The Most Complete Insights on Consumer Behavior, Period

The Numerator Shopping Behavior Index

Now including Early Read data the same great insights, all in one place.


The Numerator Shopping Behavior Index tracks U.S. consumer buying behavior week-over-week versus year ago. It covers the consumer buying experience across 16 major channels, providing needed visibility into channel shifting behaviors in our increasingly omnichannel world.

By combining Early Read “live” data with the more stable Shopping Behavior Index each week, we will provide you with the fastest, most complete understanding of consumer behavior so you can make more informed real-time decisions about your business.

Just as voting polls provide indicators well before the poll closes, Early Read data will provide shopping behavior patterns and indicators on a more live or real-time basis. Please review the guide below for how to think about Early Read data.



line chart 12/3

Sales continue to grow across channels, with online sales remaining elevated as the holidays approach

  • Sales remain elevated in core channels like Club, Dollar, Food and Liquor
  • Online sales continue to soar in 2020, interrupted by a dip in week 29 in comparison to 2019's Amazon Prime Day, and a surge in week 42 coinciding with Prime Day 2020
retail sales 12/3

Overall trips per household dip below year-ago levels in latest weeks

  • Boost in week 42 sales driven by Amazon Prime Day 
  • Most channels showing trips per household on par or slightly lower than year-ago
  • Online channel continues to see the largest increase in trips versus 2019
trips per household 12/3

Spend per trip remains up across nearly all channels

  • Consumers continue to fill their baskets to sustain elevated at-home consumption
  • Dollar and Food channels see slight uptick in basket sizes in latest weeks
spend per trip 12/3

Households out shopping remains steady in most channels, and overall levels in-line with year ago

  • Core channels like Club and Food hold steady in households shopping
  • Liquor channel continues to see increase in households shopping versus 2019
  • Online stays elevated versus year ago as more consumers become reliant on ecommerce 
HH index 12/3
coronavirus impact on consumer behavior

Update: The Impact of COVID-19 on Consumer Behavior

We’re analyzing Numerator Insights data and surveying verified shoppers to understand how COVID-19 (Coronavirus) is impacting consumer behavior.

Get weekly updates on how consumers are shifting their buying behavior in response to the Coronavirus

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NUM-WR-2020 Coronavirus Updates