Nearly two thirds of shoppers now think shopping is less fun


August 7, 2020


Melanie Fulker

And well over half of them are not planning to visit stores as regularly too.

The retail sector had its fair share of challenges even before the COVID-19 pandemic, so it is understandable that footfall has been ‘sluggish’ since re-opening, yet figures show that shoppers are starting to return in greater number.*

What is the opinion of these shoppers who have returned since lockdown eased?

Nearly two thirds of them (60.5%) do not view shopping as fun as it was before (see graph 1), with over half not intending to shop as regularly as pre-lockdown (57.8%).

Graph 1

This trend is even greater in those of the strong opinion that shopping is not as fun as before, with over three quarters of them not intending to visit as frequently (80.9%).

Graph 2

A quick analysis across the pub, restaurant and retail sectors gives an early snapshot that retail may have the toughest long-term task of encouraging people back.

Across the 3 sectors as a whole, 53.4% of post lockdown pub, restaurant and shop goers think that it is less fun than before lockdown, with only 21.3% of them agreeing that they will continue going as frequently as before.

Thoughts from Startle CEO, Adam Castleton

“Our early research indicates that the retail sector may have a slightly tougher challenge to recover than pubs and restaurants. Retail certainly has different challenges – queuing saps the fun out of anyone, and COVID-secure guidelines broadens the convenience gap between "bricks and clicks". Fundamentally the challenge is the same though; giving customers a great experience that cannot be replicated online, to compel them to come into store. This can absolutely be achieved with focus in the right areas.”

This hub is going to be the place to be for consumer research in retail and hospitality, so make sure to bookmark it, follow us on social, write it on a post-it note or whatever it is that you do. You could also sign up and subscribe to our mailing list, which is easy like Sunday morning.

Surveys carried out July 2020. Sample size (n)  >1000 people, UK Nat. Rep. with 95% confidence level & margin of error of +/- 5%.

*Speciality Food Magazine – ‘Retail footfall on the up after lockdown restrictions ease’. July 2020

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