The 5WPR 2022 Consumer Culture Report finds that timing beats location for today's shopper. Censuswide surveyed 2,002 US consumers aged 16 and over for 5WPR between November 18 and 22, 2021. More than half of consumers (58%) say knowing when they need something is their top purchase driver. Only 29% put where they shop first. At the same time, 52% now prefer finding new products in store. Brands that miss the right moment, online or in person, lose the selection.
This is the third annual edition of the report. The full 2022 Consumer Culture Report PDF covers spending confidence, the return of brick-and-mortar, safety expectations, the conscious consumer, and trends in shipping and shopping. The findings below come from that report unless another source is named.
Where did consumers spend in 2021 and where will they splurge in 2022?
Dining out took the largest share of disposable income in 2021 at 37%, followed by clothing and fashion (33%) and electronics and technology (32%), according to the 5WPR 2022 Consumer Culture Report. Gen Z is the most selective group, with 42% careful about discretionary spending. Millennials aged 25 to 34 are the most likely to treat themselves, with 38% spending most of their discretionary income on goods and services.
Electronics and technology is the top splurge for every age group, because staying connected for work and family made tech feel essential. Health and wellness ranks second for consumers aged 16 to 34 and 55 and over. Fitness and cosmetic procedures are the top two savings categories for every age group.
| Rank | 16 to 24 | 25 to 34 | 35 to 44 | 45 to 54 | 55+ |
|---|---|---|---|---|---|
| Splurge 1 | Electronics and technology | Electronics and technology | Electronics and technology | Electronics and technology | Electronics and technology |
| Splurge 2 | Health and wellness | Health and wellness | Home goods and furniture | Home goods and furniture | Health and wellness |
| Splurge 3 | Clothing and fashion | Dining out | Dining out | Dining out and health and wellness | Home goods and furniture |
| Save 1 | Fitness | Fitness | Fitness | Fitness | Fitness |
| Save 2 | Cosmetic procedures | Cosmetic procedures | Cosmetic procedures | Cosmetic procedures | Cosmetic procedures |
| Save 3 | Dining out | Travel and experiences | Beauty and personal care | Clothing and fashion | Clothing and fashion |
Ronn Torossian, Founder and CEO of 5WPR, said in the January 26, 2022 press release announcing the report that the desire to splurge "is up across the board from 2021." Torossian noted travel was the only category to trend down, by less than 2 points.
Is brick-and-mortar making a comeback?
More than half of consumers (52%) now prefer to find new products in store rather than online, according to the 5WPR 2022 Consumer Culture Report. The preference is stronger among men (56%) than women (48%). Almost half of respondents (47%) say in-store experiences are what draw them to a store, 21% shop as an activity with friends, and 23% want to tap sales staff expertise.
Shoppers describe the appeal in plain terms: being able to see, feel, touch and try things, judging quality, finding unexpected items, and getting products instantly rather than waiting for shipping. That last point links back to timing. In the report, 61% of consumers are more likely to shop from an e-commerce store that offers same-day shipping.
Safety still matters. In the report, 84% of consumers say a retail outlet's safety measures are important, rising to 90% of consumers 55 and over. Only 16% say safety measures do not bother them. Outdoor dining split the sample: 46% have not yet eaten outdoors, while 48% of those who like it plan to keep dining outside through the colder months of 2022.
Where will disposable income go in 2022?
Dining out leads the categories where consumers expect to spend most of their disposable income in 2022, at 33%, according to the 5WPR 2022 Consumer Culture Report. Travel and experiences follows at 29%, then clothing and fashion (27%), electronics and technology (26%) and health and wellness (22%). Consumers aged 55 and over lean hardest toward dining out (36%) and travel (33%).
| Category | Overall | 16 to 24 | 25 to 34 | 35 to 44 | 45 to 54 | 55+ |
|---|---|---|---|---|---|---|
| Dining out | 33% | 28% | 32% | 33% | 33% | 36% |
| Travel and experiences | 29% | 26% | 24% | 31% | 29% | 33% |
| Clothing and fashion | 27% | 35% | 34% | 29% | 30% | 19% |
| Electronics and technology | 26% | 27% | 33% | 35% | 31% | 16% |
| Health and wellness | 22% | 18% | 27% | 25% | 19% | 22% |
Younger consumers put clothing first. Among 16 to 24 year olds, 35% expect to spend most of their disposable income on clothing and fashion, and 34% of 25 to 34 year olds say the same. Only 19% of consumers 55 and over agree.
How much do ethics and sustainability shape selection?
Most consumers (71%) research the ethical and sustainable standards of a brand at least occasionally before selecting it, according to the 5WPR 2022 Consumer Culture Report. About one in seven (14%) do this every time, 27% usually do, and 30% do so occasionally. Consumers aged 35 to 44 are most likely to check every time (26%), against 3% of consumers 55 and over.
When supporting purpose-driven brands, consumers favor small and local businesses (46%), charitable causes such as Made in the USA and veteran support (32%), and environmental protection (31%). More than a fifth (21%) prefer to purchase from minority-owned and Black-owned businesses. They find those brands through social media (39%), word of mouth (32%) and publications, broadcast media and blogs (21%).
What are the new shopping and shipping habits?
Consumers will pay an average of $6.78 for same-day shipping, according to the 5WPR 2022 Consumer Culture Report. Men will pay $7.93 and women $5.64. Consumers aged 35 to 44 will pay the most at $9.19, while consumers 55 and over will pay $3.74.
| Habit | Finding |
|---|---|
| Passive shopping | 43% shopped while doing other tasks in 2021; 67% of Gen Z and 48% of men |
| Shoppable social | 62% of women and 51% of men would not purchase through a social platform; 35 to 44 year olds are most willing (55%) |
| AI in shopping | 37% use artificial intelligence for some online purchases; 50% use interactive chat, 43% voice search, 37% reverse image search |
| Installment payments | 32% use installment options; 62% of them would buy luxury goods this way |
| Gaming platforms | 42% enjoy seeing favorite brands in games; 21% have made virtual purchases there |
Gaming purchases cluster in a few cities. San Antonio leads with 41% of consumers making gaming-based virtual purchases, followed by Austin (32%), Detroit (28%), Los Angeles (28%) and New York City (27%).
What should brands do with the 2022 findings?
Brands should treat convenience as the baseline, make the store worth the trip, and replace price value with shared values, according to the 5WPR 2022 Consumer Culture Report. The report closes with eight actions. The table below pairs each with the finding behind it.
| Recommendation | Finding it answers | Action for brands |
|---|---|---|
| The whole shopping experience | 52% prefer discovering products in store | Offer exclusives, events and activations at every stage of the visit |
| Convenience is king | 58% rank timing above location; 61% favor same-day shipping | Build a frictionless path from browsing to shipping |
| A more inclusive luxury | 62% of installment users would buy luxury this way | Offer no-interest payment plans on premium items |
| Values over value | 71% check ethical standards at least occasionally | Communicate corporate actions with transparency |
| Game on | 42% enjoy brands on gaming platforms | Plan for brand presence where younger consumers already play |
| Customer service comeback | 23% want sales staff expertise; 50% use chat | Pair AI advice with skilled in-store staff |
| Safety first | 84% call safety measures important | Keep sanitization and safety in place |
| Small and mighty | 46% favor small and local brands | Lift local partners into marketing and community work |
How was the 2022 Consumer Culture Report researched?
The 2022 Consumer Culture Report is based on a survey of 2,002 US consumers aged 16 and over by Censuswide, an independent market research consultancy. Fieldwork ran between November 18 and 22, 2021, with a nationally representative sample of American adults. Censuswide abides by and employs members of the Market Research Society, which is based on ESOMAR principles.
The full report includes every chart and age breakdown covered above. Download the 2022 Consumer Culture Report as a PDF. Other editions and 5W studies are collected on the 5W research hub.
CONCLUSION
The 2022 Consumer Culture Report shows a shopper who wants the right product at the right moment, whether that means same-day shipping or a store worth visiting, and who checks a brand's values before selecting it. Brands that deliver on timing and stand for something win those selections. 5W's consumer PR practice builds those programs for retail, food and beverage, beauty, wellness, travel and consumer technology brands. Get in touch at info@5wpr.com to brainstorm how these findings apply to your brand.
