Survey reveals pandemic’s impact on consumer purchasing behaviour in store

By Gill Hyslop contact

- Last updated on GMT

Bakers report that contactless payment has become especially popular since the outbreak of the pandemic. Pic: GettyImages/Viktoriia Hnatiuk
Bakers report that contactless payment has become especially popular since the outbreak of the pandemic. Pic: GettyImages/Viktoriia Hnatiuk

Related tags: Craft Bakers Association, contactless, chip and pin, Bakery, MultiPay

The Craft Bakers Association (CBA) partnered with payment technology specialist MultiPay Merchant Services to find out how the pandemic has changed the way consumers buy their baked treats in store.

The survey conducted amongst CBA’s members in April revealed that bakers have noted a heightened level of customer concern around hygiene.

This confirms the results of CBA’s survey conducted in October last year, with 88% of bakers predicting hygiene to become a top concern for customers.

Handling cash is very much part of this and whilst 95% of bakers are still accepting cash, 82% reported a decline this type of payment. This is obviously driving a rise in the use of cashless methods, including contactless, chip and pin, online or via a mobile device.

Since the start of the pandemic, 69% of bakers said contactless has been the most popular payment method, while 46% pointed to chip and pin.

The decline in cash payments is expected to continue after the pandemic, according to 81% of those surveyed. 61% believe that contactless will continue to be the most popular payment method, with chip and pin (34%) coming in second.

Future-proofing business methods

“Not only are cashless methods of payment usually more hygienic for both bakers and shoppers, they also offer bakers increased business efficiencies,”​ said Karen Dear, CBA’s director of Operations.

Jenna Hamlyn, head of marketing communications & PR at Multipay, added, “Whether customers choose to pay with card, contactless, a mobile device or even online, by being able to accept any payment, anywhere, UK bakers are able to focus on what they do best, keeping their customers happy and running their businesses,”

“By being able to meet their customers payment expectations, bakers can continue to future-proof their businesses and remain competitive.”

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