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November 16, 2020

Covid fuels rise in unsustainable shopping habits

The Covid pandemic has forced a shift in shopping habits among UK consumers, with internet searches for "cheap clothes" jumping by 46.3%.

By Hannah Abdulla

The Covid pandemic has forced a shift in shopping habits among UK consumers, with internet searches for “cheap clothes” jumping by 46.3%.

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  • Which brands are driving online spending
  • Impact of inflation on the Global Apparel market
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The Cheapest Countries study, by Pink Casino, explores how shopping habits have changed during lockdown through analysis of search data.

Almost a third of Brits used a discount code or voucher when shopping online, while some of the most searched terms were “clothes sale”, “clothes discount” and “clothes secondhand”.

The study revealed Brits are 53% more likely to search for clothing under GBP5 (US$6.59) than items that cost more than GBP10.

Following the lockdown in March, searches for “free trials” grew 31.6% while searches for “free shipping” increased by 22.2%.

And searches for fast fashion retailers including Boohoo, Pretty Little Thing, Missguided, and Asos peak around Black Friday.

“Fast fashion – whereby trend-led clothing is mass-produced to be sold at a discounted price on the high street – remains a prevalent global issue, while an estimated 10,000 items of clothing are sent to landfill every five minutes in the UK alone,” said PinkCasino.

“The research points to unsustainable shopping habits having risen substantially in the UK during the Covid-19 lockdown.

“Younger generations appear to be the primary perpetrators behind fast fashion supply and demand, as searches for ‘student discount’ peak for brands Asos, Missguided, Boohoo, and Pretty Little Thing.”

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Free Report
img

How can brands navigate the post-COVID-19 Apparel market?

In 2021, the Global Apparel market remained at 3% below pre-pandemic levels, with Europe and LATAM lagging behind. If they want to see full recovery, brands must look ahead. GlobalData is therefore offering this free report, Future of the Apparel Market Post Pandemic, to assist companies in adapting to the future market. This report explores the following topics:
  • Latest forecasts for the online apparel market out to 2025
  • How different regions and categories will perform, including which regions are lagging behind and which are performing at pre-pandemic levels
  • Which categories within the Apparel market are displaying resilience
  • Which brands are driving online spending
  • Impact of inflation on the Global Apparel market
  • What the biggest trends are that apparel businesses must adopt to succeed
Read our report on the Future of the Apparel Market Post Pandemic to gain valuable insights on how to best position your brand in a post-COVID-19 world.
by GlobalData
Enter your details here to receive your free Report.

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