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Consumers more confident in one-to-one services such as hairdressers – Deloitte report

  • Consumer confidence holds steady – Irish consumers now sixth-most confident in Europe
  • Confidence in visiting physical stores continues to rise, with Ireland second in Europe
  • 58% of consumers now confident visiting hairdressers, beauticians
  • Concerns over physical wellbeing and personal finances remain

Thursday 23 July 2020 Consumer confidence remained steady into July, while Ireland is now second in Europe for consumer confidence in visiting stores in person, according to Deloitte Ireland’s State of the Consumer Tracker. This is the latest of the new bi-weekly survey, which tracks Irish consumers’ attitudes towards personal wellbeing, financial concerns, travel and hospitality, transport and retail.

60% of Irish consumers now say that they want to make purchases in-store, up from 58% in the previous wave of research. Confidence in visiting physical stores is up a further 5%, with 61% of consumers now feeling safe to do so, putting Ireland second in Europe for this, just 1 point behind the Netherlands. 

The results are based on a survey of 1,000 consumers across 18 countries respectively (1,000 Irish consumers). The most recent data was gathered between 7 and 11 July, one week following Ireland entering the third phase of the lifting of restrictions put in place in response to the COVID-19 pandemic.


Speaking about the latest results, Daniel Murray, Partner and Head of Consumer at Deloitte Ireland, said,

The results of the latest wave of the State of the Consumer Tracker are encouraging for businesses getting back on their feet as the economy continues the steep climb that is reopening. Consumer confidence held steady as we entered July and the third phase of easing lockdown restrictions, with Ireland overtaking the UK to become Europe’s sixth-most confident country.

Perhaps most notable are significant rises in confidence in visiting restaurants – now at 38% – and in engaging in one-to-one services, with more than half of us now feeling safe to visit a hairdresser, barber or beautician. The steady increase in consumers feeling safe to make in-store purchases is a testament to the work done by retailers across the country in preparing their premises for reopening and, in some cases such as grocery and pharmacy, adapting their stores while remaining open during the initial phase of lockdown restrictions.

However, while consumer confidence remains consistent, so too do many of the concerns that the pandemic has inflicted upon us. The slight uptick in consumers’ concern for their physical wellbeing and that of their families, as well as persistent uncertainty about their personal finances and job security, serve as a reminder that the negative impacts of the pandemic are not yet behind us. Business leaders must recognise this renewed consumer confidence in tandem with people’s continued concerns, and strike a delicate balance in attempting to rebuild what has been lost to the crisis, while also ensuring that consumers’ safety is never compromised upon.

Consumer confidence

Consumers reporting feeling ‘less anxious than last week’ has remained consistent (27%) when compared with the previous wave of research (representing mid-June). While UK consumers were ahead of Ireland in terms of confidence in previous waves of research, Ireland is now Europe’s sixth-most confident nation, with the UK now two points behind.

48% of consumers in Ireland remain worried about their physical well-being, an increase of 2% since the previous Tracker; 61% are concerned about the health of their family, up from 58%. Job loss is becoming slightly less of a concern at 29% (down from 31%). Nearly a quarter (22%) remain worried about making upcoming payments, consistent with the last index.

Consumer spending

Consumers are becoming more confident in engaging in one-to-one services such as hairdressers, with confidence level rising by 6% to over half of the respondents (58%). The “convenience consumer” is now steady, with 46% happy with spending more on convenience for the third index in a row (up 1%). Consumers remain hesitant to make large purchases, with 37% still planning to delay such spending (down 4%): this aligns with the global average (39%).


Planned expenditure in restaurants has surged, with 37% now confident in visiting a restaurant (up from 28% in mid-June). However 57% of consumers would still prefer purchasing take-away food via online channels. Confidence in visiting physical stores is up a further 5%, with 61% of consumers now feeling safe to do so. This puts Ireland as second in Europe for consumer confidence in visiting stores in person, just 1 point behind the Netherlands. 60% of Irish consumers now say that they want to make purchases in-store, up from 58% in the previous wave of research. This is significantly ahead of the UK (43%) and the global average (52%).


Travel & Hospitality 

Irish consumers’ intent to spend on travel has plateaued, with 20% actively seeking travel deals, consistent with the previous Tracker. Confidence in air travel has remained consistent (19% feel safe – down from 20%) while confidence in hotel accommodation has increased significantly (38% – up from 30%) since the last index. Some European countries are slightly bolder on travel intent – with the UK (23%), France (39%), Italy and Belgium (29%) seeing increased confidence in air travel over the last month.


As the health crisis slowly improves, consumers are planning travel within and outside of their locality, with intended spend on vehicle fuel/oil remaining steady (2% increase). Reliance on personal vehicles is likely to persist, with 64% of consumers still planning to limit their use of public transport over the next three months, consistent with the last wave of research. Indeed, 52% of Irish consumers now report that they are planning to keep their current vehicle longer than originally expected (down from 58%). 20% now say they would consider buying a vehicle online (up from 15%).

For Further Information Please Contact

Issued by Murray on behalf of Deloitte Ireland

Orna Clarke


01 498 0300

087 677 0360


Fiona MacCarthy


086 825 0027

About the State of the Consumer Tracker

This bi-weekly study is fielded using an online panel where consumers 18 years of age and older are invited to complete the survey (translated into local languages) via email. It is fielded in 18 countries (targeting 1,000 respondents per country/ wave). The survey field period was 7-11 July, 2020.

Source: Global State of the Consumer Tracker

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In this press release references to Deloitte are references to Deloitte Ireland LLP. The information contained in this press release is correct at the time of going to press. Deloitte Ireland LLP is the Ireland affiliate of Deloitte NSE LLP, a member firm of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee (“DTTL”). DTTL and each of its member firms are legally separate and independent entities. DTTL and Deloitte NSE LLP do not provide services to clients. Please see to learn more about our global network of member firms.

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