Consumers are spending an unprecedented amount of time in their homes, meaning we are all looking for new and exciting ways to keep busy, active and entertained during isolation. Although lockdown period is still in its infancy, brands are already starting to see changes in our behaviour, particularly when it comes to what we’re buying online. For example, Dixon Carphone, the UK’s biggest electrical and mobile phone retailer, has said that online sales for electricals in the UK and Ireland had surged 72% in the past three weeks alone.

This uplift in demand for electrical goods, which could be down to increased home-working, but also an enhanced desire to have the most up-to-date home entertainment products, also extends to gaming. Nintendo’s sales for their latest game: ‘Animal Crossing: New Horizons’ has surpassed all initial sales records previous game releases, and more traditional entertainment brands such as Hasbro have experienced increased searches for their board games and jigsaws on Amazon. Whilst demand for entertainment is surging, so is our desire to keep fit, as we turn to online platforms to buy the equipment we need to stay active. Stationary bike company Pelaton is seeing a rise in stock value, and Amazon seeing yoga mats and resistance band sales increase over the past few weeks. This is correlated with the increase in demand for at-home fitness programmes such as FIIT, Barry’s and The Body Coach, who have all reported an increase in engagement on their owned social content during recent weeks.

As consumers are continuing to adapt to new ways of life, brands must also be flexible to meet the unexpected changes in our behaviour and needs. For example, many restaurants have adapted to delivery, with fast food chain Leon even turning some of their shops into mini supermarkets. Disney surprised their customers earlier on this month by releasing some key blockbusters to our screens early, such as Frozen II. When done authentically, brands have a real opportunity to show they understand their consumers and can adapt to the fast pace of change accordingly, which will pay off in both the short term and long term

Sources

https://www.theguardian.com/business/2020/mar/26/dixons-carphone-sees-70-jump-in-online-sales-as-britons-move-to-home-working

https://www.businessinsider.com/peloton-stock-rises-coronavirus-encourages-home-workouts-2020-2?r=US&IR=T

https://www.cnbc.com/2020/03/23/what-people-are-buying-during-the-coronavirus-outbreak-and-why.html

https://www.businessinsider.com/gyms-closing-coronavirus-home-workout-apps-2020-3?r=US&IR=T

https://metro.co.uk/2020/03/20/leon-turns-restaurants-mini-supermarkets-solution-coronavirus-stockpiling-12428068/

https://www.cnet.com/news/coronavirus-lockdowns-have-lots-of-people-playing-video-games/

https://www.businessinsider.com/ford-credit-payment-assistance-coronavirus-covid-19-2020-3?r=US&IR=T

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