Consumers look for self-love online ahead of Valentine’s Day

New Bloomreach data shows self-care top of consumers’ eCommerce priorities

New data from eCommerce experience specialist Bloomreach reveals consumers’ love for eCommerce hasn’t abated despite the ongoing COVID crisis. Ahead of Valentine’s Day, Bloomreach found that mental and physical health products rank highest, highlighting a clear emphasis on the importance of self-care.

The data shows that consumers are focusing on their health this winter:

  • Searches for diets are up +118% YoY, driven by the sudden rise in popularity of the  keto diet, as consumers look for quick ways to shed off the extra pounds they gained over the festive season.
  • Fitness equipment and apparel searches are also increasing, with +135% YoY. With +354% YoY, dumbbells are proving particularly popular.
  • Beyond physical health, consumers are also more mindful of their mental health and practicing  self-care (+40% YoY).

This surge in interest for health-related products is also having a positive impact on the retail industry. Despite non-essential shops remaining closed and delivery delays due to Brexit, traffic to eCommerce websites rose by 39% YoY, while sales reached +38%. These figures have not been seen in the UK since August 2020.

“January is traditionally a month to reset and focus on physical health but this year we have also seen an increased interest for self-care. This shows that consumers are looking for ways to feel better in both body and mind, despite the ongoing COVID crisis and the associated lockdowns,” Brian Walker, chief strategy officer at Bloomreach, said.

“These trends are in stark contrast to retailers’ customary promotions at this time of the year, which usually centre around Valentine’s Day gifts for a significant other. This year, retailers would do well to promote  products that will enable consumers to fall in love with themselves again.”

Bloomreach powers over 25% of all US and UK eCommerce and services over 500 global brands. Past Bloomreach Commerce Pulse Data can be found here.

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