000 SheSpeaks members revealed that a majority of women intend to limit their budgets, take advantage of coupons and conduct more online research in order to save money this holiday season. Women will look to recommendations and online research to make smart purchase decisions.

Personal recommendations will be the largest influencer on women’s holiday spending. According to the study, nearly 75 percent of women have purchased a product following the recommendation of a family member or acquaintance. Though blogs and shopping sites are also important sources of information, women indicated they are more likely to purchase products a friend or family member has e-mailed them about.

Increasing the circulation of coupons and flyers will play an important role in women’s choice of holiday shopping destinations. In addition to driving traffic to stores and Web sites, the SheSpeaks study found coupons and promo codes will help bolster impulse purchases at stores. More than 75 percent of those polled said they are likely to make additional purchases beyond the items they are intentionally shopping for.

The study revealed that women enjoy sharing deals with others. Two-thirds of poll respondents indicated that they forward online coupons, with nearly 80 percent reporting they have shared a coupon with a friend during the last three months.

Additional results from the SheSpeaks study, conducted in October 2008, can be viewed at http://www.shespeaks.com/CStudy

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Comments

by sunrise60 | Georgetown, OH

Aug 19, 2009

Me and by husband has lost our jobs so the holiday spending or for that matter any kind of extra spending has stopped.We now know how hard it is to find work because of so many people out there looking and since the work force more companies know so many are out of work the pay is down too and jobs are crab so fast now its hard to find one fast enough.There are good buys already out there but with no income from this family no coupons,no low prices will help us out!

by GrapeKoolaid | PLATTE CITY, MO

Jul 29, 2009

My DH and I are very fortunate that we are not affected by the current economy - but know many who are. We have always exchanged gifts with extended family members (sister and her family, grandma and grandpa) - but this year, the adults are opting out. Christmas is for the kids - and we don't really need anything. Getting together and having a good meal and fellowship is all that matters. We'll buy for the kids.

by kctigger26 | Versailles, MO

Feb 15, 2009

MommaGeorge hit the nail on the head with Targets $1 bin, that is where most of my sons stocking stuffers came from. Mymain thing that I started this year was the day after Christmas (and a few weeks after) I got all the wrapping paper, boxes, bags, bows, cards and other things for next year at 50 - 70% off. This will save me alot of money next year.

by MommaGeorge | Beaverton, OR

Jan 16, 2009

Ok...now is the time to start stocking up for next holiday season. I have ALWAYS had most of my christmas holiday shopping done by October. I raised 6 kids and they never had a bad christmas and money was very tight! Now with grandkids I find toys, clothes, socks, books almost anything you would want at huge discouts of 50 to 75% off. Starting now you can find tons of sales browsing the stores for sales and walking the isles. If you keep a mental note of those you regularly shop for and watch for items they would like and just keep a stock pile. I also purchase lots of basic stuff, candles, blankets, towels, special scented bath and beauty products ( I have 5 girls..so they love this sutt), these can all be found on sale now and through the summer months. Also Stocking stuffers can get quite pricy..when going to Macy's and beauty store, I always ask for any samples they have for perfume and lotions etc. Also Target and those $1 bins when you walk in.

by LetMeTellYou | Medina, OH

Dec 24, 2008

I'm looking at the possibility of being laid off in 2009 due to company merger. I was hoping for a light Christmas shopping season. Everyone is breaking our promise not to exchange gifts so I feel compelled to purchase gifts. I just hope that 2009 brings happy job hunting grounds.

by maddygirl | GILBERT, AZ

Dec 07, 2008

My husband and I are not buying each other gifts this Christmas either since I am not working and it will be tight with just his salary alone. At least he does still have his job since we have neighbors that both were laid off this month.

by leesak | SEQUIM, WA

Nov 26, 2008

I too have been clipping coupons (and looking for deals on top of the coupons) this year. I'll also be online checking out the Cyber Monday deals after Thanksgiving...

by Love2fly | Portland, OR

Nov 23, 2008

I am in the Aerospace Industry, and Commercial Aircraft are not be purchased, people are not traveling as they have in the past, due to high fuel prices, and passing that price hike to the Passenger. So I will be very conservative this year, children first, and then the older family members and all the ones in the mid age... no gifts for you, nor me.

by fawn80 | Woodland, IL

Nov 20, 2008

I have just started this year regularly cutting out coupons and looking for deals. When I do even grocery shopping I compare the flyers in the paper to see who has the best deals, and I'm always equipped with a list and a calculator. For Christmas we'll be using Ebay and Amazon a lot. I'm also doing a lot of homemade gifts again this year.

by Moggy08 | Raleigh, NC

Nov 20, 2008

I'm always a frugal shopper and a coupon user so I really don't have to make any adjustments in that area. I also comparison shop online and check out websites that list codes for merchant discounts like "retail me not" where I've found lots of coupon codes that I ended up using and saving with.

by kyhomebody | garfield, KY

Nov 19, 2008

i have never sent alot on any gift but have always put alot of time and thought into each gift i've purchased or made for someone.i don't like to give generic gifts like candles or chocolates or that dreadful fruitcake. i like the gifts i give to be personal and say i really thought about you .candles are nice if the person youare giving them to really enjoy candles,candles are awful to give to people with alergies to scents or have copd ect. and giving food gifts one should consider is the person they are giving a food gift to diabetic,have allergies to nuts.i have found gifts under 20.00 that were so loved friends have kept them for years and i also have found homemade christmas ornaments to be among the most loved gifts i've given and each year they are hung on the tree with warm thoughts and memories. its not the price,the brand or the size that makes a gift its the personal thought that went into the gift.

by ann818marie | MOUNT LAUREL, NJ

Nov 18, 2008

It's not about money and gifts. I think at times like these it's easy to get upset and stressed but why not remember what Christmas is all about. Yeah you want to have gifts for everyone but why not do a Pollyanna or only buy for the kids. Homemade gifts and fresh baked cookies in a decorative container make great gifts. There is no need to go into debt and stress during the holidays!!

by MaurChclt | Cattaraugus, NY

Nov 16, 2008

This year my husband and I are not exchanging gifts, first time in 38 years. But really, we don't NEED anything and I'd rather spend the money on my kids.

by itsagirl | Sellersville, PA

Nov 13, 2008

Amazon.com is great for comparing prices and watching the sales circulars is what I'll be doing too. This year we are on a stricter budget than previous years and I have been shopping clearance and sales. I'm still holding out for the 'great sales' on Black Friday. I will be one of those that shop on Black Friday since I need to hit all the sales. Cash is the way to go if you can. I've always been successful in shopping on Ebay too. Just have to watch the shipping prices and decide if it's worth buying on Ebay or just going to the stores.

by meowmix | peach bottom, PA

Nov 13, 2008

I make a list on my computer, and shop Amazon.com and they compare the prices for you, you often get free shipping and no taxes. I have not Christmas shopped in a store for 3 years, and have saved at least half of the amount I would have spent. There is also ebay that you can get stuff cheap or at least find something you cannot find in the store.