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.



SBI line chart 2/26

2021 off to a strong start with elevated sales across channels

  • Club, Dollar, Food, Liquor, Mass, and Office channels continue to over index
  • Liquor channel sees a major sales increase in week 5, likely driven by Super Bowl spending, which fell into week 4 in 2020
  • Online sales continue to soar in 2021, nearly twice what they were last year
  • Pet channel sees elevated sales in 2021, potentially due to surge in pet ownership in 2020
sales index 2/26

Trips per household flat in 2021

  • Trips per household are on-par with year ago levels, though most in-store channels are down while online remains elevated
  • Weeks 3 and 4 showed fewer trips in 2021, potentially driven by a week-later Super Bowl
  • Quick service restaurant (QSR) visits have consistently under-indexed vs year ago
trips per HH 2/26

Spend per trip remains up across nearly all channels

  • Consumers continue to fill their baskets to sustain elevated levels of at-home consumption
  • Dollar, food and club channels showing largest basket-size growth vs. year ago in recent weeks
spend per trip 2/26

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

  • Number of households shopping the beauty, electronics, and office channels continues to under-index
  • Online stays elevated versus year ago as more consumers become reliant on ecommerce
  • Liquor channel sees a slight decrease followed by a significant increase in weeks 4 & 5, likely driven by Super Bowl shopping
households index 2/26
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.

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NUM-WR-2020 Coronavirus Updates