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New Study Finds Working Women Make Many Grocery Trips After Work
Arielle Sidrane
January 1, 2018
2 Min Read
Today’s working women make a large portion of grocery trips during the evening commute, according to a new study from WorkPlace Impact (WPI). The report looked at who makes household shopping trips and when and where they happen. The report distinguishes between stock-up trips, the regular shopping trips for core household functioning (groceries, cleaning supplies, etc.), and fill-in trips, the visits to the store in between stock-up trips that consist of fewer purchases. According to the survey of working women, 46 percent say they conduct stock-up trips on the way home from work and a whopping 80 percent make fill-in trips after work. “It’s no surprise that working women are busy, but our report shows that this translates into a huge portion of household shopping trips being made after work,” says WorkPlace Impact president Shelly Sekki. ”With working women deciding where to shop and what to buy while at work, there is a huge opportunity for brands to market their products to women in the workplace.” Some of the key findings of the study, as outlined by WorkPlace Impact officials, include:
Stocking Up: The top three destinations for stock-up trips are grocery stores (90 percent), membership warehouses (48 percent) and discount stores (42 percent).
Kings of Convenience: For fill-in trips, convenience is key. While grocery stores are still the top destination (85 percent), smaller formats rank higher on the scale of preference for these quick fill-in trips.
Store Visits: Nearly three out of four (71 percent) respondents indicated that their households conduct stock-up trips once a week. Fill-in trips are more common, as 69 percent of working women conduct fill-in trips at least once a week and 41 percent conduct at least two fill-in trips per week.
Decision Makers: Women still make the majority of shopping trips for their households. 68 percent of women conduct all of the stock-up trips, and 57 percent say they are solely responsible for fill-in trips.
Coupon Mom: Coupons are extremely/very important for stock-up trips for 51 percent of respondents, while only 39 percent felt coupons were important for fill-in trips, when shopping planning isn’t as important as convenience and speed.
What’s For Dinner?: Purchasing items for dinner (70 percent) is the top reason fill-in trips are conducted, followed by snacks (42 percent) and items for lunch (35 percent).
“The workday consumes a large portion of women’s time, and it is a key part of the path to purchase for working women,” Sekki adds. “If marketers aren’t taking advantage of workplace marketing, they’re simply not reaching the household decision makers where they make most of their purchasing decisions.” The study’s findings are gathered in “Grocery Stock-Up and Fill-In Trip Behaviors of Working Women”, which polled 1,386 American working female consumers between April and July 2015.
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