The Traditional Shopper

Traditional Shoppers shop out of necessity first and foremost.  Shopping for groceries, Christmas gifts, and spring cleaning with a list that is easy to check off is how the traditional shopper generally shops, but they can be easily distracted by impulse items, popups, and social media videos.  They may add many items into their shopping cart, only to move them to 'safe for later' or remove them from the cart before checking out.  

Being guided by a limited budget, space constraints, and the want for everything, but the inability to buy it all slips in every time.  Because they thoroughly enjoy the shopping process, they shop often on e-commerce sites, social media, and even the mall, but often leaving without buying anything.  This shopper spans across age groups, making it less about the demographics so often focused on for online shoppers and more about the way shoppers shop.

Frequently seen placing quick online orders from their phone, checking out the a newest e-commerce site, and are always adding items to their shopping cart but rarely hitting the check out now button.  Causing marketers to relentlessly send follow up emails, discount codes, and reminders to check out to shoppers who never had any intention of buying the item.  Wasting a lot of time and money and filling up a lot of emails.  

While most of us slip into this style weekly when replenishing household staples, purchasing the weekly groceries, or buying necessities.  If shoppers do not approach grocery shopping this way, the items they buy would not fit into the refrigerator, cabinets, or even their car to make it home.  Restraint must be in place for some shopping or things can get a little out of control.  

Marketers and e-commerce sites who offer options for keeping a running shopping list, converting recipes into shopping lists, and using technology to help shoppers not buy more than what they need will encourage shoppers to buy consumable goods more efficiently and provide more discretionary income for the items on the wish list.  Many e-commerce sites push the staples and spent shopper's money on items they already have making them frustrated and draining bank accounts.  

Children are shoppers that fit into this category easily, loving to shop, put things in the cart, but without the means to buy anything.  Providing young shoppers with a way to shop, providing parents, grandparents, and friends with fresh ideas on what to get them for birthdays, Christmas and special events.  While there is an ease to checking out online, the guard rails must come up for children, while still giving them the freedom to shop.  Gift buyers have resorted to gift cards, not knowing what to give anymore.  

Many online shoppers move in and out of this profile depending on circumstance, yet for some, this is their everyday way of shopping.  Leading with logic and traditional method of shopping, making a list of needed items, purchasing only those items, and using the items, making it a very logical buying experience.  This shopper also transitions into other shopper profiles when necessary and sometimes just for fun when they are planning a big event, save up a little money, or they are ready to embark on a new hobby.  While they may not have the means to buy it all like some shoppers, they still want the exposure to everything, allowing them to make the choices that are right for them.  Like any shopper trying something new, they don't know what they need so they look for checklists, recommended items, or a curated collection to help them, which allows them to shop the way are comfortable, but for much more exciting products.  

Known for filling their shopping carts with lots of items they like, only to remove most of them before checkout.  They may keep some items with a “save for later” tag, waiting for their in-boxes to fill up with follow-up emails offering discount codes or reminders to buy that they rarely use.  Interestingly, online marketers and brands spend a lot of money chasing this shopper trying to get them to convert their viewed items into a sale.  Filling their emails, social media, and phone with  follow up messages. Not all shoppers who glance at an item or even put it in their cart are able or even willing to buy causing a disconnect with the current online marketing system.  

To this shopper, shopping feels familiar and even fun at times, especially when browsing deals, clipping coupons, or reacting to Black Friday specials and Amazon Day promotions. They truly enjoy the experience of shopping but simply do not have the budget to support larger splurges.  This shopper is motivated by promotional codes, marketing efforts, and brand loyalty programs for the items they buy and use often to reward them for their continued support of the product or the brand.  Rather than focusing on reminder emails, understanding what this shopper needs week after week and helping them make that happen is a better use of resources.

So, whether they are creating a Christmas wish list, buying weekly groceries, or choosing back-to-school supplies, this shopper approaches every task with practicality, purpose, and a focus on making the most of what they have. They rarely buy just to buy; they love a good bargain, and feel satisfaction when crossing items off their list. Grounded, mindful, and budget-aware, they  embody someone who buys what they need, stretches every dollar, and keeps shopping anchored in everyday life.