There’s no question that the COVID-19 pandemic dramatically altered the ways consumers behave as well as how companies can best reach their intended customers. But how exactly did it change their preferences and interests when Americans had to opt for new, safe activities and social distancing?
To find out, Gravy Analytics’ Personas data captured the interests and habits of U.S. consumers by collectively analyzing the categories of places or events where consumer devices are observed over time. The data revealed how the pandemic impacted consumer behavior by comparing the personas of consumers observed in Q2 of both 2019 and 2021. It found that wholesale shopping is still important to many people, Americans are continuing to upgrade the spaces they are spending the most time in, and more consumers than before can be found hanging out outdoors. Additionally, some indoor-activity consumer personas fell a bit more than others, and consumer behavior changes have varied across the country.
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Here’s a breakdown of what this means for successfully reaching customers where they are now:
1. Wholesale Means a Whole Lot to 2021’s Shoppers
The consumer persona that saw the greatest difference from 2019 to 2021 was the wholesale club shoppers, as this persona was 268% higher than it was two years ago. This rise clearly indicates that consumers are still value shopping, following the trend that began with the COVID-19 lockdowns in early 2020. With this in mind, meeting customers where they currently are could mean figuring out how to give them the best bang for their buck.
2. Consumers Are Still Looking To Upgrade Their Space
With the news of variants spreading and safety procedures changing regularly, the home improvers consumer persona continues to rise from Q2 2019. Data shows that the number of people within this consumer persona is up 113%, indicating that people are still looking to work on the home projects they have been putting off or just to give their lockdown space a bit of a tune-up.
3. More Consumers Can Be Found Outdoors
More so than before the pandemic, consumers have searched for activities that bring them outdoors so that they can safely spend time with their friends and family. Golf has become an increasingly popular sport because of this. The percentage of consumers within the golf enthusiasts persona category has risen to 26.7% in 2021 (compared to 10.8% in 2019). The number of camping enthusiasts (specifically in Oregon, for example) also grew while that of cruise travelers decreased by 77% compared to 2019.
4. Some Indoor-activity Consumer Personas Fell Harder Than Others
The cruise travelers consumer persona wasn’t the only one that took a hit from 2019 to 2021. Data shows that comedy enthusiasts (-44%), political activists (-45%), spa visitors (-47%) and live music/concert goers (-64%) consumer personas also experienced significant dips. This was to be expected, though, as many of these activities were canceled and unavailable to consumers throughout the U.S.
5. Behaviors Vary From State To State
While each U.S. state went about its COVID-19 response differently, the behavior of their residents also varied as some existing personas were reinforced and others shifted. For example, Hawaii kept its position as the state with the highest percentage of wholesale club shoppers. This was consistent with other states like Montana and Arizona that are consistently interested in one-stop, value shopping.
On the other hand, consumers in California, Connecticut and D.C. were less likely to be camping enthusiasts in 2021 than in 2019, as residents may have opted to travel to their local parks instead.
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As a result of the coronavirus variants causing a spike in new cases, the fall of 2021 is expected to come with a slight decrease in consumer confidence. Consumer spending will more than likely remain high, but consumers might not spend as much on travel and may even reconsider their entertainment options, like going to a concert. There is likely to be an increase in workers returning to remote work and a resurgence of weekend travelers as a result. Robust consumer interest in outdoor activities like camping and golf will continue to be important behavioral trends for the foreseeable future. Value shopping at wholesalers will also remain a priority for consumers as they minimize shopping trips and maximize value throughout the rest of 2021.
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