The Optimove 2024 Consumer Summer Shopping Report dives into the hottest summer shopping trends reshaping consumer habits, spotlighting the surge of Research Online, Purchase In-Store (ROPIS). Driven by Gen Z and Millennials, these trends highlight a crucial shift in how we shop. Retailers, take note—adapting to these evolving preferences isn’t just important; it’s essential.
Hot Takes from the Survey
- ROPIS Rocks the Retail World: ROPIS has become the go-to shopping method, especially for Gen Z and Millennials. They crave quality and love personalized, value-packed interactions with brands.
- Omnichannel is the New Normal: A whopping 83% of shoppers check prices online while browsing in-store. This trend screams for a seamless blend of online and physical retail experiences.
- Quality is King: Quality reigns supreme for today’s consumers, with 77% ranking it above price and brand reputation.
Actionable Insights for Marketers
Elevate Your Omnichannel Game
- Blend your online and offline shopping experiences seamlessly.
- Make sure your platforms are user-friendly and packed with the info shoppers need.
Fine-Tune Your Product Approach
- Soft Goods: Keep a strong presence both online and in-store.
- Hard Goods: Highlight the hands-on in-store experience for items like patio furniture and grills.
- Beauty, Health, and Cosmetics: Ensure tactile in-store experiences and support online sales for repeat buys.
- Travel: Focus on slick online marketing and booking platforms.
Go Digital with Payments
- Push for digital wallet adoption with a smooth, secure checkout process.
- Digital wallet usage jumped from 14% in 2023 to 22% in 2024.
Shout About Quality
- Consumers prioritize quality, so keep your product standards sky-high.
- Spotlight quality and durability in your marketing messages and leverage user-generated content to build trust.
Make it Personal
- Use data analytics to craft tailored marketing messages and offers.
- Personalized shopping experiences are what consumers crave.
Wrap-Up
Embrace these strategies to build deep, loyal connections with your customers and stay ahead of evolving shopping behaviors. By tuning into the preferences of Gen Z, Millennials, Gen X, and Baby Boomers, and by championing quality, value, and personalized experiences, you’ll be well-positioned to dominate the summer shopping season. Stay ahead of the curve by closely monitoring summer shopping trends, which are rapidly evolving and reshaping the retail landscape. Incorporate insights from the latest summer shopping trends to ensure your marketing strategies are both relevant and effective.
Access the report here.
