Summary
The Budget Fashionista Summer, 2017 Shopper Survey gaged self-identified budget shoppers on how they make purchase decisions and where they prefer to shop. The majority of the survey’s 100 respondents admitted to not having an established clothing budget — instead, they rely on a sense of need to keep their fashion purchases in check.
Other insights from the survey include:
- Respondents gave a slight preference to shopping in-store versus online.
- Thrift stores, Amazon and Kohl’s are the top three places to shop amongst this demographic.
- Among shoes, pants, blouses and handbags, respondents will accept higher price points on handbags, followed by shoes, pants and blouses.
- 50% of respondents only buy garments when they need them. 30% of respondents buy clothes when they want, until they feel they’ve spent too much.
- 50% of respondents look for sales and discounts while they’re shopping online, but only 34% admitted to doing so while shopping in-store.
- Respondents prefer email and store websites as channels to keep them informed of sales, discounts and coupons.
Survey Method
The online survey consisted of eight questions, with a mix of multiple choice and open-ended formats. The 100 respondents were recruited by email, social media and website intercept. Website intercept on thebudgetfashionista.com delivered more than 80% of total respondents.
Survey completion time was estimated to be 3 minutes, and respondents were given an entry into a $100 gift card giveaway in return for their participation.
Shopper Survey Detailed Results
Question 1. Do you agree or disagree with the following statement: I consider myself a budget fashionista.
| Strongly Agree | 46 |
| Somewhat Agree | 41 |
| Neither Agree nor Disagree | 7 |
| Somewhat Disagree | 4 |
| Strongly Disagree | 2 |
Question 2. In the past year, when shopping for clothes for yourself, have you made more purchases online or in-person?
| In-person | 44 |
| Online | 39 |
| About the same | 17 |
Question 3. In the past year, at which store have you most often purchased clothes and accessories for yourself?
The top responses to this open-ended question were:
- Thrift stores
- Amazon
- Kohl’s
- Forever21
- Nordstrom
- Target
- Ross
- H&M
- Marshalls
- TJMaxx
Question 4. Thinking about your clothing purchases in the past year, what do you typically pay for pants, blouses, shoes and handbags?
| Pants | Blouse | Shoes | Handbag | |
| Less than $30 | 29 | 48 | 2 | 11 |
| $30-60 | 42 | 39 | 10 | 8 |
| $60-90 | 23 | 14 | 48 | 12 |
| $90-120 | 14 | 3 | 35 | 43 |
| $120 or more | 6 | 1 | 11 | 28 |
Question 5. Please select the statement that best describes how you budget for clothes.
| I do not have an established clothes budget, but I only buy things when I really need them. | 50 |
| I do not have an established clothes budget. I shop when I want to, until I feel like I’ve spent too much. | 30 |
| I have a set clothes budget. | 13 |
| Other | 7 |
Question 6. Thinking about when you’ve shopped online for clothes in the past year, please select the statement that best describes your use of sales, discounts and coupons.
| I look for sales, discounts and coupons while I’m shopping online for clothes. | 50 |
| I look for sales, discounts and coupons first, before I decide to shop online. | 28 |
| I look for sales, discounts and coupons after I decide to shop online, but before I’ve actually started browsing. | 15 |
| I don’t look for sales, coupons and discounts for online clothing purchases. | 7 |
Question 7. Thinking about when you’ve shopped in person for clothes in the past year, please select the statement that best describes your use of sales, discounts and coupons.
| I look for sales, discounts and coupons while I’m shopping in-person for clothes. | 34 |
| I look for sales, discounts and coupons first, before I decide to go shopping. | 29 |
| I look for sales, discounts and coupons after I decide to shop, but before I leave the house. | 23 |
| I don’t look for sales, coupons and discounts for in-person clothing purchases. | 14 |
Question 8. How do you prefer to stay informed about sales at your preferred clothing retailers? Please rank the choices below in order of your preference.
