What Shoppers Consider When Purchasing Pride Month Merchandise
There are many factors consumers weigh when purchasing Pride Month items.
Not surprisingly, one motivator stands far above the others. The majority of consumers have said that supporting LGBTQ+ causes is what matters most to them. Beyond LGBTQ+ support, style is one of the most important factors for consumers shopping during Pride Month.
STYLE:
x
as likely to be selected as an important factor than price
.5x
times more likely to be selected than brand reputation
Within these factors there are some notable generational differences.
GEN Z SHOPPERS:
.5x
more likely to rank style as an important factor compared to price or brand reputation
Boomers, on the other hand, weigh style and price equally.