With the all-important Christmas season getting closer, retailers will be glad to hear that shoppers are ready to return to the stores again.
According to a study by Innocean, there is widespread support for bricks and mortar shopping, with more than half of Aussies (57 per cent) expected to do at least 50 per cent of their Christmas shopping in physical stores (up from only 28 per cent of respondents surveyed in June).
While fears about the health impacts of Covid-19 continue to be felt across the nation, there is also a growing expectation to get back in-store more frequently as people feel an increasing appreciation for the in-store experience, with 78 per cent feeling more inspired in-store rather than online.
Innocean head of strategy, Karl Bates, says the results were good news for retail traders.
“People want to get back in-store as it symbolises a return to normal,” he says. “It provides inspiration, reconnects people to their communities and enables them to support local businesses in need.”
Indeed, people are feeling more strongly about the importance of bricks and mortar shopping as a way to show their support and to feel connected to their community (32 per cent feel very strongly about this). And 90 per cent of people say they will be making an effort to support local in the build up to Christmas.
Seven in 10 Australians still feel anxious about personal health and social distancing when they shop. Social distancing and personal hygiene will continue to be at the forefront for shoppers, with 75 per cent stating they would consider social distancing and their family’s health when choosing where to do their Christmas shopping.
Covid restrictions have seen many switch to faster, more functional in-store shopping in recent months, with 80 per cent saying they are using the assistance of retail-related technologies for the benefits of convenience, speed and more personalised experiences.
“If we are to make the shift from retail anxiety to retail therapy, clearly it’s a case of easing people’s concerns with solid health and safety practices.
“The holy grail is combining speed and convenience with inspiration. Focus on how to get shoppers to the source of inspiration as quickly and directly as possible and more seamlessly connect online/mobile prepping with the in-store inspiration,” adds Bates.
He says the survey results overwhelmingly reflected a nation finding a way to get on with life.
“The past six months have been devastating for all Australians, with Covid-19 transforming the way we live and impacting every facet of life. However, our latest survey results show people are doing what they can to make the most of the situation. Respondents are appreciating the ability to connect with family and community; they’re seeing this as a period to stop and breathe―people are cautiously optimistic about the future and itching to hit the road for a break from it all at Christmas.
“For businesses, this is the time to harness local―bring local to the forefront of the experience wherever possible. Celebrate local staff, local brands and suppliers, promote locally produced goods and provide a stage for local artists and performers. It’s about giving shoppers a sense of community and empowering them to provide moral and financial support.”
