A desire for social interaction has consumers turning to group discount options
Implications - Seeking to balance budget-conscious strategies with social experiences, consumers are turning to communal discount activities. Providing incentives for shared activities, retailers are offering cost-saving experiences that don't sacrifice social engagements, speaking to a desire to maintain personal indulgences, even with financial cutbacks.
Trend Themes
1. Communal Discount - Consumers want to balance budget conscious strategies with social experiences.
2. Anti-smartphone Discounts - Offering a generous incentive to power down and be present in restaurants.
3. Crafty Beer Discounts - Offering craft beer discounts through Passport programs.
Industry Implications
1. Hospitality - Restaurants can create incentives for customers to engage in quality social experience, like the communal discount trend.
2. Retail - Retailers could offer social discounts for both single and group purchases that drive customers to make purchases they may not have made otherwise.
3. Marketing and Advertising - Attention economy demands social currency for customers, creating opportunities to use social media promotions to drive sales.
