Some 47% of UK mums have started buying cheaper and discounted products since the start of the pandemic, new research has revealed.
According to insights from global platform Piplsay, which polled 10,483 British mothers from 15 to 18 November, the pandemic has been the most challenging for mothers worldwide. The report delved into changing habits and attitudes as the country continues to deal with the ongoing health situation.
When asked whether household shopping preference has changed since the pandemic, 26% admitted to selecting cheaper alternatives and 21% said they had been buying products on sale.
42% of mums surveyed said their household budget has remained the same throughout the pandemic, while 37% revealed it has reduced.
The study also showed that 44% of mums have been eating out with their families or ordering food online, with food quality remaining a top priority.
Just over a fifth (21%) of those questioned are influenced by brands that have prioritised customer safety and experience; and 16% by brands that have stood by their employees.
Meanwhile, 54% of millennial mums started buying cheaper products compared to 46% of Gen Xer moms.
The survey follows UK consumer spending falling for the first time in three months in October, as rising coronavirus rates and restrictions continue to curb everyday life.
Barclaycard data shows spending fell 0.1% year-on-year, in a stark reversal of the 2% growth seen a month earlier.
Retailers have warned that they stand to lose £2bn ($2.63bn) in sales a week this month because of lockdown restrictions in England alone, with the most recent footfall data showing steep declines.
Even before England’s lockdown, spending on ‘non-essential’ items fell 1.7% year-on-year in October across the UK, compared to 0.6% growth the previous month.
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