When the pandemic hit, few people would have guessed the impact it would have on toilet paper supplies. In the middle of April, a consumer products tracker estimated that nearly half of all grocery stores did not have toilet paper.

What industry experts discovered is panic-buying was the major reason for the disappearance.  This new behavior wasn’t limited to toilet paper; cleaning supplies and vitamins were also in high demand.

There were some unexpected and expected changes in consumer behavior during the early months of 2020. The data shows that a pandemic changes what consumers buy, how they buy it and what drives them toward certain brands.

What consumers are buying

Toilet paper was likely one of the most sought-after products in the early days of the pandemic. Not surprisingly, though, consumers bought a lot of cleaning products, including disinfectants.

The makers of Lysol saw a 100% surge in purchases during the first three months of the year. Driven by the same fear of illness, consumers bought more vitamins as well. Vitamin sales have increased by 50% in the first half of the year and continue to remain steady.

There has also been an uptick in hair color. With many salons closing, it created a need for many consumers.

Now that most states have opened back up for business, consumers are cautious and finding at-home solutions for services they would have traditionally left the house for.

How consumers are buying

With the mass closure of retail shops, many consumers have moved their shopping online. Online shopping increased by 53% over the last several months. 

Consumers are not just buying retail purchases. Many have begun using grocery delivery because of fear of being exposed to the virus. The directives to self-isolate created a significant boost in delivery services. 

There is a necessary concern around spreading COVID-19 through touch, and that concern has created a desire for touch-free payment services. 

If your business offers delivery or online services, now would be a great time to advertise these services via direct mail. Not only are consumers interested in these services, but they are at home to receive the mail. 

What motivates consumers

Small and local businesses were hit hard by the pandemic. Many lost sales when stay-at-home orders were put in place. In response, consumers have rallied around these small businesses and started making purchases closer to home. A survey indicated 46% of consumers are shopping in closer neighborhood stores, and 80% feel more or as connected to their communities. According to the survey, they also expect these connections to last after the pandemic.

The upsurge in community support is a great time to create new display ads so consumers know you’ve reopened.

Consumers expect brands to have messaging that acknowledges the current reality through their advertising. In addition, they want to feel good about their purchases. They are looking for companies that share proceeds with nonprofits organizations or are working toward a greater good.

These are great opportunities for businesses to create advertisements to highlight their good deeds and what they are doing to help during the pandemic.

Consumers want to know when businesses are open and how the business is keeping them safe during their shopping experience. Consumers also want to know how the business is giving back during these difficult times. As consumer habits change, it is important to adjust messaging and infrastructure accordingly.

Precision Color Graphics is a full-service, large-format digital color printing company. For all your COVID-19 and non-COVID-19 printing needs, contact us!