A recent YOUGOV study of 2,152 adults, undertaken between 22nd and 28th July 2020 confirmed what we all know.
Covid-19 has impacted all of our lives, including our shopping habits. Focussing on the age 45+ respondents, here are some results:
• Over 50% are much more likely to buy clothes on-line. Only 9% are much more likely to buy clothes in a physical store. 59% are much less likely to buy clothes in a physical store.
At the time this study was conducted, people were still feeling worried about how safe it was to visit a store, and might still have not been going out if at all possible. However, if it takes only a few weeks to make a new habit, perhaps this is the sign of the future, even when the Covid-19 threat is over.
Brands have been reacting to these difficult trading conditions and less footfall in their stores and, since the Covid-19 pandemic began, have drastically cut stores and staff.
What types of clothing are people buying?
• Nearly 60% are much less likely to buy smart clothes compared to last year.
What is important when buying clothes now?
• Nearly 50% consider price to be more important when buying clothes since the Covid-19 crisis began.
• 39% also consider quality to be more important now.
What else is important?
• A very high proportion of each category (56% of 45-54 year olds and 59% of 55+) think it more important to be able to socially distance when shopping for clothes, and convenience is also an important factor.
Interestingly, the brand’s reputation matters less (only 21% said “more important”).
There were also questions about how the brands are believed to treat the workers that produce the products.
A high proportion of the respondents work less than 8 hours per week, or had been furloughed or laid off by their employer. Obviously disposable income will impact people’s spending habits.
What about you?
It is no wonder there are great deals if you do want to buy any new clothes now, but you might find that your traditional or favourite brands are not available in the way you used to shop. I know from my shopping experience over the last few years that there are usually items available on-line that you couldn’t get in stores anyway, so there is hope!
However, if you do not like trawling the internet, or can’t find what you want, please get in touch with me to see if/how I can help. I love helping my clients attain the right things for them, and saving them time, money and hassle. If you’ve never tried an independent personal shopper, maybe now is the time to save some time, or get a different result. Contact me for a no-obligation chat.
Your Colour & Style Consultant