With shoppers savvier than ever it’s highly likely that if people can find the same product for cheaper elsewhere, they will choose to pay less.
Research from Rakuten’s Play.com shows that bargain hunters are driving the e-commerce boom as more than a third (34 per cent) of shoppers are actively finding sales online.
And two thirds (63 per cent) of respondents admitted to getting ‘a buzz’ off sales shopping as sales also fuelled full-priced shopping. 27 per cent of Brits will frequently buy full-price items alongside those that are discounted with only one in five just sticking to sale items.
“Our research suggests that the thrill really is in the chase for Britain’s ‘sale-seekers’. For retailers looking to create shopping entertainment this festive season a sale will certainly grab shoppers attention,” said Shingo Murakami, Managing Director of Rakuten’s Play.com. “As with window displays, sales entice shoppers in and then the retailer has the opportunity to wow them with the wider collection and provide exceptional service so they buy beyond the bargains.”
Female shoppers are most prone to a bargain with 44 per cent admitting they feel satisfied when they find a good price.
The survey, of 2,000 online shoppers, also found the colour red can have a strong stimulatory effect on consumers.
Leatrice Eisemanm, Executive Director of the Pantone Colour Institute commented: “It’s no coincidence that red is so often the favoured colour for a sale, as the highest arc in the colour rainbow red actually provokes a physiological response.”
“When we see the colour red, a chemical signal is sent from the pituitary to the adrenal gland and that injection of adrenalin gets our hearts pumping and our blood pressure rising.”
The research comes as ‘Cyber Monday’ on December 1 is expected to be one of the busiest days in shopping history with FedEx expecting to ship more than 22m shipments, its most ever.