Study: Nine-in-10 consumers have used digital promotions to save
Digital offers are key for shoppers who are cautious about their spending.
That’s according to a new survey from Minty, the first cash back and rewards app integrated on ChatGPT, which found that nine-in-10 respondents reported using digital promotions, with the most appealing benefits being cash back, rewards, online shipping offers, exclusive or early access, and personalized offers.
Nearly two-thirds (65%) of those surveyed cite planning purchases in advance as being instrumental in their ability to save. A large majority (85%) use online or email promotions, savings apps or browser extensions to save, while 82% would consider using pop-up offers from a browser extension.
“People are becoming smarter in how they’re shopping for everyday purchases and that’s making room in their budgets for fun or discretionary spending,” said Rodney Mason, chief marketing officer at Minty. “Shoppers have figured out how to spend in this economy and are signaling where and how retailers need to meet them to stay relevant and drive sales. Showing up in the right e-commerce channels is now essential to capturing high-intent, deal-savvy shoppers.”
Among respondents, 60% described their shopping style as focused on the “best value” as opposed to “brand loyal” or “convenience based.” While men reported similar savings patterns, Minty found that women reported higher regular use of promotions and a stronger influence of online shopping in their purchase decisions.
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Minty’s survey noted that consumers said essentials are easier to afford than last year, according to more than two-thirds of respondents. However, non-essentials are comparably more challenging to afford.
“The traditional marketing playbook needs a rewrite,” added Mason. “Consumers have clearly shifted to a digital-first approach to saving and shopping. Brands have to follow suit by introducing themselves to proactive commerce, where they join the conversation with the majority of shoppers who have entrenched digital deal-finding through sophisticated AI shopping skills.”
