BUYMA Global Shopping Insights Reveal Changing Consumer Behaviors Due TO COVID-19 Coronavirus

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BUYMA, a specialty luxury marketplace that connects personal shoppers with customers throughout the world, has released shopping data from January 15th through April 14th, showing the impact of COVID-19 coronavirus on the behavior of luxury shoppers both globally and in the United States.

Flat Sandals

BUYMA Shopping Insights Reveal Changing Consumer Behaviors Due TO COVID-19 Coronavirus

BUYMA, a specialty luxury marketplace that connects personal shoppers with customers throughout the world, has released shopping data from January 15th through April 14th, showing the impact of COVID-19 coronavirus on the behavior of luxury shoppers both globally and in the United States.

In four primary categories – Sweatshirts & Hoodies, Flat Shoes or Flat Sandals, Mini Wallets, and Hats, sales on BUYMA jumped dramatically.

In the category of Sweatshirts & Hoodies, global consumers purchased items at a 161.3% higher rate between 2/15-3/14, compared to 1/15 to 2/14. From 3/15 to 4/14 the total purchased value declined due to seasonality, but was still 129.9% higher compared to 1/15 to 2/14. In the United States, the numbers were very similar, with a 162% increase in total order value in 2/15 to 3/14, compared to 1/15 to 2/14. Top brands included Louis Vuitton, Balenciaga, and Chrome Hearts.

Flat Shoes or Flat Sandals had a 320.3% month-over-month increase in search volume and a 170.6% increase in total purchased value between 2/15 to 3/14 globally. In the US, these numbers were even higher. Between 2/15 to 3/14, the total purchased value increased by 684.6%. Between period 3/15 to 4/14, it increased a further 126.3% – marking a total jump of 864.5% compared with the data from 1/15 to 2/14. The top brands were Chanel, Hermes, and Valentino.

Mini Wallets showed a global rise in search demand of 159.3% month-over-month in 2/15 to 3/14, and grew again by 109.2% in 3/14 to 4/15. Total purchased value followed a similar curve, growing 265.5% in 2/15 to 3/14, and by 157.5% in 3/15 to 4/15. In the United States, Mini Wallets had the highest spike in demand in the period of 2/15 to 3/14 with a 206.7% month-over-month increase in total purchased value, with a 73.75% month-over-month drop in the period of 3/14 to 4/15. The top brands in this category were Chanel, Louis Vuitton, and Celine.

Finally, global search demand for Hats increased dramatically in the 2/15 to 3/14 period, surging by 733.1%, while purchase volume grew 41.2% month-over-month. Search demand flattened in the 3/14 to 4/15 period, but total purchase volume spiked by 390%, a total increase of 161.1% compared to the period of 1/15 to 2/14. In the United States, similar trends were seen. Search demand in the period of 2/15 to 3/14 grew 664.2%, but total purchased value sank by 34.8%. In the following period of 3/14 to 4/15, however, total purchased value grew by 409.1%. The top brands in this category were Louis Vuitton, Mack Barry, and Chanel.

Why the changes in these items, in particular? BUYMA believes the uptick in these purchases reflects the changes that COVID-19 coronavirus has caused in our culture and society.

Sweatshirts & hoodies are comfortable and ideal for abiding by stay-at-home orders. Flat shoes and flat sandals are ideal for quick errands, as are mini wallets, and hats are likely to have increased in demand due to the closure of hair salons, making it difficult to have hair styled or colored. As the lockdowns continue in the US and around the world, it’s likely that demand for these product categories will continue to grow.

About BUYMA: BUYMA is a specialty luxury shopping marketplace connecting personal shoppers and customers from all over the world. BUYMA customers enjoy a unique personalized, cross border shopping experience, and can discover rare, premier brand items which may not be available in their countries.

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Hibaru Maywood
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