The “Pandemic Effect” on the American Shopper

COVID-19 and the subsequent governmental responses have affected shopping behavior globally, severely disrupting how people shop, what they buy, and the retail landscape at large. YouGov's global retail report reveals the following:

  • Globally, most shoppers use both online and brick-and-mortar to meet their needs, with nearly three-quarters (74%), having made purchases through both channels in the past three months.
  • Brick-and-mortar and online channels present shoppers with different benefits and barriers that must be weighed when determining where to shop. This varies further depending on trip intent and category needs.

This study specifically focuses on the U.S. market, where previous research indicates that half of consumers have reported shopping less in-person due to the pandemic. It explores:

  • America's appetite to get back to physical stores
  • Which categories and stores Americans prefer in-store versus online
  • Whether consumers would like to keep any new aspects of the pandemic shopping experience

This report uses YouGov RealTime research to explore retail in America during the pandemic. The analysis is based on a nationally representative sample of 2,594 American consumers surveyed on March 18 and 19, 2021.

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"The 'Pandemic Effect' on the American Shopper." YouGov, 2021.

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