As the UK begins to return to normality, Father’s Day shoppers are keen to return to physical locations with 70.4% intending to shop instore for the occasion this year, according to GlobalData.
Designated as essential retailers, supermarkets have benefitted from high footfall during the COVID-19 pandemic as they remained open throughout 2020. Promoting food & drink gifting ranges, such as summer wines & spirits and confectionery, alongside BBQ ranges of premium foods will boost appeal as consumers take advantage of celebrating with family and friends as up to 30 people can be together outside.
“While intention to shop instore for this occasion is high, the current restrictions brought on by the COVID-19 pandemic is expected to have a lasting impact on Father’s Day sales as consumers have been apprehensive to prepare too far in advance and consequently the number of consumers intending to shop for this occasion this year is forecast to decline for the second year running,” said Juliet Cuell, Associate Analyst Retail at GlobalData.
5.6% of consumers stated that they have already purchased, or intend to purchase, something for Father’s Day this year, down 3.7ppts and 6.1ppts on those that did purchase for this occasion last year and in 2019, respectively.
With this decline predominately driven by the gifting category, which is forecast to see only 49.1% of Father’s Day shoppers purchase a gift for the occasion, compared to 61.6% in 2020, this will be a concern for retailers in the run-up to the occasion.
“Retailers must appeal to shoppers by producing interactive social media posts such as Instagram reels to offer in-depth reviews of gifting products on offer and entice shoppers to browse ranges alongside inspirational instore displays such as eye-catching signage displaying gift guides, which will also encourage purchases this year,” she added.
Words by Farimah Moeini, Snapchat Head of Industry – Retail and Travel TheJuly 5, 2021 | By RetailME Bureau
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