4 Consumer Behaviors in Pandemic Recovery

As restrictions begin to lift across Canada and the US, we are all faced with new routine and structure in our lives. This means consumer buying habits are changing, as well as their values pertaining to shopping.

For businesses to successfully adapt to this new normal, they must acknowledge the new trends in consumerism so that they can build long term strategies that fit the new normal we are in.

A lot of these changes in consumer behavior have to do with what consumers are choosing to buy, where they buy from, and how often they are purchasing goods and services.

As the pandemic has forced many businesses to close stores temporarily, this has caused business owners and consumers alike to question the future of our economy. Therefore, consumers are changing the way they see products and services to focus on:

1. Locating and buying cheaper and local brands
2. Finding brands that are offering sales and promotions
3. Spending less and buying only essential items

According to a study, during the COVID-19 crisis, 58% of consumers are interested in brands that provide a necessary service, and 55% of consumers value brands that have offered support and made changes to help consumers. In terms of messaging, 54% value businesses that have demonstrated responsibility during this crisis.

Many companies have altered their communication strategies to show their support during this time. Some of these topics include:

1. What and how they are addressing the concerns around COVID-19
2. How their business can help consumers and other businesses during this time
3. The commitment they have to sustainability efforts

Businesses that require contactless payments are seen as much more attractive. Whether that be through card tap, through a mobile device or online, almost all shoppers during this time want to avoid handling their wallet, where possible. In fact it is prevalent that the use of cash is now seriously an issue long term.

With limited capacity at gyms, and even closures, consumers are looking for ways to stay healthy and active while at home. Many apparel and fitness companies are offering at-home sports training equipment to support this need. And this can be seen to be very valuable for consumers even post pandemic.

With everyone couped up at home, working or not, we are all focused on the global events of COVID-19 and where it will take us. We are all using Zoom, Meet and other video tools to meet with colleagues, family and friends. We have never been more online than we are now. Because of this mass usage of the internet, it is pushing businesses (eCommerce or not) to advertise their products/ services online, where their audience is most accessible.

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