EY research shows Brits less anxious when shopping in-store

UK consumers have grown more comfortable with returning to the shops as the coronavirus outbreak progresses, according to EY research.

1,007 Brits were surveyed for this. Those comfortable going to a shopping mall has risen from 15% in May to 36% in July, and those OK with trying on clothes has increased from 8% to 19%. Similarly, in May, 25% of UK consumers said they felt comfortable shopping in a grocery store, and in July that figure rose to 56%.

56%, meanwhile, intend to shop less frequently but spend more when they do shop, while 69% say they will be more mindful of hygiene and sanitation when in-store. For 50%, price is now a more important consideration than it was a month ago. Whilst 67% now have an interest in own-brand packaged food,

Silvia Rindone, EY UK&I Retail Partner, comments: “Retailers must be given credit for the active role that they have played. Consumers are much more hygiene conscious when they physically go shopping.”

“And retailers have worked hard to respond by ensuring a variety of measures are in place to enable a safe shopping experience. This approach, taken together with bolstered online offerings, is clearly working, as the latest ONS figures show retail sales volumes have returned to pre-pandemic levels.”

At the same time, however, Rindone notes, with unemployment expected to rise following the ending of the furlough scheme in October, retailers need to carefully consider what will give them the edge on price and consumer affordability to thrive moving forward.