The Index December 2020/January 2021 – Part 1 The Sectors, The Channels, The Formats & The Behaviours

The Index

This month’s edition of The Index in partnership with Klarna, tracks fashion shoppers’ behaviour in December2020/January 2021 as the UK was forced into Lockdown 3 after an alarming flare-up of the COVID-19 virus.

In the first part of our two-part study, based on the behaviour of 2,000 consumers.

The good news during this period is that the UK has begun its vaccine roll-out giving hope for a better 2021. The bad news, of course, is the vaccine programme came too late to stem a furious second wave of the virus, which swept in from the East of the country bringing with it a far more contagious (but not necessarily more dangerous) variant of the virus.

At the time of writing physical retail stores across the UK had once again been plunged into lockdown however, this one is open ended with late February/early March seen as an optimistic view on reopening, with some planning for a lockdown until Easter.

In part 2 of the study we track the fortunes of 100 leading brands and retailers and see how consumer sentiment towards them is tracking using our unique Buzz Scores.

Download part one of this unique and detailed study below:


The Index is produced in proud partnership with Klarna.