Different mindsets equal different definitions of value. MetaTasker Hustler is motivated by stability and functionality. They can be lured through BNPL options and loyalty programs.
At Bernstein-Rein, we believe retail intelligence comes from consumer insights, a true brand purpose, and half a century of unrivaled experience. We put these beliefs together to accelerate growth. This approach is called Retailigent™ – it's what drives our work every day.
BR’s MetaTasker lens is a perfect view to see how shoppers plan to spend smarter during the 2025 Holiday season. They’ve adopted an approach to the value retail market, each with different motivations and types of products they are seeking. All three mindsets fit into (and transform) into the value shopping landscape — today we look at Segment 2 — The Hustler.
The Hustler represents the financially constrained segment that is now more frequently visiting value stores for necessities. Their holiday spending is purely functional, driven by necessity and security.
How Hustlers Shop: "Ultimate need-based shoppers... rely on basics."
Retail Value: They are the primary shoppers driving the grocery and essential goods sales at dollar and deep-discount stores. Their "holiday spend" is heavily skewed toward food and consumables for holiday meals.
Where Hustlers Shop: "Cautiously adopt new habits to try and move into a more secure financial place."
Retail Value: They are the most likely to embrace tools like "Buy Now, Pay Later (BNPL)" for larger essential purchases to manage cash flow. They will also use loyalty programs to the fullest to earn maximum rewards/discounts.
What matters most: "Good private brands are satisfactory."
Retail Value: Their purchasing behavior matters because it is a direct reflection of their need to prioritize obligations, maximize financial efficiency, and secure their family's long-term stability in the face of a constrained budget. And so their "gift" spending, if any, often focuses on practical items… items like private-label items so they can free up funds for other holiday obligations.
Value Defined: Security & Utility. They define value as stretching every dollar for a product that ensures stability and functionality.
Our Hustler is on more of a tight, fixed budget, but the holiday season presents a non-negotiable social and family obligation (e.g. gifts for children, contributions to family meals, travel costs). They absolutely cannot afford to waste money on frivolous items, but still want a meaningful holiday for their family. And so their mindset reinforces their self-reliance and meticulous budget management skills.
For many shoppers, financial risk and peace of mind are at the forefront of their holiday planning. Curious about how far their budgets will truly extend, while also knowing that essentials are critical. Every purchase is a strategic move for the Hustler, making sure the family’s needs are met without incurring debt or financial strain… and always looking to avoid surprises.
If you are going to motivate our Hustler MetaTasker segment, you need to understand how they define value as they enter this holiday season. Let’s talk about how we can help you understand them better and outline strategies to make sure they’re in your stores.
