Vaccinated Shopper Breakdowns
Vaccinated shoppers were identified via surveys fielded to our entire panel in May and September 2021 which asked consumers to share their current COVID-19 vaccine status or opt out of sharing. These responses were leveraged to create Numerator's Vaccine Premium People Groups, which are static as of 10/1. This tracker examines vaccinated shoppers as a whole, but specific vaccinated timing breakdowns are included below:
Vaccinated shoppers tracked
Vaccinated between January & March
Vaccinated between April & June
Vaccinated between June & September
Vaccinated shoppers continue to spend more in-store
In-store sales for vaccinated shoppers are up more than 20% in compared to 2020 levels. The Gas & Convenience channel has seen the most elevation versus last year, as vaccinated consumers get out and about, followed closely by Quick Service Restaurants. Online sales have declined among vaccinated shoppers since the beginning of the year, and week 43 sees the first time they've fallen below 2020.
*Note that week 25 shows high online sales due to Amazon Prime Day. This trend holds steady across trips and households as well.
In-store trips remain elevated while online orders decrease
Similarly to sales, in-store shopping trips are up across the board. Trip increases have been most significant in Gas & Convenience, QSR, Drug and Club channels. Online trips have seen a steady decline since earlier this year, and have now dipped to 2020 levels.
Vaccinated shoppers hold steady in-store, decrease online
The number of vaccinated individuals shopping in-store remains elevated and steady overall, about 10% above 2020 levels. Households shopping online has seen a steady decline since the beginning of 2021– aside from a Prime Day boost in week 25– indicating some vaccinated shoppers are moving away from online shopping.
How are vaccinated shoppers interacting with your brand?
Want to learn more about Numerator's Premium Vaccine groups and how vaccinated, unvaccinated, and anti-vaccine individuals are impacting your business? Reach out to your Numerator consultant, or fill out the form to the right to get in touch with one of our representatives.
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Want to Know More?
Check out additional COVID-19 consumer tracking and reopening content linked below or in our resources tab.
Monthly Consumer Sentiment Survey
As vaccine efforts increase, how do consumers feel and what are they up to?
Reopening Shopping Behavior Index
What does the omnichannel landscape look like as consumers navigate reopening?
Summer Outlook on Consumer Behavior
Is the vaccine giving brands and retailers a booster shot of hope for a bright, post-COVID future?