Global Shoppers and Shoes: proof that you can never have too many pairs
JCDecaux Global Shopper Connections 2 offers insight into the shopping habits of international travellers. The blog series explore the buying patterns for 6 product categories. In this 4th instalment, we delve into the Global Shopper’s buying preferences for Shoes, Handbags & Leather Goods.
Buying Shoes often and spending a lot
There is a saying that ‘you can never have too many pairs of shoes’. It would seem that most of our Global Shoppers would agree with this as 76% buy Shoes, Handbags & Leather goods at least once every 4 to 6 months. The nationalities that stand out are the Saudis and Emiratis, where 1 in 4 buy these goods at least once a month.
84% buy Shoes, Handbags & Leather Goods during their international travels.
Almost all Global Shoppers buy these goods when abroad. Moreover, our data disputes the assumption that more women buy shoes than men! – Because there is no great difference between men and women when it comes to how many of them buy and how much they spend.
Asian and Middle Eastern travellers outshop Europeans
Global Shoppers from the UAE remain among the most frequent spenders within this category, just as for Fragrances, Fashion and Cosmetics. It is possible that cultural behaviours such as gift-giving, play a contributory role here. However, they are not alone; travellers from Russia and Brazil shop just as much for these products.
Over 90% of Emirates, Brazilians and Russians buy Shoes, Handbags & Leather Goods during their travels.
A marked difference emerges when looking at the average amount spent per trip by each nation. The Chinese and Japanese spend some 68% more per trip than the global average. The high figure could be due to Asian shoppers making the most of the western prices of luxury goods. Europeans on the other hand, spend far less. Germans are on the lowest end of the scale, spending 44% less than the global average per trip.
Chinese and Japanese shoppers spend some 68% more on Shoes & Handbags per trip than the global average.
Browsing at the airport but buying in the city
As with the Fashion category, travellers tend to browse for Shoes & Handbags at the airport. 63% of Global Shoppers make the most of the airport dwell time to have an initial look and feel of the products displayed. But ultimately, 74% make their final purchases in the city.
In terms of spending value, Global Shoppers spend over 80% of the average budget in city shops. But when looking at individual nations, budget allocation varies greatly. The Chinese and Emiratis spend around a third of their budget at the airport. On the other end of the spectrum are the Americans and Germans, who spend less than 10% there.
A planned airport purchase
Global Shopper 2 study reveals a notable trend; when buying Shoes, Handbags & Leather Goods at the airport, most travellers (75%) plan their purchases in advance. The trend is even more pronounced among travellers from Asia (Hong Kong 95%, China 87%, South Korea 87%). This could be due to travellers making the most of the airport prices and product availabilities in airport boutiques.
On comparison, Europeans appear to buy more on impulse (Germans 63%, the French 55% and Brits 50%). Advertisers can use contextualised messaging and Dynamic content at the airport to target specific nationalities, helping impulse shoppers make their purchasing decisions.
More of a personal purchase
With 79% of Global Shoppers buying Shoes, Handbags & Leather Goods for themselves, this category typically appears to be a personal purchase for almost all nationalities. The exception is the Emiratis who are just as likely to buy gifts for family or friends as they are for themselves (76% vs. 70%).
72% of buyers at the airport claimed to have seen advertising for the products they bought either at the airport or in the city before they made their purchase.
OOH: right time, right place
Overall, Shoes, Handbags & Leather Goods is a popular shopping category among all Global Shoppers, and they allocate it a generous budget. Although shoppers tend to buy and spend more on this category in the city, the airport plays an integral part in the purchase decision-making.
98% of Global Shoppers pay attention to Out-of-Home (OOH) advertising when they travel abroad. Using the OOH channel gives advertisers the opportunity to communicate to a receptive audience at all stages of their trip, influencing both pre-planned and impulse purchases. With Dynamic content, brands can communicate exclusive airport offers to the impulsive travellers in the airport concourse. Whereas consistent and recognisable messaging throughout the journey speaks to those who browse at the airport but buy in city shops. A strategically placed OOH campaign for Shoes, Handbags & Leather Goods can reach key audiences when they are most receptive to brand messaging and at the moment when they are making their purchasing decisions.
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
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