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

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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 demandโ€”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 โ€œpandemic pantry productsโ€.

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 โ€” 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:

RankCategory% Change in March (2020 vs. 2019)
#1Disposable Gloves670%
#2Bread Machines652%
#3Cough & Cold535%
#4Soups397%
#5Dried Grains & Rice386%
#6Packaged Foods377%
#7Fruit Cups326%
#8Weight Training307%
#9Milk & Cream279%
#10Dishwashing Supplies275%
#11Paper Towels264%
#12Hand Soap & Sanitizer262%
#13Pasta249%
#14Vegetables238%
#15Flour238%
#16Facial Tissues235%
#17Allergy Medicine232%
#18Womenโ€™s Health215%
#19Cereals214%
#20Power Generators210%
#21Laundry Supplies200%
#22Household Cleaners195%
#23Soap & Body Wash194%
#24Toilet Paper190%
#25Jerky & Dried Meats187%
#26Chips & Pretzels186%
#27Crackers184%
#28Health Monitors182%
#29Popcorn179%
#30Computer Monitors172%
#31Fitness Equipment170%
#32Single Vitamins166%
#33Nut & Seed Butters163%
#34Cat Food162%
#35Fruit Snacks162%
#36Baby Care Products162%
#37Refrigerators160%
#38Baking Mixes160%
#39Toilet Accessories160%
#40Dog Food159%
#41Diapers154%
#42Yoga Equipment154%
#43Bottled Beverages153%
#44Baby Meals153%
#45Cookies147%
#46Digestion & Nausea144%
#47Snack Foods141%
#48Herbal Supplements136%
#49Cooking Oils135%
#50Water130%
#51Incontinence & Tummy129%
#52Mutivitamin126%
#53Cat Litter125%
#54Training Pads and Trays125%
#55Juices125%
#56Smoking Cessation122%
#57Dried Fruit & Raisins120%
#58Salt & Pepper Seasoning118%
#59Craft Kits & Projects117%
#60Batteries116%
#61Trash Bags116%
#62Nuts & Seeds116%
#63Hair Coloring115%
#64Sauce & Gravy115%
#65Deli Foods114%
#66Syrups114%
#67Breads & Bakery114%
#68Minerals113%
#69Condiments111%
#70First Aid108%
#71Nail Care108%
#72Humidifiers105%
#73Art Paint104%
#74Office Chairs104%
#75Deodorant103%
#76Jams, Jellies & Spreads102%
#77Coffee101%
#78Spices & Seasoning100%
#79Skin Care99%
#80Pain Relievers99%
#81Cooking Vinegars98%
#82Air Purifiers97%
#83Granola & Nutrition Bars97%
#84Pudding & Gelatin97%
#85Toy Clay & Dough95%
#86Single Spices95%
#87Bird Food & Treats91%
#88Lab & Science Products90%
#89Eczema & Psoriasis90%
#90Ping Pong89%
#91Chocolate86%
#92Baking Ingredients84%
#93Energy Supplements84%
#94Respiratory82%
#95Office Desks82%
#96Potty Training Supplies82%
#97Herbs, Spices & Seasonings82%
#98Keyboard & Mice80%
#99Body Lotion79%
#100Safes69%

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 menโ€™s swimwear have all seen a dip in sales.

See the full list of 100 fastest declining categories below:

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

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Markets

The Buffett Indicator at All-Time Highs: Is This Cause for Concern?

At 228%, the Buffett Indicator has reached all-time highs, which means Americaโ€™s stock market value is currently more than double the countryโ€™s GDP.

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Buffett Indicator at All-Time Highs: A Cause for Concern?

In 2001, Warren Buffett famously described the stock market capitalization-to-GDP ratio as โ€œthe best single measure of where valuations stand at any given moment.โ€

This ratio, now commonly known as the Buffett Indicator, compares the size of the stock market to that of the economy. A high ratio indicates an overvalued marketโ€”and as of February 11, 2021, the ratio has reached all-time highs, indicating that the U.S. stock market is currently strongly overvalued.

Todayโ€™s graphic by Current Market Valuation (CMV) provides an overview of how the Buffett Indicator has changed since 1950. Weโ€™ll also explain how the ratio is calculated, and why things might not be as dire as seem.

The Buffet Indicator, Explained

Before diving into the data, letโ€™s cover the basicsโ€”what is the Buffett Indicator, and how is its value calculated?

The Buffett Indicator is a ratio used by investors to gauge whether the market is undervalued, fair valued, or overvalued. The ratio is measured by dividing the collective value of a country’s stock market by the nation’s GDP.

Measuring Total Value

CMV used the Wilshire 5000 index, along with data from the Federal Reserve for the historical component, to measure the collective value of the U.S. stock market. Here’s a look at the nation’s composite market value since 1950:

US Market Value since 1950

As the chart indicates, the market has experienced steady growth since 2010. And as of February 11, 2021, its total value sits at $49.5T.

Measuring GDP

For the data on GDP since 1950, CMV dipped into the archives from the U.S. Government’s Bureau of Economic Analysis:

US GDP since 1950

While the Bureau’s data is published quarterly, it doesn’t provide the latest figures. So to find Q1 2021 GDP, CMV used data from the Federal Reserve Bank of Atlanta, and came up with an annualized GDP of $21.7T.

The Ratio

According to Warren Buffett, “if the ratio approaches 200%…you are playing with fire.”

The Buffett Indicator since 1950

And with the current U.S. ratio sitting at 228%โ€”about 88% higher than historical averages, it certainly looks like things are heating up.

Will History Repeat Itself?

As the popular investing expression goes, the trend is your friend. And historically, the Buffett Indicator has predicted several of Americaโ€™s most devastating economic downturns.

Here’s a look at some historical moments in the U.S. stock market, and where the Buffett Indicator was valued at the time:

DateEventBuffett IndicatorValue (+/- Trendline)
October 1987Black MondayFairly Valued-13%
March 2000Dotcom BubbleStrongly Overvalued+71%
December 2007Pre-Financial CrisisFairly Valued+18%
March 2009Financial Crisis BottomUndervalued-46%
February 2020COVID-19Overvalued+49%
February 2021TodayStrongly Overvalued+88%

As the table shows, the ratio spiked during the Dotcom Bubble, and was relatively high in the months leading up to the 2008 financial crisis. But does that mean we should take the ratioโ€™s current spike as a warning for a market crash in the near future? According to some experts, we might not need to sound the alarms just yet.

Why are some investors so confident in the current market? One main factor is low interest rates, which are expected to stay low for the foreseeable future.

When interest rates are low, borrowing money becomes cheaper, and future real earnings are theoretically worth more, which can have a positive impact on the stock market. And low interest rates mean smaller returns for low-risk assets like bonds, which lowers investor demand and ultimately boosts stock prices further. Meaning that, as long as interest rates are at record lows, the Buffett Indicator will likely stay high.

However, history has been known to repeat itself. So, while we might not need to fasten our seatbelts just yet, this historically high ratio is certainly worth paying attention to.

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Visualizing How COVID-19 Has Impacted Global Wages

The pandemic has impacted labor in many ways. Here’s how global wages and unemployment have been affected by COVID-19 in 30 countries.

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Visualizing How COVID-19 Impacted Global Wages

In the years leading up to the pandemic, annual global wage growth was fluctuating stably between 1.6%โ€“2.2%. Now, income, working hours, and employment have all been impacted by COVID-19โ€”but for those who have held onto their jobs, how have wages been affected?

This interactive chart from the International Labour Organization (ILO) reveals how the global pandemic has affected both nominal and real wages, as well as unemployment rates.

The date of data collection varies on a country-by-country basis, using the most recent available data. The most recent measurement of wage indices is from September 2020 in some countries and the least recent available data comes from Q2’2020. In select countries the date of unemployment rates and wage indices are different. As a point of reference, the average wage index in 2019 was 100.

Note: the ILO uses national statistics databases and only the select countries had enough recent, available data for all three elements: nominal wages, real wages, and unemployment.

Where Average Wages are Falling

Average wages in many countries either plateaued or decreased significantly during the global pandemic. Sharp declines happened across a number of European countries, as well as in South Africa and Japan, for example.

CountryUnemployment RateReal Wage IndexNominal Wage Index
๐Ÿ‡ป๐Ÿ‡ณ Vietnam (as of Q2'2020)2.7%92.494.4
๐Ÿ‡ช๐Ÿ‡ธ Spain (as of Q2'2020)15.3%92.592.3
๐Ÿ‡ฒ๐Ÿ‡ฝ Mexico (as of August 2020)5%94.498
๐Ÿ‡ฟ๐Ÿ‡ฆ South Africa (as of Q2'2020)23.3%95.297.4
๐Ÿ‡ฐ๐Ÿ‡ท South Korea (as of August 2020)3.1%96.296.8
๐Ÿ‡ท๐Ÿ‡บ Russia (as of August 2020)6.4%96.9100.5
๐Ÿ‡จ๐Ÿ‡ฟ Czech Republic (as of Q2'2020)6.6%97.899.6
๐Ÿ‡ธ๐Ÿ‡ฐ Slovakia (as of Q2'2020)6.6%97.899.6
๐Ÿ‡ฏ๐Ÿ‡ต Japan (as of August 2020)3%98.698.7
๐Ÿ‡ซ๐Ÿ‡ฎ Finland (as of August 2020)7.9%99.6100.1
๐Ÿ‡ฉ๐Ÿ‡ช Germany (as of Q2'2020)4.4%99.6100.5
โ„น๏ธ Nominal wages are the actual wages/money that a worker receives. Real wages represent the relative purchasing power of nominal wages.

Falling wages, however, do not necessarily mean that people are receiving less money, as many subsidies have been put in place to help cushion income or job loss.

In many cases where wage indices declined, employment did not. This is because different job retention schemes were put in place, wherein workers were furloughed, but were given a portion of their wages from the national government. This allowed unemployment rates to remain steady while wages tapered off.

In Europe, where wages have dropped considerably in many countries, wage subsidies have compensated for nearly 40% of wage bill loss in select countries. But while high income countries can afford to inject stimulus into their economies, most lower income countries cannot. This has come to be described as the fiscal stimulus gap.

Where Average Wages are Rising

While perhaps counterintuitive, rising average wages are in no way an inherent sign of a recovering economy or labor market. Regardless, when compared to 2019, wages have actually increased in the majority of countries, such as Brazil, Canada, United States, Italy, and the UK.

CountryUnemployment RateReal Wage IndexNominal Wage Index
๐Ÿ‡จ๐Ÿ‡ฆ Canada (as of August 2020)10.6%107.6108.4
๐Ÿ‡ฒ๐Ÿ‡ฐ North Macedonia (Unemployment: Jun '20; wage data: Aug '20) 16.7%107.6109.7
๐Ÿ‡ง๐Ÿ‡ท Brazil (as of Q2'2020)13.3%107.3109.6
๐Ÿ‡ง๐Ÿ‡ฌ Bulgaria (as of June 2020)5.9%106.9107.8
๐Ÿ‡ญ๐Ÿ‡บ Hungary (as of August 2020)4.4%106.3106.5
๐Ÿ‡ฎ๐Ÿ‡น Italy (as of Q2'2020)8.3%106.2106.2
๐Ÿ‡ซ๐Ÿ‡ท France (as of Q2'2020)7.1%105.4105.9
๐Ÿ‡ท๐Ÿ‡ธ Serbia (Unemployment: Jun '20; wage data: Aug '20)7.7%104.7106.7
๐Ÿ‡ณ๐Ÿ‡ด Norway (as of Q2'2020)4.6%104.5105.6
๐Ÿ‡บ๐Ÿ‡ธ U.S. (as of September 2020)7.9%104.3106.2
๐Ÿ‡ต๐Ÿ‡น Portugal (as of June 2020)7.3%103.2104.2
๐Ÿ‡น๐Ÿ‡ญ Thailand (as of Q2'2020)2%103100.6
๐Ÿ‡ท๐Ÿ‡ด Romania (as of August 2020)5.3%102.5105.2
๐Ÿ‡ณ๐Ÿ‡ฑ Netherlands (as of September 2020)4.4%102103.6
๐Ÿ‡ฌ๐Ÿ‡ง UK (as of September 2020)4.8%101.5102.4
๐Ÿ‡ฉ๐Ÿ‡ฐ Denmark (as of Q2'2020)5.3%101.4101.5
๐Ÿ‡ธ๐Ÿ‡ช Sweden (as of August 2020)8.8%100.8101.6
๐Ÿ‡จ๐Ÿ‡ฑ Chile (as of August 2020)12.3%100.6103.4
๐Ÿ‡ฒ๐Ÿ‡พ Malaysia (as of June 2020)4.7%100.299
โ„น๏ธ Nominal wages are the actual wages/money that a worker receives. Real wages represent the relative purchasing power of nominal wages.

One reason for higher average wages is something called the compositional effect. The compositional effect is what occurs when wages are not actually increasing, but the makeup of employment changes. For example, the loss and subsequent absence of many lower paying jobs from the labor market due to COVID-19 can skew the average wage upwards.

Brazil is a prime example of the compositional effect. As both nominal and real wages increase, so does unemployment. Brazilโ€™s current unemployment rate is 13.3%, while wages have skyrocketed to a real wage index of 107.3 during the first half of 2020.

The loss of these lower paying jobs has been extremely widespread, most negatively impacting informal workers, self-employed vendors, and migrant workers. Some policymakers have seen this as an opportunity to call for universal basic income. Even with job retention schemes to keep unemployment steady, many people are earning far less income and may never return to normal working hours in their current positions.

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