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Online shoppers shun homewares in favour of feel-good

Published: 8 July 2013
Online sales in the home and garden categories took a big hit this spring, with the bad weather seeing consumers focus instead on products delivering a personal feel-good factor.
Online shoppers shun homewares in favour of feel-good
According to new research from price comparison provider Become Europe, health and well-being was the UK's strongest performing online shopping category during the first months of the year, enjoying a 319% increase in traffic compared to the same period in 2012. However, searches for home and garden products fell by 61%.

"Although the health and beauty sector is usually consistent, the dramatic increase in traffic this spring shows how the poor weather has encouraged more concentrated spending on feel-good products," said Michael Rausch, general manager at Become Europe. "Consumers are spending more to feel better in the colder weather."

Vitamins, cold remedies, diet and nutrition products and body and well-being products all saw a boost.

"The decrease in home and garden traffic is not surprising," Mr Rausch added, "as seasonal products such as barbecues are unlikely to sell."

Online sales in general often rise in bad weather as consumers are more likely to shop from the comfort of their own home.

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