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Headline article image What People are Buying to Keep Spirits at Home High

What People are Buying to Keep Spirits at Home High

With more consumers working from home or staying inside to combat COVID-19, online shopping is one of the most viable outlets for purchases--but what consumers are buying is certainly reflective of the current time. Understanding shopping patterns can help retailers navigate the next few months of consumer spending.

More than 34 percent of consumers are purchasing more items online during the pandemic than they were before, according to a Red Point survey, and 46 percent said they are more likely to shop online for discretionary items like clothing and makeup to avoid going out to stores.

When major metros like Seattle, Los Angeles, and NYC began shuttering non-essential businesses and asking residents to shelter in place, we saw several “waves” of shopping patterns as consumers settled into their new normal.

Here are a few spikes we’ve seen from Afterpay customers in those areas over the past few weeks in the following categories:

  • Footwear:
    More time at home means more time to get fit. Footwear spending spiked in late March likely due to an increase in at-home exercises or outdoor walking and running (one of the few allowable outdoor activities under many shelter-in-place orders).
  • Comfy basics:
    With the majority of the U.S. workforce working from home, there’s no need for pantsuits, ties, and dress shoes. In mid-March, consumers opted for cotton tees, joggers and sweats, hoodies, and cardigans.
  • Makeup and skincare:
    Items including serum, lipstick, face powders, and more are seeing a surge in sales as consumers seek out “self care” routines. Whether consumers are seeking to stave off COVID-19 anxiety or have more time for skin care and beauty routines, it’s good news for beauty retailers.

The success of the latter category can be attributed to an emerging trend: preventative beauty and wellness. We’re seeing more brands tout the immunity-boosting benefits of their products as consumers look to keep themselves healthy. In conjunction, some beauty brands are developing content to help their customers relax, rejuvenate, and make the most of their time at home with at-home beauty guides and self care routines. 

We’re also seeing brands take a balanced approach to how they’re communicating with consumers: acknowledging COVID-19 and its impacts on their business, employees, and customers, while providing lighthearted content and products to help ease worries.

Beauty, health and wellness brands will do well to keep a sharp eye on spending trends over the next few weeks. This discretionary category in particular may experience phases of demand, as consumers spend less time out and about (potentially lowering makeup sales) and more time on self care (increasing skincare and wellness product sales). While the news cycle may seem grim, there are tremendous opportunities for beauty and wellness brands to bring a bit of levity, comfort, and joy to our “new normal.”

The next six to 12 months will be critical for all retailers. Understanding shifts in consumer spending and behaviors will be critical, and your Afterpay team is here to help our partners navigate this time. Above all, remember that we’re all in this together. 

Know that your Afterpay team is here to support your business. Should you need support please reach out to us at [email protected].

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Afterpay Marketing
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