Survey Highlights Promotions’ Impact On Consumers’ In-Person Shopping

The pandemic has reshaped many consumers’ habits regarding their interactions with retailers and their shopping behaviors. A survey by EZ Texting, a provider of SMS marketing software to businesses, has identified several ways that customer shopping and brand trust have evolved over the past year. In 2019, promotional products sales into the retail market represented four percent of total sales or $968 million.

EX Texting’s Shopping Survey asked U.S. consumers about what would bring them into a retail store during the pandemic. It found that most say that they go in person if the item is not available online (50 percent) or if the shipping is too expensive (44 percent). They’ll also go directly to the store if the shipping takes too long (39 percent). It also questioned them on how receiving a coupon or promotion via text would influence their in-person retailer visits. Their survey reports that almost half (49 percent) would do so for a big percentage off, 40 percent would do so for an in-store only offer, 35 percent for new product availability and 34 percent for a buy-one, get-one deal.

The survey also found that more than half of Americans (53 percent) say that a text with a coupon code is more effective than a targeted digital advertisement when making a purchase decision. For advertising texts, a number of Americans (28 percent) say that they’ll only click a link in a text if they trust the source. However, 27 percent will click a link every time. Also, many receive texts from retailers weekly (35 percent), while some (28 percent) receive them daily. EX Texting says its finding show that more than half of Americans (57 percent) are more likely to purchase from brands that regularly send texts compared to a brand that doesn't, and more than 80 percent of Americans say that they can easily opt-out of receiving more messages from brands.

The company’s research also found that when in their own homes, Americans will shop from just about anywhere. It found that 38 percent say they will shop in bed, before they go to sleep, and 24 percent after waking up; 20 percent in the bathroom, 21 percent while watching a move with their kids, 13 percent when on a Zoom conference call and 12 percent while homeschooling children.

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