A recent consumer survey conducted in the US by Arlington Research and PFSweb’s operations business unit, PFS, found there are sizable gaps in how US consumers across generations are shopping various online retail categories in response to the pandemic. The study offers insights into the demographics of how consumers are shopping, including age and gender, as well as the differences across online retail categories.
Key findings from the PFS and Arlington Research study:
- Seventy-five percent of millennials have bought goods online during the pandemic that they had not considered prior.
- Over half of consumers have made one or more online purchases in the Groceries & Household (56%) and Health & Beauty (51%) categories during the pandemic.
- Less than fifty percent of those consumers have made one or more online purchases across the rest of the categories surveyed including apparel & footwear, office supplies, home & garden, jewelry, and consumer electronics.
- Forty-six percent of millennials and Gen Z have more online grocery purchases than usual amid the pandemic, compared to just twenty-eight percent of baby boomers and the silent generation.
“Not surprisingly, consumers across generations are shopping online differently during the pandemic, and only time will tell if these behaviors will continue long-term,” commented Zach Thomann, EVP and PFS General Manager. “For years, we have helped our clients create unique offerings, such as product personalization and gift wrap, that appeal to their specific customer demographics while still executing during peak periods. It is critical that online brands and retailers analyze their customer demographics and create differentiated brand experiences that appeal to them during these uncertain times. Not all online retail categories are experiencing the same amount of growth, so differentiation is key to winning customers of all generations.”
