New personas of the buyer: what retailers should know about them

In 2021, shopping behavior and consumer sentiment continue to change dramatically. The pandemic is likely to continue to affect them, from how they choose to spend their money, to where they want to live, how they want to work, and more.

It can be difficult for retailers and brands to adapt. To understand how best to attract consumers and encourage them to return, we research new buying personas.

New personas of the buyer: what retailers should know about them


The circumstances around him are constantly changing, and he is in a state of anxiety.

Most likely, he is vaccinated, but prefers to dine not indoors, but outdoors. As for shopping, his preferences can alternate – this week it is online shopping, and next week it is a shopping trip. And vice versa.

Hybrid shopper behavior is likely to remain chaotic, inconsistent and impulsive closer to the holiday season.


He is tense and depressed, and it is impossible not to notice. He suffers from instant gratification syndrome – jumping from one activity to another for any fleeting sense of comfort and satisfaction after being in isolation for too long.

Photo in text: Unsplash

He leaves routine tasks and tasks for the last minute (for example, buying a birthday present), because he is almost sure that there is another quarantine ahead and wants to live life to the fullest. He can go to the store, but he will leave almost immediately. If he is shopping online, he only wants to spend two minutes browsing before going straight to checkout.

Discount lover

He takes expenses seriously and doesn’t want to overpay. He seeks to save as much as possible and does not spend on extravagant purchases that his peers, friends or relatives will perceive as an extra purchase.

The lover of discounts will not lose his head. He will maintain financial discipline until the pandemic is a distant memory.


This is a very anxious and prudent buyer. He still avoids stores because he fears the coronavirus. Surprisingly, the pandemic did not take this buyer by surprise. He has ordered clothing and household goods online before. Online shopping has easily become part of his daily routine.

He confidently makes online purchases, but approaches them carefully. He believes that companies are responsible for taking precautions and will only support brands that pay attention to every detail, from intuitive interfaces and positioning to smart and secure logistics.

Wandering through the malls

This is a brave and courageous buyer. For over a year he observed all the precautions and sacrificed a significant part of his time. As a result, he became extremely impatient and persistent. Now he is ready to travel, both by train and by plane.

He takes part in everything, studies every new restaurant and spends a lot of money on goods that he may not need. Why is this so? He wants to enjoy life and a newfound sense of freedom.

At the same time, he tries to do everything so as not to experience FOMO – the fear of missed opportunities. This is especially true for millennials and Gen Z, as the influence of social media has increased over the years.

What does this mean for retailers

Retail chains should expect sales to grow closer to the holiday. Times of uncertainty, when it is difficult for the consumer to navigate, often open up a window of exceptional business opportunity.

Those who can prepare for it and act quickly will reap enormous benefits.

Now is the time for retailers to get aggressive and increase brand awareness through creative advertising campaigns. Review your KPIs now and be prepared to take all these new types of people into account when preparing your new strategy.

A source.

Cover photo: Unsplash

Source: RB.RU by

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