Back-to-Work Season Coincides With Back-to-School

As companies grapple with the future of office-based work in the unpredictable era of Covid-19, employees are also starting to think about—and shop for—a return to the physical workplace. According to data from ecommerce analytics firm Profitero, the surge in search terms related to back-to-work purchases suggests that the trend could rival back-to-school shopping as the academic year approaches. Searches for makeup, office attire, on-the-go snacks and pet cameras have skyrocketed, some by several thousand percent compared to last year at this time. "We’re seeing a shift in pandemic shopping behavior and the beginnings of a return to normal for many products that were hit hardest by social distancing," Profitero president Sarah Hofstetter said in a statement. Roughly one-third of workers in major metro areas have returned to the office so far, according to Kastle Systems, a firm that monitors workplace occupancy in the U.S. That number suggests the bulk of the workforce is still prepping to head back at some point in the future, and a big part of that is transitioning back to work clothes from sweatpants and restocking all the other items that are less necessary when a morning commute doesn't require leaving the house. Trying to remember what 'business casual' means Beauty products saw some of the biggest spikes this year compared to last, with Amazon searches for makeup brush sets up 7,766% in the last two weeks in July when compared with the same time period last year. Searches for foundation makeup jumped by 539%, concealer by 240% and liquid eyeliner by 148% this year compared to last. Office attire also saw a big jump, with searches for women's blazers up 2,000% compared to last July, when sweatpants were the only thing that mattered. Commuter comforts A return to commuting means more on-the-go meals for many, which was also reflected in search data: Instant breakfast drinks, breakfast sandwiches and breakfast bars were up 345%, 197% and 114%, respectively, this year compared to last. Leaving home also requires figuring out how to keep your phone charged all day when it can't just stay constantly plugged into the wall—searches for power banks were up 3,921%, portable chargers up 604% and iPhone car chargers up 187%. But what about the dog? After the spree of pandemic-era pet adoptions, people are also starting to think about what it'll mean to leave their new fur babies at home during the work day. Searches for pet cameras are up 76% this year compared to last. Treat dispensing cameras specifically, like the one Furbo offers, are up 264%. Still, there are some pandemic-era supply chain issues that are continuing to inflate prices online, according to Hofstetter. "Online prices are up 4% from last June," she explained. "Lingering supply chain issues mean many products are going out of stock quickly. Spooked consumers are doing their back-to-work shopping early, so brands must optimize their strategies now to fully capitalize before a full return in the fall." Despite Last Year's Ecommerce Boom, Back-to-School Shoppers Are Returning to Prepandemic Habits

Data & Insights

As Parents Shop for Back-to-School Gear, Many Are Also in the Market for Back-to-Work Necessities

Search data from Profitero shows a surge in interest for makeup, blazers, on-the-go snacks and pet cameras

Kathryn Lundstrom

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Kathryn Lundstrom