CHICAGO—Numerator launched a Vaccinated Shopper Behavior Tracker to study the impact of COVID-19 vaccines on consumer shopping behavior. The tracker showcases the weekly, cross-channel purchase behavior of more than 7,000 early vaccinated shoppers and spans 13 channels, including online.
Key findings include that three in five consumers have been or plan to be vaccinated. At the time of the study, 8% of consumers were fully vaccinated and 50% intended to get vaccinated when they become eligible. Two in five consumers are not fully convinced of the vaccine. Twenty percent did not plan to get vaccinated, and 22% were unsure about whether they would get the vaccine.
The in-store sales index has been rising steadily among vaccinated shoppers since the beginning of the year, up 12% versus 2020 for the week ended March 14. Dips in week four and seven of 2021 were likely impacted by significant winter weather disruptions, the study said. The online sales index for vaccinated shoppers is also up 12% versus 2020 for the same period, indicating that in-store increases won't necessarily result in online decreases.
The gas and convenience channel has the highest sales increase versus 2020 at +33%, showing ongoing growth as this channel reopens and vaccinated shoppers start diversifying their shopping again. QSR sales see a clear uptick starting in late February (+18% for the most recent week), as vaccinated consumers become more comfortable eating outside of the home.
In-store shopping trips rose above 2020 averages for the first time in late February 2021 as vaccinated consumers diversify shopping. Similar to sales, overall in-store shopping trips and QSR visits are up among vaccinated consumers (+4% and +6%, respectively).
The number of households shopping in-store remains steady in 2021, on average up 5% over 2020. Club (+12%) and gas and convenience (+7%) see more dramatic increases in total households shopping at their facilities in 2021.
NACS recently announced support for the Veterans Coalition for Vaccination in March stating “#ThisIsOurShot”. The goal is to promote a nationwide public service announcement encouraging all eligible citizens to get vaccinated, saying “Don’t wait. Vaccinate.”
NACS has compiled resources to help the convenience retail community navigate the COVID-19 crisis, including information about how to educate employees about the vaccines and other vaccine-related human resources advice. For news updates and guidance, visit our coronavirus resources page.