Newspaper buyers spend more on the weekends
14 August 2009
Research commissioned by The Irish Daily Mail has shown that shoppers spend more on other groceries while purchasing their newspapers at the weekend. The study, carried out by Amárach Research, was conducted in order to understand newspaper buyers’ motivation while shopping in-store at the weekend.
The study revealed a significant difference between Saturday and Sunday buying patterns. Gerard O’Neill, managing director of Amárach Research said that Saturday “tends to be a grocery shopping day,” with customers spending an average of €36. When asked, 72% of shoppers said they make extra purchases with their paper on Saturday, while 64% said they do on Sunday, when the average spend is €13.
Bread and milk, lottery tickets, minerals, general groceries and cigarettes are the top five additional purchases of Saturday newspaper buyers. The same is purchased on Sunday, excepting the substitution of chocolate for lottery tickets.
“Buying the newspaper is very much part of a ritual or routine at the weekend,” O’Neill commented, adding that the findings highlight the potential loss of earnings if customers’ newspapers are not in stock. “People can buy milk anywhere and if they can’t get their newspaper, they will go elsewhere,” he said.
Although the study focused primarily on Irish Daily Mail buyers, it included a representative sample of all newspaper buyers at the weekend in order to understand shopper behaviour in the category generally. According to O’Neill, the research also reveals that there are opportunities for cross promotion between the staple groceries noted and newspapers at the weekend, the potential of which has been “underestimated.”