Brand-conscious shoppers are twice as likely to spend more than price-conscious consumers: survey

There’s no debating that shoppers today love a good deal and are increasingly value conscious, but when it comes to their favorite brands, there are certain exceptions.

YouGov’s latest Profiles data found that while only 24% of consumers across the US said the label was important to them when purchasing clothes, they were a valuable audience because they spent more money and cared more about quality.

In fact, 30% of “brand-conscious” shoppers spent more than $200 on clothing in the last three months, compared to 15% of price-conscious shoppers.

Likewise, 28% of those identifying as brand-conscious ranked product quality as the biggest consideration, compared to 17% of price-conscious consumers. Meanwhile, price-conscious shoppers lean the other way, with 26% prioritizing price, compared to 15% of brand-conscious consumers.

When it comes to which retailers had the most “consideration” among brand-conscious consumers, Nike led the way with 57%, followed by Adidas at 47%, Levi’s at 43%, and Old Navy at 42%.

Calvin Klein and American Eagle also stood out among brand-conscious shoppers, with 31% and 30% considering the brands, respectively, compared to just 20% of price-conscious consumers for each.

Brand-conscious shoppers skew younger and slightly toward men, with Gen Z and millennials making up 60% of the group and men accounting for 53%.

The same younger cohort is also known for being extremely value-conscious and often spend days contemplating their purchases, which could create contradictions. Ultimately, Gen Z places a lot of emphasis on identity and personal values, which then shape their shopping decisions.