From The Drum: Retail bounces back in Q2: how marketers can make the most of it

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Last week the ONS confirmed what commentators had predicted since April: retail is back.

Non-essential retail stores reopened on April 12 after more than three months in hibernation, and shoppers eagerly reacquainted themselves.

Quarter-on-quarter, and even year-on-year, comparisons veer from slightly to entirely redundant given the lockdown hokey cokey in the UK, yet when set against performance from 2019, Q2 2021 was still remarkable.

Shoppers want to shop

During the worst of the pandemic e-commerce was a lifeline to consumers and businesses alike as they adapted to their respective circumstances, and it gained the column inches it deserved for growth during this most tumultuous of periods.

However, when shops are open this is where consumers are opting to spend:

Of course, this is more pronounced in some sectors than others: the percentage of retail spend in grocery doubled in the initial ‘panic’ phase of the first lockdown, but has declined since and plateaued at 10% of spend in the category. Meanwhile e-commerce represents 30% of all spend in the clothing sector, but this too has flatlined since stores reopened.

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