Romanians' Interest in Promotional Campaigns Has Increased

Romanians' interest in promotional campaigns has grown in recent years, and the mechanics and communication of these campaigns significantly impact purchasing decisions and brand loyalty, according to a study conducted by Highlight Agency with support from Reveal Marketing Research.

In a context dominated by financial concerns, every industry is experiencing constant shifts in consumer behavior, which in turn affects business outcomes.

These changes are influenced by consumers' tendency to optimize their spending and by shifts in audience profiles, particularly the increasing number of Generation Z shoppers and the impact of their brand interactions and purchasing behaviors.

The study conducted by Highlight Agency analyzed Romanian consumers' shopping behaviors and preferences regarding in-store promotional campaigns. It highlights how brands can capture the attention of different generations to maximize engagement levels.

In 2025, Promotions Outweigh Brand Loyalty, Especially for Instant Prizes

Romanian consumers—regardless of their generation—are highly focused on cost optimization. Seventy-two percent of them identified discounts and promotions as the primary reason they appreciate in-store shopping.

This preference is particularly strong among Baby Boomers (79%) and Generation X (73%). However, younger generations are also motivated by discounts: 70% of Millennials (Generation Y) and 67% of Generation Z say promotions influence their decision to shop in physical stores.

Promotions appeal to all consumer categories, and a well-communicated campaign that meets their needs has a significant impact on brand loyalty. Seventy-eight percent of respondents stated that promotions influence their decision to switch from their usual brand.

Additionally, promotional campaigns can drive brand switching for 55% of consumers (with more than 50% across all age groups: 57% Gen Y, 56% Gen X, 54% Baby Boomers, and 50% Gen Z).

Beyond price discounts, one in four Romanians states that instant prizes are the most desirable form of reward in promotional campaigns. These are especially favored by Generation Z consumers (28%).

Promotions featuring instant prizes also have a strong impact on brand loyalty—69% of respondents said such rewards positively influence their decision to switch brands.

Creativity and In-Store Placement Impact Purchases and Loyalty

Promotional campaigns capture the attention of nearly two-thirds of consumers (72%), while 64% of respondents reported that such campaigns lead them to make impulsive purchases. This applies to both special and strategically placed displays.

Most respondents (55%) perceive special in-store placements—such as creative islands and theatrical displays—as strategies for promoting discounted or promotional products. This underscores the effectiveness of these tactics in attracting consumer attention.

Furthermore, 40% of consumers said that special displays influence their purchasing decisions, with the strongest impact observed among Generation Z shoppers (45%).

Strategic product placement—such as end-of-aisle displays or checkout area positioning—not only grabs attention but also enhances brand loyalty and encourages impulse purchases. Sixty-seven percent of respondents stated they buy products from checkout areas, with this behavior being most pronounced among younger shoppers (Gen Z and Gen Y).

What Types of Promotions and Prizes Do Romanians Prefer?

When it comes to participating in promotional campaigns, more than half of Romanians (particularly Gen X and Baby Boomers, male consumers, and those with medium to high incomes) prefer promotions that include online platforms. However, in-store promotions with a brand representative present inspire greater trust among shoppers.

The second most popular type of promotion is instant-win prizes, preferred by 22% of respondents—especially Generation Z (28%). Other participation methods include WhatsApp (10%) and SMS (8%).

Romanian consumers favor practical and immediately useful prizes, with online vouchers (47%) and home appliances or household items (45%) ranking as the most attractive rewards.

Interestingly, Generation Z consumers indicated household appliances as one of their top prize preferences (77%), second only to experience-based rewards, which topped their list at 81%.

Baby Boomers (86%) and Gen X (89%) prefer tech gadgets, while Millennials (Gen Y) have an equal preference for gadgets (79%) and experience-based prizes (79%).

Barriers to Participation in Promotions

At the other end of the spectrum, 6% of Romanians have never participated in any promotional campaigns. Their responses highlight a significant trust barrier preventing participation.

The primary reasons for avoiding promotional contests include distrust in their transparency (39%), lack of interest in prizes (32%), the belief that such campaigns are merely a way to collect personal data (26%), lack of time (24%), and perceived complexity of the participation process (10%).

"An important takeaway is that transparency in organizing promotions, along with valuable rewards, can turn initial reluctance into long-term brand loyalty, increasing consumer engagement and participation," explained Florin Bădescu, Account Director at Highlight Agency.

"As a result, the way these campaigns are executed, the expertise of agencies, and the trust that marketers place in them will determine whether a campaign attracts positive consumer attention or not. Our role as consultants is becoming increasingly crucial."

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