Discovering What Impacts Shoppers' Decisions in Seasonal Buying
Many consumers think of spring as a time to refine daily habits, oftentimes seeking new and different products to achieve their goals. Whether shoppers are tackling spring cleaning projects, choosing new wellness options or gearing up for seasonal celebrations, the process is starting at the shelf, according to research from 84.51°.
The latest Consumer Digest from retail data science company Kroger Precision Marketing, powered by 84.51°, reports that while shoppers’ spring to-do lists vary, most households have or are planning to add items to their carts this season.
While nine out of 10 shoppers plan to purchase cleaning products, they rarely cite that as the reason for visiting a store. The report suggests that spring cleaning serves as an annual launch window for innovation and new-household trials, giving brands the opportunity to reach shoppers across multiple seasonal needs.
Reasons Consumers Add to Their Baskets
The majority of consumers (84%) want a clean home, while 65% of those shopping for new products have seen clutter building up in their homes. Warmer weather and the change of seasons (62%), wanting a refresh after the cold and flu season (30%) and hosting guests or events (21%) round out shoppers’ motivations for buying cleaning products this season.
Since these purchases aren’t typically happening during dedicated cleaning trips, the report concludes that seasonal cleaning gives both brands and retailers opportunities to add to shoppers’ baskets both online and once consumers are in the aisles.
The Influence of Value and Recommendations
The biggest influences on spring-cleaning product purchases are split between digital coupons (or other promotions) and recommendations from friends or family. Consumers are also influenced by video content and, finally, by products after they see them featured in a store display.
Nearly all respondents (93%) would consider buying spring cleaning products at the grocery store, yet fewer than 20% make a trip specifically for cleaning supplies. Similarly, 93% will buy cleaning products at a mass retailer, 71% in club stores, and 60% in drug or specialty stores. Since cleaning products sit between impulse and planned purchases, brands must secure visibility at the point of purchase — on both physical and digital shelves.
A Focus on Health Habits
The report also found that wellness habits come back into focus at this time of year as shoppers look to recharge their physical, mental and emotional health. A full 70% of shoppers plan to incorporate more produce into their diets by buying more whole fruits and vegetables, and 45% plan to do meal prep with fresh ingredients. This creates an ideal window for brands to offer new recipe ideas using seasonal ingredients since nearly half (43%) are open to suggestions.
In the spring, fresh produce spend and units per household rise to 1.5 times during the average week. Products that pair with whole foods should show up as basket-building healthy recipe companions.
Lifestyle Changes and Convenience
Consumers also reported plans to make lifestyle changes, such as increasing daily movement (72%), meeting hydration goals (64%) and spending more time outdoors (64%). To support these spring wellness goals, two out of three health-focused households plan to purchase vitamins and healthy snacks this spring.
As shoppers become more active, convenience becomes a key driver of “better-for-you” choices. Brands can meet that need with portable on-the-go formats that make healthy snacks ready for commutes, workouts and outdoor activities, the report noted.
Easter and Seasonal Celebrations Are Key
The season’s biggest holiday continues to drive strong engagement for food and celebration items. Kid-centered traditions remain a focus, with 72% of households planning activities like dyeing eggs, egg hunts or filling Easter baskets. Chocolate remains shoppers’ first choice for the occasion, followed by nearly half of consumers planning to buy jellybeans.
