Romanian consumers increasingly adopt “smart shopping” habits

A study conducted by Reveal Marketing Research for Fashion House Militari & Pallady reveals shifting consumer habits in Romania, highlighting a trend toward “smart shopping.” According to the research, eight out of ten Romanians prefer purchasing branded clothing at discounted prices.

Key findings indicate that 46% of respondents define “smart shopping” as buying high-quality products on sale, while 35% view it as purchasing only strictly necessary items. Quality is the primary shopping criterion for 44% of participants, followed by price (24%) and discounts (22%).

The study also notes demographic variations: 52% of women associate smart shopping with quality products at a discount, compared to 39% of men. Additionally, 51% of individuals with higher education share this view. Regarding retail formats, 79% of respondents expressed interest in visiting an outlet store if an international brand were to open its first Romanian location there.