Understanding Consumer Desires: A Key Opportunity for Retailers

According to ESMagazine, understanding consumer desires presents a valuable opportunity for retailers to establish and strengthen relationships with their customers.

For example, a recent study conducted by Clear Channel in the European Union revealed that only 7% of respondents had not set any resolutions for 2025, suggesting that the majority of the population intends to make changes in the new year.

Top Consumer Resolutions

• Saving money (42%) – This is the most popular resolution, highlighting a major concern for personal financial management.
• Exercise (40%) and healthy eating (37%) – These goals reflect consumers’ desire to improve their health and well-being.

Retailer Strategies

Based on these insights, retailers have already outlined key strategies, including:

• Attractive discounts and promotions – Since saving money is a top priority, retailers should focus on competitive pricing and special offers. Loyalty cards and discount coupons can attract customers, especially in the post-holiday period when consumers are more budget-conscious.
• Promoting healthy products – To align with the growing interest in exercise and healthy eating, retailers can highlight products such as sports equipment, organic foods, and nutritional supplements. Strategically placing these products in stores can influence purchasing decisions.
• Advertising in high-traffic locations – According to the study, 47% of consumers are willing to try a new brand after repeated exposure to advertising. Younger generations, such as Millennials and Gen Z, are particularly receptive to marketing messages. As a result, advertising campaigns in frequently visited locations, such as supermarkets, can have a significant impact.

Adapting to Consumer Behavior

Retailers must recognize that, while resolutions may be short-lived, their impact on sales can be substantial.

Nearly half of shoppers (47%) purchase products specifically to help them achieve their goals. Therefore, a well-defined strategy at the start of the year can lead to significant benefits.

Conclusion

Understanding and adapting to consumer desires provides retailers with the opportunity to boost sales and build customer loyalty. By implementing the right strategies, retailers can turn seasonal goals into long-term, profitable relationships.