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Hawke Media Coronavirus Report: July 9, 2020 | Blog | Hawke Media

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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

Source: Criteo
  • 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.

Source: Criteo
  • 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.

Source: Criteo
  • 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.

Source: Yotpo
  • 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.

Source: Yotpo
  • Behind food, shoppers are overwhelmingly looking for health & wellness products online.

Deep Dive: Health & Beauty

Source: Trustpilot
  • 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.

Source: Trustpilot
  • 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

Source: eMarketer
  • 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%.

eCommerce

See How You Measure Up

Check out these benchmarks from 100 successful eCommerce brands. Where does your company stand?

Source: Shippo

Source: Shippo

Source: Shippo

This article originally appeared in the HawkeMedia blog and has been published here with permission.

About the author

Steve Hutt

Steve has entrepreneurship in his DNA. In the early days of online commerce, he achieved Power Seller status at eBay, which then propelled him to become a founding partner of VisionPros.com, a contact lens, and eyewear retailer. After a successful exit from his startup, he embarked on his next journey into agency work in e-commerce and digital strategy.

Currently, Steve is part of the Merchant Success Team at Shopify Plus, where he is a Strategic Advisor helping brands continue to grow and scale with the Shopify Commerce Platform.

To maintain a competitive edge and life of learning mantra, Steve also hosts and produces a top-rated weekly podcast show, eCommerce Fastlane, where he interviews Shopify partners and subject matter experts who share the latest marketing strategy, tactics, platforms, and must-have apps, to help Shopify brands build and scale lifetime customer loyalty.