Today was probably the peak of America’s panic shopping for supplies before we all prepare to stay home for at least a couple weeks. Only just earlier this month, March, we went from people casually beginning to stock up on things like medical masks, gloves, soap and hand sanitizer, to now the last big shop for a while.
Americans are now in full on panic shopping mode.
If you’ve been to a grocery store, pharmacy or big box retailer lately, you’ve likely seen several empty shelves like these and felt the almost panicky vibe from other shoppers as they search for sold-out supplies, like medical masks and hand sanitizer.
While full on panic has not broken out (at least not yet,) many American shoppers are doing what I call “Coronavirus grocery hauls,” stocking up on non-perishable food and drinks, household necessities (like toilet paper, paper towels, diapers, etc) and taking great effort to obtain medical and healthy living products, like medical masks, hand sanitizer, wet wipes, and other disinfectant products. Most shoppers are in preparation mode, ensuring they have enough supplies for around two weeks or longer, in case going out to the grocery store later is not possible or wise.
Americans are not new to panic shopping; we’ve hoarded up before, for things like Y2K and H1N1.
To keep a constant pulse on what America’s health-conscious consumers are thinking, I’ve conducted what I call “intercept” shopper interviews with random people in grocery stores and big box retailers. I’ve also consulted Green Purse PR’s proprietary panel of Millennial moms asking about their purchase behavior recently. Below are some direct quotes from some of the consumers I interviewed or sought feedback from.
“This is so weird for me; I typically do a grocery shop every other day, not keeping much at home. I also mostly buy fresh foods, so food in a box or can, is a bit out of my comfort zone.”
“I’ve got A LOT of these power, protein and granola bars. They are very filling and can be a whole meal if you need it to be.”
“Call me crazy, but I’ve already done a big grocery shop for non-perishable supplies. I had two grocery carts full the other day, spent almost $500. The only thing I can’t find yet is masks.”
“Beef jerky (lots of beef jerky,) soup in cans, dried or canned beans, pasta, cereal, water. I’m good to go.”
“I have a few disposable masks leftover from a trip to Japan over a year ago, but I really want a reusable and washable mask. I’ve found a few I liked the looks of, from Sweden and also New Zealand, but they are all sold out online.”
“Look at this aisle; crazy, it looks like we’re all preparing for Armageddon in here!”
“I’m ready! I stocked up on supplies about two weeks ago. I’m prepared to keep my kids home out of school if we need to. We’ve got plenty of food and water, gloves and goggles, but what we’re still waiting on are masks. I’m currently on a waiting list on Amazon to get emailed as soon as they are available again.”
“I’m super scared! I’ve got what I need in terms of food now, but I don’t have any masks to protect myself and I cannot find them anywhere. I’ve been to all the drug stores, Target, all the grocery stores around and nothing.”
“I guess I’m going to just have to make my own mask. I’ve looked in stores, I’ve look online, I’ve even looked on Etsy.com for handmade ones - nothing. I suppose I can always just wrap a scarf around my face and wear my sunglasses.”
“I’m not that worried. I’m not going to stop living my life; I also only have myself to worry about, which probably helps. I’m just using good common sense, stocking up on some essentials, some canned foods and what not, and trying to avoid people as much as possible. I’m not eating out if I can help it, I’m not shaking hands or hugging people.”
“If I can just get my hands on some face masks, I’ll feel a lot better.”
“I see nearly all the water is gone, and I’m not sure why they are all buying so much water. I mean I guess I’ll get some too, just in case, but we’re not going to lose water access are we?”
“I just did a massive shop the other day; loaded up on pantry items and I ordered all our household supplies on Amazon. We’ve got enough for weeks if we have to stay home.”
“Well thank God I can avoid going out in public and can order everything online now. What would we do without Amazon Prime?”
“Honestly, I’m more worried about the financial impact of COVID-19. I’m not old, and I’m healthy. If I get it, I get it, but I’ll be fine; I just don’t want the economy to go to crap.”
“I’ve not been able to find masks or hand sanitizer; I need all that still, but luckily I had my parents find some where they are and they are mailing it to me this week.”
“With Spring Break about to come up, we’ve had to cancel big travel plans for our family. We were planning to go on a cruise, but definitely not doing that now. I’ve got our pantry stocked full, so we’ll be fine.”
Empty shelves for hand sanitizer.
Stocking up on pantry staples.
Have a look at these graphs below from Nielsen Retail Measurement Services, tracking the recent growth in spending for products like medical and wellness supplies, and pantry staples.
Source: Nielsen www.nielsen.com/us/en/insights/article/2020/nielsen-investigation-pandemic-pantries-pressure-supply-chain-amidst-covid-19-fears
Consider the shopper quotes and data above to understand how your target consumers is buying right now and how your company can best address their needs. When consumers are on the verge of panic, ask yourself how your brand can help alleviate their worries.
Stay safe out there!
- Lisa Mabe-Konstantopoulos, Founder & CEO, Green Purse PR
