Summary: With the number of corona infections increasing again, more and more consumers find current corona measures to be compliant, but insufficient. We therefore celebrate holidays at home or close to home. However, we are less cautious when it comes to our expenses: we save less and spend more on fun things. Moreover, the good news for retailers is that we are increasingly doing this in regular shops and supermarkets.
We save less, go shopping again, but we celebrate holidays at home.
Corona measures are not sufficient
In recent weeks, the coronavirus has flared up again in various places in Europe. The number of infections is also rising again in the Netherlands, according to figures from RIVM. Especially in Rotterdam and Amsterdam. As a result of these developments, a growing group of Dutch people seems to find the cabinet’s current corona measures insufficient. This is especially true in the large cities (from 14% to 27%) and in the provinces of South Holland, Zeeland and North Holland (from 10% to 20%). These percentages are therefore back at the level of the end of March when the corona crisis had just started. Concerns about their own physical health and that of others are also increasing among consumers in these areas.
The image in the media that young people flout the rules of corona seems to be wrong
Martin Leeflang, CEO Validators (bottom left on photo): “It is striking that young people have also become more concerned in recent weeks. In addition, compared to the previous measurement, we see that more young people say they adhere to the one and a half meter rule. The image in the media that young people flout the rules of corona seems to be wrong. “
Save less and spend more on “fun things”
Although more and more consumers believe that the measures are too limited, we have less difficulty in complying with them. This can be through habituation or because we are looser with the rules. The easing of the past two months may also play a role. As a result, there are fewer rules to take into account and we have more opportunities to look for distractions outdoors. More and more people who have money left over indicate that they spend this more on fun things. We see this especially in the big cities. Less is saved (from 62% to 58%) and more is spent on fun things (from 19% to 29%).
I think, for example, quite a lot more expensive road bikes have been sold in recent weeks
Gijs de Beus, strategist at Friends & Foes and expert panel member (bottom center on photo): “Research shows that new behavior becomes a habit after a month or two. So it makes sense that we now find it easier to stick to the rules. At the same time, the rules restrict us and we need to escape this. We do this by doing something fun or by rewarding ourselves by buying something. I think, for example, quite a lot more expensive road bikes have been sold in recent weeks. “
Consumers are shopping more again
Spending more money on fun things is probably good news for retailers, but more consumers are shopping in brick and mortar stores again. Nearly two-thirds of consumers (63%) are spending the same amount of time on daily groceries in the supermarket and almost half (48%) are shopping as much offline again as they did before the crisis. In addition, online shopping decreases slightly. For example, we now spend less on sending gifts and cards online than we did a few weeks ago.
Rob Revet, brand strategist at FNDMNTL and expert panel member (top right on photo): “Webshops have profited greatly from the corona crisis. Many new buyers have tried online shopping, and a good portion of them will continue to buy online in the future. Hopefully webshops have put their logistics in order in the past few months. A second corona wave will probably also generate a large group of new buyers. “
More and more people staying at home, especially among people over 55
Finally, more and more Dutch people are making a decision about their holiday. The number of consumers who do not (yet) know what they are doing on holiday is decreasing. Spending on travel and hotel booking is also postponed less. However, that doesn’t mean we pack our bags right away. Almost half of the Dutch will stay at home this summer (46%) or next fall (45%). The group of consumers aged 55 or older in particular does this, although they are very much looking forward to a holiday. Perhaps some fear plays a role here. Most people aged 55 and older who do not consider the corona measures to be sufficient can be found. In addition, more often than other age groups, they feel that others do not comply with the rules.