The key consumer trends and insights influencing shopping in 2017 – based on consumer research and analysis from behavioural insights practice Canvas8.

1. GETTING AROUND
w
1
BEHAVIOURS
IMPACTING
SHOPPING

2. SHOPPING 2
A highlight of four emerging behaviours that
are impacting the way we shop.

3. SHOPPING
1. SHOP
DIRECT
2. WISHFUL
THINKING
3. PATRIOTIC
PURCHASING
4. QUEUE
CONCERNS

4. SHOPPING 4
1. SHOP DIRECT
People are bypassing the middleman
More people are opting to shop online. Why wouldn’t they? Buying
online is convenient and cheap. And thanks to a decrease in brand loyalty
combined with increasing expectations, direct-to-consumer brands are
reaping the rewards with superior service and speedy shipping.
OF GEN YERS WOULD LIKE
TO BUY EVERYTHING ONLINE
37%
DDB Worldwide, 2013

5. SHOPPING 5
1. SHOP DIRECT
In practice
With three-quarters of the market boasting ‘softness’ and price a key
difference, it’s tough to build loyalty as a loo roll brand. Yet Aussie start-up
Who Gives A Crap has tripled in size each year since 2012 by following
three rules – make it good, make it fun and make it irresistibly easy.
Who Gives A Crap
OF GEN YERS WOULD LIKE
TO BUY EVERYTHING ONLINE
37%
DDB Worldwide, 2013

6. SHOPPING 6
2. WISHFUL THINKING
People are fantasy shopping
While window shopping on the high street might be the done thing,
walking into a store, filling up a basket, and leaving empty-handed isn’t.
But 69% of shopping trips online do end that way – with an abandoned
basket – with shoppers using wishlists to curate an imagined future.
BRITS VISIT PROPERTY SITES
EVEN THOUGH THEY HAVE NO
INTENTION OF BUYING
63%
Direct Line Home Insurance, 2016

7. SHOPPING 7
2. WISHFUL THINKING
In practice
Pinterest’s success arguably comes down to the fact its users love to
curate numerous imagined, aspirational lifestyles. And in 2016, it
announced a number of new features that make shopping even easier,
allowing users to buy multiple products from different merchants at once.
Pinterest
BRITS VISIT PROPERTY SITES
EVEN THOUGH THEY HAVE NO
INTENTION OF BUYING
63%
Direct Line Home Insurance, 2016

8. SHOPPING 8
3. PATRIOTIC PURCHASING
People will spend to support their country
While the world is increasingly globalised, buying local still matters
to many; a third of Brits spend more for British-made and 98% of
Americans will buy US-made where possible. Home-grown products
often associated with safety, transparency and support for their country.
OF AMERICANS SAY THEY
BUY ‘MADE IN AMERICA’ TO
SUPPORT THE ECONOMY
62%
Canvas8, 2016

9. SHOPPING 9
3. PATRIOTIC PURCHASING
In practice
French mobile provider Sosh waved a flag for patriotism with an
amusing TV ad that emphasised the mispronunciation reflex most
French would have between the ‘s’ and ‘sh’ sounds, appealing to the
84% of French people who fear their language is being jeopardised.
Sosh
OF AMERICANS SAY THEY
BUY ‘MADE IN AMERICA’ TO
SUPPORT THE ECONOMY
62%
Canvas8, 2016

10. SHOPPING 10
4. QUEUE CONCERNS
People don’t want to wait in line
Three in four people dislike waiting in line, and a long
queue could lead a shopper to abandon their purchase.
But a new wave of apps are helping to outsource waiting for
customers, ensuring waiting in line never has to be a necessity.
OF PEOPLE HAVE
ABANDONED A PURCHASE
DUE TO THE QUEUE
41%
Box Technologies , 2016

11. SHOPPING 11
4. QUEUE CONCERNS
In practice
Density is an app that measures the real-time population
of participating bars, cafés and gyms to broadcast busyness
in real time. Not only does it help people avoid crowded spaces,
it sends them discounts when traffic is low to lure them in.
Density
OF PEOPLE HAVE
ABANDONED A PURCHASE
DUE TO THE QUEUE
41%
Box Technologies , 2016

12. SHOPPING 12
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