Starting tomorrow, England will be plunged into a second full lockdown, so what does this mean for retail?

• Essential retail which includes food shops, supermarkets and garden centres will remain open, with COVID-secure guidelines in place to protect customers, visitors and workers.
• Non-essential retail can remain open for delivery to customers and click-and-collect.
• Restaurants, bars and pubs must close, but can still provide takeaway and delivery services. However, takeaway of alcohol will not be allowed.

As we face into yet another period of uncertainty, we spoke to a cross section of shoppers about their concerns and needs moving into the second lockdown.

The biggest concern across the board from the shoppers has been availability and panic buying. Secondly, with the holiday season approaching, people are worried about whether essential Christmas items will be readily available such as Christmas cards and baking ingredients.

We saw far more variety in response when asked what the biggest change in their shopping habits was over the last lockdown. The older, retired shoppers have migrated to online grocery shopping and as a result; plan menus more carefully, have reduced waste and spend less money (despite also saying that they are buying more luxury items).

Healthier eating, scratch cooking and raised awareness of price were the most prominent changes in behaviour from younger shoppers and families.

Every shopper we spoke to believes that the changes they made in the way they shop during the first lockdown has shaped their shopping behaviour forever. The customers who have switched to ordering online told us that they have no intention of going back to shopping in-store again.

Tesco and Sainsbury’s were called out as the best online offer, gaining a reputation for their reliability. Waitrose, Sainsbury’s and Costco came top for in-store with our shoppers. Those who have switched supermarkets over lockdown are unanimously happy with their new retailer and do not intend to go back to their previous.

We asked what retailers should prioritise in the new lockdown, predictably ensuring availability of core products like pasta and eggs came out first. Shoppers also want supermarkets to make sure they are well stocked with Christmas essentials and gifting options. Younger shoppers also noted that they want retailers to strengthen the enforcement of masks. 

Finally, we explored how shoppers are preparing for lockdown leading up to Thursday. The older shoppers told us they were stocking up on DIY products and baking ingredients to keep them occupied over lockdown, whereas the younger shoppers said they will not be doing anything to prepare and intend to keep to their usual shopping routine.

RMI have proudly supported our retail and FMCG clients throughout the March lockdown, if you would like any support or advice for the coming months please do get in touch with us at hello@rmi.co!