Elite buyers will get less ads than you
The average Americans’ days are inundated with advertisements from retailers and local store owners who are already banking on sales from Black Friday and holiday shopping to make their yearly sales goals. However, there are a special few, the elite, who are having quite a different experience this year.
According to statistics provided by Shullman Research Center, everyday Americans who were planning to do holiday shopping saw ads almost everywhere they looked throughout August 2015. This is quite a difference from what is considered the “luxury shopper.”
Shop for luxury-only items, see less ads?
The elite American who is planning to purchase only luxury goods this holiday season had much different memories about advertisements they saw in August.
Fully 51 percent remembered seeing TV ads, 41 percent saw any online promotions, 34 percent recalled magazine ads, and 27 percent had come across anything in a newspaper.
Average Americans who plan ahead for their holiday shopping had a completely different story of what they saw throughout the month of August. 63 percent remembered ads on TV, 43 percent online, 39 percent in magazines and 35 percent in newspapers.
Perhaps it is a matter of paying attention
The most noticeable differences between statistics for luxury and average shoppers for 2015 are obviously in TV and printed newspaper; TV ads have a 12 percentage point difference, while newspaper has an 8 point difference. However, the changes to really take note of are between August 2015 and August 2014.
In 2015 the average holiday shopper paid attention to more advertising in every category, while in 2014 luxury shoppers actually saw more advertising in several categories. For luxury shoppers, 49 percent had seen magazine advertisements, 21 percent remembered newspaper ads, 51 percent were influenced by external recommendations, 53 percent saw digital ads, 26 percent saw TV commercials, and 6 percent recalled radio ads.
This compares to average shoppers where 45 percent remembered magazine ads, 17 percent newspaper ads, 48 percent were influenced by recommendations, 63 percent saw digital or online advertisements, 35 percent saw TV commercials, and 10 percent heard ads on the radio.
Consider that ads have changed considerably
A point to be cognizant of is the drastic change in television ads seen by everyone over this one year span – in 2014 35 percent of average shoppers and 26 percent of luxury shoppers, compared to 2015 when 63 percent of common shoppers and 51 percent of luxury shoppers remembered seeing television ads.
Perhaps this says something about the amount of television our country is watching as a whole, and how quickly those hours are increasing. Or maybe this year’s ads are more memorable. Or maybe the ads are just being run more frequently than they were in 2014. It could be a combination of any number of things.
Takeaway: luxury shoppers rely far less on ads
The main takeaway from this research seems to be that luxury shoppers rely far less on advertising than common Americans. In particular, they don’t use television or magazines for gifting ideas in the same way the average shopper does.
While luxury shoppers choose to spend their time reading or watching different mediums than the average American, they also choose to spend their money on different items than ordinary shoppers.
With such striking differences shown by Shullman Research Center’s statistics from one year to the next, it’s hard to say what a survey from 2016 will bring.