Would you be surprized if we told you that:
- 69% of consumers plan to cut back on non-essential spending
- 15% are halting non-essential buys altogether
That’s according to a recent survey by PwC.
Other research tells the same story. Attest reported that 40% of consumers are buying fewer things and consuming less. And American Express found that 71% of consumers are proactively looking for sale items when shopping.
None of these behaviors are particularly surprizing to brands at a time when costs in almost every area are rising. In fact, this is exactly what you would expect to happen – for consumers to spend less.
Then you read the news that 95% of luxury brands in the UK and Europe generated positive growth in 2022 – the best performance of any retail sector – and you realize the story is not so simple.
In the same survey by PwC, 26% of respondents said they aim to spend the same amount on luxury and designer goods, and 21% said they plan to purchase more luxury goods over the next six months.
The Financial Times reported that the €353bn luxury sector is expected to grow by “at least” 3-8% in 2023, according to Bain & Co and Altagamma analysts. With consumers this polarized, how can brands engage with them?