Since the start of the COVID-19 pandemic, brands and businesses have seen a dramatic shift in consumer behavior. Between stay-at-home orders and social distancing guidelines, consumers have completely adapted to a new lifestyle, including changes to their purchasing patterns.This week, we took a closer look at the ways the pandemic has changed consumer behavior and trends that are here to stay.
Loungewear, loungewear, and more loungewear!
Be honest: loungewear has been your go-to outfit in the last year! While staying home, most consumers understandably wanted to be comfortable, causing a demand for function, fun, and comfortable clothes. Most brands quickly adapted and created everything from tie-dye to multi-purpose athleisure sets. For those working from home, the need for professional clothes was almost non-existent. At the start of the pandemic, the sales of pants dropped by 14% since most workers were only getting camera-ready from the waist up. The trend doesn’t seem to be going away anytime soon, meaning brands should quickly adapt to meet consumers’ needs if they haven’t already.
Increase in Online Shopping
Uncertainty and fear during the pandemic had consumers turning to online shopping. In 2020, online sales were up by 32.4%, reaching a total of $791.70 billion. In the last year, consumers have relied on the internet to purchase home essentials, cleaning supplies, clothing, and even groceries. In 2020, online grocery sales grew by 54% and it’s predicted that by 2022, half of the U.S. population will continue to purchase their groceries online. Similar to loungewear, online grocery is here to stay.
Less Desire For Material Items
Throughout the pandemic, consumers started prioritizing their mental health leaving little to no room for material things. The demand for virtual mental health resources has greatly increased throughout the pandemic and many businesses are encouraging their employees to take mental health breaks throughout the day. Consumers are more likely to spend their money on items and experiences that make them happy, like self-care items or television subscriptions.
Corporate Social Responsibility Shift
Small businesses across the globe struggled to stay afloat due to the impact of the pandemic. The struggles these businesses faced sparked a new conversation in corporate social responsibility for brands, like Amazon, that thrived during the pandemic. After witnessing the struggles of small businesses, consumers are more likely to take into account the actions the brand took during the pandemic before making a purchase.
The pandemic has impacted consumer behavior, to say the least. Not sure how to adjust your business strategy after the pandemic? Our team of professionals are here to help your brand understand changing consumer behavior and more.