Brick-and-Mortar Retail is Making a Comeback – Online Shopping Remains

GfK has once again investigated in Switzerland how the pandemic has changed the consumption habits of the population. The new needs that arose during the pandemic continue to affect consumption habits, but some phenomena are already slowing down. The Swiss population desires more experiences again, but does not want to give up certain simplifying and decelerating aspects from the lockdown, such as home delivery and online shopping, in the future.

(Rotkreuz) Since April 2020, GfK Switzerland has been continuously surveying consumers aged 16 to 74 about their biggest concerns, including now in the 7th wave, in May. Currently, GfK observes a return of topics that were already highly relevant before the pandemic – climate change and pollution are currently more central than the pandemic.

Especially among the population over 60 years old, the topic of the pandemic still ranks high on the list of biggest concerns.

Economic Consequences of the Pandemic

The overwhelming majority of Swiss people aged 30 and older are now somewhat more reassured regarding the economic consequences of the Corona pandemic. They view their work situation more optimistically than in recent months; however, about one-fifth still worries that their work situation will be negatively affected (e.g., in the form of a dismissal). Especially younger people under 29 still worry about their financial future.

Convenience Remains, Physical Experience Becomes More Important Again

Compared to the first lockdown, consumers’ lives have not changed significantly, whereas they have compared to the time before the pandemic. Topics like “simplification” remain persistently important. However, consumers are slowly regaining their desire for experiences – this leads to dynamics in both directions. In the area of simplification or convenience, it can be noted that about two-thirds of surveyed consumers say they shopped online in the past week. One-third of all respondents want to use home delivery even more intensively in the future; here, ongoing dynamics seem to manifest that will continue to challenge trade and logistics.

Digital on-demand media providers like Netflix, Spotify, etc. have also gained significantly through the pandemic and have further solidified their position. Here too, a need for individuality and tailored experiences is evident, which has been accelerated by the pandemic.

Michel Rahm, an expert in consumer intelligence, observes: “Interestingly, the opposite side is also true; the physical experience is becoming more important again: We find that consumers are less likely to say they want to go to brick-and-mortar stores less in the future. While this proportion was recently around one-third, now only about one in four consumers says this – respondents want to go out again, want to participate in life again.”

Positive Signs for the Upcoming Summer

Consumers are generally relatively optimistic – or are longing for a change of scenery and are already planning their vacations for the summer.

Only one in five currently categorically rules out vacation, while around 80% have either already planned something or are still considering it. Notably, the distance to vacation destinations is expected to increase again.

36% of respondents will stay in the country, but about the same number are planning vacations abroad. It is striking that more than half of those traveling abroad plan to drive or take the train for their vacation. Only one in ten respondents wants to fly within Europe, and only about one in twenty is enthusiastic about vacations overseas.

Willingness to Get Vaccinated Among Respondents

Conditions for vacations abroad would be relaxations that could be achieved, for example, through vaccination – GfK has for the first time surveyed the Swiss population about their willingness to get vaccinated in the May wave.

Over 70% want to get vaccinated against Corona. Only about 16% of respondents explicitly say they will not get vaccinated.

More than a quarter of respondents have already received one or two shots, and another third has already made appointments or at least registered.

To the Study