It’s been a brilliant year for promotions in Great Britain! We are proud to launch the third edition of our “What the Brits Want from Promotions” white paper.
“What the British Want from Promotions 3.0” is our latest white paper, developed in partnership with YouGov and The Institute of Promotional Marketing. We’ve been tracking promotions since 2021 and a fascinating story of growth, innovation and improvement is emerging.
Request White Paper to Your Inbox –
What The Brits Want From Promotions 3.0
Promotions in Great Britain just keep getting better and better!
In this paper we explore promotional participation, appeal and impact. We define who engages (and who doesn’t) and bust a few common industry myths.
We’ve looked at what motivates people to participate, and also what turns them off. We’ve asked Brits to give us direction on how to design the optimum promotion (from routes of entry, to mechanics to the types of prizes that resonate most) and rounded out the paper with 6 deep dive studies into current hot topics:
#1. How can you build trust in your promotion?
#2. Which promotional channels capture people’s attention?
#3. Should you repeat a successful promotion?
#4. How do promotions work in loyalty programmes?
#5. Should you gamify your promotions, and if so, how?
#6. Should you offer prizes from yourself or from brand partners?
This year we’ve also worked with Mando and industry experts to include more case studies and stories than ever before, to bring the stories our data tells to life. And, for the first time ever, we’ve included exclusive Mando ProNet data and insight to back-up our YouGov study. Using the full capabilities of our nitro-boosted Insights Engine to bring promotions in Great Britain to life.
Here are 5 key take-outs from this year’s research:
#1. Promotional participation is on the rise
Three quarters (75%) of British adults take part in promotions, that’s up from 72% in 2023 and 66% in 2021.
That’s huge!
#2. Brits really love promotions
Nearly 9 in 10 Brits (86%) find promotions appealing, nearly 8 in 10 (79%) think promotions are a great way to reward customers and nearly 7 in 10 (69%) think all brands should offer them.
#3. Promotional impact is huge
When a brand offers promotions:
- 72% of Brits are more likely to try it
- 72% are more likely to notice it
- 63% find it more appealing
- 56% will spend more it
- 58% will shop more frequently
- 51% are more likely to recommend it
- 35% are more loyal to it
- 34% feel more emotionally connected to it
#4. Deal seeking remains the primary motivator for promotional engagement
34% of British adults participate in promotions because they like to get a good deal and 31.5% do so because they like to get something for nothing. Savviness remains the dominant motivator for promotional engagement.
#5. Repeating and improving a promotion is a smart move
Only 25% of Brits say they don’t like it when a brand repeats and improves a promotion. Improved familiarity and expectation sit at the very top of the reasons Brits like repetition – it’s no surprise to see that this is the dominant feeling generated by repeating your promotion. 24% of Brits say that they come to expect the promotion will be offered.
It was genuinely very difficult to pick out 5 highlights from this year’s paper so please download and read the full paper and get in touch if you have any questions, or would like to see the data cut by a particular audience, your brand or by sector.
We hope you find it very useful!
