Trends

May 5, 2020

COVID-19 Influencer Marketing Trends & Insights For Brands

To help our partners during this challenging time, we have gathered valuable insights directly from influencers and are providing a look into the current state of the industry, plus resources to help navigate the shift in influencer marketing.

Trending Data & Insights

Apparel, Footwear, & Accessories:

  • Shoppers are interested in everyday AND luxe price points for loungewear. For luxe loungewear, “cashmere” is a top category. In all price points, shoppers are looking for matching sets.
  • We are seeing a +98% spike in tie dye for loungewear styles.
  • Shoppers want a no-touch slip-on shoe for necessary outdoor trips. Styles like Birkenstocks have seen +727% increase in orders. Slip-on sneakers are top styles in the women’s, men’s, and kids categories.
  • Running shoes are spiking as people are now taking up running and walking as a means to get exercise outdoors.
  • Accessories visible during video calls (like headbands and earrings) are in demand. One floral knotted headband saw a +1,712% increase in traffic month over month.

Beauty:

  • Beauty lovers are focusing on skin care. Top categories in beauty include face & body moisturizer and eye cream.
  • While shoppers have now opted for more casual lounge wear, they are still doing their hair! Orders for the Dyson hair dryer jumped +1,088% month over month.

Home & Garden:

  • People are using this as an opportunity to spruce up their homes with home DIY and redesign projects. Purchases are up for categories like headboards (+44%), armoires (+34%), door hardware (+32%), floor mirrors (+29%), knobs (+24%), pillows (+18%), and so much more!
  • While home organization is showing increases across the board, storage solutions specifically for kitchen and closets have seen the largest increase.
  • People are setting up home offices with: desks, office chairs, file cabinets, and desk accessories.
  • Household safety products for kids and babies (such as baby gates) are trending up.
  • With the warmer season approaching, the gardening category has seen a +1,293% increase in sales and there is high demand for outdoor furniture and accessories such as patio sets, outdoor lighting, and umbrellas.
  • Home fragrance has seen a +50% lift with many shoppers looking specifically for candles (+392% sales).
  • Bath accessories like bath towels, robes, and shower/bath caddies are all showing signifiant increases.

Food & Beverage:

  • Kitchenware is seeing spikes in all categories as many are spending their time at home cooking and baking.
  • Bakeware sales are up +311% with muffin pans as a top item.
  • Drinkware is trending up with +167% more clicks. Within this category, alcohol-related products including corkscrews and bottle openers, decanters, and cocktail glasses are trending up significantly.
  • Demand for the coffee and tea category has increased +320% as consumers now make these beverages at home. Shoppers are looking for mugs, coffee makers, and more.

Impact On Influencer Content

Our ShopStyle Collective influencers have received feedback from their audiences urging them to maintain a sense of normalcy with their content. In addition, they are also creating COVID-specific content that provides positivity, resources ,and entertainment for their followers during this challenging time.

Influencers are leaning into content that will resonate with their followers at this moment including:

  • Work From Home Style
  • Recipes and Meal Prep
  • Tips on Productivity
  • Homeschooling
  • DIY At Home Manicures
  • Tips To Organize Your Home
  • Ways To Keep Kids Entertained
  • Furnishing Outdoor Spaces
  • How To Support Your Community
  • Challenges To Bring People Together
  • Home Tours
  • & More

Examples include:

Current Trending Categories & Products

Apparel:

  • Leggings
  • Pajamas
  • Robes
  • Sweatshirts
  • Joggers & Sweatpants
  • Matching Sweatsuits
  • T-Shirts
  • Tunics

Footwear:

  • Slip-On Sneakers
  • Running Shoes
  • Slippers
  • Flip Flops & Sandals

Beauty:

  • Face Masks
  • Nail Polish & Tools
  • Moisturizers
  • Face Scrubs
  • Hand Creams
  • Hair Styling Tools

Entertainment:

  • Kids Activities
  • Kids Learning & Homeschooling
  • Toys & Games
  • Workout Accessories (Yoga Mats, Weights)
  • Outdoor Activity Gear

Home:

  • Bedding (Comforters & Duvets)
  • Home Decor
  • Home Office
  • Outdoor Furniture
  • Organization & Storage Solutions
  • Gardening Supplies

Kitchen:

  • Bottle Openers & Corkscrews
  • Baking Pans
  • Instant & Slow Cookers
  • Aprons
  • Food Storage

Want To Learn More?

Are you a brand or agency?

Reach out to our team through this form or email us at brandpartners@shopstyle.com.

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