Third of shoppers actively seek out sales when shopping online
A third (34 per cent) of shoppers actively seek out sales when shopping online, while 56 per cent admit to being seduced by eye-catching promotions, research from Rakuten’s Play.com has found.
The research into 2,000 online shoppers found that almost two-thirds (63 per cent) of respondents stated that sales give them a ‘buzz’, while only one in five (19 per cent) of shoppers ‘put on the blinkers’ and sticking solely items included in the sale.
Shingo Murakami, managing director of Rakuten’s Play.com, said: “Our research suggests that the thrill really is in the chase for Britain’s ‘sale-seekers’. For retailers looking to create shopping entertainment this festive season a sale will certainly grab shoppers attention, but what’s most interesting is that while shoppers set out looking for a good deal, it often leads to them to make full price purchases too.
“As with window displays, sales entice shoppers in and then the retailer has the opportunity to wow them with the wider collection and provide exceptional service so they buy beyond the bargains.”
Nationwide, London is home to Britain’s biggest bargain hunters, with 44 per cent of shoppers in the capital admitting to being ‘sale-seekers’.