Sales of alcohol across the globe have declined sharply over the past six weeks as countries around the world begin easing lockdown restrictions and people start to have to get up, get dressed and go to work.
Data from Emarsys shows that growth in online sales of alcohol grew from 105% to a whopping peak of 633% between 9 March and 13 April before beginning a steep drop to -34% by the 18 May compared with the same time last year:
Alex Timlin, senior vice president of verticals at Emarsys, who has been analysing the data, says: “It’s understandable to see online sales of alcohol rise as governments around the world close pubs, bars and restaurants. But what’s surprising is the sudden drop in online sales from the middle of April — to a point that’s actually lower than this time last year. It may be that as the global economic situation worsens, consumers are tightening their belts and looking after their health more. Alternatively, in the UK, the decline in online sales may be due to pubs and bars coming up with lockdown workarounds, with a growing number reopening their doors for “takeaway” drinks and offering unofficial outdoor seating.”
These most recent online customer trends were identified by Covid-19 Commerce Insight, a joint project between leading customer engagement platform provider Emarsys and data analytics provider GoodData showing the impact the impact of Covid-19 on consumer confidence.
