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Retail deals shoppers are currently looking for

Industry News 15 December 2022

The end-of-year shopping season is gaining momentum, with shoppers searching for products and services they want to spend their hard-earned money on.

This increased demand allows retailers the opportunity to best position themselves to meet consumer demand.

Guzzle, South Africa’s leading catalogue aggregation platform recently conducted a survey providing insights into shopper demand dynamics.

What kind of deals are shoppers usually looking for?

The Guzzle survey revealed the following findings:

5% of the respondents said they were searching for furniture, gardening, and décor products.
9% of the survey participants indicated that they were on the lookout for fashion and beauty product deals.
19% of the responses recorded pointed to gadgets and electronics as the product deals they were looking for.
Groceries and toiletries are a big part of any household shopping budget. It’s not surprising that an outstanding 67% said they were keen on groceries and toiletries deals.

Having gathered the insights above, it’s essential to consider what’s influencing such retail shopping demand trajectory and habits.

Rising prices

Prices of products and services remain a key factor when making purchasing decisions. This explains why an increasing number of retail shoppers now count on Guzzle to find great retail deals across the country.

Guzzle uploads about 800 to 900 catalogues every month featuring a variety of product specials from leading retailers. During pay weeks the month-end pay week, Guzzle features approximately 300 catalogues, while around 200 to 220 are uploaded outside pay week.

Income

Closely linked to prices is the factor of income. Higher income translates to higher purchasing power and vice versa. The higher the income one has, the more shoppers will spend on luxury and more expensive products, while those with lower incomes spend on cheaper basics like groceries and clothes.

Some interesting Guzzle audience demographics:

- 67% of its users work full time

- 90% earn an income up to R49 999

- 23% live in 4 people households

Increased awareness of personal wellness

The Covid-19 pandemic brought about elevated health and wellness campaigns which heightened many people’s interest and levels of awareness of health and wellness.

Health and wellness are therefore playing a role in influencing shopping habits and demand.

Social Factors

Human beings are often swayed by influence. Seeing people of similar cultural and social backgrounds or statuses buying certain products or being associated with such products easily shapes the buying behaviour of many people.

The onus is on retailers to ensure advertisements, promotions, customer reviews, social media feedback, etc., to a great extent, reflect the social impression they need to project to their consumer market.

Age

Age is a significant factor due to the differences in interests and perspectives between the young and old. Young people are often prone to purchasing short-term products to satisfy short-term appetites and pleasure.

On the other hand, older shoppers often buy products for the foreseeable future. Therefore, retailers must clearly identify their target market and what suits them. 80% of Guzzle’s audience demographic are 20 – 49-year-olds, with females dominating at 50.41%.

Lifestyle

A huge number of shoppers are associated with a particular lifestyle. Therefore, the type of lifestyle a person adopts primarily influences the purchasing decisions made. These lifestyles can vary from sports and fitness, religious and cultural, partying and outgoing, fashion and leisure, etc.

As shoppers search for their favourite products, retailers can count on Guzzle to reach a broad consumer market. It’s on Guzzle, where 6,622,646 users were glued from July 2021 to June 2022.

Guzzle Media