Customer Behaviour

Research from reveals the items that cuistomers have splashed on since lockdown began, as over one third* (37%) heading online more often for retail therapy, than before the COVID-19 crisis.

Grocery shopping takes the top spot with 40% of shoppers ordering online since lockdown began, and DIY and home furniture items are ordered by more than a third (34%) as the country takes the opportunity to give their homes a ‘glow-up’.

Other non-essential items are also seeing a rise in online sales as fashion and beauty items are ordered by almost one in three (29%) shoppers.

Whilst staying at home is essential to help fight the virus and support the NHS, bored Brits are turning to gaming and reading to fight boredom, as tech and gaming items are ordered by one in four (25%) and books and magazines are ordered by one in five (20%).

Contrastingly a quarter of consumers (25%) are taking the lockdown as an opportunity to save, revealing they are spending less during the pandemic.

Regionally, 39% of Londoners have purchased non-essential products more frequently online during lockdown. Whereas less than one third (31%) of those in the Midlands have increased their spending online.

Joel Kempson, personal finance expert at, said: “As life under lockdown becomes the new normal for the majority of the UK, it’s really interesting to see how shopping and spending habits have changed. From practical shoppers taking the opportunity to invest in their home, to sales of items to help fight the boredom of isolation; the nation is splashing the cash online in a bid to keep busy despite the confines of coronavirus restrictions.

“It’s also great to see that almost one in four of those surveyed are taking the opportunity to save money, having cash in the bank or paying off existing debts can really help reduce money worries.”

As the heroic frontline workers continue to inspire the nation in their fundraising efforts — from the legendary Captain Tom Moore, to balcony marathons and the weekly Clap for Carers — search data** reveals that charitable Brits have headed online to do their bit, with searches for NHS T-shirts soaring by 3,750% in the last 30 days.

Key points again:

  • 37% of consumers say they are shopping more frequently online than pre-lockdown
  • Grocery shopping takes the top spot with 40% ordering food online
  • Stay-at-home Brits give their homes a glow up as over a third (34%) spend on DIY and home furnishing
  • Fashion and Beauty shopping rises with 29% of shoppers now ordering online and 27% have bought medicine and healthcare products online
  • A quarter of bored Brits upgrade their tech and gaming kit, while a fifth ordered books and magazines to get through the lockdown
  • One in four say they are taking the opportunity to save during COVID-19 restrictions.

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