Capitalizing on Consumer Resolutions for Self-Reinvention

  • Retailers advised to tap into ‘back to school’ feeling for sales boost
  • One in four consumers plan to set fresh intentions in September
  • 48% of consumers expect to spend more in next three months compared to last
  • 30% want inspiration from brands for self-reinvention
  • Top consumer resolution: be more active, followed by healthy eating and organization
  • eBay search results for yoga mats and gym leggings increased 26% and 21% on Sept 1 last year
  • Trend common among 16-24 age group but also seen in over 55s
  • Harmony Murphy: retailers should avoid one size fits all approach, use freshest data for marketing campaigns

Retailers are advised to leverage the ‘back to school’ sentiment to boost sales amidst a recession, as research by eBay Advertising reveals one in four consumers plan to set fresh intentions in September. Almost half expect to spend more in the next three months compared to the last three, with 30% seeking brand inspiration for self-reinvention. The top consumer resolution is being more active, followed by healthy eating and organization. Last year, eBay search results for yoga mats and gym leggings increased 26% and 21% overnight on September 1st. Retailers should avoid a one size fits all approach and use the freshest data for targeted marketing campaigns.

Factuality Level: 8
Factuality Justification: The article provides relevant information about consumer behavior during the back-to-school season and how retailers can benefit from it. It cites a survey conducted by eBay Advertising as its source of information and includes quotes from Harmony Murphy, head of eBay’s UK advertising. The article is not overly dramatic or sensationalist, and while it does include some generalizations about consumer intentions, it doesn’t present them as universally true.
Noise Level: 4
Noise Justification: The article provides some useful insights into consumer behavior during the back-to-school season and how retailers can leverage it for sales, but it could benefit from more in-depth analysis or data to support its claims.
Financial Relevance: Yes
Financial Markets Impacted: Retailers
Financial Rating Justification: The article discusses the impact of the recession on consumer behavior and its potential effect on retail sales, particularly during the back-to-school season. It mentions that one in four consumers plan to spend more money and change their habits, which could influence the financial performance of retailers.
Presence Of Extreme Event: No
Nature Of Extreme Event: No
Impact Rating Of The Extreme Event: Minor
Extreme Rating Justification: No extreme event mentioned in the article

Reported publicly: www.retailsector.co.uk