EMEA Consumer Research Report: Part 1

Blackhawk Network EMEA Consumer Research Part 1

Consumer buying behaviour has flexed in response to the COVID-19 pandemic over the last year.

Spending is on a downward spiral, with retail sales falling in January 2021 at the fastest pace since May 2020. Shopper behaviour has, for the most part, been driven by national lockdowns and concerns about the safety of in-store experiences.

In January 2021, we commissioned an in-depth study of over 6,000 consumers across Europe. We wanted to understand the impact of the COVID-19 pandemic on their opinions and behaviours towards gift cards. The resulting research explores trends in consumer attitudes and identifies the actions that retailers should consider taking if they want to run a successful gift card programme or mall.

This extensive report will provide you with insight into:

  • 2020 buying behaviour
  • Christmas 2020 spend
  • Consumer attitudes towards
  • COVID-19 in 2021
  • Improving the customer experience
  • Improving gift card strategy

Download your free copy today using the form to your right-hand side.


An H2 version of this report is now available. In the updated research we reach out to a further 15,000 consumers to gauge whether feelings have changed again in response to the progression of the pandemic and subsequent relaxation of lockdown restrictions. We also cover upcoming Christmas 2021 trends. Download it here.