Consumers swap clothes for alcohol and face cream in pandemic, research reveals

Data from global e-commerce platform Shopify shows coffee sales increased by 65%, while tea sales grew by 38%. Many people also looked to enjoy their favourite tipple at home, with alcoholic beverage sales up 97% year-on-year.

Sales of cooking and baking ingredients also rose 35%, while sales in dog supplies increased by 37%, the research finds.

Shimona Mehta, managing director (EMEA) at Shopify, said: “The past year has been one of immense change and we have all had to adjust to spending more time at home. That has been reflected in what we are buying as we’ve looked for ways to unwind at home, whether that’s with a G&T or an at-home facial, as well as adapting to using the same space as an office and classroom.

“As we look ahead to life after lockdown, what we buy will evolve once again, but the way we shop has been changed significantly by the pandemic, which has accelerated trends that were already in train. Effectively, 2030 has arrived early and shoppers are more aware and connected than ever before. They expect more from the brands they buy from, and the brands that recognise that will be those not just survive but thrive.”