New Analysis: Pandemic Drives Increase in Shopper Loyalty

Not only has footfall into shops and stores declined during the pandemic, but customers are also visiting a less diverse mix of retailers as the crisis continues to drive change in retail behaviour. This new Huq Index measures the range of retail brands visited by customers within a category every week, and finds that loyalty increased by as much as 20% in the aftermath of the first lockdown.

This effect is keenly felt in discretionary sectors such as hospitality – averaging 119pts over pre-lockdown values – and clothing up 8% to 108pts on the basis. Supermarkets remain largely unchanged. Home-working and staying local may well have some bearing on this trend as customers are less exposed to different retail opportunities. A move to more mindfull, cost-conscious shopping may also play a role.

Or has shopper behaviour simply become more cautious following the events of this year? Sign up to receive to our 3x weekly bulletin for retrospectives on economic activity this summer and what that may mean for recovery 2.0 and the holiday period.


Huq Industries publishes high-frequency economic data across a range of themes derived from its first-party geo-mobility data. Our first-party, verified and compliant data supports a broad range of applications in financial services, real-estate, and public sector and CPG. Whichever research themes you are following, Huq offers a fast and reliable means to measure business and societal trends with confidence.