Global shopper research highlights rise in self-purchasing trend in travel retail
m1nd-set considers the evolution of purchase purpose in travel retail
Travel retail is undergoing a significant transformation, with self-purchasing emerging as a prominent trend among travelers, according to new research from m1nd-set.
The rise of self-purchasing within travel retail is reflective of broader shifts in consumer behavior, particularly post-pandemic. As travelers continue to associate travel with self-care and personal well-being, indulgence has become a key motivator in the shopping experience, according to the m1nd-set research. While gifting remains important, self-purchasing has become a stronger driver for sales, with purchases for self now accounting for 52% of travel retail transactions, up from 46% pre-COVID.
Demographic differences in self-purchasing trends
The research demonstrates how self-purchasing trends vary across regions. European and American shoppers are more inclined to buy for themselves, with 53% of travelers from both regions opting for self-purchases, compared to 51% in Asia Pacific and Africa & the Middle East. Shoppers in Middle East and Africa on the other hand are more likely to purchase for gifting purposes, the research reveals.
Age and gender demographic segments show very similar shopping trends between self-purchasers and other purpose buyers. Self-buyers have a moderately lower tendency to travel in economy class compared to other purpose buyers (54% vs 56%), and an equally moderate tendency to travel for leisure more than other buyers (76% vs 74%).
The self-purchaser shopping basket
Travel Accessories and Personal Care items are among the top categories for self-purchasers, according to m1nd-set. A significant 75% of Travel Accessory purchases are made for personal use, followed by personal care items at 68%. Electronics, Food, and Vitamins are also commonly bought for self-consumption, m1nd-set reveals.
m1nd-set details the self-purchaser shopping basket
Self-purchasers tend to allocate higher budgets to premium and niche products, according to the research. They spend an average of US$119 per purchase, compared to US$103 among those shopping for other purposes. This higher spending behavior is particularly evident in the Jewelry & Watches, Beauty, Fashion and Electronics categories, where self-purchasers outspend other purpose shoppers.
Key shopping motivators among self-purchasers
The experience and value offered by Duty Free stores are the key motivators for self-purchasers according to the research. 30% of self-purchasers cited lower prices compared to downtown stores as an appeal factor of shopping at Duty Free shops. Other shopping drivers include the opportunity to pass time while waiting for flights and the wide selection of products available. In-store experience and value perception are the two most significant purchase drivers for self-buyers, m1nd-set reports.
Suitability of duty free products for specific purposes such as self-treating or souvenirs is the third highest net purchase driver for self-purchasers. The exclusive and unique nature of duty free purchases is another top purchase driver for the segment, with self-buyers expressing the lack of availability of similar products back home, a difference with products usually purchased and special travel retail exclusives and different sizes or formats.
Self-purchasers demonstrate a higher tendency for impulse buying than other shopper segments. The research highlights the importance of creating engaging in-store experiences that trigger spontaneous purchases among self-indulgent shoppers; 32% of self-purchasers make their purchases on impulse, compared to only 25% of shoppers with other purchase intentions.
A major growth opportunity
“As self-indulgence increasingly drives purchase decisions, understanding the motivations and behaviors behind these self-purchases is crucial for retailers and brands looking to capitalize on this lucrative segment,” m1nd-set’s CEO & Owner Dr. Peter Mohn, commented.
“The self-purchasing trend in travel retail represents a major growth opportunity with the right approach. Brands should focus on creating immersive, sensory environments that highlight indulgent products.
“Given that impulse buying is a common behavior among self-purchasers, retailers should strategically place high-margin indulgent products near checkout areas and create impulse zones in high-traffic areas of the store. Staff should be trained to identify the self-indulgent shopper with targeted recommendations. In-store experiences such as skincare consultations or educational tastings can also help foster engagement and increase conversion with the self-purchaser,” Mohn concluded.
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