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.
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.
|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?
|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
Question 4. Thinking about your clothing purchases in the past year, what do you typically pay for pants, blouses, shoes and handbags?
|Less than $30||29||48||2||11|
|$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|
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.