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Tips for Marketing to Trump and Clinton Supporters

Spoiler Alert – Democrat and Republican Customer Identities Are More Similar Than You Think—Here’s How to Capitalize

When deciding on marketing campaigns and approaches, it’s always a smart move to truly know your customers’ identities, as well as how recent events are affecting their decisions and behaviors. New consumer survey results are in and we have found hints for brands looking to better personalize marketing efforts to both Hillary Clinton and Donald Trump supporters. For all the talk of the stark differences between Trump and Clinton voters, our survey found more commonalities in the two camps’ respective customer preferences and opinions than the rancorous tenor of the election might lead us to believe was possible.

Most notably, the two groups appear to be big procrastinators this holiday season. Perhaps it’s because we are still caught up in the aftermath of the intense 2016 presidential election, but almost half of us are waiting until at least the last week to procure presents for their loved ones—that means most people are shopping right now! Interestingly, Clinton and Trump supporters are just as likely statistically to delay this chore—22.5% of Clinton backers expect to finish shopping at least one week before gift exchange, and another 22.5% think they’ll be finished within a few days of the holiday. Likewise, 44% of Trump supporters are also split equally into two groups, one that will finish gift purchases within a week and another in a few days.

Maybe it comes as no surprise then that both Democrat and Republican voters reported that the majority of their presents will be the easiest and quickest gift of all: gift cards or cash (36% for Trump, 29% for Clinton).

But if gift cards aren’t your thing, what non-cash gifts will each side be looking to buy this month?

  • One fifth of Clinton’s advocates have clothing and jewelry on their list, 16% are getting home goods, 14% will put personal accessories into their carts and 12% plan to pick up personal technology for friends and family.
  • Trump’s followers are more inclined to give personal accessories (19%) before clothing/jewelry (12%), personal technology (12%) and home goods (10%).

The survey also revealed some interesting splits when breaking the results out by gender.

  • Female Hillary supporters are about 10% more likely to buy someone clothes for the holidays than Donald’s female supporters.
  • Females in the red camp are 14% more likely to give gift cards or cash than the blue camp.
  • Men are 10% less likely to buy someone home goods and 14% less likely to buy someone personal accessories if they support Trump.

Some notable differences also surface when zeroing in on those who tend to finish their holiday shopping early.

  • Trump voters who shop ahead are 20% more likely to present loved ones with games as well as sporting equipment.
  • Those same voters are 13% less likely to buy personal accessories, 17% less likely to buy clothing or jewelry, and 17% less likely to buy home goods than Clinton voters who also get an early start on their shopping.

These differences aside, with the recently completed election having stirred raw emotions on both sides, these results provide a little respite from the continuing acrimonious fallout. These results should also remind marketers that no single piece of data can tell you everything you need to know about a customer. Can one survey unlock all of the secrets of marketing to Democrat and Republican voters? Of course not. But perhaps the lesson is that predicting how right- and left-leaning groups will feel about a marketing tactic, message or campaign will be tougher to generalize than, say, a particular political issue. High personalization of marketing efforts is more critical than ever and to get it right, first you must understand your customers’ identities.

See our infographic below for a deeper breakdown of results. And check back on Thursday for our results on how consumer trust has been affected by the election for both Trump and Hillary supporters.