Increase time spent shopping for the home and comparing offers

We want it all and we want it cheaper. These are new times for the consumer and this is very noticeable in their behavior patterns when it comes to making purchases. We increase the time dedicated to shopping for the home and we compare the offers that the market offers us much more so as not to leave any euro loose along the way.

This is at least revealed by the report 'Understanding the New Post-Covid Shopper', prepared by The Retail Factory, which indicates that almost one in two Spaniards (45%) claims to look more now at offers than before the pandemic . In addition, 28% of Spaniards now buy cheaper products and one in four (25%) spends more time shopping for the home.

The pandemic has changed everything. Also the way in which we face purchases. The supply of distribution channels has multiplied. Businesses have boosted their digital visibility and the most reluctant users to join this 'new' way of buying and selling products have ended up giving in to the reality of life, which pushes us to consume more and also forces us to choose better.

16% of Spaniards say they seek to innovate in the purchasing process. "Right now the user is much more open than before to experiment, try and be surprised by new products and new channels, if they really find benefit from it," explains María José Lechuga, Associate Partner of The Retail Factory in Spain.

Influences and 'influencers'

Little by little the trend of consumption and influence on user decisions is changing. The wheel turns and the techniques of persuasion evolve at a much faster speed than can be circulated through the center of cities. Of course, although the digital media have an increasing influence (73%), the study confirms that the mass media continue to be the most influential when choosing a product or service (80%).

In this world of influences and 'influencers', market studies determine that the best way to influence people's behavior when buying is recommendations from family and friends, the word of mouth of a lifetime (41 %), followed by the brochures and catalogs offered to us on the street or by mailboxes (39%) and television, whose impact is much less than expected (33%).

Surprisingly, the impact of digital media is somewhat further away. Bad reviews in online reviews (24%) or comments on social networks (18%) do not do so much harm, nor do those highly curated videos of online products have such an influence (13%).

What to buy and why?

If we focus on the what and not the how, the king of the shopping basket is still fresh produce. Three out of four Spaniards say that the main reason for making purchases is to get hold of this type of food, far ahead of dairy (29%), frozen (20%), dry food (13%) and perfumery and hygiene ( 7%).

Fresh products are booming and purchases have skyrocketed even more despite the crisis. The awareness of the population regarding leading a healthy and healthy life has penetrated society, much more in the post-pandemic era, in which many cases have been due to the lack of defenses against the virus. Thus, 24% of those consulted say that they now buy more fresh than before and 2% buy more products from sustainable production. "And we do it practically equally in the physical store and online, something unthinkable a few years ago," concludes the spokeswoman for The Retail Factory.