Despite the economic uncertainty that COVID-19 brings, consumers are still willing to open their wallets, new data shows.
Research from Criteo shows a spike in a number of different retail categories, including Health and Beauty sales skyrocketing 77 per cent in March compared to January 2019 and Home Goods up 13 per cent for the same period.
“The new experience of “the great indoors” has led to significant changes in consumer trends,” said Criteo Australia & New Zealand commercial director Colin Barnard.
“The more time they spend at home, the more consumers are starting to think about the things that matter each day: working remote, learning remote, exercising at home, cooking, entertaining the kids and spending time with the family.
“The new social distancing economy sees people spending more on products that are less essential and more quality-of-life oriented. As our data shows, people are getting used to being at home more, and they are adapting to living almost entirely indoors. Consumers are coming to terms with the knowledge that this state of being may last a while, and they are turning toward products that help comfort and entertain.”
With gyms shut, Sporting Goods was the fastest growing category for March, up a staggering 1100 per cent compared to January 2019.
Weightlifting equipment increased by increased by 565 per cent alone.
With consumers clearly still willing to spend, Barnard suggested marketers continue to monitor such trends and shape strategies accordingly.
“Pay attention to what’s happening in your market and on your website, and continue to monitor trends each week. Focus on areas that are currently expanding such as remote work, education, home exercise, and entertainment,” he said.
He also suggested playing around with different ads to keep audiences engaged.
“As people spend more time at home and are looking to be entertained, use interactive ad formats to engage with your ideal customers,” he said.
“With personalised ad campaigns that help people find what they need during this time, marketers can connect with their audiences while building stronger relationships post-pandemic.”
Sustainable soap brand Single Use Ain’t Sexy has been greeted with a huge influx of support after raising over half a million dollars in funding via a crowdfunding campaign. The brand has launched itself into the ‘green economy’ by calling on the Australian public to financially back them and their mission to get Aussies to […]
Queer Artist Ryan James Caruthers has publically slammed software company Unfold after it asked to use the artist’s work for free as part of its Pride Month social media campaign. Caruthers took to Instagram to show screenshots of the conversation he had with Unfold after it asked the artist to share 12 of his images […]
After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]
Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]
GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]
JCDecaux today announced conservation organisation, Bush Heritage Australia, as its major charity partner for 2021. The partnership is part of a series of ‘social impact’ initiatives the business is launching this year, under the banner of JCDecauxHEART. JCDecauxHEART focuses on three areas of social impact: health and mental health, environmental sustainability, and enriching urban communities. […]
Shameless Media’s Michelle Andrews and Zara McDonald’s latest podcast, The Books That Changed My Life, will launch exclusively on LiSTNR on Tuesday, 15 June. Throughout the series Michelle and Zara will talk with guests including Kevin Kwan, Laura Henshaw, Jock Zonfrillo, Susan Carland, Hamish Blake and Delta Goodrem about the books that have had a profound impact […]
In celebration of Pride Month, cult streetwear brand Champion has announced an Australia-and New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance. Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic […]
Following the successful deployment of BankiFi’s technology platform at The Co-operative Bank in the UK, BankiFi has appointed Lloyd Parata to lead their expansion into the Australian Financial Services market. BankiFi’s technology platform ensures banks remain relevant by offering SMEs an innovative solution to operate their business, whilst avoiding common challenges like late payment. Parata, […]
Mars Wrigley 5 Gum has partnered with Twitch to launch Team CLUTCH, a team of Twitch streamers who will assemble on for three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘life happens in 5’. This partnership builds on 5 Gum’s 2020 Twitch activation, and is set to create […]