Clearpay’s Spring/ Summer 21 UK Trend Report
Clearpay’s Bi-Annual Global Trend Report is finally here, showing how U.K. customers are choosing to shop this season.
The report aggregates data points from their customer base of over 13 million global shoppers across a catalogue of 74,000+ brands and retailers in order to identify the season’s key trends and shopping patterns.
The research is unique in that it uses up-to-the-moment customer purchase data from some of our most powerful shoppers: Millennials and Gen Z. This allows us to gain insight into how the world’s highest-value demographic is spending its money.
So what have we learned over the past few months? Let’s take a look at a few key learnings.
The UK is an important market
British consumers make up nearly two million of Clearpay’s overall customer base and have become the largest group of return shoppers in the last six months. Clearpay’s research shows that British customers enjoy shopping from mobile devices, generally in the evening, and mainly pay using a debit card. Recent purchases have also shown forward thinking with many shoppers buying fashion pieces that will transition into normal life once lockdown starts to lift.
What are customer’s buying?
Accessories
Now that lockdown restrictions have started to ease in the UK and many are beginning to socialise again, consumers are looking for those added extras that really bring an outfit to life. Some of the most popular items are jewellery, charms and bangles, as well as denim and clogs. Sales of cardholders, wallets, larger totes and shoppers are also on the increase as shoppers prepare to venture into the outside world.
Spring dresses
While loungewear items such as hoodies and sweatpants are still being snapped up rapidly, consumers have now also turned their attention to spring dresses. Dubbed the Freedom Frock, dresses in fun, flattering shapes and bright feel-good colours and prints are reflecting the end of lockdown and a more optimistic mindset. The Cottagecore dress is also on the rise with voluminous frills, floating chiffon and tiered silhouettes making a comeback.
Fragrance and Swimwear
Even though international travel isn’t back on the agenda for Brits just yet, an increase in fragrance sales is showing a desire to be transported elsewhere. Scents that remind shoppers of exotic, faraway places and nostalgic happy memories are proving most popular. With that said, many shoppers are still thinking ahead to holidays with swimsuit purchases on the rise. The most popular styles are underwired one-pieces paired with high-waisted bottoms, and asymmetric swimsuits that really enhance a woman’s curves.
Footwear
Even though restrictions are easing, consumers are still remaining pretty sensible when it comes to their footwear purchases. Plimsolls are one of the most popular styles as children go back to school, followed by summer silhouettes including espadrilles and clogs. The trend for practicality is still strong, however, with slides and trainers remaining popular.
Changes in shopping habits
The pandemic has had a huge impact on consumer attitudes and shopping habits and Clearpay’s research shows that 3 in 5 of global customers are now more likely to buy items locally while 12% are more likely to support black and minority-owned businesses. 50% are also looking for quality over quantity and 45% are likely to save their money rather than spend it. This shows that retailers will have to work harder to earn their loyalty and keep them interested with strong social fresh and interesting product offerings.
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