Roll out patriotic items to increase your July profitability. The National Retail Federation’s “Independence Day Survey” project, conducted by BIGinsight, concludes that, overall, 23% of American adults will be on special lookout for those items between now and July 4. This is a slight increase over last year’s 20%. The drive is strongest among Americans under age 35, the more wealthy, men, and people living in the Western states.
It’s not only flags, banners, and bunting which consumers see as patriotic. There are the fireworks for purchase, and for those who prefer to put matchstick to barbeque instead of fuse, there are the portable chairs to watch the show and the sunscreen to use at the parade. Just be sure the store décor establishes the association with celebrating the U.S. of A.
Why are people feeling an extra surge of patriotic zeal this year? Could be the election season. Or something else.
Researchers at Duke University, Cornell University, and University of Waterloo discovered that when Americans feel their country is under verbal attack, they became more likely to buy American. Study participants perceiving that America was being threatened were more likely to choose a Chevrolet than a Toyota, everything else being equal. They chose Nike over Adidas, even though they very well might not have been consciously thinking Adidas is based in Germany.
This preference for American brands was substantially stronger under a certain condition: When the consumer believed not only that their country was being threatened, but also that America was having trouble responding to the threats.
The same phenomenon will go beyond July 4 and beyond loyalty to country. Researchers at Southern Methodist University and University of Texas-Austin watched what happened when people from UT were assigned to purchase a present for someone who wanted an item carrying the logo of UT archrival Texas A&M. The reactions were compared to those of a comparable group assigned to buy a gift emblazoned with the UT Longhorns logo.
While selecting the item for the Texas A&M fan, the shoppers fidgeted, chewed on their lips, and averted their eyes. They crossed their arms, as if to distance themselves from what they were doing, and at the cash/wrap, they actually stepped away from the item, as if to say to anybody watching, “Don’t think this item represents who I really am.”
Feature items which allow customers to affirm their desired identities.
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Salute Sales to Concerned Patriots
Sell Identify Affirmation to People
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