Q4 Consumer Trends – Online shopping

2020 saw 44% more consumers shopping online during Q4 compared to 2019.

This year, being agile is key. Due to widespread stock shortages and consumer demand for products online, competition will be stiff. Being flexible and adaptable with online sales tactics has never been so important for retailers.

Below Jaye Cowle, owner of award-winning paid media agency Launch, shares insights into what Q4 trends she is seeing to help you refine and plan for the rest of 2021 and into 2022.

Free & fast shipping

People expect free delivery built into the cost of their purchase. They expect Apple Pay, PayPal and Google Pay. 88% of consumers rate free shipping as ‘important’ or ‘very important’.

Responsibility & Sustainability

This is important to your customers. For those businesses who have a millennial audience, this is even more important. Don’t get caught out by greenwashing, you must be committed and have a sustainability policy embedded throughout your business practices. Customers care about businesses that are recognised as sustainable and thoughtful. Consider your packaging also – 75% of consumers want less packaging.

Localism

The movement of ‘shop local’ took off during the lockdowns. As parts of the world open up again, localism has not declined. We’re witnessing a commitment to local communities, and we’re more connected to our communities and where we live. You can take advantage of this by offering click and collect.

Online research & Online shopping for 45+ year olds

84% more product research is taking place online, then the purchase is completed in a physical shop. You should invest in user design that the older market will engage with, e.g. larger buttons and a simple checkout process.

Video advertising

The average UK adult watches 46 minutes of video a day. If you are advertising, think about video as a route. Also think about ‘how to’ value-led videos to encourage your audience to engage. This isn’t just something younger audiences do; video is accessed across age demographics.

Through our Future Focus programme, Unlocking Potential have a trusted bank of experts in the field of online sales, email marketing and social media marketing to help you polish and excel in the areas you need it most. Get in touch by telling us about your business.