Hawke Media Coronavirus Report: July 9, 2020
The United States has passed a milestone with over 3 million confirmed cases of COVID-19 and over 130,000 confirmed deaths. This increase has led the European Union and Mexico to strongly discourage travel from the US as the former has banned incoming visitors and the former has closed its border.
These numbers are sobering as institutions like Stanford brace for a near-$25 million shortfall by cutting 11 of its varsity sports programs and the Ivy League canceling its entire Fall sports calendar.
While some places are shutting their doors, others have managed to adapt. Restaurants in California were met with a second round of limitations on service, but some have found creative ways to remain open and serve customers safely.
Companies like Choura Events have been helping restaurants build outdoor spaces to continue to serve restaurant-goers, bring in revenue, and provide work for their staff. Converting parking lots and street expansions have become a new necessity for restaurants in California that want to stay in business and diners that want to feel a sense of normalcy again.
Consumer Trends
Shopping
- As of May 2020, Shoppers increasingly discovered the convenience and accessibility of online shopping through necessity during the pandemic and the majority of those consumers will maintain that habit.
- During the month of May and continuing throughout the pandemic, many shoppers seek to continue using online shopping experiences to purchase a large variety of necessities including groceries, apparel, and beauty products.
- Shoppers’ primary reasons for continuing to purchase online are mostly experiential. Fast & affordable delivery, purchasing experience (UX), and attractive pricing were among those rated highest.
- Of 2,000 consumers surveyed, over one-third of them have spent more time reviewing marketing messages from brands.
- While many brands are cutting ad budgets and spending is in a slump, internet users are engaging more than ever as they spend more time on their devices.
- Behind food, shoppers are overwhelmingly looking for health & wellness products online.
Deep Dive: Health & Beauty
- Overall, shoppers looking for health & beauty products have shown a preference for personal hygiene with hair, skin, and bath care products being primary category purchases during the pandemic.
- Shoppers buying health & beauty products look to trusted experts and other consumer reviews as their most valuable sources of information when making a purchasing decision.
Business Trends
Shallow Dive: Marijuana
Marijuana sales are on track to reach $15 billion in 2020, a staggering 40% YoY increase. Sales have skyrocketed during the pandemic as fewer people are spending time at work and more people are experimenting with cannabis products.
Retail
- US retail sales are projected to drop 10.5% this year, coinciding with a 14% slump in brick & mortar. However, eCommerce is expected to grow by 18%.
- According to a survey done by Forrester on behalf of Bloomreach, 46% of decision-makers whose businesses sell online have experience growth during COVID-19.
eCommerce
See How You Measure Up
Check out these benchmarks from 100 successful eCommerce brands. Where does your company stand?
