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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

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:

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%
#18Women’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 men’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%
#4Men’s Swimwear-64%
#5Bridal Clothing-63%
#6Men's Formal Wear-62%
#7Women’s Swimwear-59%
#8Rash Guards-59%
#9Boy’s Athletic Shoes-59%
#10Gym Bags-57%
#11Backpacks-56%
#12Snorkelling Equipment-56%
#13Girl’s Swimwear-55%
#14Baseball Equipment-55%
#15Event & Party Supplies-55%
#16Motorcycle Protective Gear-55%
#17Camera Bags & Cases-54%
#18Women’s Suits & Dresses-53%
#19Women’s Boots-51%
#20Cargo Racks-51%
#21Women’s Sandals-50%
#22Drones-50%
#23Boy's Active Clothing-50%
#24Lunch Boxes-50%
#25Store Fixtures & Displays-50%
#26Automotive Mats-50%
#27Men’s Outerwear-49%
#28Watches & Accessories-49%
#29Cargo Bed Covers-48%
#30Track & Field Equipment-48%
#31Ceiling Lighting-47%
#32Camera Lenses-47%
#33Girl’s Coats and Jackets-47%
#34Women’s Hats & Caps-47%
#35Women's Outerwear-47%
#36Video Cameras-46%
#37Wheels & Tires-46%
#38Motorcycle Parts-45%
#39Women’s Wallets-45%
#40Shocks & Struts-44%
#41Transmission & Parts-44%
#42Girl’s Athletic Shoes-44%
#43Women’s Shoes-44%
#44Telescopes-44%
#45Sunglasses & Eyeglasses-43%
#46Men’s Tops-41%
#47Video Projectors-40%
#48Men’s Athletic Shoes-40%
#49Marine Electronics-40%
#50Hand Tools-40%
#51Wine Racks-40%
#52Men's Shoes-40%
#53Clocks-39%
#54Baby Girl’s Shoes-39%
#55Bracelets-39%
#56Men’s Boots-39%
#57Tapestries-39%
#58Camping Equipment-39%
#59Men’s Bottoms-38%
#60Cell Phones-38%
#61Tool Storage & Organizers-38%
#62Necklaces-38%
#63Swimming Equipment-37%
#64Men’s Hats & Caps-37%
#65Girl’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%
#77Women’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 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?

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The New Rules of Leadership: 5 Forces Shaping Expectations of CEOs

This infographic delves into five major forces reshaping our world and the new rules of leadership that CEOs should follow as a result.

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It’s common knowledge that CEOs assume a long list of roles and responsibilities.

But in today’s world, more and more people rely on them to go beyond their day-to-day responsibilities and advocate for broader social change. In fact, a number of external forces are changing how leaders are now expected to behave.

How can leaders juggle these evolving expectations while successfully leading their companies into the future?

The New Rules of Leadership

This infographic from bestselling author Vince Molinaro explores five drivers reshaping our world that leaders must pay attention to in order to bring about real change.

“the

How is the World Being Reshaped?

Leaders need to constantly stay one step ahead of the transformative forces that impact businesses on a broader scale.

Below we outline five key drivers that are changing what it means to be a leader in today’s world:

1. Transformative Technologies

Over the last number of decades, several technologies have emerged that could either accelerate the disruption of companies, or provide them with new opportunities for growth. According to KPMG, 72% of CEOs believe the next three years will be more critical for their industry than the previous 50 years.

For example, artificial intelligence (AI), can now provide companies with insights into what motivates their employees and how they can help them succeed. IBM’s AI predictive attrition program can even predict when employees are about to quit—saving them roughly $300 million in retention costs.

Leaders must accept that the future will be mediated by technology, and how they respond could determine whether or not their organization survives entirely.

2. Geopolitical Instability

Geopolitical risks—such as trade disputes or civil unrest—can have a catastrophic impact on a business’s bottom line, no matter its industry. Although 52% of CEOs believe the geopolitical landscape is having a significant impact on their companies, only a small portion say they have taken active steps to address these risks.

By being more sensitive to the world around them, leaders can anticipate and potentially mitigate these risks. Extensive research into geopolitical trends and leveraging the appropriate experts could support a geopolitical risk strategy, and alleviate some of the potential repercussions.

3. Revolutionizing the Working Environment

As the future of work looms, leaders are being presented with the opportunity to reimagine the inner workings of their company. But right now, they are fighting against a wide spectrum of predictions around what they should expect, with estimations surrounding the automation risk of jobs ranging from 5% to 61% as a prime example.

While physical, repetitive, or basic cognitive tasks carry a higher risk of automation, the critical work that remains will require human interaction, creativity, and judgment.

Leaders should avoid getting caught up in the hype regarding the future of work, and simply focus on helping their employees navigate the next decade.

By creating an inspiring work environment and investing in retraining and reskilling, leaders can nurture employee well-being and create a sense of connectedness and resilience in the workplace.

4. Delivering Diversity

Diversity and inclusion can serve as a path to engaging employees, and leaders are being asked to step up and deliver like never before. A staggering 77% of people feel that CEOs are responsible for leading change on important social issues like racial inequality.

But while delivering diversity, equity, and inclusion seems to be growing in importance, many companies are struggling to understand the weight of this issue.

An example of this is Noah’s Ark Paradox, which describes the belief that hiring “two of every kind” creates a diverse work environment. In reality, this creates a false sense of inclusion because the voices of these people may never actually be heard.

Modern day leaders must create a place of belonging where everyone—regardless of gender, race, sexual orientation, ability, or age—is listened to.

5. Repurposing Corporations

The drivers listed above ladder up to the fact that society is looking to businesses to help solve important issues, and leaders are the ones being held accountable.

With 84% of people expecting CEOs to inform conversations and policy debates on one or more pressing issues, from job automation to the impact of globalization, CEOs have the potential to transform their organization by galvanizing employees on the topics that matter to them.

For a long time, the purpose of corporations was purely to create value for shareholders. Now, leaders are obligated to follow a set of five commitments:

  1. Deliver value to customers
  2. Invest in employees
  3. Deal fairly and ethically with suppliers
  4. Support communities
  5. Generate long-term value for shareholders

Ultimately, these five commitments build currency for trust, which is critical for sustained growth and building a productive and satisfied workforce.

Lead the Future

If leaders understand the context they operate in, they can identify opportunities that could fuel their organization’s growth, or alternatively, help them pivot in the face of impending threats.

But organizations must invest in the development of their leaders so that they can see the bigger picture—and many are failing to do so.

By recognizing the new rules of leadership, CEOs and managers can successfully lead their organizations, and the world, into a new and uncertain future.

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3D Map: The U.S. Cities With the Highest Economic Output

The total U.S. GDP stands at a whopping $21 trillion, but which metro areas contribute to the most in terms of economic output?

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US Cities by Economic Output

3D Map: The U.S. Cities With the Highest Economic Output

At over $21 trillion, the U.S. holds the title of the world’s largest economy—accounting for almost a quarter of the global GDP total. However, the fact is that a few select cities are responsible for a large share of the country’s total economic output.

This unique 3D map from HowMuch puts into perspective the city corridors which contribute the most to the American economy at large.

Top 10 Metros by Economic Output

The visualization pulls the latest data from the U.S. Bureau of Economic Analysis (BEA, 2018), and ranks the top 10 metro area economies in the country.

One thing is immediately clear—the New York metro area dwarfs all other metro area by a large margin. This cluster, which includes Newark and Jersey City, is bigger than the metro areas surrounding Los Angeles and Chicago combined.

RankMetro AreaState codesGDP (2018)
#1New York-Newark-Jersey CityNY-NJ-PA $1.77T
#2Los Angeles-Long Beach-AnaheimCA$1.05T
#3Chicago-Naperville-ElginIL-IN-WI$0.69T
#4San Francisco-Oakland-BerkeleyCA$0.55T
#5Washington-Arlington-AlexandriaDC-VA-MD-WV$0.54T
#6Dallas-Fort Worth-ArlingtonTX$0.51T
#7Houston-The Woodlands-Sugar LandTX$0.48T
#8Boston-Cambridge-NewtonMA-NH$0.46T
#9Philadelphia-Camden-Wilmington PA-NJ-DE-MD$0.44T
#10Atlanta-Sandy Springs-AlpharettaGA$0.40T
Total GDP$6.90T

Coming in fourth place is San Francisco on the West Coast, with $549 billion in total economic output each year. Meanwhile in the South, the Dallas metroplex brings in $478 billion, placing it sixth in the ranks.

It’s worth noting that using individual metro areas is one way to view things, but geographers also think of urban life in broader terms as well. Given the proximity of cities in the Northeast, places like Boston, NYC, and Washington, D.C. are sometimes grouped into a single megaregion. When viewed this way, the corridor is actually the world’s largest in economic terms.

U.S. States: Sum of Its Parts

Zooming out beyond just these massive cities demonstrates the combined might of the U.S. in another unique way. Tallying all the urban and rural areas, every state economy can be compared to the size of entire countries.

US States and Country Comparison by GDP 2018

According to the American Enterprise Institute, the state of California brings in a GDP that rivals the United Kingdom in its entirety.

By this same measure, Texas competes with Canada in terms of pure economic output, despite a total land area that’s 15 times less that of the Great White North.

With COVID-19 continuing to impact parts of the global economy disproportionately, how will these kinds of economic comparisons hold up in the future?

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