eBay Ads UK has revealed that consumers are prioritising fitness during the latest UK lockdown, even going as far as to swim in freezing open waters. Could they be aiming to achieve that summer bod before the warmer weather sets in, are they keen to stick to those new years resolutions or could this be a way to improve physical and mental health during challenging times?
Analysis of shopper behaviour showed that in November 2020, searches for “exercise” on ebay.co.uk shot up 27% compared to the previous month. This is good news for brands selling fitness gear who will likely continue to engage with sport-loving shoppers this February and beyond, in spite of restrictions.
Prioritising fitness for Christmas
Over the Christmas period, searches for “protein” and “creatine” surged 118% and 83% respectively. Searches for smart watches were also on the rise with “Fitbit” and “Garmin” seeing a 32% and 40% boost.
The enthusiasm for New Year training programmes also seemingly went up with searches for “swim gloves” “swim socks” and “wetsuit” skyrocketing. Despite pool closures, it seems people were keen to take a dip in open waters. I feel cold even thinking about that. Running also saw a rise with “reflective jacket” and “waterproof running jacket” searches soaring over the same time period.
“From taking fitness goals to the next level, to taking them into open water, these insights show that fitness fans may well be looking to push their limits during this national lockdown. So, while we’re likely to see consumer interests fluctuate throughout the coming months as restrictions change, it’s clear brands will continue to have a unique opportunity to engage people who are passionate about exercise. But, to keep up with these shifting preferences, brands will need to keep their ears to the ground and harness the freshest data and smartest targeting solutions to ensure they’re making meaningful connections with sports lovers — whatever the weather or restrictions.”
– Harmony Murphy, Head of UK Advertising, eBay