At the same time, nearly two-thirds (63 per cent) of consumers feel overwhelmed by the volume of advertising they encounter, and 78 per cent believe that brands are offering fewer meaningful rewards and less support than in the past. These findings are part of The Impart Index, a new study based on surveys of more than 2,000 American consumers, as per the study by The Harris Poll and Nift.
“This new study highlights that traditional advertising strategies are not breaking through to today’s consumers, who are under pressure and focused on preparing for financial challenges,” said Elery Pfeffer, founder and CEO of Nift. “The data also indicate that consumers welcome opportunities and offers to connect with brands more closely—when companies build relationships the right way. As we head into the peak holiday season, when shoppers’ stress levels rise and their attention is most fractured, consumer-facing commerce platforms and brands have a significant opportunity to reduce shoppers’ stress and deepen loyalty through thoughtful gestures.”
The study found that more than half (52 per cent) of consumers who are preparing for economic challenges are using at least three different strategies to protect their financial stability. The most common tactics are cutting back on non-essential purchases (51 per cent); using discounts, coupons or cash-back tools (45 per cent); and switching to lower-cost or generic brands (37 per cent). In addition, nearly a third (32 per cent) of respondents said they are increasing their personal savings.
Nearly three-quarters of shoppers (73 per cent) said the way brands treat them during the holiday season can influence their long-term loyalty, with 84 per cent responding positively to receiving a personal reward with a gift purchase. However, advertising overload is a growing concern—46 per cent of consumers are exposed to more than 10 shopping-related messages from brands each day, and Gen Zers are particularly affected, with 61 per cent admitting they often get so distracted while shopping online that they forget what they were looking for. Social media is a major source of this overwhelm, with 53 per cent of all consumers—and 57 per cent of Gen Z—feeling inundated by promotional content on these platforms.
“For commerce media networks, this research highlights how they can move beyond being just advertising platforms and provide real value to consumers who are facing significant economic pressure,” said Saket Mehta, CRO of Nift. “By creating moments that enhance the overall shopping experience, commerce platforms can build stronger customer relationships, strengthen brand trust and loyalty, and drive measurable bottom-line revenue growth.”
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