REOPENING SHOPPING BEHAVIOR INDEX

Know More About How Consumers are Navigating Reopening

 

2021 sales continue strong performance, elevated vs pre-pandemic levels in most channels

  • Weeks 10 & 11 vs. year ago show a strong over-index in non-essential channels and under-index in core channels, correlating to last year’s stock-up and lockdown period. These same weeks vs. 2 years ago show more stable, positive trends
  • Gas & Convenience sales rise above year-ago levels for the first time in February, likely tied to increased travel and activity as reopening efforts increase
  • Online sales continue to boom, roughly 1.7x above 2020 levels and 2x above 2019, even as consumers return to more in-store behaviors
Sales vs. Year Ago 
sales index versus year ago
Sales vs. 2 Years Ago 
sales index 4/8/21 versus two years ago
Sales vs. Year Ago 
sales index versus year ago
Sales vs. 2 Years Ago 
sales index 4/8/21 versus two years ago

Trips per household up versus 2019

  • Trips per household versus 2020 see fluctuations in recent weeks tied to last year’s stock-up and lockdown period
  • Most in-store channels still seeing fewer trips per household as consumers limit exposure, but begin slow return to year-ago levels
  • Home Improvement and Online consistently seeing more trips vs. prior years as consumers spend more time at home
Trips per Household vs. Year Ago 
trips per household 4/8/21 vs. year ago
Trips per Household vs. 2 Years Ago 
trips per household 4/8/21 vs. two years ago
Trips per Household vs. Year Ago 
trips per household 4/8/21 vs. year ago
Trips per Household vs. 2 Years Ago 
trips per household 4/8/21 vs. two years ago

Spend per trip remains elevated vs. prior years across channels

  • Spend per trip in recent weeks slightly above levels seen during last year’s stock-up period
  • Consumers continue to fill their baskets to sustain at-home consumption, with bigger baskets vs. 2020 and 2019, a dynamic we expect to soften some as consumers return to "normal" behaviors
  • Online order sizes up slightly from 2020, but down vs 2019, potentially driven by more frequent, smaller online orders
Spend per Trip vs. YA 
spend per trip 4/8/21 versus year ago
Spend per Trip vs. 2YA 
spend per trip 4/8/21 versus two years ago
Spend per Trip vs. YA 
spend per trip 4/8/21 versus year ago
Spend per Trip vs. 2YA 
spend per trip 4/8/21 versus two years ago

Overall Households shopping flat vs. 2020 and 2019

  • Similarly to sales, non-essential channels see significant over-index in households shopping versus year ago, while essential channels see an under-index. Trends versus two years ago show more stable increases
  • Households shopping online up over 30% vs. 2020, 50% vs. 2019
  • Home Improvement, Pet, Liquor and Club channels all seeing more households shopping in 2021 vs. prior years
Households vs. YA 
households index 4/8/21 versus year ago
Households vs. 2YA 
households index 4/8/21 versus two years ago
Households vs. YA 
households index 4/8/21 versus year ago
Households vs. 2YA 
households index 4/8/21 versus two years ago

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NUM-WR-2020 Coronavirus Updates