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.

Web and Email promotions rise in Week 21

  • Web promotions were led by the Allergy, Frozen, and Shaving/Toiletries Categories
  • Email promotions were led by Picnic, Patio & Outdoor Living, Large Appliances, and Vitamin Supplements Categories
coronavirus promotions impact

Top promotion categories such as Snacks, Frozen, Beverage, and Dairy continue to rise for the third straight week

  • The Bakery In-Store category group is led by promotions in the Cakes, Pies, and In-Store Rolls categories in the lead up to Memorial Day weekend
  • The other over-indexing category groups, Fresh Fruits and Fresh Vegetables, were led in promotions by the strawberries, watermelon, tomatoes, and corn categories
coronavirus promotions impact

The Shoes category group makes its first appearance in the top-10 since early April

  • Office Supplies category group over indexes for the 13th straight week
  • Pet category promotions remain down compared to a year ago due to less promoted pet items from retailers like Petsmart, Walgreens, and Meijer
coronavirus promotions impact

Downturns in promotions from COVID-19 can’t stop summer, as the Sun Care category group cracks the top-10 while over-indexing in comparison to this time last year

  • Paper Products, a historically strong promoter in this department, finds its way into the top 30 while only promoting 31% as much as this time last year
  • Other leading Personal Care and Non-Food Grocery categories such as Hair Care, Allergy, Laundry Products, and Vitamin Supplements grow in promotions week over week back towards or at their same promoted product level as last year
coronavirus promotions impact

Save, and W/Purchase/Qty offer types grew in week 21

  • Snacks, Allergy and Frozen were the three most promoted category groups using the Save offer type
  • Beverages, Snacks, and Dairy were the three most popular categories using W/Purchase/Qty offers
coronavirus promotions impact

Private Label Promotions Grow in May

  • Snacks, Picnic, Patios & Outdoor Living, and Paper Products are the three most promoted private label categories
  • CVS Private Label brands were the most promoted in week ending May 23
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.

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NUM-WR-2020 Coronavirus Updates