The summer of 2021 will be one of opportunity for B2C marketers—a time to recoup some of 2020’s losses and make good on what was last year’s “lost summer.” With expanding vaccine rollouts and the slow, steady return to normalcy, consumers are chomping at the bit to spend their long-held dollars on an array of goods, services, and experiences. To help you and your brand make the most of the next several months, here are 5 B2C marketing statistics to know for summer.
1. 57% of shoppers will share information in exchange for personalized offers
Consumers expect personalized marketing experiences, especially after a year and a half of shopping mostly online. A recent study shows 57% of shoppers will share their information in exchange for personalized offers.
Personalization not only enhances the overall customer experience but also arms marketers with better data to make informed business decisions (e.g. predict consumer action). Consider using personalization tactics this summer on your website (in the above image, you can see an overlay with recommended products used as a personalization device on the Glam website) and in emails.
2. 50% of consumers expect to exercise BOPIS
Even though consumers are resuming in-person shopping, many will continue to buy online and pick up in-store. In fact, 50% of consumers expect that they will primarily visit brick-and-mortars this summer to pick up.
For retailers, ensure your customer service (both online and offline) is buttoned up and that consumers can easily find what they’re looking for. This means ensuring fast fulfillment (typically 1-3 hours) and offering consumers with multiple product alternatives and pick up options. For example, if an online item is not in stock for pick up at your local store, enable the option to have the item(s) shipped directly to the store. Moreover, offer several BOPIS experiences when the customer arrives to pick up their order. This can be via curbside pickup, retail lockers, or visiting a customer service desk.
(Bonus statistic: Businesses that adopt omnichannel strategies achieve 91% greater year-over-year customer retention rates compared to businesses that don’t.
3. 49% of online shoppers aged 18-34 will use pay-by-installment services
As a way to avoid credit card debt, younger generations are interested in “buy now, pay later” services for online purchases. In fact, more than 49% of online shoppers ages 18 to 34 will use pay-by-installment services for at least half of their major purchases this summer. All of this is to say as Millenials and Gen Zers increase their discretionary spending over the summer, it’s the brands ready to offer a variety of purchase plans that will be in the best position to win.
An additional tip? Consider teaming up with an after pay provider such as Klarna or Afterpay. Not only will this appeal to current customers, but it will also give you access to new customers through the provider’s own marketing networks.
4. 62% of millennials will keep spending on essentials
US consumer spending is expected to change this summer compared to previous years. 62% of millennials who have cut their spending as a result of the pandemic will keep spending mainly on essentials. Half of this group will spend at restaurants through takeout and delivery (1-2 times per week) rather than dining in. The remaining top spending categories will include groceries, alcohol, and beauty.
Keep these spending habits in mind when creating your summer marketing campaigns. Segment various groups based on their wants and needs and build messaging surrounding what they’re most likely to purchase during this transitional time.
5. 59% of consumers consider brand purpose when making a purchase
COVID-19 and the social injustices that took place during the summer of 2020 placed greater emphasis on brand purpose. A 2021 Social Trends Report from Hootsuite states that “the smartest brands will understand where they fit into customers’ lives [. . .], and they’ll find creative ways of fitting into the conversation.” The consumer expectation for brands to speak up and take a stance will continue well into (and beyond) the summer of 2021.
As of this blog’s publish date, 59% of consumers consider brand purpose when making a purchase (even with impulse buys). When developing brand purpose as a marketer, it’s important to be transparent and take a stand. . Highlight initiatives in areas such as sustainability (e.g. calling out ethically sourced materials), activism (e.g., raising money for criminal injustice), and philanthropy (e.g., donating proceeds of every purchase). This will keep your brand aligned with your audience’s values and build positive brand sentiment.