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How?
Who?
Which?
When?
What?
Payday?
Research undertaken by the Money Advice Service found that people seem to behave differently to standard economic theory (which says that people spend regardless of income arrivals). In fact a psychological response creates a feeling of being flush with cash, so we spend our wages despite the income being fully expected each month.
More recent research from Nationwide shows that we are continuing to splash the cash when those much awaited pay cheques arrive. Around a fifth of us saying that half of our spending money, excluding bills and essential items, is gone within the first two days of being paid.
What do we splurge on?
How much do we splurge?
of us are more likely to splash out on unusual purchases within a week of being paid*
55%
22%
of UK workers spend more than half their spending money within 2 days of payday*
What happens around payday?
Source: *Nationwide Building Society survey of 4000 UK workers, 2019
Most payday shoppers have a product type
in mind as payday approaches
Most of us receive our monthly salaries at the end of the month
Most of our paydays occur monthly
84%
70%
80%
Clear Channel conducted a survey of 1,000 UK adults to understand when we get paid and what our spending habits are.
When do the UK population get paid?
Source: Nov 2017 Panelbase 1,000 - UK adults receiving income
Other
Tech / Gadgets
Accessories
Beauty
Entertainment
(Cinema / Games)
Clothing
Going Out
Food / Snacks
6%
7%
7%
8%
12%
17%
21%
22%
Food, going out and clothing are the favourite things for payday shoppers to splurge on after receiving their pay cheques.
Which products do we spend on?
Source: TolunaStart Aug 2021 750 – UK adults receiving income
Friends
Kids
Family
Partner
5%
36%
19%
46%
62%
Myself
Most payday shoppers like to treat themselves but will also splash out on their partners and kids.
Who do we like to treat?
Source: TolunaStart Aug 2021 750 – UK adults receiving income
+16%
+17%
+18%
Sales effect
Ad recall
Brain activity (neuroscience)
Research shows Digital OOH ads are more impactful when displayed at contextually relevant moments.*
Source: *The moments of Truth, Neuro-Insight 2020. Brain activity: contextually relevant DOOH vs not contextually relevant DOOH.
Ad recall: contextually relevant DOOH vs non contextually relevant DOOH. Sales effect: dynamic DOOH vs no ads.
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1
SAT
FRI
THU
WED
TUE
MON
SUN
Clear Channel’s Digital OOH estate offers advertisers the flexibility to activate campaigns on specific days. Advertisers can ensure their brand is top-of-mind as payday approaches and then prompt shoppers after they have been paid.
Activate Digital OOH messages when people are more likely to shop and spend more.
How can advertisers benefit?
Research shows, Digital OOH ads are more impactful when displayed at relevant times.*
Source: *Adshel Australia, The Context Effect, 2016; Contextually relevant vs standard DOOH ads
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Payday matters more than ever
The global pandemic has heightened our desire to treat ourselves and our families around payday. 18-34s, in particular, feel like they missed out on treating themselves during the pandemic and over a third of us are lucky enough to feel that we have more cash to spend due to savings made during the pandemic.
of UK workers think that, as a result of the pandemic, it’s more important than ever to treat ourselves around payday
of people feel happier around payday
of 18-34s feel like they missed out on treating themselves around payday during the pandemic
of UK workers feel they have more cash to spend on payday as a result of savings made during
the pandemic
66%
64%
55%
38%
Source: TolunaStart Aug 2021 750 – UK adults receiving income
Pets
7%
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splurge
Payday
Contact your sales representative to find out more about planning your “Payday splurge” campaign.
Food & drink at home
Going out
Entertainment Out of Home
Beauty
Tech & gadgets
Other
Clothing & accessories
Home & garden
Entertainment at home
Holidays
The flexibility of Clear Channel’s Digital Out of Home creates an opportunity to target payday shoppers at the right moment.
splurge
Payday
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18%
18%
Sprucing up our home or garden with some new items or DIY projects seems like a sensible way to spend our wages
This could be anything else from sports equipment to treats for our pets!
Payday seems like a good excuse to invest in some new wireless headphones or that mobile upgrade that we’ve been waiting for
Payday is the perfect opportunity to pamper ourselves a little after all our hard work
A trip to the cinema or fun day out with our family/friends feels like a good reward for all our hard work
Eating out at restaurant or going to the pub with our friends is one of our favourite treats
As a nation, we love to treat ourselves to a larger than usual food shop, a cheeky takeaway or our favourite tipple.
Many of us wait for our wages to arrive before we splash out on that holiday we’ve been planning
Many of us like to buy a book or a new game either for ourselves or our children when our pay cheque arrives
We often wait until payday to treat ourselves to some new clothes or a pair of trainers we’ve had our eye on
8%
8%
8%
15%
2%
7%
6%
18%
10%
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When do the UK population get paid?
Clear Channel conducted a survey of 1,000 UK adults to understand when we get paid and what our spending habits are.
of our paydays occur monthly
77%
of 18-34s say that, as a result of the pandemic, they are even more conscious of when payday is approaching
71%
of us get paid in the last week and half of the month
79%
of 18-34s have a product type in mind to buy as payday approaches
93%
Source: TolunaStart Aug 2021 750 – UK adults receiving income
Click on a category to find out more
clearchannel.co.uk
Why be relevant?
