Influencers have very little influence on Irish shoppers, survey shows

Just 7 per cent of Irish shoppers cite influencers as a factor in their purchases

So-called “influencers” and celebrities have very little impact on how Irish people shop, a new survey suggests.

Just seven per cent of Irish shoppers are influenced by influencers in their purchases and that figure drops to 1 per cent for those who are persuaded by a celebrity endorsement to make certain purchases.

Influencers are people like make-up artists and nutritionists whose endorsement of certain products are prized by retailers. However, it now seems their commercial use has limited value in Ireland, according to the survey results.

The survey was carried out by discount retailer TKMaxx in April and May from a representative sample of 1,001 respondents nationwide.


It reveals that 65 per cent of Irish people are influenced mostly by friends and families when it comes to what they buy.

A substantial minority of the Irish population consider themselves to be “savvy shoppers” (40 per cent) with nearly 48 per cent of items purchased being considered bargains.

Irish people surveyed revealed themselves to be shopaholics, with nearly a third (29 per cent) saying that the most satisfying aspect of shopping is “the thrill of the hunt, finding a bargain and the happiness that brings”.

This increased to 34 per cent amongst females surveyed. The second biggest driver among shoppers (20 per cent ) was “finding that unexpected item, something you didn’t seek to find, but that sparks joy when you do”.

Ronan McGreevy

Ronan McGreevy

Ronan McGreevy is a news reporter with The Irish Times