EP353: How to Use Consumer Buying Trends in Your Marketing in 2022

Annette K. Brown


This is a very specific episode, m’dear. 

For 1, I’m likely to break down some chopping-edge market place exploration that could be the essential to blowing up your online subsequent.

And, extra importantly, we’re coming into birthday period right here at Prosper & Prosper Academy! Our 10 calendar year corporation anniversary is coming up in July, and my birthday is this weekend on Could 21.

If you have been all-around for awhile, you know that I take birthdays incredibly severely. Every year, I appreciate to give away a worth-packed freebie and a special present for my learners.

This year, we put alongside one another a Cost-free Pricing & Positioning guide based mostly on one particular of our most effective workshops from very last month. In addition, we’re offering a killer deal on a 1:1, customized Pricing and Assortment Evaluation.

We’ll be sending out the inside scoop on May 20, so soar on the waitlist when you nonetheless can, and keep an eye on your inbox. 👀

In the meantime, let us unpack the manufacturer new shopper shopping for developments released by advertising pro Phillip Stutts.

I initial found his function when my CMO sent me his job interview with Amy Porterfield, who has an awesome podcast, by the way. 😉

I was fascinated by their discussion. Phillip done a ton of market investigation on purchasing behavior in 2022. Fundamentally, he found a few distinctive buyer personas: the Confused Purchaser, the Influence Purchaser, and the Value-Primarily based Purchaser.

Currently, I want to break down these three personas and chat about how you can use his analysis to tell your advertising for your jewellery brand.

All credit goes to Phillip Stutts and Acquire Massive Media, of system.

Obtain the display notes below

The Confused Consumer

The initially purchaser persona is the Overwhelmed Client. This man or woman is normally performing it all. They have little ones at dwelling, occupations to concentrate on, and normally appear from a dual-cash flow domestic with tons to juggle.

The #1 buying inspiration for the Overwhelmed Shopper is usefulness. They want a paying for experience that is streamlined and brief. They do a lot of shopping on-line, and invest most of their internet time on LinkedIn, TikTok, and Instagram, in that order.

For the reason that their everyday living is so busy, they’re also hunting for escapism. They have a moderate amount of expendable profits, rank high in model loyalty, and want to invest in uplifting merchandise on-line from impartial models that recognize their requirements.

The excellent purchasing experience for the Confused Buyer will include…

  • Personalization: Purchasing hesitation can simply be quelled by exceptional buyer company and quick responses to their issues. Own consideration and product suggestions signify a good deal to them.
  • Benefit: Almost nothing will chase the Confused Purchaser absent more quickly than a clunky user working experience. A single-simply click buying, simplicity of obtaining, and high-quality purchaser company will aid them construct an affinity for your brand name.
  • Escapism: The Overcome Purchaser is drawn to guarantees of escape from the every day anxiety of their lifestyle. They join with model messaging that focuses on vacation, recreation, and psychological impact. 

If you’re promoting to the Overwhelmed Buyer, ask oneself: how can I make the browsing method simpler for them?

The Affect Client

The 2nd consumer persona is the Influence Shopper. This man or woman is fashion-forward and follows influencers on line to continue to be on leading of recent traits.

They’re ordinarily in a transitional period of lifetime and concentrated on items like ending their education, setting up a new vocation, setting up their travels, acquiring married, and starting a loved ones. Escapism is not as vital to them, but they are picture-mindful and drawn to branding that focuses on fashionable life.

The purchasing behaviors of the Affect Buyer are very determined by what they see on social media. They have the the very least expendable earnings of the a few personas, so they’re very selective. When they appear throughout a post about a products, they want all the info upfront in the caption: the products details, the price, and wherever to obtain it. 

The best searching encounter for the Affect Customer will be…

  • Craze-Targeted: Trend-forward merchandise will resonate most with the Influence Customer. They’re always on prime of the most pertinent traits and have a curated perception of fashion.
  • Special: While it may perhaps audio contradictory, the Influence Consumer definitely would like to stand out and make a assertion. Marketing and advertising that resonates with this core motivation to be distinctive will be incredibly productive.
  • Price-Pushed: The Influence Purchaser has the minimum expendable earnings of the three personas. This doesn’t necessarily mean you should really supply bargains to compete with speedy-vogue, but as an alternative prioritize strategies to connect the flexibility and lasting worth of your solution.

If you’re promoting to the Impact Shopper, ask your self: how can I emphasize the style and worth my products has to supply?

The Worth-Dependent Customer

The 3rd buyer persona is the Benefit-Primarily based Buyer, also referred to as the Activist Client. This particular person shops in a particular niche that aligns with will cause they care about. They want to depart the environment a much better location, and appear for brand names that share their vision.

They have the best volume of expendable cash flow of the three personas and are prepared to spend more on products that make them feel like they’re a section of something greater.

The Value-Primarily based Customer is looking for models that stand for one thing and give again. This comes in a lot of types from philanthropy, social justice, and sustainability, to household-values, faith, and politics.

The excellent searching experience for the Price-Based mostly Shopper involves…

  • Authenticity: Generic language about currently being “sustainable” is not adequate for the Price-Based mostly Shopper. They are on the lookout to assist market brands whose full operation is centered around a unique value or trigger.
  • Alignment: The Value-Based mostly Purchaser would like to sense very good about their buying decisions. They’re most likely to order from brand names with messaging, imagery, and solutions that align with their core values.
  • Transparency: The Price-Based mostly Shopper is going to be crucial about how the manufacturer they are searching from is using action to “put their income the place their mouth is,” so to discuss. Does a particular share of revenue go to a precise charity? Is the chain of offer for components well-documented and ethically sourced? Is a tree planted for each order? What ever it is, they want manufacturers to be clear about the actions driving their text.

If you’re marketing to the Impact Client, inquire you: how can I educate my viewers on my brand’s core values and demonstrate steps that align with my brand mission?

Which shopper are you marketing to? Pay attention to the whole episode earlier mentioned, in which I dive further into every customer persona and give suggestions on how you can access them.

xo, Tracy

Sponsor Spotlight!


Listen to Amy Porterfield’s Podcast Episode: Purchaser Behavior That Will Affect Your Company & Why Manufacturer Loyalty Is Transforming with Phillip Stutts
Phillip Stutts
Acquire Large Media’s Market place Analysis Report
Tracy’s Birthday Freebie
Shopify 14-Working day Free of charge Demo
Pay attention on Apple Podcasts!


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