Solo Shoppers Spend More: Study

ELLIOT ZWIEBACH

ALEXANDRIA, Va. — Consumers who shop alone are likely to spend an average of 11% more per trip than those accompanied by friends or family members, while consumers who shop with family members are likely to spend an average of 13% more than those shopping with friends, according to a study by POPAI, The Global Association for Marketing at Retail here.

"Heading to the store alone means conserving time and having more time to oneself — a strong benefit in today's busy world where shopping is often seen as a lengthy and somewhat burdensome process," the study pointed out. "In fact, the perceived value of time might help drive higher spending among ... solo shoppers who spent more than $20 [per store visit]."

However, the study also found that consumers who shop with friends or family are twice as likely to navigate a store more extensively than those who shop alone.

The study also found that consumers who interact with in-store marketing materials, regardless of whether they shop alone or with others, are likely to spend more. "Marketing at retail and shopper marketing programs work," the study said. "[By] strengthening and expanding these programs to better suit the shopper, marketers and retailers can better the chances of increasing their bottom lines."