How Americans are shopping

The U.S. consumer landscape has been irrefutably disrupted following the COVID-19 pandemic. Find the latest retail shopper data to shed light on the trends continuing to impact American shopping habits. 


CPG sales in-store vs. online (YOY)

Operating an omnichannel business requires an understanding of sales trends—instore, online, and the combination of the two—so strategies can adjust to meet changing buying behaviors.

E-commerce share of CPG sales

Booming online sales have continued transforming the CPG landscape with e-commerce, consistently gaining share of total CPG sales.

E-commerce measurement

In today’s omnichannel environment, more and more shoppers are seamlessly shifting across online and offline for CPG purchases.  Brick-and-mortar stores still anchor sales, but the rapid rate of e-commerce growth cannot be ignored for those looking to stay ahead of the competition.  


E-commerce fulfillment dollar sales change (YOY)

Known by many names, curbside pick-up gained momentum as more shoppers sought contactless options during the pandemic.  Orders delivered directly to a shopper’s home account for the majority of CPG sales, but curbside pick-up has been particularly appealing for shoppers hesitant to have groceries delivered. As more people embrace e-commerce for grocery orders, curbside pick-up shows strong growth potential. 


Understanding how Americans are shopping during COVID-19 requires an analysis of changes in consumer behavior, including the outlets where the purchase occur, the factors driving changes in consumption, and the frequency of purchase and size of purchase.

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