Emarsys research - Brits miss simpler times as they regularly buy vintage

43% of 2,000 UK consumers surveyed by Emarsys purchase vintage items, while significant numbers wish they could revisit the shopping experience of decades past.

12% shop vintage for pure sentimental value, 10% to decorate their home, and 10% as a retro hobby.

Classic brands and products populate the vintage purchase list, with VHS tapes (25%), Walkman’s (22%) and Etch-a-Sketch (19%) proving most popular in invoking nostalgia.

15% of Brits said that they missed “simpler times” where they weren’t exposed 24/7 to brands across different mediums.

22% of shoppers, meanwhile, specifically identified iconic TV commercials as something they missed from 90s marketing and shopping, with buying through infomercials/catalogues (also 22%) and iconic TV jingles (16%) close behind.

These numbers closely reflect the proportion of shoppers with a preference for shopping in previous decades: 22% would like to revisit the stores and malls of the 1990s, while another 22% would head back to the 1980s to make their purchases if they could.

The physical stores Brits would most happily travel back through time for include Blockbuster (16%) and Toys ‘R’ Us (26%) - with its imminent return to the high street a testament to the viability of the retro market.

All ages are embracing the trend. 58% of 25-34s buy vintage, followed by 48% of 35-44s, 46% of 45-54s, and 26% of those aged 55+.

Nimesh Shah, Marketing Director at Feel Good Contacts, comments: “Vintage is on demand now more than ever; everyone is still after a simple and traditional shopping experience.”

“Emarsys' data and insights have shown us that apart from price, convenience is an important factor when shopping online, where new and existing customers need their journeys to be quick and easy.”

“By personalising and segmenting to the individual user, we’re able to drive more sales and acquire new customers. As technology is continuously changing, it’s important we adapt and make sure we provide a seamless experience for all our users.”