Bazaarvoice have released their third annual Shopper Preference Report. The study of over 8,000 global consumers shows that as inflation continues to impact household budgets, shoppers are making significant changes to their buying habits, with affordability and trust driving purchasing decisions. The hardest-hit categories include grocery (71%), food and beverages (60%), and health and beauty (25%). More insights include:
The rise of value-driven consumption
Consumers are turning to strategic shopping tactics to maximize their budgets. 58% of UK consumers have switched to cheaper brands, 45% are delaying non-essential purchases, and 36% are actively using coupons and discount codes. Loyalty programs are also seeing increased participation, with 35% of shoppers joining programs to access better deals.
Store brands gain traction amid economic pressure
The survey also reveals that 57% of UK consumers have permanently switched to store-brand products. Lower prices (77%) remain the biggest factor, but improved quality (48%) and positive reviews (35%) are also helping store brands earn consumer loyalty.
Trust and authentic content shape purchase
Authenticity is key, as 57% of UK shoppers cite real customer reviews as the biggest factor in their final purchase decisions. Consumers trust content that includes detailed product descriptions (33%), real-life photos/videos (37%), and balanced feedback (36%). On the flip side, they are wary of overly positive, generic reviews (45%) and suspiciously high review volumes in a short time (40%).
Social media’s growing influence on shopping decisions
A third (32%) of UK consumers say social media introduced them to new products, while 28% use it to compare prices and products. Short-form videos (49%) and customer reviews (44%) are the most trusted content formats. However, honesty remains paramount: 51% of UK shoppers distrust creator content that feels overly promotional, and 42% say authenticity comes from creators who acknowledge a product’s pros and cons.
The future of shopping
Despite ongoing financial concerns, shoppers are curious about innovative shopping experiences. A quarter (26%) of UK shoppers are excited by smart fitting rooms, and 19% find augmented reality product visualization appealing.
As economic uncertainty continues, consumers are making more informed, strategic choices. Brands and retailers that focus on affordability, trust, and authentic engagement—particularly through user-generated content—will be best positioned to meet evolving consumer expectations.
– Zarina Lam Stanford, Chief Marketing Officer, Bazaarvoice
