Sales & Promotional Events - US - February 2020
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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.
"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, Reports Analyst
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