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Two types of consumer

Emili Alsina, Director, Ediciones Just

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It's no secret that consumers are becoming more rational: the current economic situation leads to a more thoughtful purchase, in which people compare products and brands, and take into account value even more than before, leaving aside impulse or simply unplanned purchases.

But it is interesting that, as published in the November edition of Juguetes B2B), this situation leads to two very different types of consumers: those who plan and begin shopping earlier in the year, looking for deals and especially using the online channel, and those who wait until the last minute and purchase according to income and offers.

It seems likely that consumers who opt for the online channel start earlier with shopping, following a trend that already exists in other markets. In fact, in the US and this year, it is expected for nearly a third of consumers to do their holiday shopping online. 39% of will start buying before November, according to a survey of Retailmenot.

Instead, there will still be a significant group of buyers, especially those who prefer brick-and-mortar stores, that will wait to the last days, looking for deals and promotions done every year by large distributors.

In short and as Manuel Aragonés, director of the Technological Institute AIJU, explains, consumers who want to buy in stores value the "sense of security of seing, touching and taking home what they are buying". Instead, online buyers  give preference to "comfort, are more practical and often give greater importance to price".

Two very different types of buyers, which are the result of the same situation: a difficult market in which consumers opt for a rational and thoughtful purchase.

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