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.

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Many channels see timid or stalled growth as states reverse and pause reopening plans in light of rising cases

  • Core channels like Club, Dollar, Drug and Food are all holding steady around 16-22% growth versus year ago
  • Online sales remain high as consumers are yet again facing increased time at home as reopening plans stall
  • An early read into week 29 indicates tempered sales, likely influenced by Amazon Prime Day which fell in this period last year, but was delayed until fall 2020
coronavirus consumer behavior data

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

  • Trips per household continue to grow online, as customers replace in-store visits with online trips to avoid public places
  • Early read suggests a slightly decline in trips per household in week 29 as states respond to a surge in COVID cases
coronavirus consumer behavior data

Spend per trip remains up across nearly all brick-and-mortar channels

  • Consumers continue to fill their baskets to sustain elevated consumption at home
  • Electronics and office channels begin to see an uptick in basket sizes as some consumers begin their back-to-school shopping
coronavirus consumer behavior data

Households out shopping continues to rise, with many channels l reaching equal or higher levels than year ago

  • Online stays elevated versus year ago and holds steady even as consumers return to in-store behaviors
  • Home improvement sees elevated households shopping as consumers take advantage of better weather and continued time spent at home
coronavirus consumer behavior data
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