Globe readership insights
Personal luxury research study – November 2020
To gain an understanding of our readers’ purchase habits and attitudes to personal luxury items, we surveyed 1,723 Globe print and digital readers who are members of our Globe Insiders audience intelligence panel. We wanted to explore if the pandemic has influenced their purchase decisions this year.
We asked our readers across Canada how their needs for life’s luxury products and services have changed, what types of purchases they’ve made and how they feel about shopping online, and in-store.
Explore our highlights to inform how you can respond to consumer needs, during the holiday season and into the new year.
Personal Luxury study highlights
For the Globe readers we surveyed, close to 40% stated the most popular reason for purchasing their most recent personal luxury, was to treat themselves or the people close to them.
61% feel that the brand is important to the purchase of a personal luxury item
59% of respondents said that the pandemic did not delay any purchases of personal luxuries
36% of readers said that print or online articles influenced their decision to purchase
Source: Globe Insiders Personal Luxury Item Study, October 23 – 25, 2020,
- When making the decision to purchase a personal luxury item, how important is the brand to you? (n=426)
- Have you delayed purchasing any personal luxury items this year, due to the COVID-19 pandemic? (n=1,025)
- Which of the following influenced your decision to purchase the last personal luxury item? Select all that apply (n=426)
News articles and advertising have a large influence in purchase decisions
36% of the Globe readers said that print or online articles influenced their decision to purchase their last personal luxury
Source: Globe Insiders Personal Luxury Item Study, October 23 – 25, 2020,
Which of the following influenced your decision to purchase the last personal luxury item? (Select all that apply) (n=426)
Luxury items purchased in the last year
68%
Accessories*
62%
Cosmetics
44%
Apparel
43%
Electronics
43%
Footwear
7%
Other**
Source: Globe Insiders Personal Luxury Item Study, October 23 – 25, 2020. Question: Which of the following personal luxury items did you purchase in the past 12 months? (Select all that apply) (n=426)
* Accessories include leather goods, eyewear, watches, jewelry, or handbags
** Others include car, bikes, home fitness and exercise equipment, kayaks, and art
Quality. Quality. Quality.
The Globe readers associate the term luxury with quality, style and enjoyable experiences
Quality
Style
Timelessness
Enjoyment
Extravagance
Lifestyle
Tradition
Source: Globe Insiders Personal Luxury Item Study, October 23 – 25, 2020,
Which of the following terms do you associate with “luxury”? (Select all that apply) (n=426)
When making the decision to purchase a personal luxury item, how important is the brand to you? (n=426)
Online shopping is easy and convenient – but the in-store experience is still essential.
Source: Globe Insiders Personal Luxury Item Study, October 23 – 25, 2020,
Please rate your level of agreement with the following statements as they apply to your experience when purchasing personal luxury items. (n=426)
Connecting with luxury consumers
The challenge
The pandemic has obviously had a dramatic impact on the retail industry and Canadians’ shopping habits have been increasingly online.
Interestingly, for many readers the definition of luxury is very broad, with many commenting that their interest in, and purchase of luxury items has very little to do with status. Many people prefer to buy high-quality, timeless items because of their intrinsic qualities and the pleasure of using them. The same mindset applies to seeking out luxurious experiences.
The challenge for marketers is to deliver a tangible sense of personalized quality and rewarding products, services and experiences – even if it’s a purely digital or contact-less transaction.
What customers want
Many months into the pandemic, indulging in life-enhancing luxuries is a much-needed escape for people. For all Canadians, a strong sense of connection has also proven vital, and tapping into the need to feel part of a community and valued as a contributor can also provide opportunities for brands to cultivate loyalty.
In addition to luxury style or beauty/grooming products, readers also reinforced that luxury Travel is a key area of interest. Throughout our Globe Insiders research this year, we’ve seen interest in travel and inspiring ideas. With news that covid vaccines are on their way, it’s a good time for marketers to help people start dreaming, and actively planning ahead for a realistic timeline of recovery.
How to attract consumers
With the holiday season ahead, now is the perfect time to connect with Canadians who have the means to spend to enrich their lives with the reward of luxury products, services and experiences.
And, as we move into a new year, if your brand or travel destination has scaled back or paused its marketing spend, investing in consumer awareness and engagement now will help ensure you are top-of-mind with consumers who are planning for 2021, with renewed hope and inspiration for the recovery ahead.
We also asked our audience about the societal, financial and lifestyle impacts they’re experiencing; who they’re turning to for trusted information about the pandemic, and their opinions about the types of communication that brands currently have in the media.
For more information from this study or the Globe Insiders Panel, please contact:
Andrew Consky
Head of Research and Media Insights
aconsky@globeandmail.com
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