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~ Pattern ~

Amazon will capture extra online spend 2021. Here, the age group least likely to spend more was
Only 12% of UK online shoppers expect to spend less on the 65+ age group. While older German shoppers did turn
non-food online shopping in 2021 compared to 2020. 50% online during lockdown, they will not continue to increase
expect to spend the same as last year, and 38% expect to the amount they spend online this year; 72% of the 65+ age
spend a little or a lot more. 30% specifically reported that group report that they will spend the same shopping online
they would spend more on Amazon in 2021 than 2020. in 2021 as they did in 2020.
The numbers for Germany look even more compelling.
45% of German online shoppers expect to spend a little or The key takeaway from these findings is that the gains in
a lot more online in 2021, and only 12% expect to spend online shopping penetration seen during lockdown are here
less. 44% expect to spend more on Amazon this year than to stay and will likely increase further during 2021, despite
they did in 2020. the expected return to a more normal life as pandemic
restrictions are eased. Online retailers and brands should
However, there are some differences between the results for invest in acquisition marketing to take advantage of this
the two countries in terms of the type of shoppers who will growth and prepare for their online channels to make up
drive the increase in online sales. a more significant proportion of their total sales going
forwards. ••pixi whitepaper:
In the UK, the 25-34 and 35-44 age groups were the
most likely to predict they would spend a lot more online,
and the 18-24 age group was most likely to spend a lot YOU CAN DOWNLOAD THE FULL RESULTS OF THE TWO CONSUMER POLLS
less. Online sales growth is being driven by convenience HERE: HTTPS://PATTERN.COM/UK/RESOURCES/ECOMMERCE-RESEARCH/
factors in the UK market; the shoppers who most value
convenience are those who work full time, have their own
homes and are likely to have families to take care of.
Meanwhile, younger shoppers are the most likely to have
less money to spend on shopping overall and be the keenest
to return to the social element of shopping in physical
stores.
Text: Nico Hoeijmans // Photos: Dagmar Sporck, Drestige
In Germany, the youngest 18-24 age group was the most
likely to report expecting to spend a lot more online in

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