Many who lived through the 1970s and 1980s might still carry the scars but for the younger generation they were the golden years, with Brits not only going “vintage” crazy but also wishing they could revisit the shopping experience of decades past.
So says new research from omnichannel customer engagement platform Emarsys, which quizzed 2,000 UK adults on their current shopping preferences.
It found that more that two-fifths (43%) now buy vintage items, 12% doing so for sentimental value, 10% to decorate their home, and 10% as a retro hobby.
Classic brands and products populate the vintage purchase list, with VHS tapes (25%), Sony Walkman’s (22%) and Etch-a-Sketch (19%) proving most popular in invoking nostalgia.
In many cases, these items recall a more peaceful time, with 15% of Brits agreeing that they missed “simpler times” where they were not exposed 24/7 to brands across different media.
Such items not only offer comforting familiarity for consumers, but also serve as a slice of childhood nostalgia. Some 22% of shoppers specifically identified iconic TV commercials as something they missed from marketing and shopping, with buying through infomercials/catalogues (also 22%) and iconic TV jingles (16%) close behind.
Some 44% of shoppers expressed a preference for shopping in previous decades, with the physical stores Brits would most happily travel back through time for including Blockbuster (16%) and Toys ‘R’ Us (26%).
With the influence of vintage sweeping across the entire nation, from inspiring fashion design to becoming core content for influencers around the world, it might not be a surprise that all ages are embracing the trend. Almost three-fifths (58%) of 25- to 34-year-olds buy vintage, followed by 48% of those aged 35 to 44, 46% of 45 to 54s, and 26% of those aged 55+.
In response to the report, Nimesh Shah, marketing director at eye care brand Feel Good Contacts, said: “Vintage is on demand now more than ever; everyone is still after a simple and traditional shopping experience.
“Data and insights have shown us that apart from price, convenience is an important factor when shopping online, where new and existing customers need their journeys to be quick and easy.
“By personalising and segmenting to the individual user, we’re able to drive more sales and acquire new customers. As technology is continuously changing, it’s important we adapt and make sure we provide a seamless experience for all our users.”
Business advisor Kate Hardcastle added: “From retro fashion influences to home decoration, the love for vintage is sweeping the nation. More consumers than ever are turning to vintage items for value for money, as well as a sense of familiarity, nostalgia, and the unique aesthetic that they offer.
“TV series like Stranger Things have catalysed this, fueling retro as a recognised trending pop culture. And it’s not just vintage items that consumers are craving, but the shopping experiences too. We are amid a retail evolution with genuine demand for experiential shopping, great customer service and a sense of discovery that only physical stores can deliver.
“Customers are savvier than ever before, which means they demand all the efficiency of technology in the digital era but now it is time to bring back retail’s greatest asset, fantastic customer service across all channels.”
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