MONTHLY CONSUMER SENTIMENT STUDY

See how consumers feel about the economy & COVID.

Numerator’s monthly Consumer Sentiment Study provides ongoing insights to help brands better understand how consumers are faring in today's increasingly dynamic marketplace. From inflation to the ongoing pandemic, consumers are facing multiple disruptions to their everyday lives and routines. Check back each month to keep a pulse on how consumers are feeling about the economy, the pandemic and other emerging market influences.

Latest Update: 7/20/22

Consumer concerns are centered around their finances.

Summer spending may cool down as consumers face financial difficulties. Two-fifths of shoppers say personal finances are their primary concern for the coming months. Roughly two-thirds have a high level of concern regarding the economy, down from three in four in June. Many feel as though the country is in an economic recession, and believe it will worsen before improving. On the flip side, very few shoppers remain concerned about COVID-19, with most sharing they believe we'll learn to live with COVID, rather than returning to a pre-COVID normal. This figure continues to climb as consumers settle into their new normals.

 

Rising prices on gas & essentials are fueling economic concerns.

Over 2 in 5 low income consumers rate their economic concern 10/10, versus only a quarter of high income consumers rating the same. This severity of concern is declining, with less rating their concern 10/10 compared to June. The primary concerns among all groups are rising prices across the board— particularly fuel— followed by product shortages, an economic recession, and impacts to retirement & pension plans. 

Consumers are uncomfortable with discretionary spending.

Three in four consumers say they're currently uncomfortable splurging on premium items or taking money out of personal savings / retirement accounts to spend. Over half are also uncomfortable investing in the stock market, spending on non-essential travel, or spending on non-essential items in general. Roughly half of all shoppers anticipate cutting back on eating out, travel, and electronics purchases in the coming months to offset rising prices.

Pandemic concerns continue to subside.

Only one in four consumers say they're highly concerned about COVID-19 at this point in time, half as many as January and on par with June. Low income consumers are twice as likely to be concerned than high income consumers. Overall, the main concerns among all consumers are friends / family contracting COVID, getting COVID themselves, and reimposed or extended lockdown measures & gathering restrictions. 

About the Survey

Numerator's consumer sentiment survey is fielded to 1,000+ consumers on a monthly basis. All consumers are active members of Numerator's 100,000 person OmniPanel. The study was updated in June 2022 to incorporate new timely questions about the economy and to sunset some COVID-19 era sentiment questions. Responses are shown at a total level and also broken out by income level.

Income Level Definitions:

Low Income: <$40k annual household income || Middle Income: $40 – 80k annual household income || High Income: >$80k annual household income

Subscribe below for monthly updates on consumer sentiment.

2020 Subscription Form