Consumers shift focus from events to family-oriented outdoor activities due to the pandemic: Study

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 22, 2020, 6:11 PM UTC

Sports & Outdoor category websites saw an 86% year-over-year growth in May 2020.

Consumer spending and engagement across the retail sector continues to vary significantly due to the COVID-19 pandemic, according to Comscore. Customers are also spending their disposable income on family-oriented outdoor activities, instead of typical summer travel and ticketed events.  

Websites of sports and outdoors category retailers like DicksSportingGoods, Academy and CampingWorld collectively saw an 86% YoY growth in visits in May this year. Similarly, apparel websites have also witnessed a 38% growth in minutes per visitor during the summer months.

Despite visits to apparel sites growing by 32% in May 2020, actual consumer spending decreased by 14% in the same month. The study further says that even with some of the major sports preparing to compete again, Tickets & Events category continues to struggle.

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