The Mercury

‘Women have little extra for luxuries’

- EDWARD WEST

AS BUSINESSES enter level 2 of the lockdown, they need to be aware that women, who make most household decisions, have gone into survival mode and have little extra financial income for luxuries.

Customer experience specialist Nathalie Schooling said yesterday a survey in collaborat­ion with customer experience company, nlighten, had assessed how 92% of respondent­s who were women had changed their shopping and spending behaviour.

“Since women still make the majority of household purchasing decisions, it’s important that businesses tune in to what these customers value, which has now changed substantia­lly during the pandemic,” said Schooling.

The report indicated that almost 50% of respondent­s had no extra financial income for luxuries. Another 33% said any extra spending money went towards health and wellness items, with 40% indicating that health had become their main priority. Also, 41% said price was now a major driver of purchasing decisions, while 35% opted for convenienc­e.

There has also been a heightened sense of empathy, with 74% saying that since the start of lockdown they were more likely to support small businesses, local home industries, and those who serve the greater community.

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