Study shows American women are savvy shoppers

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American women are shopping across multiple channels, are price sensitive, and know how to take advantage of the myriad promotional offers available to them, according to shopper research from Blackhawk Engagement Solutions.

“With women usually doing the lion’s share of day-to-day shopping, female shoppers aren’t only a key demographic for retailers, they’re often the primary demographic,” said Rodney Mason, GVP of Marketing at Blackhawk Engagement Solutions, an international incentives and engagement company. “Our research shows that retailers have opportunities to engage with the sought-after female shopper through omnichannel optimization and valuable promotions that offer best-in-market prices and use prepaid cards.”

Blackhawk Engagement Solutions’ “How Women Shop: Shopping Habits of American Women” report summarizes the findings from two distinct studies: the first was a U.S. study conducted in April 2015 that surveyed more than 1,300 American women and focused on shopping behaviors; the second was a U.S. study conducted in October 2015 that surveyed more than 1,300 additional American women and focused on app and gift card preferences.

Together, these surveys identified the ways American women research purchases, the devices they use, and the influences along their paths to purchase. Key findings include:

Blackhawk Engagement Solutions is a division of Blackhawk Network, which built its business on pioneering new products that shoppers love and widely adopt such as gift card malls in grocery stores. This success is rooted in Blackhawk’s expertise in shopper marketing and its ability to stay ahead of consumer behavior.

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