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 txgirl06 | McAllen, TX

Nov 12, 2008

I agree, starting early christmas shopping helps avoid the pitfalls and stresses of holiday shopping. Always go with a list in hand of gifts you want to buy and you can avoid the last minute impulsive purchases. Don't take more cash than you need either and forget the credit cards at home. You can still buy nice things for everyone on your list without breaking your budget. I already have a pile of clothing and toys in my closest for my nieces and nephews and gifts for my immediate family as well. And remember, anything gift you can give is always appreciated.

by meowmix | peach bottom, PA

Nov 12, 2008

I try to start early and be done before all the stress and last minute things make impulsive decisions. Only problem is It is SO HARD not to wait until Christmas to givethe grandbabies something and have to go get something else anyway! This year, i stuck to my guns, paid cash. There is always lay away too.

by grandma2 | HORTONVILLE, WI

Nov 11, 2008

While my husband and I ourselves are not affected by the poor economy I know personally a number of friends and one family member who are. I feel Christmas is for kids and then it is about family and friends. Most adults can do without lots of presents. It is when we can't give our children or grandkids gifts at Christmas that makes it hard. Also the grocery budget can be larger at the holidays and we all want to have special meals and goodies for the holidays too. We just need to remember what is most important at this time of the year..............health and family.

by patrossi2004 | Charlestown, RI

Nov 11, 2008

At first I really thought we'd be able to skate right thru this winter... now though my husband has been laid off for two weeks and we are looking at MORE time off. Christmas for us has been bought and done for about a month now (except for a couple little things). I always try to do that so that I don't feel the HUGE pressure around holiday time. But we are still looking at bills and such !! It is a long winter coming up from what I can see. here in our state the unemployment rate is 1out of 10 people without a job. Well I truly hope for the best for everyone !