These are Results.
The Paycheck Effect
Analysis of data confirms that people shop when they have more money and more time, and will pay more during payday weeks. Spending during payday weeks is 20% higher than non-payday weeks. People are also more likely to shop on the weekends.
Brand building scheduling opportunities include flighting initiatives during key overlapping payday weeks, promoting the importance of "live" Friday viewership (gateway to weekend shopping), and sponsoring timely weekday segments.
Newly paid consumers are more likely to spend on "promotion-focused" products and services. "Prevention-focused" spending preserves their current standard of living until the next payday. Similarly, message receptivity has been shown to change as well.
There were 18 overlapping payday weeks in 2014. Research shows that consumers are more inclined to spend money when they have cash on hand. Flight your advertising to align with these dates to ensure a more receptive audience.
Reach your target when they have money to spend; prior to key shopping days and paydays!