Impulse buys disappear as face mask rules hit high street

FACE masks have killed off impulse buying as shoppers avoid lingering in stores, research has found.

Many people are still reluctant to go out and there had been a marked decrease in impulse purchases, according to Helen Dickinson, chief executive of the British Retail Consortium (BRC).

Data from the BRC showed that while overall sales increased marginally in July compared with last year, this is still being driven by food sales, with sectors such as fashion and beauty continuing to struggle.

Richard Lim, of analysts Retail Economics, said the mask rules had accelerated this trend, as people who would otherwise have popped into a shop while on a day out may be unable to if they did not have their mask. He said: “Face masks are quite clearly the most important and significant thing that has happened in the past month.”

Research carried out by his firm last month suggested that a third of people planned to visit the shops less frequently after the rules on face coverings were introduced.

Government guidance on face coverings says that, when used correctly, they may reduce the spread of coronavirus droplets.

July was the second month in a row in which sales rose, the BRC said, largely driven by food, furniture and homeware, while online sales remained strong. Ms Dickinson said: “The fragile economic situation continues to bear down on consumer confidence, with some retailers hanging by only a thread.”

Paul Martin, UK head of retail at KPMG, warned that while “pent up demand” had led to a bump in sales, there were still tough times ahead.

“With the furlough scheme unwinding and wider economic uncertainty set for the autumn, consumer anxiety will likely rise along with it,” he said.

“This will place more scrutiny on disposable income and make life even tougher for retailers.”

Nick Carroll, an analyst at Mintel, said it was “far from normal trading”.

He said consumers appeared uncomfortable “dwelling” in stores, which was hitting spending on discretionary goods. He said: “While the willingness from consumers to spend is improving, the continued concern around the virus means that online demand remains inflated.”