The Influential Shopper - Country Reports

January 11, 2021


The Influential Shopper - Country Reports

January 11, 2021

Melanie Noronha
Editor, The Economist Intelligence Unit

Melanie is a senior editor for The Economist Intelligence Unit’s thought leadership division in EMEA. Based in Dubai, she specialises in research on the Middle East and African markets. In addition, she has managed global projects across a range of sectors including financial services, healthcare, infrastructure, energy and trade.

Before joining The Economist Group, she was a senior analyst at MEED Insight, a research and consulting firm serving Middle East and North Africa. At MEED, she developed an expertise in bespoke market studies and financial modelling across a range of sectors spanning construction, finance, power and water, oil and gas, and renewable energy. She held previous posts at the Office of the Chief Economist at the Dubai International Financial Centre and at the San Francisco Center for Economic Development. Melanie has an MSc in International Strategy and Economics from the University of St Andrews and a bachelor’s degree in business administration.


These country reports are a part of The Economist Intelligence Unit's research programme "The Influential Shopper", sponsored by SAP Customer Experience. It is based on a survey of over 4,000 consumers in the US, Germany, the UK, Italy and Spain conducted in September 2020.

Keeping Germany’s confident consumers online

German consumers have experimented with online shopping during the pandemic but are reporting a high propensity to return to bricks-and-mortar stores once restrictions ease. Keeping them online will require brands and retailers to offer a seamless experience, building on consumers’ preferences for convenience.

Download the country report | German version


Engaging consumers online offers hope to UK retail in choppy waters

Concern over safety is the primary reason for the increase in the share of online shopping during the pandemic, particularly among Baby Boomers and Gen X. Brands and retailers will need to engage these customers in new ways to ensure that these gains are not entirely lost once restrictions ease.

Download the country report.


Engaging Millennials and Baby Boomers in Italy for post-pandemic retail success

In Italy, Millennials are spending the most online, but it is the shift online by older cohorts that may be just as relevant for brands and retailers. Baby Boomers make up over one-third of the population and, according to our study, are demonstrating a higher propensity to maintain their online shopping habits once the pandemic ends compared to their counterparts in other countries.

Download the country report | Italian version


The path to retail recovery in the US

Baby Boomer and Gen X respondents in the US have made the biggest shift to online shopping since the start of the pandemic. Keeping this cohort online once Covid-related restrictions ease will require brands and retailers to offer a convenient and seamless online experience.

Download the country report.


Millennials in Spain accelerate online spending

A protracted period of high youth unemployment has held back younger cohorts in Spain from becoming major spenders online. But the shift to online shopping during the pandemic has left Spain’s Millennials wanting more.

Download the country report | Spanish version


 Retail returns: US consumers demonstrate a growing familiarity with online shopping

Amid a protracted pandemic and sporadic lockdowns, US consumers’ online shopping habits have become more entrenched.

Download the country report


 Click here to view The Influential Shopper: Data Exploration Tool


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