‘Essential’ trumps ‘desirable’ in Gekko UK consumer sales survey

Brands must highlight why their products are ‘essential’ to the lives and lifestyles of consumers, rather than just ‘desirable’.

That’s according to a new survey, by creative customer experience marketing agency Gekko, which has revealed the key factors driving considered purchases in the current economic climate.

It comes as retailers gear up for a final sales push in the vital run up to Christmas.

‘Essential’ vs ‘desirable’ purchases

The study carried out by YouGov of 2,000 consumers concerned the factors driving considered purchases. These are defined as non-essential purchases that have a degree of financial or emotional investment.

Number one on the list was if a crucial home appliance or device was broken (76%). Second was if the item was essential to a consumer’s day to day life (73%).

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