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Month-over-Month Sales: +23% (March pacing compared to February) Daily Sales Trend: +9.46% (March 24th, compared to March 17th) Trending Up: Food, Home, Pets, Electronics, Apparel, Beauty — see charts below for details Trending Down: Auto, Outdoor Equipment, Sports — see charts below for detailsSome categories continue to experience increased consumer demand — particularly those that sell “essentials” like food and pet supplies. Compared to last week, we noticed a sales spike in electronics and home furnishings and a slight decrease in outdoor equipment purchases. This behavior indicates that consumers are still focused on stocking up on the essentials but are starting to consider other categories of e-commerce purchases. Over the past week, multiple US states and countries such as India issued “stay at home” directives, which may be causing consumers to consider making their home environments more comfortable and functional by investing in home-related electronics, decor, “self-care” items, and comfort apparel.Apparel — OverallMonth-over-Month Sales: +1% (March pacing compared to February) Daily Sales Trend: +26.87% (March 24th, compared to March 17th) Trending Up: Comfort clothing, workout/fitness related, women’s apparel, luxury, wardrobe basics Trending Down: Men’s apparel, festival or event-driven clothing, vacation, bridal, swimsuitApparel — LuxuryMonth-over-Month Sales: +12% (March pacing compared to February) Daily Sales Trend: +84.7% (March 24th, compared to March 17th) Trending Up: Discounted luxury brand items, although overall luxury brands are trending upwards over the last week Trending Down: Travel-focused apparel and accessoriesAutoMonth-over-Month Sales: +9% (March pacing compared to February) Daily Sales Trend: +4.55% (March 24th, compared to March 17th) Trending Up: Commercial truck parts & accessories Trending Down: Sports cars/classic restoration parts & accessoriesElectronicsMonth-over-Month Sales: +83% (March pacing compared to February) Daily Sales Trend: -8.83% (March 24th, compared to March 17th) Trending Up: Entertainment-related electronics (gaming), home office, Internet Trending Down: Portable accessoriesFood & BeverageMonth-over-Month Sales: +434% (March pacing compared to February) Daily Sales Trend: -30.80% (March 24th, compared to March 17th) Trending Up: Delivery food (courier-based and mail-order), gift cards, health food Trending Down: Corporate gifting, cateringGeneralMonth-over-Month Sales: +113% (March pacing compared to February) Daily Sales Trend: -4.72% (March 24th, compared to March 17th) Trending Up: Crafts, toys, music, gift boxes & flower delivery (likely for celebrating birthdays or other life occasions remotely) Trending Down: Group activity driven itemsHealth & WellnessMonth-over-Month Sales: +52% (March pacing compared to February) Daily Sales Trend: -13% (March 24th, compared to March 17th) Trending Up: Home gym equipment, health supplements, at-home dental Trending Down: Corporate-relatedHome Furnishings & SuppliesMonth-over-Month Sales: +28% (March pacing compared to February) Daily Sales Trend: +39.52% (March 24th, compared to March 17th) Trending Up: Home office, decor, bulk supplies, kitchen supplies (particularly coffee accessories), cooking Trending Down: Event-based items, entertaining, noveltyOutdoor EquipmentMonth-over-Month Sales: +43% (March pacing compared to February) Daily Sales Trend: +21.4% (March 24th, compared to March 17th) Trending Up: Items for hiking/campingPetsMonth-over-Month Sales: +66% (March pacing compared to February) Daily Sales Trend: -4.49% (March 24th, compared to March 17th) Trending Up: Pet food, supplies, treats Trending Down: Accessories, pet health supplementsWe think these charts are literally just the beginning of things to come and the behavior around online shopping will change considerably over the next 6–12 months:Here’s a view of buying behavior at this moment (no surprise, and quite literally by force, eComm is the primary buying channel)This isn’t forever. Our countries will at some point re-open and so would stores, restaurants and malls.But, until then, buyers are going to experiment with virtual shopping in a way they never have before. They may discover that the thing they were always sure they needed to see in person — the watch, the sofa, the shoes — are kind of fun to shop for online. They may also find that, while they most definitely miss getting out, they don’t miss getting out to go shopping. Old habits will be forced to die and new ones will emerge in their place.If these trend lines persist along with a behavioral shift that happens due to the same, here’s how a post-Covid19 world might shop:Of course, this is just our prediction but we think there’s a strong case for a number of majority shifts. In some categories (electronics, furniture/home, apparel/shoes, tablets/smartphone/computers), we see there being a “majority shift” — more people buying virtually than in-store.Businesses, including some of our clients, have found impact in sharing messages that directly address actions their brand has taken to cope up with the events.Talk to your customers! Adding a message to address COVID-19 can be a way to connect with subscribers on an individual level, showing what your business is proactively doing to help. Services such as Attentive make this simpler than ever and there is nothing like an honest message from you to your customers.
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