Data: Shoppers most excited to return to Primark after lockdown

In a survey of 2,032 adults, 49% say they would be happy to shop in physical high street stores when the latest lockdown regulations are lifted, compared with 41% after the first lockdown last year.

Some 39% of respondents also say they would be comfortable returning to shopping centres, up from 34% in May 2020, according to research from Walnut Unlimited.

This is good news for retailers that have struggled because of the enforced closure of their bricks-and-mortar stores during lockdown.

Walnut Unlimited research director Amy Nichols attributed the boost in confidence to the fact that shoppers now know what to expect when returning to stores.

“Many have already been through the experience of shopping in store during the pandemic, meaning there is less uncertainty around what to expect with regards to safety guidelines now,” she said.

Walnut Unlimited found that those most likely to be happy returning to non-essential stores were aged between 18 and 34, with 55% of participants generally willing to do so.

Younger shoppers also feel the most comfortable about the prospect of returning to shopping centres – 47% of those surveyed are happy to do so.

Despite the rollout of a vaccine for many older citizens, respondents aged 75 and over are more cautious about shopping in physical stores after this lockdown.

Overall, just 35% of consumers over 75 say they would be happy to return to stores, while 25% say they would return to shopping centres.

Those figures were down from 39% and 32% respectively in the survey conducted in May 2020.

When asked which stores they are most excited to return to after lockdown, Primark – which does not sell online – was the most popular answer to the options offered.

This is testament to the strength of Primark’s proposition – evident in the fact that it held market share when its shops were able to trade, despite the rise of online purchasing during the pandemic.

Of those surveyed, 24% say they are looking forward to shopping at Primark again, particularly younger shoppers – 37% of those aged between 18 and 34, and 22% of those aged 35 to 54 say Primark is the shop they are most keen to visit again.

Ikea and TKMaxx are also high on the list of stores shoppers are most excited to return to.

For older consumers aged 55 and above, Marks & Spencer is the most popular choice – 26% express excitement about returning to shop there.

But 52% of older shoppers say they are not excited about returning to any stores, reflecting their caution about shopping in person at all.

Older customers are more pleased with the Covid safety precautions put in place in stores, despite being more uncomfortable about the idea of physical shopping.

Of those surveyed, 70% of respondents aged 55 and over say retailers have done a good job of making their shops Covid-safe, compared with 62% of those aged 18 to 34.

Walnut Unlimited’s data also shows that men are far more comfortable returning to retail environments than women.

“It will be important for retail environments to demonstrate how they are taking steps to reassure shoppers that their spaces are safe and to do this sensitively”

Amy Nichols, Walnut Unlimited

Nichols said: “Women are able to consider the bigger picture, be less self-centred and will therefore show more caution to returning to retail environments.

“It will be important for retail environments to demonstrate how they are taking steps to reassure shoppers that their spaces are safe and to do this sensitively.”

The research also suggests that the majority of shoppers plan to continue shopping in the same way they did pre-pandemic after the latest lockdown is relaxed.

Because consumers have become used to some new shopping habits, however, Walnut Unlimited found a slight decline in the number of shoppers planning to buy in stores and a slight uptick in those planning to shop online more frequently.

The research reveals 13% of respondents are likely to shop more online post-pandemic, while 32% say they plan to visit physical stores less than they used to.