bonprix survey on the impact of the coronavirus pandemic on purchasing behaviour: changed product range requirements | more online purchases | more conscious consumption

As part of the internal study, a total of 1,000 online fashion shoppers were surveyed in an external panel between the end of September and the beginning of October 2020. The aim was to file the current mood and measure changes in purchasing behaviour, personal attitudes and everyday and leisure activities in order to derive insights for product range planning. Despite the dynamically evolving pandemic situation, it can be assumed that the insights gained will remain valid both now and in the near future.

Consumer sentiment: financial situation, fears and expectations

The survey shows that the majority of participants feel directly affected by the coronavirus pandemic, either personally or economically. The current situation is bringing about changes in their lives: This has resulted in concerns about infection, long-term economic effects, curfews and future financial restrictions. Although the economic situation of most respondents has remained stable so far, a quarter say they have suffered financial losses. At the time of the survey, one in two respondents expected a second lockdown, and one in two wanted stricter measures to contain the pandemic.

Changed product range demand: ‘cocooning’, family and leisure

The lives of those surveyed are currently very much centred on their own homes, their family and friends, and spending time in nature. This changed focus is leading to shifts in product range demand. The majority of those surveyed report a largely stable purchasing frequency. There has been a significant increase in children's fashion, and there is also specific demand for lingerie and sportswear. Purchases of swimwear, on the other hand, are declining. As people are spending a lot of time at home, more than a third of female respondents say they are currently buying mainly comfortable clothing for home wear. Less money is being spent on festive attire and business wear. This trend towards ‘casualisation’ is likely to continue in 2021.

Due to the current limitations on leisure activities, a cosy home is becoming more important. Two out of five respondents say that their home is now even more important to them than before the crisis. Around one in five has redecorated their home in recent months, and just as many are planning further improvements.

Contactless shopping: more online purchases in the future

The lockdown in the spring, the focus on the home and the development of infection rates are leading to a further decline in footfall in city centres. The effects of this are reflected in significant growth in online purchases. Depending on the product segment, between a third and almost half of those surveyed say they have bought more online since the outbreak of the pandemic. The largest increases are in the areas of children's and women's fashion. According to the self-assessment of the bonprix customers and non-customers surveyed, the higher willingness to shop online will continue in the future. A significant pandemic-related shift to online shopping can be observed.

Purchasing behaviour: more conscious consumption, sustainability and price sensitivity

Financial uncertainty, the unknown economic impact of the pandemic and adapted needs are leading to a change in purchasing behaviour among the customers and non-customers surveyed. More than half of the female respondents say they are currently only buying what they really need. Almost as many say that they are trying to consume more consciously and avoid spontaneous purchases. An attractive price-performance ratio, quality, durability and sustainability of products are becoming increasingly important. It can be assumed that these effects will continue to intensify in the coming months.

Rien Jansen, Managing Director of bonprix Handelsgesellschaft and responsible for purchasing, marketing and retail, assesses the results of the survey as follows: "Since the outbreak of the coronavirus pandemic, we have observed a change in the purchasing behaviour of our customers and have continuously adapted and aligned our product ranges. The current survey now sums this up once again. We understand the needs and concerns of our customers and want to respond flexibly to their wishes. With our wide range of products, consistently attractive prices and our focus on quality and sustainability, I believe bonprix is well positioned for the coming months."

About the survey

For the survey, a total of 1,000 online fashion shoppers (80% women, 20% men) were surveyed in an external panel between 29 September and 2 October 2020. The participants were equally divided between bonprix customers (who had made a purchase within the last twelve months) and non-customers aged between 25 and 69 (average age 46.5). Over 60% of respondents lived with a partner, and over 70% had children under the age of 16 in their household. The quantitative survey was conducted via an online questionnaire as internal market research.