OMD UK Covid-19 Consumer Impact Report- Week 56

This week’s Covid-19 Consumer Impact Report, includes data from the first survey after we entered Step 2 of the road out of lockdown, and the return to out-of-home venues has officially begun – though we are still a way off ‘normal’, with levels of out-of-home activity remaining considerably lower than before the pandemic.

The key take outs from this week’s report are:

Summary: As we enter Step 2 of the road out of lockdown, there’s been a return to out of home venues and people are feeling happier but more financially squeezed this week

There has been positive momentum for the happiness levels of the nation since the start of February 2021, rising by 6ppts this week after a dip post-bank holiday last week, and optimism remains higher than pre-pandemic levels despite a 3ppt drop this week
The nation’s financial outlook has experienced a slight downturn this week, with declining levels of financial security and consumer confidence in addition to increased concerns over personal finances, but optimism remains and confidence in future business conditions is 19ppts higher than 12 months ago
As we enter step 2 of the road out of lockdown, confidence in the government has improved by 2ppts this week, continuing an upward trend since the start of 2021, as people begin to see progress from falling case numbers and the vaccine rollout
The return of hospitality venues has seen 12% of people going out for drinks in the last week (+7ppts) and 9% going out for dinner at a restaurant (+3ppts) following the reopening of pubs/bars and restaurants with outdoor seating, though this remains far below pre-pandemic levels
The percentage of people socialising remains high, despite a decline from 43% to 41% this week, and more people feel comfortable doing so (+6ppts this week) as people continue to utilise the easing of lockdown
Post the reopening of non-essential retail, over half of the population feel comfortable going shopping, there’s a spike in those comfortable having a beauty or hair treatment following the reopening of hairdressers/salons/barbers, with over 1 in 5 people having a haircut/beauty treatment in the last 7 days (22%).