If a tree falls in the forest and no one is there, does it still make a sound? In the same vein, if you buy new clothes but are stuck indoors with no one to show them off to, is there really any point in buying them at all? Seemingly not, if a new report on the current e-commerce landscape is to be believed. Analytics powerhouse Stackline has reviewed e-commerce sales across the U.S. and compiled a list of the Top 100 Gaining and Top 100 Declining categories in March.
As one would imagine, the coronavirus pandemic means the results are starkly different from the same time last year. Yes, not only are we thirsty for face masks and dried pasta, but for home fitness products, office supplies, and no doubt owed to the twee legacy of The Great British Bake Off bread machines. Unsurprisingly, there was also a surge in demand for disposable gloves, hand sanitizer, and cold medicine. Oh, and then there’s ping pong.
In the image below you can see the Fastest Growing and Fastest declining categories in E-commerce. Which kinda gives us an example of what is going on with the Fashion industry. It’s only logical that people are not really focusing on their appearance at the moment. Well since they don’t really appear anywhere but to the Supermarket and Home.
As we funnel money into leveling up our lockdown forts, apparel has been put on the back burner. Wedding season has been canceled or delayed, which means the formalwear category including bridal and men’s suiting has taken a battering.
There’s been a slump in demand for men’s outerwear and swimwear, too, while lockdown and travel bans mean luggage and suitcases have been hit hardest. But hey, if there’s a silver lining, then perhaps you might soon be able to cop a RIMOWA or SAMSONITE Cabin Case for the low. Maybe even get a discounted pair of designer sunglasses to go with it, too.
The data is hardly surprising consumer shopping behavior has simply shifted to meet the needs of more time spent at home (if there’s one big shock, it’s that toilet paper, that great precious resource of our time, failed to crack the top 10).
Stackline CEO, Michael Lagoni, who confirmed that his company collects sales data from “large online retailers like Amazon and Walmart” across 400 million products every day. Whether that includes sportswear powerhouses like Nike and adidas is unknown. Regardless, such figures should always be taken with a pinch of salt.
I‘m confident that all will pass soon and we will be back to shopping like we did before this Virus situation. Or will we? Perhaps it’s time we look at the world from a different perspective? Maybe spend less? Consume less? Even give more. I am backing the flip side to be honest. Hoping for a more humble approach from society. Appreciating what we have more than we appreciate what we don’t have. Don’t you think?