Brits set to lap up British goods
UK Retailers urged to maximise feel good factor while it lasts
Savvy polled shoppers in June after the Jubilee and again after the London Olympic Games opened and found that the number of shoppers seeking out British goods and products had risen from 63 per cent to 72 per cent during the two month period.
The figures match a similar swell in British pride, with 72 per cent of shoppers now claiming they’re ‘proud to be British’ compared with 58 per cent before the Games.
But Savvy urges brands to capitalise immediately and seek to build momentum, with shoppers having previously displayed fickle traits when it comes to buying British. Indeed the national appetite for British goods inexplicably fell from 68 per cent in January, to 63 per cent at the end of June – before the start of the Olympics Games.
Further findings also show that female shoppers have a notably greater appetite for British goods, with 79 per cent looking to buy British after the Olympics compared to 68 per cent of men.
It also seems British items are more likely to find their way into our baskets, the older we get. Savvy’s research shows that, post Olympics, a resounding 81 per cent of over 65s looked to buy British, compared to only half (50 per cent) of 18-24 year olds.
Catherine Shuttleworth, CEO of Savvy Marketing said:
“The research findings offer some insight into the nation’s attitudes to buying British following an amazing summer of events from the Jubilee to the Paralympics. Our panel shows the Olympics in particular gave a massive boost to national pride and created a subsequent rise in demand for British goods. The retail sector has seen inconsistency in spending patterns over the summer, but now needs to turn its attention to maximising and prolonging the feel good factor and continuing to market British goods in the build up to Christmas.”