Gen Z gift from small firms & brands that support #BLM

According to a new survey carried out by SCORE, one in four consumers say they will purchase the majority of their gifts from small or local businesses.

Additionally, younger consumers, specifically Generation Z (ages 18-24), say the Black Lives Matter (BLM) movement will have an impact on their holiday shopping. The survey revealed that 21% of Gen Z consumers, and 8% of all other consumers, plan to shop from more Black-owned businesses. Additionally, 12% of Gen Z consumers – and 5% of all other consumers – plan to shop with brands that publicly support BLM.

Generation X consumers also said they will make an effort to purchase their gifts from small or local businesses. According to the survey, 29% of Gen X will purchase a majority of their gifts from small or local businesses, compared to 27% of Millennials and 25% of all consumers. In short, good news for small businesses.

BUYING CHOICES REFLECT PERSONAL VALUES

Consumers are also more focused on personal health and affordability, revealed the SCORE study. Approximately 32% of consumers said they will make choices that protect their health, and that of their family before anything else. Another 25% of consumers said they will try to live within their means, and their budget. 

Interestingly, 16% of consumers said they will be more aware of what they do, and the impact it has on the world. Additionally, 15% of consumers believed “that we should all work together for the greater good”.

Commenting on the survey results, Bridget Weston, CEO of SCORE, stated: “This research shows that shoppers are increasingly moving online and using their dollars to support brands that reflect their personal values, and impact their local community. In preparation for the new year, small businesses should pay close attention to these consumer trends.”

CHANGING SHOPPER BEHAVIOURS

The survey also revealed that most consumers (73%) are trying new shopping behaviours. In fact, the pandemic has permanently changed shopping habits for 53% of consumers.

Other key trends include:

• 34% of consumers have used a new shopping method and 77% intend to continue. 
• 33% of consumers have tried a different brand and 79% intend to continue. 
• 29% of consumers have used a different retailer/store/website and 75% intend to continue. 
• 26% of consumers have used a private label/store brand and 83% intend to continue. 
• 22% have tried a new digital shopping method and 81% intend to continue.