Retail Marketing: Acquire Consumers Shopping for Value as the Holidays Approach.

As the holiday shopping season approaches, visits to retailers focused on value saw the largest increase during Q3, and consumer confidence is on the rise. Consumers are looking to make the most out of their spending dollars—a retail marketing opportunity to acquire shoppers by focusing on deals and value.

Value Retailers Led the Way in Q3.

Visits to discount & dollar stores, wholesale clubs, value chains for apparel, home furnishings, grocery, and home improvement increased in Q3, according to data from Placer.ai.1

Overall, retail visits increased year-over-year in the 3rd quarter, with the largest increases in discount & dollar stores (+2%), superstores (+2%), and grocery stores (+1.6%).1

  • Visits to wholesale clubs were on the rise, with Costco up 7.2%, BJ’s up 5.9%, and Sam’s Club up 5.2%.1
  • Among apparel chains, Sierra saw the largest increase in visits at 17.6% (powered by its expansion into new markets), followed by T.J. Maxx at 5.6% and Marshalls at 5.2% increase in visits for the quarter. 1
  • Aldi led grocery retailers with a 17.6% increase in visits during Q3, followed by Trader Joe’s (+7%), and H-E-B (+5.9%).1
  • In home improvement and furnishings, Harbor Freight led the category with a 12.9% increase in visits, followed by HomeGoods (+8.1%) and Ace Hardware (+1.9%).1

Consumer Confidence Improves.

Consumer confidence improved in October, with 41.7% of adults feeling confident or very confident in the economy, up from 40.5% last month and 33.3% a year ago. 2 Awareness of price increases has decreased across essential categories like groceries, utilities, and rent, with fewer consumers noticing price hikes for electricity. 2

In rural markets, nearly half of consumers are looking to save money by buying more store brands and generic items and shopping sales more often than the national average and more often than their urban counterparts. 2

Ignite Action & Drive Online Engagement with Mailed Advertising.

Direct mail is a cornerstone of advertising campaigns that engage value-seeking consumers and drive action. 64% of consumers surveyed appreciate receiving ads in the mail.3

  • Immediate Attention: 2/3of consumers surveyed read direct mail pieces the day they receive them; 78% are likely to open or read a direct mail piece with an offer or promotion; 69% often or sometimes share it with friends and family.4
  • Prompt Action: 60% of respondents have taken action after receiving direct mail; 65% of consumers surveyed said an offer or promotion inspired action. 4
  • Brand Trial: In the past 6 months, 53% of consumers surveyed have tried a new product/service/establishment after receiving marketing mail. 3
  • Digital Engagement: 55% of consumers surveyed visit the brand’s website and 42% search for the product online after receiving advertising mail. 4

Mail Inspires Retail Trial
35% tried a new retail establishment after receiving direct mail. 3
50% respond by frequently or occasionally bringing mailed advertising into a retail store.3

Increase Retail Marketing Awareness and Reach with Digital Ads.

Digital marketing helps you achieve consistent brand delivery across media channels and platforms, which can increase revenue by 23% on average.5  Highly targeted and trackable, digital ads can increase brand awareness by as much as 80%.6 Digital advertising also drives engagement and increases conversion rates.

Learn more about retail marketing to rural consumers. Download our one sheet, or click “get started” below to be connected with an expert to discuss your marketing goals.

SourcesPlacer.ai Q3 2024 Retail Update1; Prosper Insights & Analytics October 20242; USPS Mail Moments 20243; LOB 2024 State of Direct Mail Consumer Insights4; advertisingweek.com5; omnicoreagency.com, 20226

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