Consumers are looking for brands to communicate compassion and reassurance during this time, specifically with a show of concern for their own employees says a current consumer survey about the pandemic. Luth Research, a company that specializes in tracking digital data and market research solutions, began surveying their panel of consumers regarding their buying habits and concerns on March 16, 2020 and followed with a survey on March 23 and March 30.

The purpose of this survey is to focus on trends in shopping habits during this unprecedented time

From our most recent survey (March 30), 50% expect to see a decline in the pandemic within 3 months., Spending is less optimistic with only 32% feeling their spending will return to normal within 3 months.

The top three categories where spending has increased include:

Grocery and Gourmet Foods (45% saying they are spending more)
Health and Personal Care (29%)
Streaming Entertainment (25%)

The top three categories where spending has decreased include:

Automotive/Car (52%)
Clothing and Accessories (51%)
Luggage and Travel Accessories (44%).

Roseanne Luth, CEO at Luth Research said, “We wanted to do our part to support companies and consumers during this uncertain time; our business has always been about helping the marketplace provide superior goods and services to consumers through market research. We felt the best way to help would be to connect the minds and voices of people to find a way through this very uncertain time.”

Luth’s Director of Market Research, Laura Hanson, Ph.D. shared: "Though many of the open-end responses communicate anxiety and some level of despair, I feel there is something cathartic about it. The many voices sharing their difficult situations lends to a feeling of togetherness and knowing that we’re not alone in our struggles."

Luth will continue the survey each week for the next 4-6 weeks and the data will be provided to anyone at no charge. For information about the survey or to receive the survey data, contact Janeen Hazel, [email protected].

About Luth Research:
For the past 43 years, Luth Research has introduced innovative, leading-edge platforms to the market research industry. The company is always exploring new digital tools, platforms, and methodologies to enhance and support the most insightful, accurate market research. Luth Research’s digital measurement capabilities combined with its proprietary data collection approaches allow the company to deliver insights that propel clients ahead of their competition.

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