As people are required to stay at home, consumer trends have led to simple pleasures such as pursuing a hobby, spending time in the garden and reading.
With regular delivery right to the door, magazine subscriptions are a valued source of entertainment.
isubscribe, the UK’s No.1 print magazine subscription retailer listing almost 3,000 titles, has experienced a record uplift in sales. Compared to the weeks preceding 23rd March, sales during lockdown are up 260% and isubscribe reports an uplift across all 23 categories.
“Indicative of consumer trends whilst at home, the home & garden category is maintaining popularity and sales have surged, most notably Conde Nast’s House & Garden and Morton’s Kitchen Garden which is currently the top seller on the isubscribe website, providing tips on growing your own fruit & veg at home.” Said Hannah Wood, General Manager, isubscribe UK.
Weekly magazines in the entertainment category are also seeing strong growth; Hello! magazine and also TV listings titles.
Lifestyle brands such as Good Housekeeping, Prima and GQ have seen a strong uplift in sales plus news & current affairs titles. Children’s magazines have also enjoyed a high increase as parents look for educational and fun offline material whilst home-schooling.
A massive increase of 210-385% has been recorded for these categories.
“Puzzle magazines have performed outstandingly. Historically having smaller sales volumes than the aforementioned masthead categories, publishers of puzzle magazines have seen an increase of up to 1,200% compared to the weeks before the lockdown.” Said Hannah.
“Being forced to slow down, consumers are appreciating the moment and welcoming a paired-back way of living in contrast to the digital, fast-paced way of life we have become accustomed to.
“Seeking more traditional entertainment such as a puzzle, riding a bike or experimenting with new recipes, a magazine is the ideal accompaniment to this trend, one of which is sure to continue into life post-lockdown.”
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