COVID-19 Pandemic Impact on US Consumers

The COVID-19 global pandemic is changing the US consumer landscape. To understand these changes and how they affect our clients, aytm is conducting a weekly tracking study, which focuses on consumer attitudes and perceptions of the virus, its impact on their daily lives, changes in purchase and consumption behavior, and their outlook on the future.

Weekly Tracking Study Results

The seventeenth wave of aytm’s COVID-19 Consumer Tracker was fielded Thursday, August 20, 2020 – Friday, August 21, 2020, using aytm’s survey platform and proprietary panel PaidViewpoint.

Wave over Wave Trends found in the report include:

  •   COVID-19 Awareness, Concern

  •   Perceived Severity

  •   Anticipated Change in Next 30 Days

  •   Employment and Financial Impact

  •   Estimated “Back to Normal” Timeline

Key findings:

  • In order to deal with the growing economic pressures felt at home, many American consumers continue to reduce their non-essential spending in particular economic sectors including dining, entertainment, and vacation/travel. 

  • As has been the case since the tracker’s beginning in March, certain product categories face heightened risk of reduced traffic as American consumers scale back their discretionary expenditures, namely: apparel, beauty supplies, and technology products. 

  • As the Covid-19 pandemic continues to reshape the retail landscape and consumers shift their shopping priorities, brand-switching has become part of the new routine. Consumers continue to seek more affordable options and items to replace products that cannot be found on the shelf. 


For detailed results, check out the report.

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