A year on from the UK’s first Covid-19 lockdown, data from e-commerce platform Shopify highlights how much the purchasing habits of UK shoppers has changed.
Insights from over 100,000 merchants, shows skincare lotion & moisturiser was the category that saw the most dramatic increases in sales (+109.2%) as the country adjusted to spending more time at home.
Without being able to stop at a café on the way to the office, coffee sales shot up 65% while tea sales grew by 38%. Many people also looked to enjoy their favourite tipple at home as pubs and bars were forced to shut their doors, with alcoholic beverage sales up 97% year-on-year.
Sales of cooking and baking ingredients rose 35%, while sales in dog supplies shot up 37% as people looked for companionship from pets while not being able to spend time with family and friends.
However, time away from the office and social events hit sales of more formal fashion items, with sales in shirts and tops tumbling 374%. Not surprisingly, with many summer holidays cancelled as a result of the pandemic, swimwear sales sank by 76% year-on-year. There was also a 22% drop in barware sales as the hospitality industry remained closed for much of the year while the shutting of gyms resulted in activewear sales falling 68%.
Shimona Mehta, Managing Director (EMEA) at Shopify, said: “The past year has been one of immense change and we have all had to adjust to spending more time at home. That has been reflected in what we are buying as we’ve looked for ways to unwind at home, whether that’s with a G&T or an at-home facial, as well as adapting to using the same space as an office and classroom.
“As we look ahead to life after lockdown, what we buy will evolve once again, but the way we shop has been changed significantly by the pandemic, which has accelerated trends that were already in train. Effectively, 2030 has arrived early and shoppers are more aware and connected than ever before. They expect more from the brands they buy from, and the brands that recognise that will be those not just survive but thrive.”
| Top 10 products based on products’ total order volumes (UK) | |
| lotion & moisturiser | 109.2% |
| alcoholic beverages | 96.7% |
| coffee | 64.7% |
| wine | 51.9% |
| sweets & chocolate | 48.7% |
| beer | 48.3% |
| tea & infusions | 38.3% |
| facial cleansers | 37.9% |
| dog supplies | 37.3% |
| cooking & baking ingredients | 35.0% |
| Flop 10 products based on products’ total order volumes (UK) | |
| shirts & tops | -373.9% |
| dresses | -294.5% |
| mobile phone cases | -103.9% |
| swimwear | -76.0% |
| activewear | -67.8% |
| pants | -38.4% |
| skirts | -33.3% |
| jumpsuits & rompers | -28.8% |
| barware | -21.9% |
| water bottles | -21.3% |
Source: Shopify – insight from over 100,000 merchants across the UK between March 2020 and February 2021
NAM Implications:
- Worth checking if you achieved and maintained your fair share of…
- …Moisturiser, Alcohol, And Coffee
- (Along with any other comparatives you can access)
- NB. To what extent has 2030 arrived early for you?
- i.e. time for a fundamental return to basics?
