NEW YORK, Nov. 16, 2021 /PRNewswire/ -- The COVID-19
pandemic has created space for women to reprioritize their energy
and resources, including re-evaluating what matters most when it
comes to retail, according to a new exclusive national study from
Meredith Corporation and The Harris Poll.
"Women are using their time during the pandemic to re-evaluate
all aspects of their lives, from everyday routines to deeper
evolution around their life goals and health," said Britta Cleveland, Meredith's Senior Vice
President for Research Solutions. "This means change ahead for
retail, as women look to turn their new priorities into
action."
Among the many other notable findings, the Meredith-Harris Poll
study reveals three key shopping trends accelerated by the
pandemic:
#1: Creating demand now starts with digital
#2: In-store retail needs a glow-up as digital shopping grows
#3: Women are intentionally directing spending to brands that
support their values and community
As the largest media company focused on adult women in the U.S.,
Meredith is committed to improving women's lives through daily
information and inspiration. The company's trusted multi-platform
brands, which include PEOPLE, Better Homes & Gardens,
Allrecipes, Southern Living, and REAL SIMPLE, focus on
entertainment news, house and home, food, style, health, fitness,
travel and luxury, and parenting.
The study, Shopping Confessions, is the third annual
collaboration between Meredith and The Harris Poll.
Previous collaborations between the two produced "Gen Z Women,"
a 2020 study revealing this demographic's unique perspectives on
life, career, relationships, racial injustice, and social media,
and "Burnout Flashpoint," a 2019 study delving into the stress
epidemic affecting the American woman.
Looking more closely at this year's study:
Digital is the future to cultivating desire
Modern window shopping and checkout is being fueled by digital
wish lists, social media, influencers, and editors/experts.
Digital discovery continues to be optimized as retailers work to
bring the serendipity of new finds online. Nearly 6 in 10 Gen Z
women (59%) find out about new products from social media
advertising. More than half (52%) say email outreach has driven
purchases, but a slightly higher percentage (56%) admit they are
"drowning in junk email from stores / brands that I have purchased
from."
When it comes to influence, priorities are shifting from size
and status toward authenticity and expertise. Survey data show that
micro influencers (fewer than 100,000 followers) have the greatest
trust when it comes to product recommendations. Similarly, editors
and subject matter experts are more trusted than celebrities.
Women are resetting their in-store retail
expectations
Her in-person shopping expectations are rising as she's
increasingly comfortable shopping across digital platforms.
Women are excited to get back to in-store shopping, citing the
tactile experience and instant gratification as the most
anticipated elements. Women 40 and under are particularly seeking
the social experience that comes with shopping in-store. Yet women
imagine this experience looking different than it did pre-pandemic,
with heightened expectations and new needs. Nearly half (47%) of
women 40 and under admit, "everything looks outdated to me now as
we exit the pandemic, so I'm looking forward to seeking new
experiences."
Women 40 and under are more likely to be wooed by upgrades such
as in-store food and beverage offerings and comfortable lounge
spaces, while women over 40 are more concerned with COVID safety
precautions.
Women are more intentional about buying brands that align
with their values
Research suggests that one lasting impact to post-COVID retail
expectations is heightened intentionality around purchase choices,
including brands that have a positive impact on society.
Survey data shows that women are voting with their wallets to
prioritize employee treatment, "give back" programs, and small
business support. The pandemic has driven this small business-first
mentality as 70% of women attest, "I witnessed a lot of local
businesses struggle or go out of business, so I'm trying to shop
locally more often."
Sustainability is also an increasing driver for brand
preference, as 59% of women across generations agreed that
"shopping online is often wasteful with its packaging," and 56% of
women agreed with the statement, "I'm staying away from fast
fashion because it's unsustainable."
For additional information
To learn more about the study, please RSVP to join Meredith and
The Harris Poll for the Shopping Confessions summit from
3:30 to 4:30 pm Eastern Standard Time
on November 16. To schedule a
presentation, get customized insights that relate to your brand, or
gain more details on any groups represented in the data, please see
the appropriate contacts listed at the end of this release.
Survey Methodology: This survey was conducted online within the
U.S. by The Harris Poll on behalf of Meredith from
July 30 to August 11, 2021, among
2,623 women. The study also comprised qualitative
diaries and interviews with 21 women who varied in race,
age, and sexual orientation. Survey audience included Black
(n=326), Latina (n=381), AAPI (n=213),
1st/2nd Generation American (n=1,218), and
LGBTQIA (n=386) women. The generational breakdown was as follows:
Gen Z (n=771), Millennials (n=810), Gen X (n=517), and Boomers
(n=525). Women 40 and under refers to Gen Z and Millennials
combined (n=1,581), and women above 40 refers to Gen X and Boomers
combined (n=1,042).
ABOUT MEREDITH CORPORATION
Meredith Corporation (NYSE: MDP) is a multi-platform media
and marketing company that provides information and inspiration to
women's lives daily through our trusted brands, including PEOPLE,
Better Homes & Gardens, Allrecipes, Southern Living, and REAL
SIMPLE. We create content and experiences focused on entertainment
news, house and home, food, style, health, fitness, travel and
luxury, and parenting – priority topics for our largely female
audience.
With our long history of demonstrated integrity, editorial
excellence, and deep consumer insights, we have earned
relationships with 190 million Americans across media platforms,
including digital, magazines, performance marketing, and brand
licensing. Our rich proprietary data and sophisticated technology
platform provide unparalleled insights and best-in-class
advertising and performance marketing solutions.
Meredith's Local Media Group portfolio includes 17 television
stations concentrated in large, fast-growing markets, with seven
stations in the nation's Top 25 markets, including Atlanta, Phoenix, St.
Louis, and Portland.
ABOUT THE HARRIS POLL
The Harris Poll is one of the longest-running surveys in the
U.S., tracking public opinion, motivations, and social sentiment
since 1963. It is now part of Harris Insights & Analytics, a
global consulting and market research firm that strives to reveal
the authentic values of modern society to inspire leaders to create
a better tomorrow. harrispoll.com
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SOURCE Meredith Corporation