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Category: Research

Super Bowl Ads Fell Short on Influencing Purchase Decisions

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Shopkick survey uncovers why consumers were not swayed to spend, and which brands came out on top

Brands may have dished out upwards of $5 million each to place an ad during this year’s Super Bowl, but for most Americans, these sought-after slots didn’t drive purchases. It turns out, only eight percent of consumers actually bought a product in the days after seeing this year’s ads, and of those, 75 percent said they were already a frequent purchaser of the brand or product. 

Shopkick asked nearly 20,000 Americans about the impact of this year’s Big Game ads, as well as the genres they believe are most effective in influencing them to make purchases.

Insights include: 

  • Purchasing Power: Of the eight percent of respondents who purchased a product after seeing this year’s Super Bowl ads, Gen Zers made up the largest segment (14 percent), compared to Millennials (9 percent), Gen Xers (7 percent) and Baby Boomers (6 percent), trending opposite of the common narrative that Gen Z can’t be reached through traditional advertising.  
  • Same Day Spending: Of those who made a purchase, 13 percent say they bought products on Super Bowl Sunday just after seeing the ads, followed by 27 percent who purchased the next day and 60 percent who purchased within the following week. 
  • Brands That Brought Home the Bacon: This year’s advertisers in food and beverage, alcohol and home products that successfully influenced consumers to make a purchase included Doritos (58 percent), M&M’s (52 percent), Cheetos (50 percent), Dawn (47 percent), Frito-Lay (39 percent), Mountain Dew (26 percent), Swiffer (24 percent), Hellmann’s Mayo (23 percent), Chobani (22 percent), Bud Light beer (20 percent), Huggies (18 percent), PepsiCo’s Rockstar Energy (11 percent) and Stella Artois (10 percent). All other ads in these brand categories influenced less than 10 percent of consumers to purchase products.  
  • Can’t Be Swayed: Of the 92 percent of consumers who did not purchase products, reasons varied. Besides simply not watching the Super Bowl (44 percent), respondents also said they enjoyed the ads but did not want to make a purchase (28 percent), they didn’t pay attention to the ads (15 percent), they didn’t like the ads (6 percent) or they prefer other brands and products (3 percent).
  • Laughter Wins Dollars: In terms of which advertising genres consumers feel are most effective in influencing them to spend, respondents said comedy (35 percent), followed by values-based ads (34 percent), serious or emotional ads (8 percent), ads featuring scenery and nature (7 percent), and celebrity features (6 percent). Surprisingly, when compared by generation, the largest segments of Gen Z (42 percent), Millennials (40 percent) and Gen X (36 percent) said comedy ads are most effective in influencing them, while the largest segment of Boomers said values-based ads (37 percent).

The online survey was conducted between Feb. 11-15.

Despite Vaccinations, Americans Still Expect Safety Precautions When Shopping In-store

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Shopkick survey uncovers consumer sentiment toward COVID-19 vaccines and how it will impact current shopping habits

For some, widespread vaccinations offer a glimmer of hope that life will soon return to normal. However, with many Americans (44 percent) planning not to receive the vaccine, consumers say vaccinations will hardly change their current shopping behaviors. In fact, nearly all consumers (96 percent) say they will continue to take personal safety precautions while shopping, and of those who have already received the vaccine, less than half (48 percent) report feeling more comfortable shopping in-store now. 

In its ongoing commitment to support brand and retail partners with regular insights during the COVID-19 pandemic, Shopkick surveyed more than 20,000 consumers between Jan. 20-24, 2021, to learn about current shopping behaviors and how the vaccine impacts those habits. 

National Vaccine Insights:

  • Many consumers do not plan to get the vaccine. While most consumers surveyed have either already received the vaccine (8 percent) or plan to receive it (48 percent), 44 percent say they do not plan to get vaccinated.
  • Millennials are the least confident in the vaccine. Millennials make up the largest segment of people not confident in the vaccine (35 percent) and do not plan to get vaccinated (51 percent). Comparatively, America’s youngest and oldest consumers appear the most confident in the vaccine, with 71 percent of Gen Zers and 75 percent of Boomers feeling some level of confidence.
  • Vaccinations do not mean consumers will flood back indoors. Of those who have already received the vaccine, less than half (48 percent) report feeling more comfortable shopping in-store and taking part in other indoor activities, and only 18 percent say they will do so more frequently now vaccinated. Similarly, of those who plan to get the vaccine, only 15 percent say they will shop in-store or take part in indoor activities more frequently after receiving the vaccination.
  • Personal health and safety habits are here to stay. Nearly all of those who have already been vaccinated or plan to be vaccinated say they will continue to take personal safety precautions while shopping in-store (96 percent and 97 percent, respectively). Precautions include wearing protective face coverings (93 percent), using disinfectants (87 percent), shopping at less busy times (66 percent), using debit or credit cards to avoid exchanging cash (66 percent), using self-checkout (58 percent), or wearing protective gloves (21 percent).
  • Consumers expect health and safety to remain top-of-mind for retailers. Even if a large majority of Americans are vaccinated, 79 percent of consumers expect retailers to continue enforcing health and safety restrictions, such as requiring protective face coverings for shoppers and employees (89 percent), offering disinfectants for shoppers (86 percent), enforcing 6-feet-social distancing (80 percent), keeping plexiglass barriers at checkout (74 percent), and limiting the number of shoppers allowed inside (62 percent). According to 62 percent of respondents, enforcing these guidelines will influence where they choose to shop.

Additional Insights Include:

  • More than half of consumers are using BOPIS for essential purchases. As consumers try out different options for picking up the essentials, 55 percent say they are now using BOPIS (buy online, pickup in-store) at varying degrees, including sometimes (35 percent), often (11 percent), or very often (9 percent). 
  • Stockpiling rates are down and consumers are seeing the impact on store shelves. Forty-nine percent of consumers say they are currently stocking up on essential items, a decrease from November 2020 findings, when a whopping 61 percent of shoppers were stockpiling. In turn, 41 percent say essential items that were out-of-stock or low-in-stock one month ago are now more in-stock, compared to 36 percent who say items are still out-of-stock and 23 percent who have not yet noticed a difference. 

BOPIS eCommerce is the next wave in omnichannel marketing

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Buy online pickup in-store, also known as BOPIS, is an omnichannel eCommerce strategy whose name is pretty self-explanatory—consumers buy products online, and then pick up their purchased items in-store, offering previously unavailable speed and convenience. Continue reading “BOPIS eCommerce is the next wave in omnichannel marketing”