COVID-19 and the online shopping experience

We all know that we need to play our part in slowing the spread of COVID-19. For the majority, this means socially distancing, staying home where possible and wearing face coverings when out and about. But how has the pandemic impacted our shopping habits?

A YouGov poll recently showed that due to the coronavirus outbreak, 53% of Brits are less likely to purchase (clothes) in store, with only 7% reporting the opposite.

With the majority of the employed population still working remotely, active travel is required in order to visit brick-and-mortar stores; 2 out of 5 surveyed reported the desire for convenience which would suggest a boom in online shopping is underway.

But is that factual?

Alterations to purchasing behaviours due to COVID-19 (from Bigcommerce.com)

1) Gen Z and Millenials

96% of Gen Z/Millenials surveyed reported a strong concern about the impact of COVID-19 on health and the economy. This has been characterised as a dramatic change in purchasing behaviours including a cutback on spending overall.

2) Gen X and Boomers

Conversely, the above generations, whilst still being concerned about the health and economical impacts of the pandemic, are less likely to have altered their shopping behaviours. 24% of Boomers and 34% Gen Xers said that they would alter their shopping habits due to COVID-19, in comparison to almost 50% of Millenials.

3) Gender impacts

Women are more likely to show active concern about the effects of coronavirus, but men are more likely to have it impact their purchasing behaviours; a sharp increase in online shopping and BOPIS (buy online, pick-up in store)/curb-side-collections have been demonstrated amongst males since the beginning of the national lockdown in March.

4) Shopping type

Perhaps surprisingly, there has not been an equal boom amongst online shopping since the COVID-19 pandemic began. Online purchases of groceries, household goods, health and wellness products and subscriptions have increased, but the trend seems to show that 'non-essential' shopping has dropped off both online and in physical stores.

IT'S SAFE TO SHOP ONLINE!!

The good news to finish off with is that despite a number of concerns and queries being raised about the safety of purchasing online good during the coronavirus pandemic, the CDC have advised that there is a very low risk of the disease being spread on packaging, and the WHO state that it is safe to receive items from locations with positive COVID-19 cases due to the postal environment making it very unlikely for the virus to survive.

The takeaway from this blog post really is that, as COVID-19 is impacting all kinds of shopping behaviours, please do your best to keep our economy going in a safe and conscientious way... and if at all possible, shop small!