Emma Hill
Emma Hill 20 December 2021

Retail Trends 2022: What Brits Want From Retailers

Attest, a consumer research platform for the world’s biggest brands, today releases new data on the retail trends that are likely to shape 2022. The research is found within the second annual UK Consumer Trends report that tracks sentiment and behaviours ahead of the new year.

Key findings in the UK Consumer Trends report include:

1. Overall, it’s Bad News for the High Street When it Comes to Brits’ Shopping Habits

Coming into 2022, is the online/offline split returning to normal now that physical stores are back open again?

Attest’s research indicates that Brits still favour online shopping, 50% say they “mostly” or “always” shop online for products (excluding food), versus 29% who shop in-store. Meanwhile, 31% split their shopping between online and offline.

2. Millennials are the Demographic Most Likely to Favour Online Shopping

Gen Z are the demographic most likely to say they “always” shop online (16%), but it’s Millennials who are most likely to favour online shopping overall (55% always or mostly shop online). 

On the other hand, Boomers are the most likely demographic to say they shop mostly or always in-store (28%), yet the majority of this age group still favour online shopping (46%).

3. Shopping has Become our Favorite National Pastime

But there’s some good news for the retail industry - the activity that Brits are most likely to be doing frequently going into 2022 is shopping; a huge 60% of respondents say they go shopping weekly or daily.

In comparison, only 40% are meeting up with friends with this regularity and 37% doing a sporting activity, potentially reflecting ongoing worries about the pandemic.

4. Supermarkets are Still Tops for Food Shopping, Despite Increasing Online Options

Despite the growth in same-day online delivery from supermarkets, the public still prefers to shop for groceries the old-fashioned way. However, a sizable 33% of consumers now primarily rely on online food shopping options. A further 20% split their food shopping between online and offline.

About this Research

Jeremy King, CEO and Founder of Attest, said of the research: "Our data shows the challenges that the High Street will face in trying to get people back in-store next year, as online shopping dominates the way consumers shop."

"Yet, the Attest research highlights how shopping has really become the nation’s favourite pastime, with consumers spending more time than ever trying to find their next purchase. This presents the retail industry as a whole with an excellent opportunity in 2022."

All figures within this press release are conducted via research on the Attest platform. The total sample size for this research was 1,000 nationally representative working-age consumers based in the United Kingdom. The survey concluded on 18 October 2021.

The full research dashboard can be viewed here.

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