Research by online retail challenger-app, Wholee Prime, has shown that fitness, baking, and gaming sales soared during the second national lockdown, while fashion purchases slumped.

The pioneering new shopping app, Wholee Prime (, which is fast establishing itself as a challenger to rival e-commerce behemoths, Amazon and eBay, has published new research surrounding consumer online shopping habits during the second lockdown.

Data published by the Singapore-based e-retail app shows that average consumer purchases ballooned by one-fifth (20 per cent) in November compared to the previous month.

The findings show that amidst lockdown specific retail categories saw bumper growth. Sales of 'office stationery and books' soared by one-third (33 per cent) as consumers returned to their home offices.

In the period immediately after the Government's announcement of a second lockdown, sales of 'sports and fitness' purchases increased by 13 per cent as fitness conscious Brits sought to fend off the return of the dreaded lockdown belly.

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Sales of gaming and other electronic accessories also skyrocketed as consumers hunkered down for a long-November. Purchases of home and kitchen appliances, including electric whisks, rose by 40 per cent as the nation prepared for the return of lockdown induced Bake-off Britain.

Commenting on the findings, a spokesperson for Wholee Prime, said:

"We were confident there was significant appetite for a new form of shopping. One where consumers know the price they pay is free from exorbitant mark-up costs. Achieving one million downloads of the app in such a short timeframe vindicates our decision.

"Our data analysis offers insight into the lockdown shopping habits of UK consumers. Perhaps predictably, sales of home office equipment, books, fitness equipment and home appliances rose. Another popular category was 'health and beauty', which continued to surge while men and women's fashion category fell during the lockdown.

"We are excitedly looking ahead to 2021 and the continued transformation of the online retail market."

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