‘It’s time we faced into the reality that people don’t want as much new stuff any more’
By 
Matt Coode2025-08-04T05:30:00
Consumers are rethinking what – and how much – they need across all retail categories. OC&C’s Matt Coode suggests ways that retailers might profitably respond to an enduring change in shopping behaviour
In the face of continuous sector disruption, retailers have taken solace in the belief that people will always want more. Over the 30 years from the inception of the ONS Retail Sales Index in 1988, this was also true – total UK retail volumes saw 2.5% annual growth, the pie getting steadily larger as retailers and channels tussled over the size of their slice.
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