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The rise of ‘Squad Shopping’ sees 1 in 5 UK consumers shopping online with friends using video calls

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One in five UK shoppers has been ‘Squad Shopping’ – using video calls or screen sharing technology to shop online with friends and family – during the pandemic, as consumers find new ways to do things together without coming into contact.

As Lockdown 2.0 comes into force, consumers are looking for ways to continue their hobbies while engaging with friends and family. One in ten is even considering trying the trend for themselves, as nearly half of us have been shopping online more than previously.

The research from, a RXUK Top500 research retailer, finds that consumers are increasingly embracing video as a way of interacting and that is now spilling over into shopping.

Separate research from App Annie reveals that video services and social media video is also set to grow, fuelling this move to video. It is also likely that this week’s Single’s Day will see global growth in video shopping, as more consumers tap into what is already a popular and growing ecommerce trope in China.

Chris Chalmers, marketing director at, said: “It’s encouraging to see that despite lockdown measures, people are finding new ways to socialise virtually and go about their regular leisure activities with friends – even if it is a little different to what they’re used to. Clearly our love for a shopping trip with friends is still strong. People are being very savvy about how they can still enjoy the combination of seeking out a bargain and socialising with loved ones, creating an experience they will value emotionally and financially. As more households have to separate, people are really valuing the importance of staying connected.”

Spotting value

Studio’s research also goes on to find that online shoppers are also becoming better at collectively spotting bargains, finding that 40% of shoppers describing themselves as savvier since the pandemic started.

Two thirds (62 per cent) say they are more likely to think about a product’s value before purchasing. This is due to money becoming more important to many (37 per cent), so people are choosing to spend wisely. Likewise, a quarter (24 per cent) put it down to having more time to browse.  When it comes to defining ‘good value’, most (58 per cent) would say it is the combination of high quality and low price, whereas a further 44 per cent say it is down to the product being used a lot.

Whilst many have reduced their shopping and spending, more than half (55 per cent) say this is because they have become much more aware of their cost of living.This awareness of the cost of living and limited money is also driving a thriftier attitude, says Studio’s study.

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