Nearly half of young shoppers seek advice from their partner before making a final purchase

A recent survey has revealed just how reliant people are on the opinions of their partners before making a purchase, as 48 per cent of millennials seek their partner's approval before buying an item.

The survey also revealed just how dependent consumers are on the opinion of others when purchasing a product with over a third saying they consult friends and family, while 10 per cent admitted to asking the opinion of shop assistants.

Commissioned by Maybe*, a new platform, available on the app store and online, that helps consumers decide what to buy, the study questioned 1,978 young adults aged between 16 and 34 years of age, in a bid to understand how millennial shoppers decide what to buy, and mapping the "consumer journey".

Polly Barnfield OBE, the founder of Maybe*, said: "This survey shows that shoppers want validation before they commit to buying an item. It also highlights just how many people are involved in the decision-making process."

Dr.Diane Savory, OBE, DL, GFirst LEP Chair and former Chief Operating Officer of SuperGroup, owner of the Superdry label, also commented on the findings saying: "It's quite remarkable just how many people turn to their partners before making a buying decision, and just as astonishing how many also ask their family and friends."

"Indeed," added Polly. "As humans it's natural instinct to seek approval from others, but when you actually break it down it's amazing how many people are involved in the buying process. It's great to see consumers still valuing the opinion of the shop assistant, but retailers also need to understand how else they can convince shoppers to buy with them."

In light of the research, Maybe* and GFirst LEP along with Gloucester City Council, Cheltenham Borough Council, Stroud County Council and the Government have joined forces and launched a pilot project called 'What do you think?'. The aim of which is to establish a dialogue between high street retailers and young shoppers in Gloucestershire, by allowing them instant access to a ready-made social media campaign.


Maybe* is based at the Growth Hub at the University of Gloucestershire. Polly Barnfield OBE is founder and CEO, and previously created the Multi Award winning Everclick and Give as you Live platforms for the Charity sector.

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