Homeshopping was already posting declining sales in the UK, a trend that was exacerbated during the pandemic despite prolonged periods of home seclusion, both in 2020 and 2021. The fundamental reason for the decline in homeshopping is that many players are seeing a shift in consumers’ shopping habits.
Players within homeshopping continued to register sales declines in 2021 in line with the channel’s performance. Next Plc retained its lead of the highly fragmented competitive landscape as the only player to hold double-digit value share.
Food and drink homeshopping remained the second largest value category in 2021 after other homeshopping, despite recording a year-on-year sales decline. As housebound consumers preferred shopping from home as much as possible, some turned to high-quality butchers or wine merchants in the homeshopping space, which are still considered popular.
The target audience of homeshopping companies has traditionally been consumers aged 60+ years, who spend increased time at home browsing homeshopping catalogues or watching TV shopping channels. However, due to the accelerated digitisation and the general shift from retailers to move online, this target audience is increasingly exploring online shopping.
Players grouped under “others” continued to dominate overall value sales at the end of the review period. This is because many small companies focus more on offering higher-end and higher-quality products, which are expected to remain key, despite also facing sales declines.
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Homeshopping is the sale of consumer goods to the general public via mail order catalogues, TV shopping and direct mail. Consumers purchase goods in direct response to an advertisement or promotion through a mail item, printed catalogue, TV shopping programme, or Internet catalogue whereby the order is placed and payment is made by phone, by post or through other media such as digital TV. Excludes sales on returned products/unpaid invoices. Excludes sales ordered and paid online which are instead included within Internet retailing. Example brands include Otto, Neckermann, QVC.See All of Our Definitions
This report originates from Passport, our Homeshopping research and analysis database.
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