US Sales and Promotional Events Market Report 2020
£ 3,695 (Excl.Tax)
Report Summary
Everything you need to make the right decisions
Providing the most comprehensive and up-to-date information and analysis of the Sales & Promotional Events – US market, and the behaviours, preferences and habits of the consumer.
Mintel has the answers you’re looking for
What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?
Key points included
- To find value, consumers have to define value
- Big events highlight retail bigger trends
- Consumers see convenience in omnichannel retailing
Covered in this report
For brands and retailers, sales and promotional events are an effective way to capture consumers’ attention while shoppers benefit by saving money. However, as the traditional retailing experience evolves (eg enhanced online functionality, emerging promotional events), consumers are reevaluating what factors are most important to them and bring the most value. Brands and retailers will need to adjust their services and offerings accordingly, demonstrating they understand what consumers want and why.
Expert analysis from a specialist in the field
Written by Madelyn Franz, a leading analyst in the Leisure sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
Most consumers shop during sales and promotional events throughout the year, driven by the need to find value in their purchases. The definition of value is subjective and can stem from saving money, saving time and energy, or even receiving a superior product or experiences. These nuances ultimately shape how consumers adjust their shopping behaviors during sales, the specific events they choose to participate in, and the types of promotions they prefer 
Madelyn Franz
Leisure Analyst
Table of Contents
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Overview
- What you need to know
- Definition
- What you need to know
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Executive Summary
- To find value, consumers have to define value
- Figure 1: Mintel trend driver – Value, 2019
- Big events highlight retail bigger trends
- Daily deals dominate
- Figure 2: Types of sales events shopped, December 2019
- Consumers see convenience in omnichannel retailing
- Figure 3: Shopping channels, December 2019
- All promotions are not created equally
- Figure 4: Types of promotions, December 2019
- What consumers want and why
- Retailers, show you know them
- To find value, consumers have to define value
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The Market – What You Need to Know
- Value is in the eyes of the shopper
- Money talks
- Major sales events set the tone for retail’s performance
- Value is in the eyes of the shopper
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Market Overview
- The value of sales and promotional events
- It’s all about the Benjamins
- Figure 5: Shopping habits – Simmons Research, Spring 2019
- Confessions of a (bargain) shopaholic
- Figure 6: Attitudes toward shopping during sales, December 2019
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- Figure 7: Attitudes toward shopping during sales – Simmons Research, Spring 2019
- Cashing in on coupons
- Figure 8: Coupon usage, 2019
- Events shaping retail
- The king of the retailer-created sale events
- Figure 9: Amazon Prime Day announcement, July 2019
- It’s the most wonderful time of the year (for parents, anyway)
- Figure 10: Target Deal Days and back-to-school email, July 2019
- When do the winter holidays actually start?
- Figure 11: Walmart’s Early Deal Drop email, October 2019
- Market factors
- The politics of shopping
- Figure 12: Major macroeconomic indicators, by quarter, 2015-19
- Young consumers spend big to save big
- Figure 13: Median household income, in inflation-adjusted dollars, 2007-17
- The value of sales and promotional events
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Key Drivers – What You Need to Know
- Drivers shaping consumer behaviors
- Effective promotions and events must align with consumers’ priorities
- Drivers shaping consumer behaviors
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Key Drivers
- Value
- Delivering value through convenience
- Figure 14: Introducing Blueprint by David’s Bridal, August 2019
- Technology
- Driving membership through online entertainment
- Figure 15: Twitch Prime Crown Cup, July 2019
- Experiences
- Nature tracking paves the way for adventure seekers
- Figure 16: Alaska Airlines – Land a Lighter Fare, January 2020
- Surroundings
- Connecting with consumers through passion to preserve
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- Figure 17: REI Opt to Act, October 2019
- Wellbeing
- Walking toward savings
- Figure 18: Walgreens rewards healthy consumers, March 2019
- Identity
- You’ve got a friend in makeup
- Figure 19: In-app shopping options, Ulta Beauty
- Rights
- Empowering consumers to make a difference
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- Figure 20: TOMS donates based on consumers’ choices
- Value
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The Consumer – What You Need to Know
- Regular savings appeal to thrifty shoppers
- Introduce virtual to reality
- Frugal fashionistas dominate the clearance racks
- Other promotions are nearly as effective as sales
- Regular savings appeal to thrifty shoppers
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Types of Sales Events Shopped
- Constant shopping needs constant sales
- Figure 21: Types of sales events shopped, December 2019
- Age impacts how consumers approach sales
- Figure 22: Types of sales events shopped, by age, December 2019
- Parents shop savvy
- Figure 23: Types of sales events shopped, by parental status, December 2019
- Make buying easy with omnichannel strategies
- Figure 24: Shopping channels, December 2019
- Constant shopping needs constant sales
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Products Purchased
- Big events mean big savings
- Stay trendy during the winter holidays
- Shop smart over the summer
- Figure 25: Products purchased during major sales events, December 2019
- CPG shines during smaller events
- Figure 26: Products purchased during minor sales events, December 2019
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- Figure 27: Target deals during Halloween, 2018
- Big events mean big savings
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Types of Promotions
- Immediate cost savings provides instant gratification
- Don’t tell shoppers when to spend
- Figure 28: Types of promotions, December 2019
- Lower-income shoppers want to stretch their budget
- Figure 29: Types of promotions, by household income, December 2019
- Immediate cost savings provides instant gratification
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Information Channels
- Traditional media generates awareness
- Figure 30: Information channels, December 2019
- TURF Methodology
- Figure 31: TURF analysis – information channels, December 2019
- Frequent shoppers learn about promotions from targeted ads
- Figure 32: Information channels, by gender, December 2019
- Parents find sales through their network
- Figure 33: Information channels, by parental status, December 2019
- Multicultural consumers let the retailers come to them
- Figure 34: Information channels, race and Hispanic Origin, December 2019
- Traditional media generates awareness
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Reasons for Shopping Sales
- Taking pride in a sale well shopped
- Figure 35: Reasons for shopping sales, December 2019
- Women are cost-driven shoppers
- Figure 36: Reasons for shopping sales, December 2019
- Parents are too busy to be budget-focused
- Figure 37: Reasons for shopping sales, by parental status, December 2019
- Taking pride in a sale well shopped
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Attitudes toward Sales and Promotional Events
- Sales change people . . .
- . . . and industries
- Figure 38: Behaviors during sales and promotional events, December 2019
- Specialized sales tactics see success
- Sales are fantastic, but frenzied
- Figure 39: Behaviors during sales and promotional events, December 2019
- Sales change people . . .
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Appendix – Data Sources and Abbreviations
- Data sources
- Market data
- Fan chart forecast
- Consumer survey data
- Consumer qualitative research
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
- Data sources
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Appendix – Market Overview
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- Figure 40: Attitudes toward shopping, Net: any agree
- Figure 41: Where coupons are redeemed
- Figure 42: Why coupons are redeemed
- Figure 43: Attitudes toward the internet, Net: any agree
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- Figure 44: Shopping behaviors, Net: any agree
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