The FINANCIAL — One of US shoppers' most popular money-saving tactics is also the most basic: using an old-fashioned shopping list. Much to the consternation of retailers, consumers are setting limits and sticking to them.
Among the 63% of Americans who had changed their buying habits because of the economy, according to a June 2010 Private Label Manufacturers Association survey, 88% cited keeping a shopping list and avoiding impulse purchases as one of their behavioral changes, only second place after cutting back on dining expenses (91%).
However, making shopping lists is the leading change that consumers will stick with—even after the economy bounces back.
And indeed, nearly a quarter of shopping list users (24%) deviated from their planned purchases because they were swayed by "something on the shelf." Beyond discounting, the reasons for going off-list are emotional in nature. Little luxuries and promises of fun are also powerful motivators.
The NPD Group, in a November 2009 survey, also finds a self-disciplined shopper: 94% of US households are making grocery lists before hitting the aisles, with 72% never or rarely deviating from this plan.
“For food and beverage manufacturers and retailers, it’s all about getting on the list,” said Ann Hanson, executive director of product development at NPD and author of the "Before the Store" report, in a statement.
The Integer Group and M/A/R/C Research discover a more flexible consumer. A February 2010 survey showed that less than half (43%) of shoppers always used a list. Couples were the biggest users (52%), while millennials were the least likely to use them (32%).
Brands only make it onto shoppers’ lists about a third of the time, with consumers most concerned about which types of products they need. This indicates that final purchase decisions are being made in-store.
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