Brands sending out summer shopping emails will be barely in time if they get them out now, judging by the Optimove 2023 summer shopping survey.
By May, the summer flow is already slowing down and in June it is a mere trickle, consumers say.
Of the consumers polled, 52% prefer email for receiving summer sales offers. The second choice, mobile/web ads, is favored by only 18%.
But email systems do misfire, as 53% of respondents said they get “welcome” messages from a retailer they have purchased from before—and with some frequency:
In addition, 73% will unsubscribe if they think a brand has abused their customer information, up from 71% in 2021.
Shoppers determine online trust in these ways:
What makes people open a marketing email? They cite:
The main motivations for purchasing are price 77% and quality 78%. A distant third is brand reputation at 28%.
This year, consumers are shopping for clothing (78%), swimwear (58%), and home goods and beauty products, each at (50%).
Timing is important—by June, the promotion season seems pretty much over. Consumers say they shop on the following timetable:
But they want to know about summer sales as early as possible:
Most of those who shop in stores check, prices online with their mobile device, 35% very often and 44% often.
Optimove 2023 Consumer Summer Shopping Survey queried 400 U.S. citizens in March 2023.