Insight: the rise of ‘squad shopping’
New research by online value retailer Studio has revealed that one in five UK shoppers have indulged in so called ‘squad shopping’ during the Covid-19 crisis where they use video calls or screen sharing technology to shop online with friends and family.
The trend has emerged particularly in areas where coronavirus restrictions prevent people from visiting shopping destinations in groups.
The research also found that 40% of those polled thought they are now better at spotting a bargain and would describe themselves as ‘savvier shoppers’ since the start of the pandemic. In addition, two thirds said they are more likely to think about a product’s value before purchasing.
Whilst many said they had reduced the amount of shopping they did during the pandemic, some 55% said this was due to them becoming more aware of the cost of living.
Chris Chalmers, marketing director at Studio.co.uk, said: “It’s encouraging to see that despite lockdown measures, people are finding new ways to socialise virtually and go about their regular leisure activities with friends – even if it is a little different to what they’re used to.
“Clearly our love for a shopping trip with friends is still strong. People are being very savvy about how they can still enjoy the combination of seeking out a bargain and socialising with loved ones, creating an experience they will value emotionally and financially. As more households have to separate, people are really valuing the importance of staying connected.”
In the past six months, Studio.co.uk has seen a surge in online sales which now account for 90% of its sales.
Join us at The Future of Retail Customer Engagement Webinar on 18 November to hear Luke Luke Phillips, programme director of Studio Retail, speaking about the future impact of digital on retail experiences. Register free of charge here
