Influencer Marketing In The COVID-19 Climate
Information For Brands, Agencies, & Businesses
To help our partners during this challenging time, we have gathered valuable insights directly from influencers and are providing a look into the current state of the industry, plus resources to help navigate the shift in influencer marketing.
Trending Categories & Products:
Loungewear
- Leggings
- Pajamas
- Robes
- Sweatshirts
- Joggers & Sweatpants
- Matching Sweatsuits
- T-Shirts
- Tunics
Slip-On Footwear
- Sneakers
- Slippers
- Flip Flops & Sandals
Athletic Footwear
- Running Shoes
Beauty: Skin Care
- Moisturizers
- Eye Creams
Beauty: Hair
- Hair Styling Tools
Family Entertainment
- Kids Activities
- Kids Learning
- Toys & Games
Home
- Bedding (Comforters & Duvets)
- Home Decor
- Furniture
- Organization & Storage Solutions
Kitchen
- Bottle Openers & Corkscrews
- Baking Pans
- Instant & Slow Cookers
- Aprons
Trend Data & Insights
- Shoppers are interested in everyday AND luxe price points for loungewear. For luxe loungewear, “cashmere” is a top category. In all price points, shoppers are looking for matching sets.
- We are seeing a +98% spike in tie dye for loungewear styles.
- Shoppers want a no-touch slip-on shoe for necessary outdoor trips. Styles like Birkenstocks have seen +727% increase in orders. Slip-on sneakers are top styles in the women’s, men’s, and kids categories.
- Running shoes are spiking as people are now taking up running and walking as a means to get exercise outdoors.
- Accessories visible during video calls (like headbands and earrings) are in demand. A J.Crew knotted headband saw a +1,712% increase in traffic month over month.
- Beauty lovers are focusing on skin care. Top categories in beauty include face & body moisturizer and eye cream.
- While shoppers have now opted for more casual lounge wear, they are still doing their hair! Orders for the Dyson hair dryer jumped +1,088% month over month.
- Alcohol-related products including corkscrews and bottle openers, decanters, and cocktail glasses are trending up significantly.
- People are using this as an opportunity to spruce up their homes with home DIY and redesign projects. Purchases are up for categories like headboards (+44%), armoires (+34%), door hardware (+32%), floor mirrors (+29%), knobs (+24%), pillows (+18%), and so much more!
- While home organization is showing increases across the board, storage solutions specifically for kitchen and closets have seen the largest increase.
- People are setting up home offices with: desks, office chairs, file cabinets, and desk accessories.
- Kitchenware is seeing spikes in all categories as many are spending their time at home cooking and baking.
- Household safety products for kids and babies (such as baby gates) are trending up.
Impact on Influencer Content
Our ShopStyle Collective influencers have received feedback from their audiences urging them to maintain a sense of normalcy with their content. In addition, they are also creating COVID-specific content that provides positivity, resources ,and entertainment for their followers during this challenging time.
Influencers are leaning into content that will resonate with their followers at this moment including:
- Work From Home Style
- Recipes and Meal Prep
- Tips on Productivity
- Homeschooling
- Ways To Keep Kids Entertained
- How To Support Your Community
- Challenges To Bring People Together
- & More
Examples include:
- The Mom Edit: Community Feedback
- Living In Yellow: Community Challenge & Resource Guide
- Ashley Brooke: Working From Home Tips
- The Silk Sneaker: 3 WFH Outfits Video
- Lynzy and Co: Hearts For Healthcare Workers
- My Kind of Sweet: Tips To Manage Anxiety
- Sydne Style: Daily Themes
- Ijeoma Kola: How To Be Productive While Working From Home
- Living With Landyn: 30 Day Together Challenge
- Grace Atwood: How She Is Giving Back
- Lydia Tomlinson Self Isolation Tips
Want to learn more?
Are you a brand or agency? Reach out to our team here.
Are you an influencer? Join ShopStyle Collective to start monetizing your content! Apply now.
Are you a press editor? For more information, email us at editors@shopstyle.com