Since we first asked back at the beginning of May, respondents reporting glove usage has dropped 12 percentage points and the number of those saying they’re socially distancing has fallen by 8 percentage points. This could be an indication that consumers are becoming more relaxed with their adherence to protective Covid-19 guidelines.

That said, the number of respondents reporting that they’re wearing masks has gone up 14 percentage points compared to when we first asked back in May. This continues to be a key concern, especially when entering shops.

Mounting excitement (and nerves)

Using our Consumer Research platform, we found that consumers talking excitedly about going on day trips and visiting restaurants, beaches, museums, galleries, and amusement parks increased during common lockdown months.

Overall, these mentions increased 56% in the last five months compared to the five months prior, indicating that consumers were making plans and looking forward to some post-lockdown normality.

We found that shopping was the top-discussed leisure activity in the last five months, with mentions increasing 69% in comparison to the five months prior.

We also found that between March and July 2020, compared to the five months before:

• Dining out mentions increased by 39%
• Beach conversation grew 40%, especially because people found it easy to socially distance (5k mentions)
• Conversation about days out (museums, art galleries, aquariums, zoos, and amusement parks) increased by 18%

That excitement is beginning to translate into action. Our previous analysis shows that, in many cities, movement is beginning to pick up.

Despite this, consumers are still worried about Covid-19. In yesterday’s bulletin we learned that, for many, feelings of anxiety are still high.

Reassurance and incentives

How can leisure businesses translate this mix of information into safe, reliable footfall?

It obviously comes down to making people feel safe (and yesterday’s bulletin talks about some of the ways this can be done). But other initiatives have also proven helpful in enticing consumers to start getting out and spending their money again.

In July, the UK government announced a 50% discount (up to £10) for customers dining out on Mondays, Tuesdays, and Wednesdays in August.

Using our Consumer Research platform, we looked at English-langauge mentions of the UK’s ‘Eat Out to Help Out’ scheme from July 1 to August 5 2020. We found that British consumers celebrated the launch and were making the most of the offer in its first three days.

The offer formed 59% of conversations relating to dining out in Britain from August 3 to 5. In all, it looks to have been a big success so far.

There are still various factors at play in getting consumers actively engaging with leisure activities and businesses in this industry. People are worried about the virus and the economic consequences but, naturally, they also want to get out more (as evidenced by our Consumer Research findings). They’re also adapting the ways they attempt to keep safe from the virus.

Brands and governments can help consumers out of lockdown by reassuring them of the efficacy of protective policies, by keeping them up-to-date with any changes, and by providing tempting incentives like the one detailed above. Now is the time to think outside of the box, but also to listen to what consumers need to feel confident in their activities.

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Stay safe,

Brandwatch Response Team