Consumer behavior is constantly evolving. In the last 18 months, significant disruptions changed how people shop, purchase, and more. So, what are the summer consumer behavior trends that merchants should have on their radar? Let’s take a look.
Shoppers Move to Update Their Wardrobe
The pandemic created an acceleration in leisurewear purchases because most people worked from home and did just about everything else there. Now that the world is reopening, consumers are seeking new looks. They may be returning to the office or curating outfits for travel plans.
The data supports this trend. Consumer spending on clothing is 36% greater than two years ago, fueled by the need for office apparel. Another reason people need new clothes is that they no longer fit. Levi’s CEO said 25% of consumers have a new size as a result of the pandemic.
If you’re a clothing retailer, you should seize this opportunity to promote workwear, travel attire, and other concepts to appeal to shoppers looking to refresh their closets.
Pent-Up Demand Creates Spending Spikes
In May 2021, spending on services that lost traction during the pandemic went up. Spending on goods was up almost 20% from February 2020. Expenditure on services was down 1% but poised for growth by these indicators:
- Spending in restaurants increased by up to 16%.
- Recreation spending is up by 3.5%.
- Airline travel is expanding.
- Hotel bookings and reservations on Airbnb and Vrbo are booming.
This pent-up demand for activities outside of the home was a major shift in the pandemic economy. While there are still unknowns and the pandemic isn’t over, consumers feel comfortable with the vaccine rollout to resume life outside of their house.
For those in this segment, from hospitality to live events, you’ll want to promote your services to existing and new buyers. Keep in mind that not everyone has the disposable income for this, so consider that in your advertising targeting.
The Return to Stores
Consumers are looking for normality, and that includes shopping in-store. A survey reported that 70% of buyers plan to shop in-store more than they did before the pandemic. It doesn’t mean that eCommerce will falter but that many consumers want to see, feel, and experience products again.
For those retailers with brick-and-mortar locations, developing welcome back campaigns to get shoppers in-store will help generate more revenue. Create special in-store offers and consider making shopping an experience, not just a transactional relationship.
Older Demographics Will Continue to Shop Online
Consumers 65 and older converted to eCommerce in 2020; many for the first time. This age group made 15% of their purchases online in 2020. Now that it’s become part of their routine and they are comfortable with transactions, many will stay the course.
What can make it more likely for seniors to continue this is to ensure your checkout and credit card processing is simple and frictionless. The easier it is to buy online, the more likely they’ll continue to do so.
More Health Aware Consumers
A global health crisis caused many Americans to take a new look at their health. In fact, a study found that 83% are more aware. This introspection is fueling growth in multiple categories, from health and fitness app subscriptions to meal planning services to more sales for fitness wearables. Capitalizing on this trend requires understanding the consumer’s new concerns and how you can help them reach their health and fitness goals.
How Will Summer Consumer Behavior Trends Impact Your Business?
Staying in touch with what consumers want and expect is critical. These trends, backed by data, are relevant to most merchants. Consider how these changes will impact your customers and business model to ensure you flow with them, not against them.
