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LiveArea Research | Lockdown Retail Trends


LiveArea surveyed 2,000 UK consumers across various demographics to explore the impact that the second lockdown will have on shopping behaviours and the 2020 festive retail season.

Key findings:

Consumers plan to use lockdown for Christmas shopping

Over a third (36%) of Brits will do all, or at the very least most, of their Christmas shopping during November’s lockdown period. Only 10% said they wouldn’t do any Christmas shopping during the period. 18-34-year olds are the most eager, with 88% planning to do Christmas shopping over November.

Over a third of Brits will do all or most of their Christmas shopping during November’s lockdown period.

Shoppers expect to spend less this year

Over a quarter (27%) of UK consumers expect to spend less this year on Christmas, compared to previous years. This is particularly true for 35-54-year olds, where the number almost reaches (30%).  There is some positive news, with 17% planning to spend more this year with lockdown helping them to save.

Price, therefore, becomes a priority for many. When shopping online during the second lockdown, UK consumers will be prioritising the price of items (38%) and reliable deliveries (24%). With budgets tightening and shops closed, price and delivery come out top on the list of priorities. Sales (8%) and quick delivery times (10%), came bottom on the list.

Quality online experience is key for shoppers

Buffering or malfunctioning websites (90%) are the biggest turnoffs for consumers. Indeed, 57% would be strongly put off making a purchase if they had any website issues.

Next in 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.

Over two-thirds of UK consumers intend to shop with new brands during lockdown. With stores closed, consumers are clearly looking further afield for retail purchases.

Loyalty dissipates as consumers try new brands

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

Opinion – Elliott Jacobs, LiveArea

‘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,’ said Elliott Jacobs, EMEA Commerce Consulting Director at LiveArea.

‘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,’ continued Jacobs.


This study was developed by LiveArea and conducted in November 2020 by independent research Opinium, surveying 2,000 consumers across all verticals in the UK.


See more LiveArea & PFS research:

LiveArea Research | COVID-19 Business Impacts & Future Planning

PFS & LiveArea Research | Consumerism vs. Conscious Commerce: Striking the Balance

PFS Research | How US & UK Shoppers Are Responding to COVID-19

LiveArea is an award-winning global customer experience and commerce agency. We bring the full potential of digital business to life, helping brands create more meaningful and lasting customer connections. Fusing creativity, strategy, and technology, our portfolio of services includes product innovation, connected commerce, service design, performance marketing, and orchestrated services. LiveArea creates world-class commerce experiences online and in-store. We build and launch innovative products and services powered by data-driven insights to elevate customer relationships. Clients cover a variety of verticals, including health and beauty, fashion and apparel, luxury, consumer packaged goods, retail, health, automotive, along with B2B, B2C, and D2C.




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