New Consumer Study Reveals Channel Shifts, Increased Shopping Trips

Frugality prompts shoppers to spend less on each shopping trip while making more overall shopping visits.

March 30, 2010

NEW YORK - A recent WSL Strategic Retail report, "How America Shops 2010 MegaTrends Study," reveals a shift in shopping patterns, with consumers making smaller per-trip purchases but making more overall trips to stores, in sharp contrast to 2009, which saw a decrease in shopping trips and bulk purchases.

"Shoppers are trying to live within their budgets, which means not stocking up because they cannot afford to pay for it," said Wendy Liebmann, CEO of WSL Strategic Retail. "Less stocking up means more trips to more stores to find the best sales and lowest prices."

"The new smart, thrifty shopper is making more stops to more stores," said Candace Corlett, president of WSL Strategic Retail, adding, "And if she isn't traveling, she is clicking. The Internet is redefining channel choices and significantly impacting every other retail channel."

Among the report??s key findings:

  • Mass merchandisers and supermarkets are the top two channels shopped in the past three months, solidifying their position as consumers shop for ingredients to prepare food at home instead of buying takeout.
  • Seventy-percent of Walmart??s core shoppers also shop the dollar channel at least every three months, while 25% are there every week.
  • Online shopping has become the "go-to" channel for finding the lowest prices and coupons.

"Supermarkets and mass merchandisers are challenged by deep discount grocery stores like Aldi, dollar stores, and online in the new retail world," Liebmann explained.

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