As Next and TK Maxx suspend online operations, the latest data shows the UK’s online spending habits have shifted since the coronavirus lockdown began and are now skewed towards essential provisions and the home, garden and electricals categories.

Data from UK online retail association IMRG shows clothing sales fell 26.7% last week, from an already weakening base. Meanwhile, online sales of electricals surged 42.4% and garden items rocketed 80.8% as people stayed at home.

Overall, online sales saw an increase last week as all shops deemed ‘non-essential’ were shuttered and high streets emptied.

IMRG Corona

Source: IMRG

Consumers’ online search habits also changed significantly as the crisis unfolded. Amazon search data revealed new search terms emerging in its top 10.

In health and personal care, hand sanitiser gel topped the list, with searches for face masks and thermometers also ranking in the top 10 for the first time. Searches for beard trimmers also peaked last week as the nation came to terms with the need for self-grooming.

In the home category, searches for cat litter and office chairs surged over the past week as UK shoppers stocked up their cupboards and prepared to work from home.

Flywheel Corona

Amazon has been quick to respond to the trends, delaying shipments of non-essential items and dedicating additional space in its distribution centres for everyday essentials.

Similarly, Amazon customers in the US have increasingly shifted to purchasing groceries and everyday essentials on Amazon and pulled back on shopping for softlines. 

Data from IMRG showing a boost for the electricals category is in line with statements from Dixons Carphone, which reported online sales up 72% in the three weeks to March 21, as customers equipped themselves with freezers and IT equipment ahead of the lockdown.

Fashion retailers including Next, TK Maxx, River Island and Schuh stressed staff safety when closing down their online operations – but sector-wide numbers could indicate that sluggish sales may also have played a part. Going forward, it is likely that demand for clothing will remain subdued, presenting a huge challenge for the fashion sector.