Masks now required in shops
[7 August] This week, the Executive Office launched its latest Coronavirus campaign, to encourage the wearing of masks in enclosed locations, including shops. From Monday 10th August, face coverings will be compulsory, bringing NI in line with other regions of the UK.
Retailers have expressed concern over masks putting shoppers off returning to the high street, counter-argued by others that mask wearing will make more people feel confident while in confined spaces. Springboard data showed a small uplift in retail footfall in England, although heavy rainfall deterred many with retail parks and shopping centres less affected.
YouGov/CEBR report that retail figures show the high street has rebounded to near pre-pandemic levels, and the consumer confidence index is rising, as lockdown eases and business resumes. This is the third consecutive month where confidence has risen since February, and means people are more confident than unconfident.
While the jury still remains out on whether compulsory masks will help or hinder the high street, these early statistics will hopefully reassure traders. Unfortunately, we’re well used to inclement weather and there’s little that can be done to counteract the impact rainy days have on city centre footfall.
From a psychological perspective, mask wearing seems to create two shifts in shopper behaviour that retailers need to be aware of. The Grocer’s ‘Shopper Shrink’ Dr Paul Marsden is a chartered psychologist at Brand Genetics and UAL, specialising in consumer behaviour.
Expect a jump in shoplifting
Explanations differ, but psychologists believe masks can have a dehumanising and deindividuating effect on the wearer that makes them feel less responsible for their own actions. When you steal wearing a mask, it’s not you, it’s the mask.
Expect more shoppers to buy healthier options
This is due to ‘enclothed cognition’, referring to how our clothes can have an impact on how we think and act, a kind of subconscious role playing, where we align our behaviour with the behaviour associated with clothing. For example, put on a lab coat and tests show people become more observant, a nursing scrub makes people more compassionate.
This means that people wearing a mask are more likely to be reminded that their health is under threat and will lead to healthier purchases. Retailers should expect to see a jump in vitamin and health supplement sales, shopping motivated by the need to protect and promote health, and further acceleration of the healthy eating trend.
“Of course, the psychology of masks will not be the only thing at play with the new legislation. As the Coronavirus crisis evolves from a health shock into an economic aftershock, more shoppers will also be shopping with value and price in mind. But by preparing for a jump in shoplifting and healthier options in the shopping basket, mask psychology can help retailers stay one step ahead of the masked shopper.”
