Half of millennials seek partner’s advice on purchases


Nearly half of millennials (48%) seek their partner’s approval before buying an item, a recent survey has revealed.

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% admitted to asking the opinion of shop assistants.

The study, commissioned by Maybe*, questioned 1,978 young adults aged between 16 and 34, in a bid to understand how millennial shoppers decide what to buy, and mapping the “consumer journey”.

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Polly Barnfield OBE, 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.”

Barnfield added: “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.”


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