Lockdown hell? Hardly, we’re all doing Xmas shopping

online-xmasThe UK might be nearly half-way through Lockdown 2.0 but it seems most consumers are putting the time to good use, with over a third (36%) of Brits planning to do all, or, at the very least, most of their Christmas shopping during the period.

So says a new study from LiveArea, carried out by Opinium, which shows only 10% of Brits say they would not do any festive shopping during lockdown. Young adults are the keenest, with 88% of under 34s planning to do Christmas shopping this month.

Not that too many will be splashing the cash; over a quarter (27%) of UK consumers expect to spend less this year on Christmas, compared to previous years. This is particularly true for 35- to 54-year-olds, where the number reaches 30%.

However, just over a sixth (17%) do plan to spend more this year, with lockdown helping them to save. The price of items (38%) will be the priority for consumers during the period, with reliable deliveries (24%) coming next.

The sting is the tail is that nearly all consumers (90%) see buffering or malfunctioning websites as the biggest turnoff; indeed, nearly three-fifths (57%) would be strongly put off making a purchase if they had any website issues.

Next on the list of issues undermining sales is delayed deliveries (36%), followed by any lack of communication during delivery (34%). At the other end of the scale was low stock levels, which put off 21% of consumers.

But with stores closed, consumers are clearly looking further afield for retail purchases. Over two-thirds (67%) intend to shop with new brands during lockdown, rising to three-quarters (75%) for 18- to 34-year-olds; only a third (33%) intend to stick with tried and tested brands throughout lockdown.

LiveArea EMEA consulting director Elliott Jacobs said: “It is now undeniable – price, online experience and delivery are, and will remain, the most important consumer purchasing factors. The second lockdown has proven that the high-street is simply not necessary for retail businesses to flourish.

“The key to navigating the market is adaptability – all businesses need the ability to understand consumer changes and react instantly. Habits are changing at an unprecedented rate, a trend which will not change any time soon. Retailers can only flourish if they embrace digital and the benefits that come with it.”

Related stories
Lockdown 2.0: Marketers urged to embrace data insight
Data-driven firms ‘far more resilient to Covid meltdown’
Agile not fragile: Checking out the new retail landscape
Brands urged to tap data to fight ‘Blue Xmas’ forecast
Customer data platforms ‘trigger double digital growth’
Covid lockdown fuels the growth of subscription Britain
Brands’ response to Covid will define business for years
Crisis-hit consumers more willing to try out new brands
Boom or bust: Online winners and losers of Covid-19

Print Friendly