The Death of the Primary Shopper

22squared © 2014. All Rights Reserved. 2
CHANGING HOUSEHOLD DYNAMICS HAVE LED US TO UNCOVER
A NEW TWIST ON SHOPPING BEHAVIOR WE CALL
TEAM SHOPPING

22squared © 2014. All Rights Reserved.
When it comes to cracking household shopping behavior, we’ve had our eye on
two major shifts that were bound to collide:
• Gender no longer dictates household responsibility. Between balancing
work, kids, ﬁnances, and cooking—there’s no time for gender stereotypes.
It’s all hands on deck.
• Household shopping has become an art form. With more tools and
shopping options than ever before, we have to be more strategic and savvy
in the way we approach shopping.
So what happens when couples want to be smart about shopping but just can’t
do it all? Our best guess was, they’d work together. And that’s how we became
fascinated by the idea of “team shopping.”
3
Saya Heathco
Planning Director
At 22squared,
we believe the
strongest ideas live
at the intersection
of consumer and
cultural insights.
This research has changed how we approach targeting, messaging and idea generation across our client portfolio.
It has made us question marketing assumptions like “female head of household” and consider more collaborative
shopping journey models. We hope it will spark similar conversations in your own companies, and maybe even your
own households!
BACKGROUND

Most brands
and retailers are
only looking at
one piece
of the puzzle.

A
P
M
sle
be
go
T
A
C
Ac
Re
wh
on
NEW DADS TAKE
ON DIAPER DUTY
With the changing times, fathers
take household responsibilities
in their stride, making life easier
for their working wives.
- GulfNews.com
““
MEN ARE MANNING UP
AT THE STORE
According to a new survey, the days of
women doing a majority of the shopping
for the family are over, because many men
are at home either by choice or because
they’ve been laid off.
- WTOP News, Washington, D.C.
““

FOCUSING ON MOM OR DAD MEANS
YOU’RE MISSING HALF THE OPPORTUNITY
Recent headlines got us wondering:
• Has there truly been a role reversal,
or are gender stereotypes
over-inﬂating a shift in household
responsibility?
• Is the “primary shopper” still the
symbol of customer value, or is the
secondary shopper more valuable
than we think?
6

FOCUS ON THE TEAM
Household shopping is a relay race of shared responsibility
—a team effort—
and we’re missing a chance to get in on the action.
7

team shopping [teem shop-ping]
noun
1. The shared and often unspoken
process of dividing planning and
shopping responsibilities to survive
in today’s dual-everything lifestyle.
2. The way couples actually shop.
3. A hugely untapped opportunity for
any brand or retailer of household
products.
8

METHODOLOGY
To focus the study, we limited consumer participation to married men and women with children,
with an annual household income of $50K+. We’d expect greater variability among the broader
demographic set, due to lifestage and economic factors.
Secondary Immersion
Mintel, Experian Marketing Services, national news sources
Real-Time Polling Study
Nov-Dec 2013 online study among 298 qualiﬁed adults
In-Person + Skype Interviews
20 in-depth interviews with a nationally diverse sample of adults/couples
Shopping Expert Interview
Ali Lipson, Senior Retail & Apparel Analyst at Mintel
Quantitative Studies
500 qualiﬁed adults per survey (Wave 1: Feb 2014, Wave 2: July 2014)
9

Team shopping is a subconscious process.

72% 82%
11
COUPLES DON’T REALIZE THEY’RE SHOPPING
AS A TEAM
say: “I am the primary
shopper for our household”
of their spouses have
shared responsibility
whenreally...
Shopping responsibilities include taking shopping trips, purchasing goods online,
collecting coupons and/or starting shopping lists.

22squared © 2014. All Rights Reserved. 1222squared © 2014. All Rights Reserved.
WIVES ARE LESS LIKELY TO GIVE CREDIT
38%of men admit their
wives pitch in 18%of women admit their
husbands pitch in

TEAM SHOPPING IS A NATURAL EVOLUTION
Unlike other shared duties, like paying bills or picking up the children,
household shopping isn’t something couples consciously plan for.
13
“Being a team is part of
being married. No one
said ‘Here’s how you’re
going to divide up the
shopping.’ It happened
organically, and it
works.”
- Female, 38

COLLABORATION VARIES ACROSS CATEGORIES
14
% saying they work well together by store type
47%
55%
56%
56%
61%
62%
64%
67%Grocery Stores
Home Improvement Stores
Mass Merchandisers
Furniture Stores
Club Stores
Car Dealerships
Electronics Stores
Convenience Stores

65%
COUPLES PREFER A TEAM APPROACH
would shop together more
often if they had more time
Once they do acknowledge their spouses’ contribution, 79% are satisﬁed with the shared
involvement, and even grateful to have a teammate to lean on.
15

The team process requires work.
Planning tools aid coordination and decision-making, but are only as
strong as the teams using them.

REGARDLESS OF PURCHASE, COMMUNICATION
IS A TEAM’S MOST USEFUL TOOL
68%73%communicate well
for routine purchases
for non-routine
purchases
From the weekly grocery trip to the less frequent car purchase, regular communication is key
to staying informed, sharing information and avoiding duplicated efforts.

76%regularly use a list
TEAMS RELY ON LISTS FOR ROUTINE SHOPPING
71%share it with their
spouses

SHARED LISTS CAN STILL CAUSE CONFUSION
57%call or text their spouses
for clariﬁcation
while shopping
19
“I’m like a computer—I
buy what’s on the list,
and if something isn’t
in the store, I panic.
Then I have to read her
mind on what to buy.”
- Male, 31
From ambiguous entries to forgotten items, lists are never foolproof.
Add another person to that process, and the room for error multiplies.

58%66%regularly use circulars,
online reviews and/or store
websites for non-routine
purchases
describe some non-routine
trips as a “Cruel Punishment”
or “Stressful Obligation”
NON-ROUTINE PURCHASES HAVE HIGHER STAKES
20
For non-routine shopping, teams do their research to make sure they get it right.
Still, they are likely to dread the biggest-ticket purchases like cars and furniture.

Emotions driving the team dynamic.
When people work together, emotions inevitably come into play.
And team shopping is no exception.

TEAMS ARE A LIFE-SAVER FOR PARENTS
Young families have the added challenge of managing the needs and wants of their children. Parents
depend on their spouses to watch one or all of the children while they take shopping trips.
22
have to shop with children
all or most of the time
68%“Having a
kid forces you
to work
together.”
-Male, 34

56% of health-focused
shoppers have health-
focused spouses
59% of impulsive shoppers
describe their spouses as
habitual shoppers
TEAMS ACT AS A BUDDY SYSTEM
23
1. THEY
COMPLEMENT
EACH
OTHER
2. THEY
BALANCE
EACH
OTHER
3. THEY KEEP
EACH
OTHER
ACCOUNTABLE
"The idea of not just shopping
for ourselves but shopping for
someone else motivates us to
accomplish a common goal."
- Ali Lipson, Mintel

CONTRIBUTING TO THE TEAM IS A
SOURCE OF PRIDE
24
would feel disappointed or guilty if
their spouses did all the household
shopping
It’s a badge of
honor to do
what I have to do
for my family.
-Male, 41
44%

RELINQUISHING CONTROL CAN CAUSE ANXIETY
(ESPECIALLY FOR WOMEN)
25
Some spouses happily trade the reins for a secondary role, while others feel left out by their lack
of involvement. Men are more likely to adapt to their spouses’ shopping style, often expressing:
“I want to help more but I can’t. It has to be her way.”
of women worry their
husbands will get something
wrong when shopping
29%

WOMEN SEE MEN’S CREATIVE PURCHASES AS IMPULSIVE
0%
30%
60%
90%
Creative
Impulsive
Creative
Impulsive
26
“I would like him
to pay more
attention to the
actual brands
we use.”
“She’s a creature
of habit; sticks to
the basics. I’m
more willing to try
new things.”
Husbands describe themselves as Wives describe husbands as

Both teammates want to meet each other’s shopping needs
without sacriﬁcing their own. We have an opportunity to help them
balance consistency with discovery to get the best of both worlds.
27
TEAMWORK MEANS FINDING A BALANCE

Not all teams look alike.
Across our research, six team types emerged, each unique in style, motivation and level of collaboration.

TEAM TYPE 1: SEASONED VETS
“We’re pretty formulaic as to how we tackle the shopping.
Not a lot of mystery and it works well.” VARSITY
TEAMS
TEAMS
IN
TRAINING
They see shopping as a focused mission that can
be completed on autopilot. Conﬁdent and
organized, these shoppers are a dream team.
Routine and process can sometimes lead to boredom. Help seasoned team members make
room for exploration with fresh ideas. And reward collaboration.
They work together effectively to complete
all household tasks, and pride themselves on
their regular communication.
29
HOW TO HELP:

TEAM TYPE 2: LEADERS-FOLLOWERS
“I try not to give him too much or ask for things that need
explanation—it’s easier to just do it myself.”
One teammate takes on most of the shopping
responsibility, but both feel it’s important to
contribute. The shopping list keeps them both
in-the-know.
Help ensure that the Follower’s voice is heard by simplifying sharing tools and
reminding Leaders to check in.
The Leader tends to enjoy shopping more
than the Follower, so it’s a win for both
partners.
30
HOW TO HELP:
VARSITY
TEAMS
TEAMS
IN
TRAINING

TEAM TYPE 3: DIVIDE & CONQUERORS
“We have a great system—she creates the list and I do the shopping.
She has a great handle on what we need and when.”
They’ve figured out how to make it work, with
clear roles for each person. They like how
shopping tools fit their efficient style.
While comfortable in their defined roles, anxiety sets in when they have to improvise.
Personalized tools and detailed product information could help.
Most likely to have discussed their current
shopping process, so they’re satisfied with
each other’s involvement.
31
HOW TO HELP:
VARSITY
TEAMS
TEAMS
IN
TRAINING

TEAM TYPE 4: AD-LIBBERS
“Whoever is available to make the shopping run takes responsibility.”
Though it may not be precise, Ad-Libbers accept
their laid back approach. They like how mobile
tools ﬁt their spontaneity.
Communicate in ways that speak to their impulsive style. Help them organize chaos wth
quick, no-hassle tools.
With few rules and both teammates
contributing, these teams are less controlling
when handing over responsibilities.
32
HOW TO HELP:
VARSITY
TEAMS
TEAMS
IN
TRAINING

TEAM TYPE 5: STRESSED SURVIVORS
“Both of us are rushed. I just want to get in and get out.
He’s rushed because he hates being there. ”
With multiple young children at home, shopping
trips feel rushed and inefﬁcient. They just do what
they can to get through it.
Make the shopping experience more child-friendly, and introduce the team to tools they
can use to share the burden.
They don’t enjoy shopping, and feel relieved
when they can hand it off to their spouses.
33
HOW TO HELP:
VARSITY
TEAMS
TEAMS
IN
TRAINING

TEAM TYPE 6: INDEPENDENTS
“He’s bad about telling me when he needs something,
so I don’t know to buy it.”
They’re making up their shopping “process”
as they go, without much organization or
communication.
Offer advice on how to start combining efforts and/or sharing tools to enable teamwork.
Since they aren’t leaning on each other for help,
shopping is a stressful obligation and another
work/life challenge to balance.
34
HOW TO HELP:
VARSITY
TEAMS
TEAMS
IN
TRAINING

When it comes
to household
shopping, is
your spouse:
SEASONED
VETS
LEADERS-
FOLLOWERS
DIVIDE &
CONQUERORS
AD-LIBBERS INDEPENDENTS STRESSED
SURVIVORS
A helpful contributor?
Anything but helpful?
Not reading my
spouse’s mind.
Too many
barriers to list.
It’s a possibility.
We share it.
One of us
deﬁnitely drives.
Is there any
other way?
Process?
What’s that?
Who’s
ultimately in
the shopping
driver’s seat?
Do you have a
clear process
for household
shopping?
What’s your
biggest barrier
to getting the
shopping done?
Will the way
you tackle
household
shopping
change in the
next 5 years?
Why change what
works perfectly?
WHICH TEAM TYPE ARE YOU?
.
.
.
. .
.

SEASONED
VETS
LEADERS-
FOLLOWERS
DIVIDE &
CONQUERORS
AD-LIBBERS
most common teams least common teams
confident,
organized & less
rushed
efficient
shoppers,
rely on lists
relaxed &
efficient, with
defined roles
laid back and
high-tech; use
online tools for
assistance
contributing to a
common mission
helping where
they best can
enjoying their
individual
contributions
indifferent; it’s a
necessary task
best
collaborators &
communicators
happy with
spouse’s level of
involvement
confident in their
designated roles
comfortable with
their un-process
lived with spouse
10+ years
both work full
time
most affluent younger couples
SHOPPING
STYLE
SHOPPING
FEELINGS
TEAMWORK
LIFESTAGE
FACTORS
TEAM
TYPES
STRESSED
SURVIVORS
frugal, inefficient;
rush through
shopping
a painful process
looking for ways
to hand it off
multiple young
children
INDEPENDENTS
disorganized &
unstructured
a stressful
obligation
dissatisfied with
spouse’s
involvement
both work full
time

Why we care
(and you should too).

EFFECTIVE TEAMS MAKE MORE
VALUABLE SHOPPERS
They are more involved in shopping—talking about it and going together whenever they can.
And two contributors means twice the opportunity for new products in the house.
Those who shop your
store as an effective
team are
20%+more likely to love
shopping there
39

THE LIFT CAN BE SEEN IN EVERY CATEGORY
40
Lift for
effective
teams
Mass Electronics Club Home Imprv Grocery Furniture Conv Cars
28%
35%
27%
36%
25%
36%
27%
33%
25%
30%
18%
23%
14%
22%
14%
20%
% who love to shop
Likelihood of happy shoppers increases among effective teams, regardless of store type.

ACCEPT THE TEAM
DYNAMIC
It’s happening,
people just aren’t
talking about it.
REAP THE REWARDS
Helping teams thrive
will lead to more happy,
proﬁtable shoppers.
BEING A TEAM-FRIENDLY BRAND
RE-EVALUATE
STRATEGY
Identify the team
process and resulting
challenges for your
business, and adjust
marketing accordingly.

THANK YOU!
CONTACT US TO VIEW OR DISCUSS THE FULL STUDY
AND LEARN HOW YOU CAN BE A TEAM ALLY:
Julianna Bowman
VP, Director of Corporate Communications
julianna.bowman@22squared.com
Christy Cross
Associate Director, Business Development
christy.cross@22squared.com
See more at 22squared.com/insights
Courtney McCalden, Brand Planner
Brandon Murphy, EVP, Chief Strategy Ofﬁcer
Jennifer Tuel, Associate Creative Director
CONTRIBUTORS:
Jen Grant, SVP, Director of Brand Planning
Saya Heathco, Planning Director

The Death of the Primary Shopper

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