A new report from AliExpress has revealed significant changes in the online shopping habits of British consumers, with a notable influence from the summer of sports in 2024. The findings, part of the latest Consumer Insights Report from the international online retail marketplace, shed light on evolving trends in retail behaviour across the UK and Europe.
Sporting Events Drive Fashion and Social Connections
The summer of sports has had a profound impact on British culture, influencing everything from shopping habits to social interactions. According to the report, nearly a third of British consumers (31.74%) said their fashion choices were influenced by the plethora of sporting events this year. The popularity of English-branded memorabilia and summer attire surged as fans embraced outdoor gatherings to watch their favourite teams.
The influence of sports extended beyond fashion. The research highlighted that nearly 40% of Brits felt that online shopping had made sports more accessible this year. This accessibility has, in turn, fostered a sense of community and wellbeing. The report found that 74.95% of Brits believe participating in sports improves their mental wellbeing, while over 65% agreed that engaging in sports helps them connect with people from diverse backgrounds and cultures.
Moreover, 65% of respondents said that taking part in sports gives them a sense of community, and 45% reported feeling more connected to their country during global sporting events. These findings underscore the unifying power of sports in British society, especially during a summer packed with high-profile tournaments.
Online Shopping Continues to Grow
The report also highlights the continued growth of online shopping in the UK, with British consumers spending an average of nearly five hours per week browsing and researching products. This marks a notable increase in online activity, particularly among younger demographics. Those aged 25-34 spent the most time shopping online, averaging 5.61 hours per week.
Millennials (35-44 years old) led the charge in online shopping, with 56.22% of their purchases made online. Close behind were Gen Z shoppers (18-24 years old), with 56.13% shopping online. The survey also noted that the over-55 age group was the only demographic to favour offline shopping over online, though online shopping saw a 2.7% increase overall compared to the previous quarter.
Regionally, Greater London emerged as the top-spending region across most categories, with the East of England surpassing it only in grocery and beverage purchases. On average, Brits bought 10 products online over a three-month period, with women purchasing slightly more items than men.
Shift in Spending Categories
Interestingly, groceries and beverages have overtaken clothing as the most popular category for online purchases, reflecting the trend of Brits stocking up on celebratory items for sporting events. The top five spending categories in the three-month period were:
- Grocery and beverages (£254.37)
- Clothes and shoes (£90.50)
- Home appliances and consumer electronics (£76.66)
- Phones and telecom (£73.39)
- Sports and entertainment (£60.25)
This shift indicates a broader change in consumer priorities, with essentials and entertainment taking precedence over fashion.
Rise of Online Marketplaces
The report also highlights the growing popularity of online marketplaces like AliExpress. Over half of British consumers (51.41%) admitted to shopping from online marketplaces, drawn by the convenience, competitive pricing, and vast selection of products available.
As an official global sponsor of UEFA EURO 2024, AliExpress has capitalised on this trend, launching the ‘Score More with AliExpress’ campaign featuring football legend David Beckham and other promotional activities during the tournament. AliExpress UK General Manager Bonnie Zhao emphasised the company’s commitment to making sports more accessible and shopping more affordable.
“Sporting events remain a popular medium for communities to come together, and we want to support that in every way we can,” Zhao said. “By observing shopping habits, we aim to influence the ways people shop and make it smarter and more affordable. Its about quality items being offered at competitive prices; whilst ensuring that consumers feel they can trust the platforms they are shopping on.”
As online shopping continues to evolve, the influence of major cultural events like the summer of sports in 2024 demonstrates the dynamic relationship between consumer behaviour and broader societal trends.