The second lockdown in Victoria a week old and we can see that people are reacting to it. They are distancing more carefully and shopping less for non-essentials. Malls across Melbourne are all but empty. Even supermarkets in malls have been hit – harder than in the first lockdown. On the high street, for essential businesses there is a business as usual, but safe, feel.
After talking with a range of retailers and looking at sales data, I put together these trend notes for retailers in my POS software company community. I share it here as some insights may interest:
Here are trends from the latest Victorian lockdown:
- Relaxing products. The jigsaw surge from March and April is back but in an expanded form – adult colouring, art and craft, journaling, cross-stitch, knitting, games and art. Smart retailers are selling these items as well as offering customers opportunities to connect with others doing this.
- Nesting. This category is surging not only in Victoria but nationally. Nesting includes candles, diffusers, essential oils, rugs, cushions, homewares, pets, cooking and related.
- Tactile products. We have seen a surge in cuddleable (not a word I know but it best describes it) products. This segment includes plush and other soft toys, pets, rugs, blankets, pillows and similar. With touching and hugging discouraged, it stands to reason that people seek out alternatives.
- Easy shopping. We have seen retailers gain sales by making shopping easier through packaging items often bought together and having these placed front of store and at the counter.
- Postable gifts. People are loving that they can easily send a gift to people they are unable to see.
- Working from home. For some, this is now a permanent arrangement. Many retail channels have offers they can make to those working from home and businesses with employees working from home. The opportunities are usually broader than retailers think.
- Contactless retail. Having the EFTPOS machine shopper facing and situated for easy tap and having in place arrangements for the lowest cost possible to the business for EFTPOS.
- Online. Having an online offer matters. While people like the safety of having goods shipped, they also like click and collect and they like to use the website to ensure you have something in stock before they visit the shop.
- Online events. More retailers are hosting events to show off new products and offer education – Zoom, Facebook live and similar events. Unboxings, educating on new products meet the maker and more.
- Christmas has started early. Yes, we are seeing Christmas purchases already in businesses that are offering Christmas stock.
While the pandemic has disrupted business, in that disruption are opportunities. The Victorian situation is a reminder that disruption is not temporary. We think history will show that winners will be those businesses that adapted early and were able to finesse their offering and processes as the market demanded.