Shoppers appear to be emerging from hibernation as coronavirus social isolation restrictions start to lift, according to analysis by digital outdoor specialist Shopper Media.
Footfall in local shopping centres fluctuated across Australia in the face of stockpiling, restrictions to nonessential retail and increased shopping ahead of the Easter weekend.
“Footfall figures surpassed Christmas crowds in early March but began to soften and in recent weeks have steadied, now showing signs of growth as restrictions begin to lift,” says Karissa Fletcher, head of marketing at Shopper Media.
“Our centres have also seen the average dwell time increase by 25% in over 30% of our network of shopping centres nationally, so we wanted to get an accurate understanding of shoppers’ attitudes as restrictions lift."
The Consumer Sentiment Study was an online survey of 11,390 Australians nationallyApril 24-27 April. Shopper Media operates in 360 shopping centres.
Some of the findings:
- Half of all Australian shoppers are concerned about having enough money for their weekly shop.
- Personal income is a concern for 30 % of shoppers, who feel less well off financially than before the pandemic.
- 50%of shoppers admit they are now changing the way they stock their pantries, with
- plans to keep them well stocked post-pandemic, specifically in food and hygiene goods, to avoid any potential future shortages.
- Australian shoppers are increasingly turning to cooking meals at home when compared to the same time last year, with 32%of shoppers declaring a “newfound obsession with cooking.”
- 46% of Australians are now creating more meals from scratch with the key drivers being a more simple life and desire to get back to basics.
- But there is still those in search of convenience, with 32% buying more ready-made meals from the supermarket
“What is evident from the study is Australians are looking to get back to basics and hold on to the simplicity they have enjoyed during COVID-19 restrictions,” says Fletcher.
“Local, homemade and sustainably sourced items that are discounted or moderately priced will be most desirable, and it’s not a time for brands to be complacent with shoppers seeking price comparisons.
“It's a time to remind shoppers of the benefits and emotional connection they have with the brand as they review and juggle the changes to personal and household income.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.