We’ve Tracked the COVID-19 Consumer Journey
It’s been over a month since life changed in the U.S. and the world at-large. The brick-and-mortar economy ground to a halt when shutdowns started—but not ecommerce.
In the weeks since, beginning March 13th, we’ve analyzed Global ads worth 4 lacs per week in our customer ecommerce sales to identify the consumer trends that emerged during the COVID-19 crisis. We’ve provided a week-over-week analysis of which verticals grew or declined, and how each week’s trends played into consumers’ journeys during the crisis. Here’s what we found.
COVID Hyper Consumers
At first everyone only bought essential items like groceries. After that, a new category of consumers emerged. These deal-seeking shoppers are fewer in number, but buying far more due to aggressive promos and deals—resulting in more purchases from a smaller group of consumers.
In the weeks since, beginning March 13th, we’ve analyzed Global ads worth 4 lacs per week in our customer ecommerce sales to identify the consumer trends that emerged during the COVID-19 crisis.
Every Day is Black Friday
Advertisers are pushing as many discounts as possible, and consumers are responding by buying more for less. Overall, purchases are up while average order value is down, resulting in growth rates in one week that can exceed the biggest shopping days of the year.
Week 1
The Hoarding Begins
Even before retailers got aggressive with discounts, purchases skyrocketed. Grocery stores and pharmacies across the nation were slammed and millions of consumers bought everything they could fit in their carts—or even more than that. The same story played out online and purchase growth exploded across any category the public considered essential.
Week 1
Notable Verticals for Purchase and Consumer Growth
WEEK 1 INDUSTRIES IN DECLINE
Consumers found their favorite bar—the one at home—and bought an enormous amount of wine & spirits to help cope.
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%
Purchasing Growth
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%
Cosumer Growth
WEEK 1 INDUSTRIES IN DECLINE
Shoppers went crazy hoarding for themselves, but pets didn’t get as much love. Pet food & supplies saw only modest growth.
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%
Purchasing Growth
WEEK 1 INDUSTRIES IN DECLINE
The travel industry experienced a staggering decline. For every…
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people traveling the week prior to the crisis
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were traveling by the end of week 1.
WEEK 1 INDUSTRIES IN DECLINE
Due to stay-at-home orders, people waited to schedule elective medical procedures, making it the hardest hit segment.
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%
Week-over-week decline
Week 2
All About Entertainment & Fitness
Fitness saw an unprecedented increase in sales in week two, with entertainment and consumer electronics not far behind. Consumers wanted to be entertained while stuck at home, making anything that made them feel good a priority. Thankfully, that included philanthropy for some, which led to a huge increase in charitable donations.
Week 2
Notable Verticals for Purchase and Consumer Growth
WEEK 2 GROWTH LEADERS
Not everyone just streams music for free. People created their stay-at-home soundtracks and music purchases surged.
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%
Purchasing Growth
WEEK 2 GROWTH LEADERS
ESPN’s primary spectator sport is now video games, so it’s no surprise shoppers are buying more PlayStations and consumer electronics.
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%
Purchasing Growth
WEEK 2 GROWTH LEADERS
The travel industry continued its freefall toward zero.
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%
Purchasing Decline
WEEK 2 GROWTH LEADERS
Pharmacy purchases skyrocketed in week one, then traced back toward normal purchasing behavior.
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%
Purchasing Decline
WEEK 3
Staying Fit and Buying Big
The only thing consumers are watching more than their favorite TV shows are fitness videos on the internet—and in week three that meant buying more home gym equipment. And after those gym sessions, they relaxed on the brand new couch they bought thanks to taking advantage of aggressive deals normally seen only on the biggest shopping days.
Week 3
Notable Verticals for Purchase and Consumer Growth
WEEK 3 Growth Leaders
Consumers took advantage of clothing deals to update to a more casual, home-friendly wardrobe.
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%
Purchasing Growth
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%
Cosumer Growth
WEEK 3 Growth Leaders
People either started running low on food, or got tired of cooking. Whatever the reason, restaurants and delivery benefited.
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%
Purchasing Growth
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%
Cosumer Growth
WEEK 3
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%
Change in Purchases
Week 4
Adjusting to the New Normal
Consumers started to settle back into old habits. Purchases around hobbies, like photography and golf, shot up massively thanks to enticing deals. Consumer goods made a major comeback as well as shoppers returned to buying their basic needs and wants. Week four made it clear that the days of reactionary buying were over—for now.
WEEK 4 Growth Leaders
The stock market rebounded and caught consumers’ attention for financial services, leading to triple digit growth.
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%
Purchasing Growth
WEEK 4 GROWTH LEADERS
Pharmacies finally settled in back to normal purchasing patterns.
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%
Purchasing Decline
WEEK 4 GROWTH LEADERS
Purchases were down, but average order value was up for online groceries—meaning people were buying in bulk.
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%
Purchasing Decline
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%
Average Order Value
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