VACCINATED SHOPPER BEHAVIOR TRACKER

Know More About How Vaccinated Consumers Behave

The Numerator Vaccinated Shopper Behavior Tracker provides first looks into how consumers are shopping and behaving once they've received a COVID-19 vaccination. The tracker showcases the weekly, cross-channel purchase behavior of more than 55,000 vaccinated shoppers, spanning 13 channels including online, so you can better anticipate and plan for the post-COVID landscape.

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Vaccinated Shopper Breakdowns

Vaccinated shoppers were identified via a survey fielded to our entire panel between 5/1/21 and 5/31/21. In addition to current COVID-19 vaccine status, consumers were asked which month they would be considered "fully vaccinated." These responses were leveraged to create Numerator's Vaccine Premium People Groups, which are static as of 6/1. This tracker examines two groups of vaccinated shoppers: those who reached fully vaccinated status between January & March, and those who reached fully vaccinated status between April & June.

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Vaccinated shoppers tracked

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Vaccinated between January & March

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Vaccinated between April & June

 

Shoppers continue to ramp up in-store sales

In-store sales for all vaccinated shoppers are up more than 20% in recent weeks compared to 2020 levels. Despite their later vaccination dates, shoppers vaccinated between April & June began increasing their in-store trips earlier and more dramatically than those vaccinated in January – March, likely due to this group's younger demographic skew. Online sales have declined somewhat among both groups, though still remain elevated above 2020 levels.

*Note that week 25 shows high online sales due to Amazon Prime Day. This trend holds steady across trips and households as well. 

Interactivity tip: Use tabs below to toggle between vaccinated shopper group

Shoppers Vaccinated January - March 
7-22 Vax Sales1
Shoppers Vaccinated April - June 
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Shoppers Vaccinated January - March 
7-22 Vax Sales1
Shoppers Vaccinated April - June 
7-22 Vax Sales2

In-store trips continue to grow while online orders decrease

Similarly to sales, in-store shopping trips are up across the board, slightly more-so among those vaccinated April or later. Trip increases have been most significant in Gas & Convenience, Home Improvement and QSR channels. Online trips have seen a steady decline since earlier this year, though remain 5-10% higher than 2020 levels for each group. Shoppers vaccinated later in the year have decreased their online trips less significantly than those shoppers vaccinated earlier. 

Interactivity tip: Use tabs below to toggle between vaccinated shopper group

Shoppers Vaccinated January - March 
7-22 Vax Trips 1
Shoppers Vaccinated April - June 
7-22 Vax Trips 2
Shoppers Vaccinated January - March 
7-22 Vax Trips 1
Shoppers Vaccinated April - June 
7-22 Vax Trips 2

Vaccinated shoppers hold steady in-store, decrease online

The number of vaccinated individuals shopping in-store remains elevated and steady overall, with little difference between vaccine timing groups. 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. This shift offline is more significant among earlier vaccinated shoppers, who skew older. 

Interactivity tip: Use tabs below to toggle between vaccinated shopper group

Shoppers Vaccinated January - March 
7-22 Vax HH 1
Shoppers Vaccinated April - June 
7-22 Vax HH 2
Shoppers Vaccinated January - March 
7-22 Vax HH 1
Shoppers Vaccinated April - June 
7-22 Vax HH 2
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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.

Reach out to learn more about accessing and using Numerator's Premium Vaccine Groups

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