The national mood reportedly is improving. And with it the feeling of being swamped by emails and other marketing communications.
Last fall, 78% of consumers said they were overwhelmed by more frequent marketing blasts. That has dropped to 63%, according to "New Habits Die Hard: How Trust Will Define Shopping In Summer 2021," a study by Avionos.
It’s not clear whether this reflects a decline in volume or a better feeling about the barrage. But the study notes: “As consumers shift from digital to real-world interactions, brands are adjusting their ad spend and marketing strategies accordingly.”
The study also shows less consumer reliance on digital. Only 27% feel the best way a brand can show it cares is to offer an easy online/mobile purchasing experiences, down from 44% last fall.
On the positive side, 48% say they’ll spend more this summer than they did last year at this time. Expenditures for big-ticket items like cars and vacations are planned by 37%.
In addition, 77% now trust certain brands,, due to their actions during the pandemic. Also, 80% say trust is more important than it was prior to COVID-19.
What drives trust? Here are the top five factors:
It’s worth doing all the above, for consumers are likely to reward brands they trust with the following:
Who is getting that trust? Of the shoppers polled, 62% cite small local businesses and 36% large national retailers. Those numbers haven’t changed much since last fall.
Of the 83% who would pay more when shopping with a local business, 42% say that’s because they share the same values.
Want to make consumers feel you care? In addition to offering an easy online purchasing experience, here’s what they want from brands:
Avionos surveyed 750 U.S. consumers in April 2021. These respondents had shopped at both a major retailer and a small, local business other than a grocery store or restaurant since March 2021.