COVID-19 IMPACT

The Fastest, Most Complete View Into Promotional Shifts, Period

The Numerator Promotions Index

Numerator is now publishing a weekly Promotions Index to provide needed visibility to shifts that are occurring in grocery, general merchandise, and health & personal care stores' promotional tactics driven by Coronavirus. 

The Numerator Promotions Index leverages Numerator Promotions Intel’s comprehensive breadth of coverage and granular detail to track total promoted products versus a year ago across media types, categories, and offer types. This provides visibility into how promotions are shifting in reaction to the spread of Coronavirus, and which categories are rising or falling during this time. This report will be available during the duration of the outbreak only.

Circulars and Email promotions rise in Week 53

  • Circular promotions were led by Grocery, Health & Personal Care, General Merchandise and Non-Food Grocery departments
  • The category groups with the most promoted products in email promotions were Vitamins Supplements, Snacks, Beverage, Accessories and Cough/Cold
coronavirus promotions impact

The Beer category group over-index in Week 53

  • The Beer category group was led in promotions from brands such as Coors, Miller, Bud Light and Budweiser
  • The Snacks category group led the grocery department in promotions again this week. The retailers with the most snack promotions were Walgreens, CVS, Big Lots and Kroger
coronavirus promotions impact

The pandemic has grown the pet industry bigger than before as locked-down humans have brought on new four-legged friends.

  • The rapid increase of demand placed Dogs as the top promoted category group. Retailers with the most Dogs promotions were Petsmart, Target, Pet Supplies Plus, and Dollar General Corp
  • Feeding/ Nursing Accessories entered the top 10 total promoted products in the general merchandise department. Brands with the most Feeding/ Nursing Accessories promotions were Johnson’s, Nuk, Signature Care and Top Care
coronavirus promotions impact

Laundry Products, Baby and Hair Care over-index in the Health & Personal Care and Non-Food Grocery departments

  • The Cough/ Cold category group led the top promoted products in the Non-food Grocery and Health & Personal Care Department in Week 53. Retailers that have the most Cough/ Cold category promotions were led by Walgreens, CVS, Dollar General and Rite Aid
  • The Covid-19 outbreak has driven many parents to stock up on baby care products in which we see a rise in Baby category promotions compared to this time last year. Baby promotions were led by brands such as Pampers, Huggies, Motrin and Johnson’s
coronavirus promotions impact

Offer type promotions decrease in Week 53

  • Offer type promotions in Week 53 were led by Sale Price, Save, BOGO, and X/For
  • & Up promotions were led by category groups such as Role Play, Electronic Toys, Small Kitchen Appliances and Young Children’s
coronavirus promotions impact

The shares of Private Label promotions increased in Week 53

  • The departments with the most private label promotions were General Merchandise, Grocery, Non-Food Grocery and Health & Personal Care
  • The retailers with the most private label promotions were Aldi, Cash Saver, Good Neighborhood Pharmacy and Eby’s General Store
coronavirus promotions impact
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