Google Research has revealed that 8 out of 10 sports consumers will reduce spending on sports. wearwhile 1 in 4 plan to spend more despite the current ‘economic uncertainty’.
The report was produced by the Google Retail Index in conjunction with Trinity McQueen, surveying over 5,000 UK consumers to understand sportswear spending habits ahead of Black Friday and Cyber Monday.
The results of the investigation conclude:
67% of consumers tried a new sportswear brand or retailer in the past six months Sportswear consumers are less likely to shop in-store – 29% less than general apparel consumers Demand will shift to different days (during World Cup) instead of decreasing During the peak period, 49% of consumers planned to buy gifts in the month leading up to Christmas 2021. 43% of consumers say they will look for better deals/discounts.
Analysis of Google searches exposed the impact of the economic climate on shoppers, with searches for the word “inflation” increasing 112% year-over-year.
The report results are intended to be used by sportswear retailers to target campaigns during peak shopping season.
Kevin Mathers, MD of Retail at Google, recommends that retailers keep the following in mind:
• Automation key during uncertain times
• Use marketing campaigns that cover multiple fronts.
• Face challenges by uniting teams
Mathers commented: “Retailers know very well that the key to their success lies in meeting their customers where they are, attending to their changing needs and preferences. That’s why we share information about your customers’ browsing and buying habits and plans for the peak shopping season.
“Our findings point to the fact that people are browsing more, are increasingly open to trying new brands and are more responsive to omnichannel shopping experiences with 30% of UK shoppers browsing online to decide what to buy. before going to a physical store to make the purchase. Retailers with strategies to capitalize on these trends will reap the rewards.”
Source: news.google.com