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Masks in shops have killed the impulse buy but retail sales improve

People who have forgotten masks will be put off impulse buys, an expert said - Liam McBurney/PA
People who have forgotten masks will be put off impulse buys, an expert said - Liam McBurney/PA
Coronavirus Article Bar with counter
Coronavirus Article Bar with counter

Face masks have killed off impulse buying as a study from a retailer body found that people are mainly buying essentials.

Data from the British Retail Consortium (BRC), a trade body, showed that while overall sales increased marginally in July compared to last year, this is still being driven by food sales, with sectors like fashion and beauty continuing to struggle.

Helen Dickinson, the chief executive, said that many people were still reluctant to go out and there had been fewer impulse purchases.

Richard Lim, of analysts Retail Economics, said that the mandatory face mask rules had accelerated this trend as people who would otherwise have popped into a shop while on a day out may be unable to if they did not have their mask.

He said: “Face masks are quite clearly the most important and significant thing that has happened in the last month.”

Research carried out by his firm in July suggested that a third of people planned to visit the shops less frequently after the rules on face coverings were introduced.

Government guidance on face coverings says that, when used correctly, face they may reduce the spread of coronavirus droplets.

July was the second month in a row in which sales increased, according to the BRC. The organisation said this had largely been driven by food, furniture and homeware while online sales continued to be strong.

Ms Dickinson said: “The industry is still trying to catch up lost ground, with most shops having suffered months of closures. The fragile economic situation continues to bear down on consumer confidence, with some retailers hanging by only a thread.”

Face covering rules in England
Face covering rules in England

Paul Martin, UK head of retail at KPMG, warned that while “pent up demand” had led to a bump in sales, there are still tough times ahead.

“With the furlough scheme unwinding and wider economic uncertainty set for the autumn, consumer anxiety will likely rise along with it,” he added. “This will place more scrutiny on disposable income and make life even tougher for retailers.”

Nick Carroll, an analyst at Mintel, said that current times are “far from normal trading”. He said consumers still appeared uncomfortable “dwelling” in stores for too long which was hitting spending on discretionary goods.

He said: “Whilst the willingness from consumers to spend is improving, the continued concern around the virus means that online demand remains inflated."