Falling within National Gratitude Month on the first Tuesday after Thanksgiving, GivingTuesday is an opportunity to support charitable causes. Curious to learn more about shopping habits around this global movement, we conducted a survey.

One For Me and One For You

Following Black Friday and Cyber Monday where consumers are likely shopping for themselves and those they know, GivingTuesday focuses on giving/shopping to support those in need, as well as philanthropic causes.

Even large companies and retailers have gotten in on the action, making donations themselves and/or enabling portions of purchases to go to philanthropic organizations. For example, this year, Foot Locker will give 6 percent cash back for customers to donate to their preferred charities.

The Present and the Future

While the GivingTuesday movement has been going for more than a decade, we found that 37% have never heard of it! Furthermore, while 24% have never heard of it, they admit that they don’t know anything about it. These insights demonstrate that there is an opportunity to create awareness around the powerful trend.

Socially Responsible Shopping

With our previous research indicating that consumers have become increasingly concerned with social responsibility and sustainability emphasis in advertising, if not already doing so, brands may want to consider jumping on the GivingTuesday bandwagon. Joining the GivingTuesday effort could also help brands tap into a new demographic, as our deep dive into Gen Z consumers demonstrated that this segment is more likely to support brands that are ethical, sustainable, and have a philanthropic mission or cause.

Giving is Receiving

After learning that 3 out of 4 (79%) consumers agree with the objectives of GivingTuesday and that 1 out of 4 will buy goods from a participating business, this is a not to be missed opportunity to attract shoppers.

Blog Author

Rachel Kaye

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