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 10/22

Sales continue to grow across channels, surpassing even the Labor Day surge in latest week

  • Sales remain elevated across channels even after Labor Day brings a dramatic sales spike in club, dollar, food and liquor stores
  • Online sales continue to soar in 2020, interrupted by a dip in week 29 which shows notable under-indexing in comparison to 2019's Amazon Prime Day
  • Office sales notably under-index in comparison to last year’s back-to-school shopping season
sales index 10/22

Overall trips per household surpass year-ago levels in latest weeks

  • Most channels showing trips per household on par or slightly higher than year-ago
  • Online and Home Improvement channels continue to see the largest increase in trips versus 2019
trips per household 10/22

Spend per trip remains up across nearly all channels

  • Consumers continue to fill their baskets to sustain elevated at-home consumption
  • Home Improvement sees a slight uptick in spend per trip as consumers take advantage of the final weeks of temperate weather 
spend per trip 10/22

Households out shopping remains steady in most channels, and overall levels sit slight above year ago

  • Core channels like Club, Dollar, Drug and Food see uptick in households shopping, as does Liquor
  • Online stays elevated versus year ago and holds steady even as consumers return to in-store behaviors
hh index 10/22
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