78% of Shoppers Seek Value Beyond Discounts

The report reveals that 78% of shoppers aren’t driven by discounts, with UK consumers favouring product reviews and loyalty perks over sales, urging brands to rethink year-round marketing strategies beyond promotions.

Intuit and Canvas8 have released The New E-Commerce Calendar, a report that explores how the traditional retail calendar is being reshaped. This draws insights from more than 9,000 surveyed shoppers across 13 countries (including more than 1,000 in the UK), supplementing this data with insights from six retail and behavioural science experts.

A shift in global consumer behaviour has become clear: 78% of the ‘moments’ that make up the New E-Commerce Calendar aren’t driven by price promotions. In fact, seven in ten UK shoppers believe discounts around retail calendar moments are often exaggerated. Today, shopping unfolds year-round in a rhythm of personal, cultural, and community-driven moments. 

In the UK, 42% of shoppers were influenced by website product reviews to make a purchase in the last two years. With UK consumers not blindly following sales and instead driven more by trust, those behind the research said it is clear that marketing strategies should not be hinged on discounts alone. 

Modern marketers must acknowledge this and be agile in their approach in order to unlock year-round success.

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The research identifies six categories of moments that make up the New E-Commerce Calendar – Sales Moments, Advocacy Moments, Celebratory Moments, Together Moments, Holiday Moments, and Entertainment Moments – and explores the emotional drivers and shopper missions behind each. 

Key Report Findings: 

• Sales Moments, created and dominated by brands and retailers, still engage 58% of UK shoppers, though 71% feel discounts are often exaggerated.
• Celebratory Moments like Valentine’s Day and Halloween drive purchases for 54% and 39% of shoppers, with Easter also seeing 62% participation.
• Holiday Moments remain strong with high participation in Amazon Prime Day (63%), Black Friday (79%), and January sales (65%), but Christmas now accounts for only 10% of yearly engagement.
• Entertainment Moments, such as the World Cup or Eurovision, influenced 15% of shoppers, especially young consumers seeking a cultural connection.

Each moment can be a powerful opportunity for a brand to drive growth, and understanding the leading motivations and emotional prompts associated with each type is key to strategic success. By approaching the marketing ecommerce calendar with consideration and intention, brands can build stronger loyalty, deeper emotional connections, and long-term growth, Intuit claims.

The marketer’s calendar has transformed into a dynamic, year-round continuum shaped by culture and community. The end of year Christmas rush and Boxing Day Sales now account for just 10% of annual engagement opportunities.

Moreover, 39% of shoppers worldwide are overwhelmed by the sheer volume of sales and promotions, leading 25% to actively avoid shopping during major sales events. This saturated promotional landscape presents both opportunities and challenges for brands. Navigating this environment requires careful consideration to determine the optimal timing and approach for engagement. 

“Globally, consumers are engaging with brands that show up meaningfully throughout the year, whether that’s during a major cultural moment or a well-timed promotion,” said Jim Rudall, Regional Director, EMEA at Intuit Mailchimp. 

“For marketers, the challenge lies in finding the right balance – leveraging the momentum of trends without diluting your brand’s differentiators. The New E-Commerce Calendar helps brands show up at moments that truly resonate with their audiences – and do so with an eye on long-term results.” 

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