UK women consumers are ready to start shopping again

After enduring a year of lockdown, forced to work from home and largely unable to socialise, British women appear to have reassessed their priorities, placing more emphasis on social issues and the brands that reflect these values, while also expressing optimism about the year ahead.

The research 

This is according to Grazia, the women’s media brand, whose findings are based on a nationally representative sample of 409 ABC1 women aged 25 to 44 as well as in-depth digital discussions involving 15 women aged 15 to 44. Grazia refers to them as “game changers”.

Takeaways

• Women missed travelling and going on holiday the most (80%), followed by eating out (77%), going to bars/pubs/clubs (56%), going to the cinema/theatre (53%) and in-store shopping (42%).
• Almost half (45%) saved money in 2020 and 70% are looking forward to 2021 with big plans, ranging from being able to travel again to making career changes (47%) and moving to a new home (31%).
• Some 44% used 2020 to reassess their priorities, with 77% trying to learn more about social issues and 63% expressing a desire to shop for more sustainable fashion.
• A large majority (86%) agree that they have a duty to not just care about social issues but to act, 77% now consider wellness to be just as important as physical health, while 55% want to support high street brands after tough year.
• In addition, 85% think brands need to show definitive action when it comes to social causes.

Key quote

“At the same time as great personal introspection, the game changers have become far more engaged with wider society – keen to ensure they’re using their voice, actions and financial fire power to be part of positive change. They are switched-on, savvy consumers who reward brands they see sharing their values with loyalty” – Hattie Brett, editor of Grazia UK.

Sourced from Grazia, Bauer Media