Payday Cycle Spending

Employed consumers provide much relief during a recession. Their ability to spend makes them an ideal target for advertisers who are faced with the reality that a growing number of people can no longer afford products in which they may have an interest. As a result, marketers are strategically targeting consumers on or near their payday.

 

  •  
  •   "With more consumers living from paycheck to paycheck, some companies
  •   have looked at ways to time their promotions around periods when consumers'
  •   wallets are likely to be well cushioned."
  •                                                                                 The Wall Street Journal
  •                                                                                 February 23, 2009          
  •                                              

 

Discretionary spending is done on or near payday

  •      78% of working consumers spend money on items that are not related to bills on or just
  •      after their payday.
  •     
  •      64% of the American workforce stops spending money on items that are not bill-related
  •      just six days after being paid.

Consumers are more likely to respond to offers received around payday and at work

  •      86% say that receiving an offer on or near payday would make them more likely to
  •      purchase the product/service.
  •     
  •      82% of working consumers would be more likely to use an offer received at work near
  •      the payday versus receiving an offer at home during the same time.

 

   Source: 2009 Payday Cycle Spending Survey, WorkPlace Media, April 2009