Shopper confidence stable in December

Date : 08 January 2021

Despite increased COVID-19 restrictions over the Christmas period and uncertainty over EU Exit, our latest Shopper Confidence Index remained stable in December at -6.

Key drivers for confidence

The latest results in shopper confidence represent the highest recorded level since February 2020.

While many shoppers did not have the festive period they had planned for, confidence appeared to be held up by Christmas food and grocery shopping and the rollout of the first COVID-19 vaccine.

ShopperVista subscribers can register here for the Christmas Review webinar on 14 January. Hear how shoppers behaved over the Christmas period and what that might mean for your business.

Key changes

  • Confidence increased to 0 at the start of the month as the nation emerged from the second lockdown and the first vaccine was administered
  • Confidence dropped to -8 in the middle of the month with the introduction of stricter tier four restrictions in England
  • Confidence was boosted slightly at the end of the month to -6 in line with an EU trade deal announcement
  • There were notable declines in confidence in London and the South East, corresponding with a tightening of restrictions in these regions
  • Trust in the food industry has increased to the highest level since June 2020. With environmental issues attracting media attention ahead of COP26, 44% trust the food industry to limit their impact on the environment (+6% vs. Nov 2020)

The future

Shopper uncertainty will likely continue for the foreseeable future as we enter a new national lockdown and shoppers contend with the deepening economic downturn. It will be key for retailers and suppliers to remain agile in responding to further changes in shopper behaviour and to demonstrate value for shoppers across all physical and digital touchpoints.

The full IGD Shopper Confidence Index is available to subscribers on IGD ShopperVista

IGD’s next EU Exit webinar on 13 January will bring you up to date on all the key issues:

•    The new trade deal – what’s in it? 
•    Northern Ireland Protocol – latest changes
•    Business experiences
•    Covid-19 and the consumer

Register here for the webinar.

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