LONDON — Even though the official start to summer isn’t until the third week of June, consumers like to get a head start on their seasonal shopping, planning their summer-related purchases as early as January.
The new 2024 Consumer Summer Shopping Report results indicate retailers should be putting out their patio furniture displays long before the snow melts. Nearly one-fourth of respondents (22%) said they start shopping for summer needs at the beginning of the year, with another 14% doing so in March, 27% beginning in April and 23% waiting until May.
By June, just 9% of consumers are undertaking their summer-related buying.
No matter the category, consumers are researching online to purchase in store, with 84% of hard goods buyers saying they want to see the product in person. Looking at patio furniture and grills, slightly more than half (56%) are willing to shop in store and online. The numbers fall substantially for in-store only (28%) and online only (16%).
Those who shop in person are still checking prices online, however, underlining the importance of the omnichannel experience. Nearly half (47%) said they checked their mobile device “very often” while at the store, with another 36% saying they checked “often.” Only 2% said they never do so.
Online shoppers also have a good idea of where they will be shopping. The survey found 72% “always” or “usually” predetermine where they will shop before venturing online.
Quality and price are the major influencers behind summer purchases, followed by brand reputation. Other factors such as style, reviews and rating, sustainability and convenience are far less important to consumers. In addition, a sale price — even ahead of when a shopper was planning to buy — can be a major motivator. The survey found 70% said they “often” or “sometimes” were motivated to buy early because an item went on sale.
Payment methods have changed slightly over the past year, with credit cards losing share to debit cards and digital wallets, according to Optimove’s findings. In its 2023 report, 52% of respondents were going to pay for summer purchases by credit card vs. 42% in this year’s survey. Debit card use is up two percentage points to 33%, while digital wallets, which encompass payments via PayPal and Venmo, are up to 22% from 14% in 2023.
The report from Optimove Insights, the research arm of customer-led marketing platform Optimove, polled 307 U.S. respondents 18 and older with household incomes of $75,000 or more.