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REVEALED: What trends has notonthehighstreet noticed during the pandemic?


Leading online marketplace, notonthehighstreet, has highlighted trends it has noticed during the pandemic as it calls on the nation to support small businesses.

With more than 60% of its sellers already working from home, notonthehighstreet has proven agile in the changing situation brought by the coronavirus, with new products and curated edits being quickly introduced that talk directly to its customers’ new reality.

Latest insight from notonthehighstreet has found that the UK may be self-isolating but it is definitely not self-focusing.

The small business marketplace has seen a strong trend towards people wanting to show kindness to each other and connect by sending a thoughtful gift that shows how much they know and miss people they might not be able to see in person for some time.

The rise of this ‘thoughtful shopper’ is understood by:

  • A big shift in customers sending items to addresses other than their own
  • Sales of letterbox gifts increasing by 2,000% and hampers up 800% year-on-year and sales of cards with messages containing sentiments of love spiking
  • Searches for words including ‘hug’, ‘rainbow’ and ‘miss you’ are up 4,000% year-on-year, indicating customers’ current thinking of others
  • Top sellers including an “I’m over it” rainbow sweatshirt, “I wish you lived next door” friendship card, spa care package, and a ‘pocket hug’ token

For jewellers, the rise of the thoughtful consumer spells an opportunity, as jewellery has always been in the gifting purchase category.

As the nation looks to show its loved ones how much they mean to them, especially at a time where they can’t say that in person, there is an opportunity for jewellers to promote gifting products.

Whether that’s a bracelet which symbolises friendship, or a necklace that nods to hope, plenty of brands have provided jewellery retailers with meaningful jewels that can be just what consumers are after at this time.

And the rainbow trend also opens doors, with this being a big trend across the jewellery sector already.

Notonthehighstreet released these insights as part of its campaign for companies to support small businesses throughout the coronavirus crisis.

The company has launched a new Small Business Supporter film to champion the 5,000 partners who sell through its platform, and celebrate the passion and talent of the entrepreneurs behind some of the UK’s best small creative businesses to highlight that now, more than ever, small businesses need the nation’s support.

The film is supported by a Small Business Supporter landing page and is being shared with customers via email, social media and paid-for marketing channels to reinforce the brilliance of these entrepreneurs and the value of shopping small.

IMAGE CREDIT: Notonthehighstreet.com


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