A third of employed shoppers are spending more days in the office now. That’s changing how they eat, shop, and engage, and it may require a shift in your 2027 plans.
The problem retailers and brands are both facing:
Work location isn’t a demographic; it’s a routine-shaping force. One in three employed shoppers is now in the office more than they were last year, and commuters and home-based workers are diverging on where they eat, how many retailers they shop and how they respond to price versus experience. If one planned around the average shopper, they’d miss both groups.
If you’re a retailer, this data answers:
- Which retailer-choice priorities hold steady across work patterns
- Where commuters are pulling spend that home-based shoppers aren’t
- Which store services and experiences are worth prioritizing for each group
- How work patterns should factor into your channel and location strategy
If you’re a brand, this data answers:
- Where financial pressure is highest, and what that means for value messaging
- Which meal occasions are set to grow, and who’s driving that growth
- How digital and in-store engagement diverge by work pattern
- Why a single national plan may be leaving trips on the table
What’s inside:
- Despite near-identical top incomes, there’s a financial-comfort gap between home-based and commuting shoppers
- Which at-home meal occasions are poised to grow, and by how much
- The retailer categories where commuters are shopping
- The store services and promotional touchpoints where the two groups diverge most
- A plan for adjusting activation by work pattern
Work location won’t change your fundamentals. It will change who you reach, when, and with what. Understanding the difference now means fewer wasted dollars building 2027 plans.
Get this proprietary report.
Just in case you missed these…
Annual Proprietary Shopper Study Release No. 1: The Adaptive Shopper
Annual Proprietary Shopper Study Release No. 2: The Experience Behind Retailer Choice
Annual Proprietary Shopper Study Release No. 3: Win the Mission. Grow the Basket.
