Luxury Accessories: one of the top travel purchases

Luxury Accessories including sunglasses, jewellery and watches are generally among the most common purchases among all nationalities. 8 in 10 Global Shoppers have bought something in this category when travelling abroad, both at the airport (34%) and even more so in the city (66%). The average spend is €556. However, this budget varies greatly between nationalities, demonstrating different shopping habits.

Where men spend more

The Global Shopper 2 study reveals some interesting findings on spending habits. For example, regarding general behaviour, the data shows that men tend to spend slightly more in this category than women.
Regarding buying frequency, the most frequent spending nations are South Korea (91%), Brazil (91%) and Saudi Arabia (87%), despite their tighter budgets.
In terms of spending value, China, the UAE and Japan are the top 3 nations with China and the UAE spend twice the global average. Europeans and Americans have a more conservative budget. USA and Germany are the lowest spenders, spending less than half the global average.

Global Shoppers from China spend over twice the global average on Luxury Accessories.

Fashion centres remain as top destinations

Although shopping, in general, is a top activity while travelling, the Global Shopper 2 study provides a deeper insight into how international travellers shop for Luxury Accessories in different environments.
Global Shoppers dedicate time to browsing for Accessories at the airport. However, 59% prefer to shop for Accessories in the city. Notably, shoppers from Brazil and Russia are above this average with 71% preferring city shopping.
1 in 4 Global Shoppers chooses the USA as their favourite destination to buy Luxury Accessories. Italy and France are the second and third choices with 13% and 12% respectively. The report also uncovers interesting breakdowns. For example, over half of Brits prefer to shop in the States, whereas Russians enjoy shopping in Italy, and Chinese shoppers choose France. Overall, it appears that major fashion centres like New York, Milan and Paris continue to attract global luxury shoppers.
 
Cities are the preferred environment for shopping for Luxury Accessories when travelling.

The first choice for a personal treat

Shopping habits vary widely depending on a person’s origin, and cultural nuances often affect a shopper’s purchasing behaviour. For example, Emiratis are the most frequent gift-givers within this category. Overall, 82% of Global Shoppers buy Luxury Accessories for themselves, making this category the most popular for personal purchases (except Electronics), especially among the Chinese and Japanese travellers. When comparing to buying for oneself, gifting and request purchases are less prevalent in this high-ticket category. Considering that this category also has the most generous budget compared to others, it appears that shoppers consider such purchases to be more of a personal treat.

The OOH environment for brand influence

Global Shopper 2 study highlights that international travellers have a considerably high budget for Luxury Accessories and they spend readily. They often plan purchases, dedicating time for browsing at the airport and spending most of their budget in the city. This behaviour indicates that the entire traveller’s journey is a prime time for brands to communicate with this audience.
Out of the 70% that notice advertising when abroad, 86% consider OOH to be a key source of information.
98% of Luxury Accessories shoppers pay attention to ads on billboards, shopping malls, metro stations and airports when abroad. The overall findings reveal that 83% shoppers admit to changing their mind about the brands they buy when in the store.
With such consumer behaviour, Out-of-Home (OOH) stands as the medium primed for advertising effectiveness. OOH is not only consistently present at every stage of the trip, but Global Shoppers notice it. Brands who provide contextual messaging within the OOH environment can reach an exceptionally receptive and valuable audience, as they make their purchase decisions.

JCDECAUX GLOBAL SHOPPER CONNECTIONS 2 INFOGRAPHIC: Luxury Accessories

ABOUT GLOBAL SHOPPER CONNECTIONS 2

The Global Shopper Connections 2 study spans 12 countries, looking at the habits and motivations of upscale travellers who regularly shop when they travel abroad. The study covers six key purchasing categories: Fashion, Fragrances, Cosmetics, Shoes/Handbags, Sunglasses/Jewellery/Watches and Electronics.

  • Study carried out online, across 12 countries.
  • 200 respondents in each country (The UK, France, Germany, Russia, China, Hong Kong, Japan, South Korea, UAE, Saudi Arabia, Brazil, USA)
  • Global sample of 2,400 respondentsFocus on high earners, earning at minimum 1.75 times the country’s median monthly household income
  • Focus on high earners, earning at minimum 1.75 times the country’s median monthly household incomeRegular international travellers: 58% fly 3 or more times per year.
  • Regular international travellers: 58% fly 3 or more times per year
  • Shoppers across a range of product categories (whether at home or abroad)
  • Conducted in collaboration with m1nd-set, a research company with worldwide recognition and expertise in the areas of international travel and retail