Even Though Habits Are Changing

Consumers Are Still Spending

Let us help you reach them. Top brands across every ecommerce vertical use MNTN to reach in-market shoppers on Connected TV, web, and mobile—join them today.

    We’ve Tracked the COVID-19 Consumer Journey

    It’s been over a month since life changed in the U.S. and the world at-large. The brick-and-mortar economy ground to a halt when shutdowns started—but not ecommerce.

    In the weeks since, beginning March 13th, we’ve analyzed over one billion dollars per week in MNTN customer ecommerce sales to identify the consumer trends that emerged during the COVID-19 crisis. We’ve provided a week-over-week analysis of which verticals grew or declined, and how each week’s trends played into consumers’ journeys during the crisis. Here’s what we found.

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    The Big Stories

    COVID Hyper Consumers

    At first everyone only bought essential items like groceries. After that, a new category of consumer emerged. These deal-seeking shoppers are fewer in number, but buying far more due to aggressive promos and deals—resulting in more purchases from a smaller group of consumers.

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    The Big Stories

    Every Day is Black Friday

    Advertisers are pushing as many discounts as possible, and consumers are responding by buying more for less. Overall, purchases are up while average order value is down, resulting in growth rates in one week that can exceed the biggest shopping days of the year.

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    The Big Stories

    Week 1

    The Hoarding Begins

    Even before retailers got aggressive with discounts, purchases skyrocketed. Grocery stores and pharmacies across the nation were slammed and millions of consumers bought everything they could fit in their carts—or even more than that. The same story played out online and purchase growth exploded across any category the public considered essential.

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    Week 1 Notable Verticals for Purchase and Consumer Growth

    • Purchases
    • Consumers

    March 13 - March 19
    Source: MNTN Data

    Pharmacy

    0%
    0%

    If you’re staying home to keep healthy, then you better have your meds. Pharmacy purchases nearly quadrupled.

    Groceries

    0%
    0%

    With all the chaos going down at brick-and-mortar grocery stores, consumer purchases surged for online orders.

    Tobacco

    0%
    0%

    Stay-at-home smokers loaded up on tobacco, resulting in flat consumer growth but a jump in total purchases.

    Food & Beverage

    0%
    0%

    A lot of shoppers decided to skip hoarding groceries and went with meal delivery services instead.

    Pet Food & Supplies

    0%
    0%

    If it came down to it, consumers figured pets could just eat people food. Pet food wasn’t as high a priority for many shoppers.

    Wine & Spirits

    Week 1 Growth Leaders

    Week 1 Growth Leaders

    Consumers found their favorite bar—the one at home—and bought an enormous amount of wine & spirits to help cope.

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    Pet food and supplies

    Week 1 Growth Leaders

    Week 1 Growth Leaders

    Shoppers went crazy hoarding for themselves, but pets didn’t get as much love. Pet food & supplies saw only modest growth.

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    Week 1 Industries in Decline

    The travel industry experienced a staggering decline. For every...

    0 people traveling
    the week prior to
    the crisis

    0 were traveling
    by the end of
    week 1.

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    Week 1 Industries in Decline

    Due to stay-at-home orders, people waited to schedule elective medical procedures, making it the hardest hit segment.

    0% Week-over-week
    decline

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    The Big Stories

    Week 2

    All About Entertainment & Fitness

    Fitness saw an unprecedented increase in sales in week two, with entertainment and consumer electronics not far behind. Consumers wanted to be entertained while stuck at home, making anything that made them feel good a priority. Thankfully, that included philanthropy for some, which led to a huge increase in charitable donations.

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    Week 2 Notable Verticals for Purchase and Consumer Growth

    • Purchases
    • Consumers

    March 20 - March 26
    Source: MNTN Data

    Fitness

    0%
    0%

    Fitness purchases nearly tripled in a single week and made it the dominant segment.

    Comics & Animation

    0%
    0%

    If there was ever a time to catch up on your backlog of X-Men comics, it’s during stay-at-home orders.

    Philanthropy

    0%
    0%

    People were in need, and the public responded. Donations to charities increased significantly during the second week.

    Music

    0%
    0%

    When you find a new artist or band you like, you add their album to your collection. It turns out people in week two had plenty of time to do that.

    Consumer Electronics & Technology

    0%
    0%

    A small number of consumers were buying a lot more video games, TVs, and iPads—the first major sign of the “Every Day is Black Friday” trend.

    Stay-at-home soundtrack

    Week 2 Growth Leaders

    Week 2 Growth Leaders

    Not everyone just streams music for free. People created their stay-at-home soundtracks and music purchases surged.

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    Digital devices

    Week 2 Growth Leaders

    Week 2 Growth Leaders

    ESPN’s primary spectator sport is now video games, so it’s no surprise shoppers are buying more PlayStations and consumer electronics.

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    Week 2 Industries in Decline

    The travel industry continued its freefall toward zero.

    0%

    Purchasing
    Decline

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    Week 2 Industries in Decline

    Pharmacy purchases skyrocketed in week one, then traced back toward normal purchasing behavior.

    0% Purchasing
    Decline

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    The Big Stories

    Week 3

    Staying Fit and Buying Big

    The only thing consumers are watching more than their favorite TV shows are fitness videos on the internet—and in week three that meant buying more home gym equipment. And after those gym sessions, they relaxed on the brand new couch they bought thanks to taking advantage of aggressive deals normally seen only on the biggest shopping days.

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    Week 3 Notable Verticals for Purchase and Consumer Growth

    • Purchases
    • Consumers

    March 27 - April 2
    Source: MNTN Data

    Fitness

    0%
    0%

    Consumers kept building their home gyms, leading to another week of triple digit growth.

    Furniture

    0%
    0%

    Three weeks straight of sitting on a lumpy couch can incentivize anyone to upgrade. Furniture saw a near 100% increase.

    Photography

    0%
    0%

    Aspiring photographers (and seasoned pros) pounced on aggressive discounts to pick up expensive equipment at low prices.

    Clothing

    0%
    0%

    Clothing purchases lagged in the first couple weeks, but discounts in week three proved too good to pass up.

    Restaurants & Delivery

    0%
    0%

    Home cooked meals are great, but nothing beats ordering from a favorite restaurant. Millions of Americans ordered in during week three.

    Casual clothing

    Week 3 Growth Leaders

    Week 3 Growth Leaders

    Consumers took advantage of clothing deals to update to a more casual, home-friendly wardrobe.

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    Delivery sushi

    Week 3 Growth Leaders

    Week 3 Growth Leaders

    People either started running low on food, or got tired of cooking. Whatever the reason, restaurants and delivery benefited.

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    Week 3 Industries in Decline

    After a rough couple weeks, travel appeared to have found its bottom. Purchases were flat for week three.

    5%

    Change in
    Purchases

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    The Big Stories

    Week 4

    Adjusting to the New Normal

    Consumers started to settle back into old habits. Purchases around hobbies, like photography and golf, shot up massively thanks to enticing deals. Consumer goods made a major comeback as well as shoppers returned to buying their basic needs and wants. Week four made it clear that the days of reactionary buying were over—for now.

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    Week 4 Notable Verticals for Purchase and Consumer Growth

    • Purchases
    • Consumers

    April 3 - April 9
    Source: MNTN Data

    TV Movies & Streaming

    0%
    0%

    With the number of Connected TV viewers in the U.S., it’s no surprise the “new normal” means more streaming.

    Gifts & Flowers

    0%
    0%

    People found new ways to stay in touch with the ones they love, which meant an increase in gifting.

    Consumer Goods

    0%
    0%

    Shoppers bought more consumer goods in week four than any other week in the crisis—another signal that normalcy was returning.

    Photography

    0%
    0%

    The surge in photography purchases showed no sign of slowing down in week four.

    Golf

    0%
    0%

    Golf purchases were driven higher by only a small increase in shoppers—more evidence COVID Hyper Consumers were setting sites on their hobbies.

    Stock market

    Week 4 Growth Leaders

    Week 4 Growth Leaders

    The stock market rebounded and caught consumers’ attention for financial services, leading to triple digit growth.

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    Golf

    Week 4 Growth Leaders

    Week 4 Growth Leaders

    Golfing and social distancing go hand in hand, as do really great deals and a new set of clubs.

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    Week 4 Industries in Decline

    Pharmacies finally settled in back to normal purchasing patterns.

    0%

    Purchasing
    Decline

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    Week 4 Industries in Decline

    Purchases were down, but average order value was up for online groceries—meaning people were buying in bulk.

    0%

    Purchasing
    Decline

    0%

    Average Order
    Value

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    Even Though Habits Are Changing

    Consumers Are Still Spending

    Let us help you reach them. Top brands across every ecommerce vertical use MNTN to reach in-market shoppers on Connected TV, web, and mobile—join them today.