All You magazine: “How America Shops” report and “America’s Smartest Shopper” contest

The March issue of All You magazine — the magazine with coupons — hits newsstands this Friday, February 22nd, and it features a special report entitled, “How America Shops.” All You surveyed 2600 women about their shopping, couponing and savings habits, and the results revealed some enlightening details about how we shop:

• Nine out of 10 women (107 million women in America) consider themselves smart shoppers
• 90% admit that if they became a millionaire tomorrow, they would still hunt for deals
• The majority of women surveyed (88%) say getting a bargain is worth bragging about
• Smart shoppers are device junkies: Nearly two thirds (62%) look for deals on their mobile devices
• Over half (61%) search for deals on their smartphone while shopping in store
• A full 70% check deal websites or e-mail on their mobile device every day
• Sharing the wealth: An overwhelming majority (83%) forward good deals to friends and family
• 7 in 10 women (71%) would give up an hour a day if it meant saving money
• Nearly all (94%) look for ways to buy the brands they love at the best price

To celebrate the release of these survey results, All You is now on the hunt for America’s Smartest Shopper! They’re having a nationwide contest in which consumers will submit a 60-second video describing their favorite smart shopping strategy and a deal that put their strategy to work. The winner will receive a $1000 cash card, along with a profile in All You, with two runners-up winning $250 each. The public will be able to vote from April 15-May 24th. Once finalists are selected, a panel of six judges will choose the winner… and guess who one of the judges is?

A full press release about the “How America Shops” report and the All You Smartest Shopper contest is below, along with a preview graphic showing some of the shopping survey results. I received an advance copy last week and found it to be interesting reading! One of my favorite statistics? 93% of women who consider themselves “Super Savers” credit their mothers with teaching them how to spend wisely. (Me, too! Thanks, Mom!)

Visit www.allyou.com/smartshopping for more information on the contest, and watch your mailboxes and newsstands for the March issue of All You with the full “How America Shops” survey results.

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Over Two Thirds of Women Shop for Deals Because They Want to, Not Because They Have to, According to ALL YOU SurveyAn Overwhelming Majority (90%) of Women Say that if They Became a Millionaire Tomorrow, They Would Still Be Bargain HuntersSmart Shoppers are Device Junkies: Nearly Two Thirds (62%) Look for Deals on Their Mobile DevicesMore Than Half (56%) Would Give up Sex for Six Months to Save $2,500ALL YOU Announces First-Ever America’s Smartest Shopper Video ContestNew York, NY – Smart shopping is rewarding, and it’s not just about dollars saved. Over two-thirds of women (68%) shop for deals because they want to, not because they have to, according to an exclusive survey of 2,600 women between the ages of 21-59, released today by Time Inc.’s ALL YOU, the premier smart shopping brand that helps women enjoy life for less. Survey results are featured in the March issue and on: allyou/smartshopping. Follow us on Twitter @allyou #AllYouSmartestShopper

The crashing economy, ballooning consumer debt, growth of tech tools, and popularity of daily deals have contributed to the rise of the smart shopping movement. Americans have recalibrated their spending, making smart shopping the new normal. It’s here to stay. New findings from the ALL YOU survey show just how big this movement is:

• Nine out of 10 women (107 million women in America) consider themselves smart shoppers
• 90% admit that if they became a millionaire tomorrow, they would still hunt for deals
• The majority of women surveyed (88%) say getting a bargain is worth bragging about

In tandem with the release of the survey results, ALL YOU is now on the hunt for America’s Smartest Shopper. To enter this nationwide contest, consumers are asked to submit a 60-second video describing their favorite smart shopping strategy and a deal that put this strategy to work.

Survey findings include:

Technology is the Smart Shopper’s Lifeline
• Smart shoppers are device junkies: Nearly two thirds (62%) look for deals on their mobile devices
• Over half (61%) search for deals on their smartphone while shopping in store
• A full 70% check deal websites or e-mail on their mobile device every day
• Sharing the wealth: An overwhelming majority (83%) forward good deals to friends and family

Women Would Sacrifice Time and Sex to Save
• 7 in 10 women (71%) would give up an hour a day if it meant saving money
• Over half (56%) would give up sex for six months to save $2,500

Brand Loyalty: Nearly all (94%) look for ways to buy the brands they love at the best price

Although the desire to be strategic unites all smart shoppers, the survey uncovered three distinct archetypes who differ in motivation and technique:

1. The Super Saver: (Mantra: Saving money is part of my DNA) (38% of the total)
• Born & Bred: Taught to save by her mom, she’s seen as a social influencer among her friends
• Many are on-the-go moms, 9 in 10 check for deals online before they go shopping
• Over half (60%) use Facebook to research and share shopping deals

2. The Committed Convert: Mantra: I’m learning the skills to save so I can spend) (25%)
• The economy inspired her to shop smart. She saves to splurge on her family and herself
• 82% read online reviews. She seeks savings advice and likes using coupons
• 85% say good deals help justify her spending

3. The Strategic Splurger: (Mantra: How I save time and money is my little secret) (37%)
• She buys luxury brands for less and tends to splurge
• She likes finding deals but doesn’t want to be seen doing it
• 64% will spend more to save time; over half (58%) are so over getting daily deals in her inbox

Consumers can take an online quiz to determine what kind of smart shopper they are. ALL YOU editors and a panel of savings experts will select eight finalists for the America’s Smartest Shopper contest based on: Skill displayed in the savings strategy; creativity of the deal; savings, considering the percentage saved, and video presentation or the video’s ability to engage the viewer.

Finalists’ videos will be showcased on allyou.com from April 15 to May 24, 2013 where users can vote for their favorite. A grand-prize winner will receive a $1,000 cash card, become a guest blogger on allyou.com and be profiled in the magazine. Two runners-up will win $250. The public can vote once per day and will be entered into a weekly sweeps for gift cards to popular retailers such as Dunkin’ Donuts, Olive Garden, JC Penney, Walgreens, Target and Walmart.

The judging panel for the ALL YOU America’s Smartest Shopper contest is:
• Jill Cataldo, savings columnist and founder, Super-Couponing workshops
• Rachel Holland, blogger, SurvivingtheStores.com
• Clark Howard, host, The Clark Howard Show, and co-host, HLN’s Evening Express
• Stephanie Nelson, founder, Couponmom.com
• Shannon Shaffer, creator, FortheMommas.com
• Farnoosh Torabi, host, Financially Fit on Yahoo

Survey Methodology: The survey was conducted online by Insight Strategy Group, an accredited research and strategy firm using a nationally representative sample of 2,600 women between the ages of 21-59 who have children ranging from 0-17 years old with an income of at least $35K.

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