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.



SVI line chart for 9/24

Most channels continue to see elevated sales, and Labor Day leads to a surge in sales

  • 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
SBI Retail Sales YoY 9/24

The majority of brick-and-mortar channels are tracking below last year’s trips per household

  • Overall trips per household on-par with year ago as consumers make a slow return to normal behaviors
  • Trips per household continue to grow online, and the liquor channel over-indexes on trips again as consumers enjoy summer celebrations
SBI trips per household data 9/24

Spend per trip remains up across nearly all channels

  • Consumers continue to fill their baskets to sustain elevated at-home consumption
  • Electronics sees a return to average basket sizes as many parents and students wrap up distance learning preparations
SBI Spend per Trip 9/24

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

  • Online stays elevated versus year ago and holds steady even as consumers return to in-store behaviors
  • Home Improvement continues to see elevated households shopping as consumers take advantage of summer weather and time at home, and liquor sees growth particularly around Labor Day
Household Index 9/24
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