Survey: Consumers more likely to shop where retailers give back to charity

RICHMOND, Va. — The economy may still be slowly inching its way toward recovery, but that hasn't stopped Americans from feeling charitable this holiday season.

A survey revealed that 2-in-3 people say they're planning on giving back during the final weeks of the year, either through financial contributions or volunteering. The findings also showed that 72% of consumers are more likely to shop where retailers also are giving back. Sixty-nine percent said knowing a business gives back impacts their purchase decision.

The poll of more than 1,000 adults was conducted by Ipsos Public Affairs on behalf of PlanG, a technology company that helps businesses integrate philanthropy into consumer offers.

“These findings underscore the fact that Americans are among the most generous people in the world, and that selflessness is particularly evident during this time of year,” Marti Beller, founder and CEO of PlanG said. “The survey also amplifies another telling aspect of the nation’s consumer behavior, and that is a propensity to shop at stores that are aligned with our personal beliefs and values.”

The poll also shed light onto checkout solicitations: 35% of Americans don't like it when cashiers make requests to donate to organizations during checkout.

“The overwhelming reason why many consumers object to checkout solicitations is a lack of choice, an inability to select a charity that we have a personal connection to,” Beller said. “Imagine the impact a brand could have if it was able to connect shoppers with nonprofits that are relevant and special to them.”

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