Dojo analysed transaction data between February 2020 and June 2021 to find out how much and where Brits are spending their hard-earned cash. The study also assessed Dojo’s own data at a regional level to find out which UK cities are raking in the most boodle post-lockdown.
According to results, the nation has thrown its weight behind supporting local businesses, and outlets like bakeries, sweet shops, butchers and deli all benefitted from a 10+% increase in consumer spend once they were let out their front doors again.
The frenzied at-home baking trend – with people taking the time and investment to make banana bread and sourdough – has left Brits with a penchant for fresh bread, which is now translating into spend at retail level.
Dojo’s analysis found that the UK’s bakery and patisserie sector is the leader when it comes to attracting consumer cash, logging in a 56.9% increase once lockdown was completely lifted, compared before the first lockdown was implemented.
Delving deeper, the survey found that Plymouth residents, in particular, made a beeline for freshly baked treats, with bakeries in the region reporting an increase of 73% in customer spend.
Exeter, Chelmsford and Torquay all followed in joint second – with a 71% increase in spend – while Truro rounded off the top five with a 61% increase in business for its bakeries.
Health and wellness
After a year of sedentary life amid a global health crisis, it’s not surprising that the biggest thing on consumers’ minds is their holistic wellbeing.
Dentists saw the biggest increase in demand with a 56.6% uplift in spend, unsurprising considering the drastic drop in appointments during the lockdown. Next to see the biggest influx of clients was opticians with an increase in demand of 36.5%.
Private doctors/health practitioners and chiropractors also featured in the top 20 of the most demanded services, with an uplift of 26.9% and 25.8%, respectively.
Home renovation and DIY are the nation’s new favourite pastime, according to spending habits – which certainly bodes well for the continued interest in home baking.