Markets

The Pandemic Economy: What are Shoppers Buying Online During COVID-19?

Published

5 years ago

April 8, 2020

Katie Jones

Ecommerce category growth during covid-19 pandemic

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The Fastest Growing and Declining E-Commerce Categories

The COVID-19 pandemic is having a significant impact on every aspect of life, including how people shop for their necessities, and their not-so-necessities.

With online retail sales estimated to reach an eye-watering $6.5 trillion by 2023, the ecommerce sector was already booming. But since the outbreak, online shopping has been catapulted into complete overdrive. Even the largest retailers on the planet are struggling to keep up with the unprecedented consumer demand—but what exactly are people buying?

To answer this question, retail intelligence firm Stackline analyzed ecommerce sales across the U.S. and compiled a list of the fastest growing and declining ecommerce categories (March 2020 vs. March 2019) with surprising results.

The Frenzy of Buyer Behavior

As people come to terms with their new living situations, their buying behavior has adapted to suit their needs. While panic buying may have slowed in some countries, consumers continue to stock up on supplies, or “pandemic pantry products”.

Many consumers are also using their newfound time to focus on their health, with 85% of consumers taking up some kind of exercise while in social isolation, and 40% of them saying they intend to keep it up when restrictions are lifted.

These changing behaviors have resulted in a number of product categories experiencing a surge in demand — and although a lot of them are practical, others are wonderfully weird.

The Fastest Growing Categories

While the below list features several shelf-stable items, it seems as though consumers are taking matters into their own hands, with bread making machines sitting in second place and retailers selling out of their top models.

It’s clear from the list that consumers are considering positive changes to their lifestyle while in isolation, as fitness, smoking cessation, and respiratory categories are all experiencing growth.

Explore the 100 fastest growing product categories below:

Rank	Category	% Change in March (2020 vs. 2019)
#1	Disposable Gloves	670%
#2	Bread Machines	652%
#3	Cough & Cold	535%
#4	Soups	397%
#5	Dried Grains & Rice	386%
#6	Packaged Foods	377%
#7	Fruit Cups	326%
#8	Weight Training	307%
#9	Milk & Cream	279%
#10	Dishwashing Supplies	275%
#11	Paper Towels	264%
#12	Hand Soap & Sanitizer	262%
#13	Pasta	249%
#14	Vegetables	238%
#15	Flour	238%
#16	Facial Tissues	235%
#17	Allergy Medicine	232%
#18	Women’s Health	215%
#19	Cereals	214%
#20	Power Generators	210%
#21	Laundry Supplies	200%
#22	Household Cleaners	195%
#23	Soap & Body Wash	194%
#24	Toilet Paper	190%
#25	Jerky & Dried Meats	187%
#26	Chips & Pretzels	186%
#27	Crackers	184%
#28	Health Monitors	182%
#29	Popcorn	179%
#30	Computer Monitors	172%
#31	Fitness Equipment	170%
#32	Single Vitamins	166%
#33	Nut & Seed Butters	163%
#34	Cat Food	162%
#35	Fruit Snacks	162%
#36	Baby Care Products	162%
#37	Refrigerators	160%
#38	Baking Mixes	160%
#39	Toilet Accessories	160%
#40	Dog Food	159%
#41	Diapers	154%
#42	Yoga Equipment	154%
#43	Bottled Beverages	153%
#44	Baby Meals	153%
#45	Cookies	147%
#46	Digestion & Nausea	144%
#47	Snack Foods	141%
#48	Herbal Supplements	136%
#49	Cooking Oils	135%
#50	Water	130%
#51	Incontinence & Tummy	129%
#52	Mutivitamin	126%
#53	Cat Litter	125%
#54	Training Pads and Trays	125%
#55	Juices	125%
#56	Smoking Cessation	122%
#57	Dried Fruit & Raisins	120%
#58	Salt & Pepper Seasoning	118%
#59	Craft Kits & Projects	117%
#60	Batteries	116%
#61	Trash Bags	116%
#62	Nuts & Seeds	116%
#63	Hair Coloring	115%
#64	Sauce & Gravy	115%
#65	Deli Foods	114%
#66	Syrups	114%
#67	Breads & Bakery	114%
#68	Minerals	113%
#69	Condiments	111%
#70	First Aid	108%
#71	Nail Care	108%
#72	Humidifiers	105%
#73	Art Paint	104%
#74	Office Chairs	104%
#75	Deodorant	103%
#76	Jams, Jellies & Spreads	102%
#77	Coffee	101%
#78	Spices & Seasoning	100%
#79	Skin Care	99%
#80	Pain Relievers	99%
#81	Cooking Vinegars	98%
#82	Air Purifiers	97%
#83	Granola & Nutrition Bars	97%
#84	Pudding & Gelatin	97%
#85	Toy Clay & Dough	95%
#86	Single Spices	95%
#87	Bird Food & Treats	91%
#88	Lab & Science Products	90%
#89	Eczema & Psoriasis	90%
#90	Ping Pong	89%
#91	Chocolate	86%
#92	Baking Ingredients	84%
#93	Energy Supplements	84%
#94	Respiratory	82%
#95	Office Desks	82%
#96	Potty Training Supplies	82%
#97	Herbs, Spices & Seasonings	82%
#98	Keyboard & Mice	80%
#99	Body Lotion	79%
#100	Safes	69%

Interestingly, toilet paper has seen more growth than baby care products, and cured meats have seen more growth than water. But while some categories are experiencing a drastic increase in demand, others are slumping in the pandemic economy.

The Fastest Declining Categories

An unprecedented wave of event and vacation cancellations is having a huge impact on the products people consume. For instance, luggage and suitcases, cameras, and men’s swimwear have all seen a dip in sales.

See the full list of 100 fastest declining categories below:

Rank	Category	% Change in March (2020 vs. 2019)
#1	Luggage & Suitcases	-77%
#2	Briefcases	-77%
#3	Cameras	-64%
#4	Men’s Swimwear	-64%
#5	Bridal Clothing	-63%
#6	Men's Formal Wear	-62%
#7	Women’s Swimwear	-59%
#8	Rash Guards	-59%
#9	Boy’s Athletic Shoes	-59%
#10	Gym Bags	-57%
#11	Backpacks	-56%
#12	Snorkelling Equipment	-56%
#13	Girl’s Swimwear	-55%
#14	Baseball Equipment	-55%
#15	Event & Party Supplies	-55%
#16	Motorcycle Protective Gear	-55%
#17	Camera Bags & Cases	-54%
#18	Women’s Suits & Dresses	-53%
#19	Women’s Boots	-51%
#20	Cargo Racks	-51%
#21	Women’s Sandals	-50%
#22	Drones	-50%
#23	Boy's Active Clothing	-50%
#24	Lunch Boxes	-50%
#25	Store Fixtures & Displays	-50%
#26	Automotive Mats	-50%
#27	Men’s Outerwear	-49%
#28	Watches & Accessories	-49%
#29	Cargo Bed Covers	-48%
#30	Track & Field Equipment	-48%
#31	Ceiling Lighting	-47%
#32	Camera Lenses	-47%
#33	Girl’s Coats and Jackets	-47%
#34	Women’s Hats & Caps	-47%
#35	Women's Outerwear	-47%
#36	Video Cameras	-46%
#37	Wheels & Tires	-46%
#38	Motorcycle Parts	-45%
#39	Women’s Wallets	-45%
#40	Shocks & Struts	-44%
#41	Transmission & Parts	-44%
#42	Girl’s Athletic Shoes	-44%
#43	Women’s Shoes	-44%
#44	Telescopes	-44%
#45	Sunglasses & Eyeglasses	-43%
#46	Men’s Tops	-41%
#47	Video Projectors	-40%
#48	Men’s Athletic Shoes	-40%
#49	Marine Electronics	-40%
#50	Hand Tools	-40%
#51	Wine Racks	-40%
#52	Men's Shoes	-40%
#53	Clocks	-39%
#54	Baby Girl’s Shoes	-39%
#55	Bracelets	-39%
#56	Men’s Boots	-39%
#57	Tapestries	-39%
#58	Camping Equipment	-39%
#59	Men’s Bottoms	-38%
#60	Cell Phones	-38%
#61	Tool Storage & Organizers	-38%
#62	Necklaces	-38%
#63	Swimming Equipment	-37%
#64	Men’s Hats & Caps	-37%
#65	Girl’s Shoes	-37%
#66	Industrial Tools	-36%
#67	Juicers	-36%
#68	Desktops	-35%
#69	Classroom Furniture	-35%
#70	Bar & Wine Tools	-35%
#71	Glassware & Drinkware	-35%
#72	Musical Instruments	-34%
#73	Power Winches	-34%
#74	Home Bar Furniture	-34%
#75	Office Storage Supplies	-34%
#76	Girl's Active Clothing	-34%
#77	Women’s Tops	-34%
#78	Braces, Splints & Supports	-34%
#79	Car Anti-theft	-34%
#80	Rings	-34%
#81	Blankets & Quilts	-33%
#82	Women's Athletic Shoes	-33%
#83	Kitchen Sinks	-33%
#84	Golf Clubs	-33%
#85	Equestrian Equipment	-33%
#86	GPS & Navigation	-32%
#87	Recording Supplies	-32%
#88	Home Audio	-32%
#89	Boy's Accessories	-32%
#90	Earrings	-32%
#91	Dining Sets	-31%
#92	Calculators	-31%
#93	Boy's Shoes	-31%
#94	Volleyball Equipment	-31%
#95	Strollers	-31%
#96	Coolers	-30%
#97	Sanders & Grinders	-30%
#98	Men's Activewear	-29%
#99	Living Room Furniture	-29%
#100	Climbing & Hiking Bags	-28%

Regardless of which list a product falls under, it is clear that the pandemic has impacted retailers of every kind in both positive and negative ways.

The New Normal?

Officially the world’s largest retailer, Amazon has announced it can no longer keep up with consumer demand. As a result, it will be delaying the delivery of non-essential items, or in some cases not taking orders for non-essentials at all.

This presents a double-edged sword, as the new dynamic that is bringing some retailers unprecedented demand could also bring about an untimely end for others.

Meanwhile, the question remains: will this drastic change in consumer behavior stabilize once we flatten the curve, or is this our new normal?