Germans focus on fitness, comfort and new hobbies

A new study by Emarsys shows that more than half of respondents (56.5%) have bought things they probably wouldn’t have bought had it not been for COVID, with fitness bikes, sweatpants and jigsaw puzzles topping the list of pandemic purchases.

To better understand consumer buying behavior, Emarsys, recognized as a Leader in Marketing Analytics by G2 in the Winter Report 2022, examined buying motives. It turned out that a third (34.6%) of those surveyed made purchases because they wanted to keep themselves busy. Still others said they needed a mood booster during lockdown (29.5%) and something to lift them up during this uncertain time (29%). Another reason for pandemic purchases was that consumers wanted to try something new during the extra free time in lockdown (11.2%).

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Fitness equipment was among the most popular purchases during the pandemic, led by fitness bikes (20.2%), yoga mats (17%), free weights (15.5%) and treadmills (13.3%). Other purchases included painting equipment (28.6%), sweatpants (26.7%), jigsaw puzzles (18.8%), board games (16.9%), and robot vacuums (15.3%). Arguably the more unusual things include wearable blankets (17.6%), trampolines (4.3%), hot tubs (4.1%), home tattoo kits (2.8%) and llama sponsorships (1.4% ).

On average, Germans spent €40 on wearable blankets, €42 on jogging pants, €100 on trampolines, €162 on tattoo kits, €230 on sponsorships, €252 on fitness bikes and €297 on their hot tub.

“Immediate reward and the desire for self-improvement have undeniably influenced consumer shopping habits in 2021,” said Philip Nowak, General Manager Central & Southern Europe at Emarsys. “As we enter the third year of COVID-19, it is critical for retailers to understand that consumer behavior and expectations are changing, both in terms of the products they buy and the experiences they engage in online and want in business.”

68.8% of respondents said their lockdown purchases have changed their lives in the long run. This refers to changes in terms of wearing comfortable clothes more often or exercising more regularly. Only 13% of Germans no longer use their purchases regularly or not at all.

What does that mean for 2022?

With a desire to restore a sense of normalcy, almost half (45%) of German consumers want to spend more money on social activities such as dining out and vacations in 2022. Sweatpants are still very popular with Germans at 17.4%. In addition, 12% of those surveyed would like to make their household chores easier with a vacuum cleaner robot. They also spend money on new pets (8.9%), knife sets (8.8%), sports equipment such as fitness bikes (7.4%) or treadmills (7.2%). One of the largest planned purchases for 2022 is a new home (6.4%).

When it comes to what consumers expect from retail this year, nearly half (46.3%) of respondents hope for good deals and bargains, while 31% want a seamless shopping experience both online and in-store.

Interestingly, only around one in four respondents (26.5%) plan to shop more in stores this year, meaning all eyes are on the digital relationship between retailers and customers. Ensuring online interactions are meaningful, personalized, and contextually interesting is critical to delivering the best customer experience. However, in order to also take the preferences of other customers into account, retailers should increasingly focus on more appealing and entertaining experiences in stationary trade, as 24% of German consumers want this in 2022.

The survey also revealed that 42% of respondents prefer email as a method of contact, while 22.4% prefer to be contacted via social media. Only 3.6% still want to receive an SMS message.

“The year 2021 was a rollercoaster ride and our purchases reflect that,” adds Nowak. “In times of confusion and unrest, we not only seek comfort and stability, but also meaning and fulfillment. We swapped our suits for sweatpants, took up new hobbies up and investing our time and money in things that brought us joy and a sense of normalcy. In 2022, we want to get off that roller coaster and trade material possessions for experience, and to take more time and care in our purchasing decisions.”

This Emarsys study was released alongside unPredictions: Commerce Marketing Priorities Powering 2022 to help marketers design and scale personalized campaigns that improve customer engagement and experience.

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