The great British summer lockdown: BBQs and hammocks see massive sales growth online

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 The public are preparing for a great British summer in their back gardens, with online sales of garden equipment seeing triple — and sometimes quadruple — digit growth, data from tech firm Emarsys shows today.

Sales of barbecues online are up 275% compared with this time last year, while hammocks are seeing a whopping growth of 1,292%. Sales of footballs online are also up by an enormous 1,870%, as are lawnmowers (117%) and flip flops (174%) — suggesting that the public are expecting the lockdown to continue well into the summer.

These most recent online trends were identified by Covid-19 Commerce Insight, a joint project between leading customer engagement platform provider Emarsys and data analytics provider GoodData showing the impact the impact of Covid-19 on consumer confidence.

Alex Timlin, senior vice president of verticals at Emarsys, who has been analysing the data said: “With the closure of physical stores, consumers are relying more and more on retailers who are continuing to sell online.

“Our data is showing staggering growth online in the garden equipment sector, showing that Covid-19 hasn’t completely destroyed consumer confidence, which is heartening for retailers in this time of uncertainty.”

The tool used by Emarsys to identify these trends draws on more than a billion engagements and 400 million transactions in 120 countries, providing a global and regional picture of ecommerce activity and trends — a key indicator of overall economic conditions in these unprecedented times.

Key insights from Covid-19 Commerce Insight include how the pandemic is affecting the number of online consumer transactions, order numbers, the average order value, types of items purchased and more — in any industry and region in the world — in context of the extraordinary measures taken by governments globally.