Experiential marketing for UK shoppers in recession

This article reports survey findings that in spite of the recession consumers, though shopping less, still engage in leisure activities that are important to them, especially in terms of experiences, self-expression and wellbeing.

Experiential marketing for UK shoppers in recession

Clare Dowdy

Some 64% of UK shoppers say they're shopping less overall, according to From Crunch to Crisis: Impacts on consumer attitudes and leisure behaviour in 2009 and beyond, a study conducted by The Communications Agency. Nevertheless, they still want to get out and about.

As TCA puts it: "There's a widespread determination to continue to invest time in and enjoy the leisure activities that really matter."

These activities fall into three categories:

  • shared experiences as social currency;
  • self-expression through creativity and learning;
  • a drive to wellbeing...

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