These consumers are responsible for more than just themselves. In fact, 100% report that they typically shop for multiple people, such as family members, during a shopping trip.
31% enjoy recommendations in email for products based on past purchases.
Over half (56%) note that they like when a brand or retailer sends them an email offer on their birthday.
Cannot go any longer without the product
Retailers can leverage an offer or discount as a tipping point to finalize a transaction with a Household Enthusiast.
Most often to compare or find offers on the go (57%).
Over half of Household Enthusiasts say a personalized shopping experience would make them more likely to be loyal to a brand or retailer.
Millennial Household Enthusiasts
On average, Household Enthusiasts make purchases …
60% are female.
This often results in more than 8 in 10 multitasking when shopping online or in physical retail locations.
Listening to music, a podcast,
or an eBook 42%
(Home Furnishings and Garden): 4%
A good offer
on a product
(Experiences/Dining Out/Travel): 19%
47% - Looking for an offer or discount on the phone
42% - Talking to someone
Top 5 In-store Distractions:
The offer or discount was time-sensitive
Watching my kids 41%
Influencers Carry Weight with
Younger Household Enthusiasts
In reviewing the data, one thing is clear: There is a new, cross-generational target that carries the bulk of buying power within a household: the Household Enthusiast.
They are spouses and/or parents who have the final purchasing power within their homes.
Household Enthusiasts are Multitasking Shoppers
Top 3 marketing channels where Household Enthusiasts like to hear from brands and retailers:
More millennial Household Enthusiasts (42%) than Gen X Household Enthusiasts (15%) like to hear from brands and retailers through an influencer’s endorsement. Millennials prefer digital video ads (29%) more than Gen X (18%).
About the Survey
A RetailMeNot, Inc. Household Enthusiast Study was conducted by Kelton Global between March 29, 2018, and April 5, 2018, among 531 Household Enthusiasts. This study utilized demographic data, such as age, gender, marital status, parental status, household income and household size, as well as psychographic data around shopping habits to define shopper segments within the retail marketplace.
Two-thirds (67%) are willing to give more personal information to a brand than they already do in exchange for a more personalized experience.
Partnering with RetailMeNot yields direct access to the Household Enthusiast via our app and website. Household Enthusiasts place a premium on finding the best offer on their purchases; RetailMeNot provides partners the ability to actively reach this valuable segment and achieve traffic, in-store footfall and sales goals for your brand.
Given our extensive history playing a key role in the overall shopping experience of Household Enthusiasts, RetailMeNot can be the catalyst in driving customer acquisition and retention among this segment. Considering the growing spend power and influence this group has over the entire retail market, how do you plan to grow your reach among the Household Enthusiast?
For more information, visit us at www.retailmenot.com/corp.
They enjoy personalized email reminders from brands and retailers, including personalization such as emails containing offers or discounts (56%) or products they previously viewed on a brand’s website (31%).
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41% - Watching kids
Household Enthusiasts from the South (9%) devote more of their monthly budget to Health and Beauty than those from the Midwest (6%)
For a consumer segment that spans across generations, with substantial influence over a significant
amount of purchases, it’s critical for retailers to understand everything about these consumers.
More so than free shipping (58%),
positive reviews (35%) or a dire need (33%).
42% - Listening to music, a podcast or an eBook
Positive peer reviews online
Generate 15% more* income than the average U.S. consumer.
How they like to be reached by brands
50% - Comparing prices to other online retailers
(Sporting Goods, Books, Music, Movies): 7%
Around 9 in 10 actively compare prices of similar products from the same brand (91%) or the same product across different brands and retailers (89%) until they’re sure they have found the best deal.
(Clothing/Accessories/Jewelry/Health and Beauty): 20%
2018 RetailMeNot survey
What drives them
The Shopper Retailers Cannot Afford to Ignore
Brands and Retailers Leveraging Data
Will Improve The Shopping Experience
Over 7 in 10 Household Enthusiasts (71%) believe brands and retailers that use their previous shopping history create better shopping experiences.
Talking to someone (in-person
or on the phone) 42%
Household Enthusiasts from the West (37%) and Midwest (36%) allocate more of their total monthly budgets to groceries than those from the Northeast (31%).
Either by comparing prices to another physical retail location (35%) or to online retailers or an online marketplace (30%).
Receiving an offer or discount is the largest factor in decision making.
Household Enthusiasts frequently comparison shop to find the best value.
Top 5 Online Distractions:
43% - Comparing prices at other physical stores
Offers and Discounts Drive Purchase and Brand Perceptions
37% - Comparing prices to online marketplaces or stores
Household Enthusiasts are almost always shopping for their kids, spouses and themselves all within the same shopping experience; they constantly hold the key to a multitude of transactions across an entire home.
46% actively comparison shop while they’re already in a brick-and-mortar store.
57% - Shopping with someone else
Household Enthusiasts Respond
Positively to Curated Emails
What does the Household Enthusiast spend on each month?
They are confident purchasers who actively seek deals to ensure they’ve made the smartest purchase decisions.
The Household Enthusiast spans across both millennial and Gen X consumers.
Where they spend their income
What drives them to purchase
Insights into the shopping experience
How they like to be reached by marketers
Constantly shopping for many people across retail categories has sharpened Household Enthusiasts into savvy consumers.
79% - Watching TV
or an online marketplace
42% - Talking to someone
Household Enthusiasts Actively Shop Numerous Categories
Insights around their typical shopping experience
Keep It Running
Over 9 in 10 say getting the best deal greatly influences how positively they feel about a brand.
Top 5 Deciding Factors in Purchasing Products:
Entertainment & Activities
84% are apt to shop on mobile devices.
On average, the Household Enthusiast spends 51% more than In the Moment Millenials** and 18% more than the total deal-seeker population in a six month period.
Household Enthusiasts wield an incredible amount of influence, not only in their homes, but in the overall retail market. A separate 2018 RetailMeNot survey showed that 74% of consumers say offers and discounts are a top factor when deciding where and what to buy – even more so than great customer service or a brand’s reputation. This holds especially true for the Household Enthusiast.
Where they spend their income
Industry leaders are increasingly hyper-focused on marketing to younger segments like millennials and Generation Z, but with back-to-school shopping season just around the corner, could they be overlooking a key shopper segment? Household Enthusiasts carry the bulk of buying power within a household, span across both Millennial and Gen X consumers, and shop for multiple people across a variety of categories when they shop. Read below for more demographic data and behavioral indicators that drive consumer interaction and purchase intent among Household Enthusiasts.
Read on to find out how brands and retailers can master the Household Enthusiast:
Household Enthusiasts Crave a Personalized Shopping Experience
the Household Enthusiast.
Hover over map to see additional data
Household Enthusiast are busy individuals; they’re often responsible
for a mountain of tasks to keep their households running.
66% say they are more likely to buy from brands and retailers that use their preferences to provide a more personalized shopping experience
Digital advertisements (ads on websites and social media)
Household Enthusiasts Can Still be Reached
Through Traditional Marketing Channels
Household Enthusiasts from the Northeast (11%) allocate more of their monthly budgets to clothing shoes, or accessories than those from the West (8%).
*General income data was pulled on May 15, 2018, from www.census.gov.
** “In the Moment Millennial” refers to a broad millennial segmentation (ages 18-34) who are focused on impulse purchase decisions, driven by wants and desires over needs. Source: Kelton/RetailMeNot Audience Segmentation, March 2018.
76% percent of Household Enthusiasts say an offer or discount will be the deciding factor in a product they are on the fence about.
Comparing prices to other online retailers or an online marketplace 50%