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.