Covid Consumer Reactions
Updated June 2, 2020 (Wave 7)
Three-fourths of Americans tell us their area is beginning to relax shelter-in-place orders. Consequently, some are starting to venture out more. Among these people, the most common “re-entry” activities have been to utilize delivery/curbside pickup from a restaurant and curbside pickup from a retailer. About 1 in 4 have shopped in a previously closed store. As more establishments begin to reopen, we will likely see usage behavior increase. Despite relaxed policies, nearly 6 in 10 Americans remain very concerned about COVID-19—a figure that appears to be falling among those aged 30-49 and rising among those aged 50-59.
Consumer Emotions about Covid-19
Data from Wave 1 to 7
Consumer emotions dipped over the first few weeks and then began to level off. Having trended toward progressively more negative feelings over the first few weeks of monitoring, emotions began to stabilize or turn more positive in Wave 4. Most remained fairly stable or showed improvement in Waves 5 and 6. However, in Wave 7, some slight downturns have been noted. The most notable drops were for hopefulness and clarity, which are at their lowest levels since monitoring began. Though not shown on this chart, the most dramatic drops in these feelings occurred among consumers in the West region.
Gathering Comfort Levels
Data from Wave 6 & 7
Now that shelter-in-place orders are being relaxed in many areas across the U.S., consumers still appear somewhat nervous about outings and gatherings. Comfort levels differ greatly across categories that include things like shopping in stores, attending small or large gatherings/events, and traveling. Interestingly, over the past few weeks (from Wave 6 to Wave 7), comfort levels have inched downward for many activities.
Additional activities are included in our free Covid-19 Consumer Reactions Report, such as;
- Shopping In A Small Store
- Hosting A Small (10 People Or Fewer) Gathering In Someone Else’s Home
- Going To A Salon, Barber Shop, Or Other Similar Service Establishment
- Going To A Gym
- Flying Domestically and Internationally
- Taking A Train
- Going On A Cruise
- Going To A Bar
- Attending A Large Luncheon For An Organization
Data from Wave 7
COVID-19 has caused some to envision themselves living a bit differently in the future. More common than any other behavior we listed is the desire to save more money in the future. Many also hope to take better care of themselves in a variety of ways: physically, mentally, and relationally. Many are both committed to staying at home more and to supporting local businesses.
Additional post COVID-19 plans are included in our free Covid-19 Consumer Reactions Report, such as;
- Spend more time with my family
- Try to buy only products made in the USA
- Gather more memories and less stuff
- Take more vacations
- Work from home more often
- Start attending church/attend more frequently
- Make more charitable donations
- Take fewer vacations
- Have more virtual get-togethers
- Work with a financial planner for the first time
- Shop for new or additional life insurance
- Continue homeschooling my children
- Pay closer attention to national/global news
- Stick with brands tried during pandemic
- Switch brands in order to save money
- Invest more money in the stock market
- Invest less money in the stock market
The Decision Analyst Covid-19 Consumer Reaction Survey was conducted online among a nationally representative sample of U.S. adults. The sample was balanced by men versus women and controlled by age groups. Data collection dates and sample size for each wave were Wave 1: March 17-18; n=506. Wave 2: March 24-25; n=504. Wave 3: March 31-April 1; n=499. Wave 4: April 7-8; n=503. Wave 5: April 14-15; n=502. Wave 6: April 28-30; n=503. Wave 7: May 19-20; n=501. Since the Gather Comfort Levels question was only presented to respondents who would normally engage in that activity, the sample varies per activity.
About Decision Analyst
Decision Analyst (www.decisionanalyst.com) is a global marketing research and analytical consulting firm specializing in strategy research, new product development, advertising testing, and advanced modeling for marketing decision optimization. For over 40 years, the firm has delivered competitive advantage to clients throughout the world in consumer-packaged goods, telecommunications, retail, technology, medical, and automotive industries.
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We are providing the Covid-19 Consumer Reactions Report (Updated June 2nd Wave 7 Data) Free. Topics include:
- Level Of Concern
- Emotions consumers are experiencing
- Disruptions to normal routine
- Behaviors Since Orders Relaxed
- Product Trial & Returns
- Beverage-Consumption Changes
- Outing/Gathering Comfort Levels
- Medical Procedure Comfort Levels
- Self-Care And Beauty Regimens
- Post COVID-19 Plans
- Summer Vacation Plans
- Back-To-School Purchase Categories
Restaurant Habits Survey
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