AUSTIN, Texas–(BUSINESS WIRE)–With COVID-19 lockdown measures around the world easing, just under three-quarters of global consumers (71%) now report feeling comfortable returning to physical stores since local lockdowns have eased, according to research published today by Mood Media, the world’s leading on-premise media solutions company dedicated to elevating the Customer Experience. The new report, entitled “Shopper Sentiments: A September 2020 Global Mood Survey,” surveyed consumers across four major markets – the UK, U.S., China and France – finding that the largest portion of consumers surveyed (31%) are spending less money and less time shopping in-store than they did before COVID-19, compared with 21% spending the same amount of money but less time than before and only three percent spending both more money and more time than before the pandemic.

• More than half predict shopping habits to return to normal by or before the summer of 2021
• 80% of consumers globally feel comfortable with health & safety measures put in place in stores
• Many report spending less money and less time shopping in-store than before COVID-19
• US consumers most concerned out of countries polled of catching COVID-19 in-store
• The desire for sensory experiences in-store remains key

“Consumers’ retail habits are still evolving as businesses slowly begin to open again. Many consumers are spending less time in store and less money per visit, meaning they’ve become mission shoppers focused on getting in and out as quickly as possible.”

Initially commenting on the findings, Scott Moore, Global Chief Marketing Officer (CMO) at Mood Media, said: “Consumers’ retail habits are still evolving as businesses slowly begin to open again. Many consumers are spending less time in store and less money per visit, meaning they’ve become mission shoppers focused on getting in and out as quickly as possible.”

Conducted in partnership with Censuswide, over 8,000 consumers across the UK, US, China and France were surveyed to gain key insights into how consumers are adjusting their in-store shopping behaviors and developing new shopping patterns in today’s world. The research also finds that despite almost half (49%) of global consumers believing they might catch COVID-19 in-store, 80% feel comfortable with the new safety measures set in place, with the requirement of “all visitors wearing masks” cited as the most important measure that helps drive a sense of safety. Of the countries surveyed, the US population stands out as the most worried about catching COVID-19 in-store (60%), with the French expressing the lowest degree of concern about this possibility (39%).

Additional key US findings showcasing the impact of COVID-19 on in-store shopping behavior include:

• Reassurance from Safety Measures in-store: More than three-quarters of US consumers (76%) report feeling at least somewhat comfortable with the new health and safety measures placed in stores, and 37% report that these health and safety measures make them feel safer.
• Non-Essential Shopping: Sixty percent of US shoppers say they have already returned to non-essential retail stores, but only at a rate of 51% for those 55+ in age. US shoppers aged 16-24 are returning to non-essential shopping more conservatively than other countries surveyed, at a rate of 54% compared to a combined rate of 74% elsewhere.
• Changing Shopping Habits Among US Consumers: Of those comfortable returning to physical stores, 28% of US respondents reported spending less money and less time shopping than before the pandemic, while 20% in the US are spending more money and less time in-store than pre-pandemic. This highlights an overarching trend of consumers trying to spend less time in-store – regardless of their spend.
• Optimism Regarding a “Return to Normal”: Only 22% of US shoppers expect their shopping habits to “return to normal” by the end of 2020 (29% of males and 16% of females) while 24% don’t expect to fully resume their in-store shopping habits until the summer of 2021. Additionally, 16% predict it taking until the end of 2021 before shopping norms can resume. The most optimistic group in the US are males in the Southeast, where 34% believe normalcy will return by the end of 2020. The least optimistic US group are females in the West, where 24% don’t believe their consumer shopping habits will ever return to pre-pandemic norms.

About Mood Media

Mood Media is the world’s leading on-premise and connected media solutions company dedicated to elevating the Customer Experience. We create greater emotional connections between brands and consumers through the right combination of sight, sound, scent, social and systems solutions. We reach more than 150 million consumers each day through more than 400,000 subscriber locations in 100+ countries around the globe. Mood’s clients include businesses of all sizes and market sectors, from the world’s most recognized retailers and hotels to quick-service restaurants, local banks and thousands of small businesses. For more details: www.moodmedia.com.

About Censuswide

The research was conducted by Censuswide, with 8,120 Respondents (across UK, USA, China, France). The fieldwork took place between August 7^th and August 13^th, 2020. Censuswide abides by and employs members of the Market Research Society which is based on the ESOMAR principles.

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