I’m a Planned Impulse Shopper & I Love Target

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It’s me again! Back for round two in my BDI series! Next up on the list is another of my favorite presentations of the day (and I’m not just saying that b/c they’re my new client), Communispace’s Manila Austin, Director of Research (@Manila_Austin) and Graceann Bennett, Managing Partner, Director of Strategic Planning, Ogilvy Chicago (@graceann). The ladies presented findings from their joint research study, “Eye Wide Open, Wallet Half Shut,” about how consumers are emerging from the recession, what changes they are making and how brands can stay relevant.

What did they find out? Here’s an excerpt:

“It is an undeniable fact: The recession has created not only a universal sense of anxiety and fear, but a greater level of consciousness across all ages and genders. We can’t go back. We have heightened our perception; we are awake, alert, aware— whether we like it or not.”

Manila and Graceann shed some light on the insights coming out of the study, but a few that stuck out to me were “The Coffee Conundrum:” what sacrifices people are going to make for that cup of jo we all need so bad and “Longing for Lost Spontaneity:” people are still buying impulse purchases – but they are just planned. Both these hit home to me.

Since the recession hit, I gave up drinking fancy coffee to justify taking vacations. I know that probably doesn’t make a lot of sense to most – but if I go to work and drink the crappy coffee, I deserve to spend money I still don’t have on fabulous trips. I’m also totally guilty of planned spontaneity. I planned to go to Target and convinced myself that it was to stock up on paper towels and toilet paper. Yeah right. We left that place with $550 worth of planned impulse purchases: cute shirts dresses and shoes. Target shopping is the best.

In another interesting part of the study they asked Communispace community members to write a “Note to Self” for 10 years later. A few of the ones that stood out were “develop independence to rely on yourself” and “never let fear control your life.”

Here is my note to self: Make time for yourself, your family and friends. Don’t let your job dictate your life and keep traveling.

What’s yours?