UK consumers are making a ‘retail resolution’ to change their shopping habits for the new year. That’s according to new research from Emarsys.
The study of 2,000 Brits, launched alongside Emarsys’ annual unPredictions report, also reveals that the most popular resolution for the year was to buy less often, with one fifth of those surveyed worried about overconsumption.
Another 20% also want to be more thoughtful about the purchases they make. For 16- to 24-year-olds, this increases to 24%, making it the age group most likely to adopt more considered buying habits in 2022.
Sustainability is also remaining firmly on the agenda for many shoppers, with 17% of Brits keen to shop more ethically this year.
Retail expert Payal Hindocha says: “Consumers are embracing the new year mentality by shaking up their shopping habits in 2022, thanks to the myriad of options available to the modern consumer and a newfound agency and confidence with which shoppers can navigate them. More than three in five UK consumers are making a ‘retail resolution’ to change for the better.”
“Following the past two years of disruption and new ways of shopping, many seek ethical change. Following a year that included COP26 and the breathing room to evaluate pandemic purchases, one in five shoppers want to be thoughtful and take more time with their purchases, as well as wanting to buy less due to their concerns around overconsumption.
“With more than a third of the latter coming from 25- to 34-year-olds – the majority of those starting young families – we may be seeing younger generations follow their lead with action, responding actively to actioning the introspection that they see in the world around them. That’s further bolstered by the 17% stating that they would make direct efforts to shop more sustainably.
“If marketers have the data and tools to develop campaigns around these attitudes, they can be elevated to become genuine forces for good in the retailing world, empowering customers to make more informed and ethically-justified shopping decisions.”