The Goods UK – 16 October 2024
Welcome back to The Goods UK. This week, we’re chatting about the rise in solo skiing, why pickleball is creating tension on the courts and how onion skins might be the key to extending the life of perishable foods.
Belisha beacons – the yellow-coloured lamps atop a tall black and white strip pole – were named after Leslie Hore-Belisha, the then Minister of Transport who added them to pedestrian crossings in 1934. The beacons inspired a popular card game aimed to teach road safety to children. Reusing the mechanics of Rummy, ‘Belisha’ featured pictures of road scenes and notable places like Gretna Green.
What’s in: this week’s trends
- You can touch, you can play: ‘Experiential’ retail is taking the UK high street by storm, turning bog-standard shopping into a full blown brand adventure. Emirates is flexing its premium travel vibes with a flagship store in Kensington where you can literally sit in its first-class pods. Similarly, Currys is pushing the importance of ‘try before you buy in its latest ads, demonstrating that seeing and touching stuff in-store is still irresistible. UK retailers are banking on the blend of entertainment and retail therapy to foster brand connections in an increasing ‘disloyal’ world.
- Solo on the slopes: Don’t have a partner to go skiing with? Go anyway! Specialist ski operator Heidi reported a 63% increase in solo bookings this year, as singletons have flocked to the mountains. But there’s a chance their favourite ski resorts will be wiped out entirely within decades, due to the lack of snow. Resorts are bracing themselves for turbulent times ahead by innovating their offer, including investing into biking and hiking trails for the summer and offering weather guarantee insurance.
- Learning the hard way: Heinz has pulled its most recent ‘Smiles’ campaign after coming under fire for unintentionally perpetuating negative stereotypes of Black individuals. The news comes just one week after the company issued an apology for ‘erasing’ a Black father in a wedding-inspired OOH ad across the tube. The misguided material serves as a poignant reminder that brands need diverse creative teams to create truly inclusive marketing campaigns. Moreover, it emphasises the importance of engaging meaningfully with the communities they want to represent and commit to accurate and inclusive representation.
Cash or card: shopper behaviour
What’s in and out of our baskets right now? We’re swapping screen time for garden strolls; rekindling our love for in-person recommendations and dusting off our childhood memories for Christmas gifting ideas.
- It’s a “botanical holiday” with you: If you’re hoping to swap screen time for green time during your next getaway, join the queue. Travel app Skyscanner has found that “horti-culture” is set to be 2025’s jet-setting goal, with travellers placing gardening and a return to nature at the top of their holiday lists. The news will be welcomed by the likes of the National Trust which has witnessed more day visits, but a drop in membership this past year due to the cost of living crisis.
- Yule love the past: Nostalgia is making a major comeback as people dive into their childhood for their festive shopping. Apparently, a third of millennials plan to gift retro toys like Furbys and BeyBlades to their younger relatives this year; chiming with top toy predictions from Hamleys that people will opt for ‘familiar’ favourites such as Play-Doh. Psychologists suggest tapping into nostalgia – particularly during the holidays – brings back memories of simpler times, alleviating loneliness and enhancing our sense of meaning.
- Reading between the scrolls: Young readers are embracing the joy of in-person conversations to get their new reading material. A recent survey by the Booksellers Association reveals that Gen Z and millennials are more likely to buy a book from a bookseller’s recommendation – in person, in a bookshop – than older generations. The shift shows that despite the influential #BookTok community, the charm of community and personal connection thrives between the pages.
- Getting into a pickle: Pickleball fans are setting their sights on green lawns across the nation, creating tension on the courts. As the sport’s popularity booms, enthusiasts are eager for more playing spaces, even hoping to convert tennis courts under the LTA’s management. Judy Murray has even weighed into the conversation, highlighting that pickleball offers a great way to encourage more people to play racket sports – especially for those looking for a less demanding alternative to tennis. This shift indicates a growing demand for more accessible and social physical activities across the country.
Making moves: industry changes & innovation
ICYMI, even industry icons need to reinvigorate their brand presence through unique and creative ways. Here are some movers and shakers that you should know about:
- Plastic tub gets the snub: With half of British households admitting to arguing about what kind of plastics can and can’t be recycled, finding new ways to package items in a more sustainable way is becoming an increasing priority for manufacturers. In the same week that around 150 tonnes of Quality Street will hit Tesco’s shelves in paper tubs, a start-up in Scotland has announced it is developing packaging made from onion skins in a bid to reduce emissions. Onion skins have anti-microbial properties, meaning the packaging could also help extend the shelf life of perishable foods.
- Now boarding in the leisure aisle: In an unexpected turn of events, London City Airport – designed specifically to serve the business traveller – is turning its attention towards the leisure market. Business travel has struggled to take off post-pandemic amidst the rise in remote working, with one-day trips to European capitals particularly badly hit. However, the World Travel & Tourism Council projects UK business travel spending is about to surpass 2019 levels, reaching a record £68 billion next year.
- #Dupe culture goes supernova: Move over cheap knock-offs, and make room for the high-end fashion dupe. While the price of luxury items has shot up in recent years, disposable income hasn’t had the same glow-up, meaning people are increasingly turning to high quality lookalikes to stay on trend. The shift puts luxury brands in a difficult position as they’ve justified high prices with the promise of superior craftsmanship and materials for decades.
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