Observed Signal · Jun 22, 2026 · Market Research · Source: t3n · Impact: 2/5 · Sentiment: Positive
Shoppers Plan Purchases — Discounts Alone Aren't Enough
A representative IFH Media Analytics and Media Central study of 1,000 German consumers finds only 12% of purchases are spontaneous while 59% of shoppers plan purchases and compare offers before deciding. The research maps digital channels across the customer journey and shows retailer apps (58%) and prospekt/flyer apps (61%) are key channels for price and offer research; retailer apps are important for planning for 49% of respondents. Video ads (53%), influencers (52%) and social ads (50%) are major discovery drivers. Experts (Jan Michael Rasimus, DHBW Karlsruhe) note that major sales events like Prime Day start psychologically with deal expectations and that consumers increasingly use price-tracking tools (Idealo, Keepa) and AI tools, making shopping and platform-side targeting more data-driven.
The study highlights shifting consumer behaviour toward planned, comparison-driven purchases and the rising importance of retailer and flyer apps — relevant to retail media, commerce advertising strategies, and targeting opportunities, but it is not industry-shifting.
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Key Takeaways & Evidence Grounding
- IFH Media Analytics and Media Central surveyed 1,000 representative consumers in Germany for the study.
- Only 12% of consumers report buying products spontaneously; 59% plan purchases by comparing offers beforehand.
- Prospekt (digital flyer) apps were cited as relevant by 61% of respondents; retailer apps are used by 58% and important for planning for 49%.
- Discovery channels include video-platform advertising (53%), influencers (52%) and social ads (50%).
- Experts say Prime Day influences consumer behaviour through expectation and that shoppers increasingly use price-comparison and price‑history tools (e.g., Idealo, Keepa) and AI tools.
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