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?
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 became static on 10/1. This tracker examined 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
Sales figures remained elevated all throughout 2021.
Sales for vaccinated shoppers began over-indexing in early February 2021 and maintained through the year. Both in-store and online sales remained at least 10% up from March to December. Online events such as Amazon Prime Day and Cyber Weekend saw online sales that doubled 2020 weekly averages. This overall success also carried down to the channel level, as Gas & Convenience, Club, and Drug, among others, followed suit with high sales performance.
In-store and online trips never looked back.
Much like sales, as the first wave of vaccines became more widespread, so did shopping trips, particularly those made in-store. Channels like Gas & Convenience and QSR saw initial surges that carried into the winter as the vaccinated consumer base became more comfortable getting out and about. Online, while not as dramatic sales, saw the same large trip increases around Prime Day and Cyber Weekend.
Vaccinated households held steady in-store.
The number of vaccinated individuals shopping in-store remained slightly elevated and flat for the entirety of the year. Online, save for Prime Day and Cyber Weekend, also remained stable. Specific channels such as Home Improvement and Liquor were more modest in their performance but still remained above 2020 averages for most of the year.
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.