A recent global survey conducted among 8,000 consumers in key markets such as the UK, US, China, and France has shed light on the changing behaviors of shoppers in the post-lockdown era. According to the survey, 71% of consumers are now comfortable returning to physical stores, but their shopping habits have evolved. Instead of indulging in traditional “retail therapy”, many are now engaging in what is known as “mission shopping” – quick and purposeful trips focused on getting what they need and leaving.
Interestingly, the survey found that 31% of shoppers are actually spending less money and time in-store compared to before the pandemic. Only a mere 3% are spending more, while 21% are spending the same amount of money but less time browsing. Scott Moore, Global Chief Marketing Officer at Mood Media, pointed out that consumers are prioritizing efficiency and safety in their shopping experiences.
Safety measures implemented by retailers have played a critical role in reassuring consumers. The survey revealed that 80% of shoppers feel comfortable with the safety protocols, such as wearing masks, put in place by stores. However, certain demographics, such as older consumers in the US and younger consumers in the 16-24 age group, remain hesitant about returning to physical stores.
Economic concerns stemming from the pandemic have also impacted consumer behavior, with 20% citing financial reasons as a barrier to shopping. Millennials and Gen Z demographic cohorts appear to be the most affected. Despite these challenges, the survey highlighted that consumers still value the tactile experience of shopping in-store. The ability to touch, feel, and try products before making a purchase remains a significant factor for choosing physical stores over online options.
As countries gradually lift lockdown restrictions, differences are emerging in shopping behaviors. For instance, countries like China and France, where lockdowns eased earlier, are witnessing higher rates of return to non-essential shopping compared to regions with ongoing lockdowns. Overall, while the return to physical retail is underway, consumers are adopting a more cautious and purposeful approach to their shopping habits.
For more information on changing consumer shopping behavior, visit Forbes and McKinsey.
