How Omicron changed shopping habits

By Éilis Cronin in Industry News 18th January 2022

Fears about Omicron directly affected how some customers went about their Christmas shopping, according to research from the Institute of Grocery Distribution (IGD).

Although more than half (56%) felt a return to normality this Christmas, just under a third (32%) said that Omicron affected their celebrations and 27% said they had avoided any ambitious plans because they feared last-minute restrictions.

As reported at the time, some customers (35%) decided to shop earlier than usual although conversely 17% left it until the last minute because of uncertainty. A substantial minority (44%) said they used click and collect to avoid or minimise time in stores.

Rhian Thomas, head of shopper insight at IGD, said: “With the news in December creating some uncertainty of how people would be able to spend the festive season, shoppers looked to retailers and food manufacturers to help make the most of their plans, whatever their situation.

“Our pre and post-Christmas research showed some shoppers approaching the season differently in how they conducted their shopping to ensure they didn’t miss out, from the channels they used to the types of products they bought.”