ShopperScape® Snapshot

Shoppers Indicate Plans for Less Deal-Seeking, Limiting, and Trading Down in 2013February 2013

© Kantar Retail 2013 2

Spend About the Same

Spend Much/Somewhat Less

Spend Much/Somewhat More

Retail Spending Intentions in the Coming Month Compared with Same Time a Year Ago

(three-month moving average, among all primary household shoppers)

Source: Kantar Retail ShopperScape®, June 2008–January 2013

© Kantar Retail 2013 3Source: Kantar Retail ShopperScape®, October 2011 and October 2012

Behavior Changes 2012 2013 Type of BehaviorTaking advantage of good sales/deals 54% 49% Deal-Seeking

Buying only things I truly need 52% 45% LimitingUsing more coupons 48% 41% Deal-SeekingBuying fewer things 42% 34% Limiting

Doing more price comparisons before purchasing 38% 29% Deal-SeekingShopping less often 34% 29% Limiting

Using/keeping items longer before replacing 30% 25% LimitingBuying only items needed in the near term 28% 25% LimitingShopping more at discount/value retailers 28% 25% Trading-Down

Postponing more purchases 25% 19% LimitingBuying less expensive versions of products 24% 19% Trading-Down

Buying fewer luxury items 22% 18% LimitingBuying more store brands vs. national brands 24% 18% Trading-Down

Shopping online for more things 13% 14% Moving OnlineShopping online more often 12% 13% Moving Online

Trading down to less-expensive brands 16% 12% Trading-DownUsing smart phone to compare prices while in stores 6% 7% Deal-Seeking

Switching some purchasing to "auto-replenishment" programs 1% 1% Moving Online

Planned Changes in Shopping Behavior: 2012 vs. 2013

Note: Yellow shading indicates a significant difference between 2012 and 2013 (90% CL)

© Kantar Retail 2013 4

Behavior ChangesHave-Not Shoppers

Have Shoppers Type of Behavior

Taking advantage of good sales/deals 49% 49% Deal-SeekingBuying only things I truly need 50% 38% Limiting

Using more coupons 42% 40% Deal-SeekingBuying fewer things 36% 31% Limiting

Doing more price comparisons before purchasing 31% 27% Deal-SeekingShopping less often 32% 25% Limiting

Using/keeping items longer before replacing 26% 24% LimitingBuying only items needed in the near term 28% 21% LimitingShopping more at discount/value retailers 28% 20% Trading-Down

Postponing more purchases 20% 18% LimitingBuying less expensive versions of products 22% 14% Trading-Down

Buying fewer luxury items 18% 18% LimitingBuying more store brands vs. national brands 21% 14% Trading-Down

Shopping online for more things 13% 14% Moving OnlineShopping online more often 13% 14% Moving Online

Trading down to less-expensive brands 14% 9% Trading-DownUsing smart phone to compare prices while in stores 6% 9% Deal-Seeking

Switching some purchasing to "auto-replenishment" programs 1% 1% Moving Online

Planned Changes in Shopping Behavior in 2013

Source: Kantar Retail ShopperScape®, October 2012

*”Haves” are shoppers with an annual household income of $60k or more.; “Have-Not” are shoppers with incomes <$60Note: Yellow shading indicates a significant difference between 2012 and 2013 (90% CL)

Equally interested in online shopping

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T +1.614.355.4000T +1.614.355.4036F +1.614.355.4059www.kantarretailiq.com