A major study by Boston Consulting Group (BCG) reveals that nearly 79% of consumers worldwide plan to make purchases during the major year-end sales events, a 4 percentage point increase from 2024. Despite a challenging economic context where 81% of consumers are concerned about rising prices for essential goods and 71% about tariffs, this does not deter shopping plans. Additionally, around 40% plan to use flexible payment options like 'buy now, pay later.' In the face of a multitude of offers, transparency and simplicity are key. The intention to purchase for personal tastes also grows, with 44% allocating part of their budget to higher-priced products. This behavior confirms rational planning, as 77% of respondents postpone purchases throughout the year to take advantage of promotions. As for motivations, gifts remain the primary reason (64%), followed by essential items (56%). Nearly a third (31%) already have a clear decision on the product and brand they want to purchase before key dates, although 28% prefer to wait for last-minute opportunities. 48% of consumers report having used or plan to use generative AI tools, such as ChatGPT or Gemini, for their purchasing decisions. Consumers prefer direct and clear discounts, and consider a 'good offer' to have a minimum reduction of 30%. This percentage represents a nine-percentage-point increase compared to the previous year. Buyers use these tools mainly to: compare products (46%), find the best deals (44%), and research features or reviews (42%). The adoption of GenAI extends beyond the young, integrating into the shopping experience of 42% of Generation X and 31% of Baby Boomers, which underscores its integration into the daily consumption routine.
Quote: "For Panama, loyalty is built with direct discounts, transparent communication, and execution that delivers on what is promised, from availability to delivery and returns," concludes Giraldo.
The most searched categories are clothing (52%), technology (42%), and beauty products (33%).
