Around 17 million people have filed for unemployment in the United States because of the coronavirus pandemic. Additionally, state and local governments have mandated everyone, with the exception of essential workers, to remain in their homes to stay safe.
All of this has led to a shift in consumer behavior, leaving marketers wondering how to do their jobs.
So we asked consumers, who are under more stress than usual, how they are utilizing online shopping in these unprecedented times. In our latest episode of Market with Me Quikly — a podcast to inform, educate and assist B2C marketers in doing their jobs just a little bit better — they told us how they are engaging with brands.
Despite the economic instability, people said they are still shopping online to circumvent leaving their homes. And a lot of what they’re looking for stems from what they need, like grocery items and household products.
Additionally, a number of consumers described their purchasing uptick came from just being on the internet more, while investing in other ways to spend their time.
“During quarantine, I've personally found myself buying items that are hobbies to try to practice at home,” one woman said. “And also items to make me comfier.”
While some are buying athleisure wear and other clothing items, others have been more reticent to spend money.
“The future of the economy is a little bit different, and I personally was just furloughed for my job,” one consumer told us. “So I'm not spending a ton of unnecessary money especially on, like, new makeup or clothing brands, things like that, where I would normally be more willing to venture out.”
Additionally, consumers described making purchases based on incentives like discounts, free delivery services and other philanthropic efforts.
These conversations will certainly continue here — with a heavy focus on consumer psychology. If you think you can bring some level of expertise or exciting knowledge that we wouldn’t have otherwise — please reach out.
You can email us directly at firstname.lastname@example.org.