S’pore’s Gen-X online shoppers are the biggest #SupportLocal supporters compared to Gen-Z & Millennials, Amazon study shows

48 per cent of Gen-X online shoppers have bought from local brands in the past week or more.

| Julia Yeo | Sponsored | June 12, 2021, 11:56 AM

Amazon Singapore released the results of a nationwide survey on consumer shopping behaviour in the past year on Jun. 9, 2021.

A total of 1,207 Singaporeans were surveyed on their online shopping habits across three main generational groups in the country – Gen Z (born 1997 to 2009), Millennial (born 1981 to 1996) and Gen X (born 1965 to 1980).

Gen-X online shoppers: biggest supporters of #SupportLocal movement

According to the survey, Gen-X shoppers appear to be the biggest #ShopLocal supporters in Singapore compared to their younger counterparts.

Across generations, more than half of the respondents said that they will choose to support local sellers over buying the same product from an international seller if there are no price differences.

Living up to their word, the study found 48 per cent of Gen-X respondents said they have bought something from local brands in the last week or more, compared to their millennial (44 per cent) and Gen-Z (34 per cent) counterparts.

Amazon Singapore sees this similar trend among the shoppers in its online store. In 2020, it welcomed more than 12,000 small and medium businesses (SMBs) in Singapore, all of whom participated in Prime Day for the first time. Local sellers who participated in previous iterations of Prime Day observed stronger sales numbers during Prime Day than other months.

For Prime Day this year, there are more than double the number of small businesses participating. If you’re keen to support local and small businesses, you may visit Amazon’s specially curated storefront this Prime Day.

Gen-Z shoppers more likely to consciously support businesses that give back to community

While majority of shoppers polled said they will support organisations that have a charitable component, 63 per cent of Gen Z shoppers said that for the same product, they would rather buy from a seller that gives back to the local community. This is in comparison to 55 per cent of both Millennial and Gen-X shoppers.

Check out how you can give back to the community this Prime Day by supporting one of the participating local non-profit organisations (NPOs) like Singapore Children’s Society, Blessings in a Bag, Children’s Wishing Well, and more through the Amazon X Retail for Good Wishlist programme.

The “new normal” saw shoppers spending most on clothing & accessories

According to the study, Clothing & Accessories (59 per cent) was the most popular product categories across all shoppers polled, followed by Health & Personal Care (47 per cent), and Groceries (46 per cent).

Clothing & Accessories was the most-shopped among Gen-Z (64 per cent), with the group spending 34 per cent of their total online spend – the highest compared to the other generation groups.

Gen-Z’s were also the most health conscious, spending the highest proportion of their total online spend (25 per cent) on Health and Personal Care products.

Groceries contributed to the highest proportion of Millennial’s (36 per cent) and Gen-X’s (43 per cent) online spending. More Gen-X (19 per cent) and Millennial (18 per cent) grocery online shoppers also carted out groceries online for the first time due to the pandemic.

Online shoppers most likely to continue buying pet supplies online even after pandemic

Among new categories of products explored due to the pandemic, it appears that shoppers across the three age groups (85 per cent) are most likely to continue buying pet supplies online the most even after the pandemic.

Other popular categories in this aspect include beauty and skincare products (82 per cent), and books (78 per cent).

Safety first for Gen X, while Gen Z motivated by wider international selection to shop online

With the introduction of social distancing measures and heightened public health alerts, two in five Gen-X shoppers (39 per cent) shared that the ability to avoid public spaces and stay safe is a key motivator for online shopping.

27 per cent of Gen-Z shoppers said that the availability of international selection is a crucial motivator for online shopping, the highest compared to their Millennial and Gen-X counterparts.

Lastly, with the majority of Singaporeans identifying as Bargain Hunters (32 per cent) and 41 per cent saying that lower prices are the top motivator for online shopping, it comes as no surprise that 23 per cent of shoppers rely on product comparison sites when making online shopping decisions.

Amazon Prime Day returns to Singapore on June 21 and 22

And these are just some trends and observations made among Gen-Z, Miillennial, and Gen-X online shoppers in Singapore.

These insights shared by Amazon are just in time for the upcoming Prime Day starting at 12 am SGT on June 21 for 48-hours till June 22. Prime Day will feature something for everyone across generations – whether it be Bargain Hunters, Practical Shoppers, Shopaholics, or Informed Buyers.

In the lead up to and on Prime Day, shoppers across Singapore can cash in on incredible savings from over two million deals, across various categories including toys, electronics, kitchen, books, and more, safely within the comforts of their homes.

Amazon Fresh, the new and improved two-hour grocery delivery service, will also be having its first installment of Prime Day in Singapore. New Amazon Fresh customers can enjoy S$20 off (minimum spend of S$60) on their first Amazon Fresh orders between now to Jun. 22 as well.

In celebration of Prime Day, all shoppers can also expect a three-part musical event premiering globally on Prime Video, featuring multi-award-winning artists Billie Eilish, H.E.R., and Kid Cudi as part of the Prime Day Show on June 17.

Early-bird deals available till June 20

From now to Jun. 20, Prime members will have access to these deals on Amazon.sg:

  • S$20 off S$60 spend on daily essentials in Baby, Personal Care & more
  • S$50 off S$150 spend in Beauty, Healthcare & more
  • S$30 off S$200 spend in PC & Electronics
  • S$50 off S$200 spend in Toys, Home, Books & more

In this same period, all customers will also have access to these deals on Amazon Fresh:

  • S$20 off S$60 spend on daily essentials in Baby, Personal Care & more
  • S$50 off S$150 spend in Beauty, Healthcare & more
  • Up to 25% off selected Muji products
  • 20% off – buy 3 get extra 10% off on Snacks, Coffee, Tea and more

If you’re all about finding the best ways to save, then you’ll be glad to learn these Amazon.sg e-Gift Card promotions with HSBC, DBS/POSB, UOB and Singtel Dash members and Grab.

Amazon Prime Day is an exclusive shopping event that celebrates Prime members by allowing members to enjoy the best deals of the year on Amazon, with membership as low as S$2.99/month.

New shoppers can start a 30-day free trial at amazon.sg/prime to participate in Prime Day, and enjoy S$10 off S$40 on their first Amazon Shopping App purchase with the code “APPFIRST” between now till Jun. 20.

Check out the deals for yourself here on Amazon.

This sponsored article by Amazon makes this writer want to sign up for Amazon Prime too.

Top image via Unsplash