Shoppers more focused on saving money than quality, IGD reveals – Retail Times



Shopper confidence has dropped once again, following a mild lift over the last couple of months, according to the latest Shopper Confidence Index from IGD.

June saw shopper confidence drop 3 points to -24, lower than the previous lowest point of -23 in March 2022, reflecting increasing pessimism amongst shoppers this month. As saving money continues to takes priority, shoppers are placing less importance on other factors like quality.

June 2022 results

Source: IGD ShopperVista; base: 1,000+ shoppers June’22

Key takeaways:

  • Net financial confidence is down 4 points
  • All demographics saw drops in their overall confidence, with the most significant drops in those aged 45-54 (down from -23 to -30) and lower affluence groups
  • Shoppers are now even more focused on saving money over quality, down from -18 in May to -20 in June

Rhian Thomas, head of shopper insight at IGD ShopperVista, said: “The reality of the cost-of-living crisis appears to have hit home for shoppers this month, and that is reflected across their behaviour and sentiment.

“We anticipate shopping behaviour changes will accelerate as shoppers look to save as much money as they can, and being on top of those changes will be critical in the coming months.”

IGD subscribers can access the full Shopper Confidence Index report here.


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Shopper confidence has dropped once again, following a mild lift over the last couple of months, according to the latest Shopper Confidence Index from IGD. June saw shopper confidence drop 3 points to -24, lower than the previous lowest point of -23 in March 2022, reflecting increasing pessimism amongst shoppers this month. As saving…