Consumers are discovering the conveniences of online shopping while quarantined, new research finds.
U.S. daily ecommerce sales grew 49% April 1-23 compared with March 1-11—before the pandemic gained widespread attention, Adobe Analytics reports. And online grocery sales continue to grow with sales rising 110% during that period. Additionally, sales of electronics grew 58% during that period and daily book sales doubled.
Consumers are also stretching their dollars further, Adobe finds. The digital purchasing power of consumers is up 4.1% year over year in April. That means consumers can now purchase goods for $1.00 that would have cost $1.04 in April 2019.
Adobe Analytics data is based on online sales data from trillions of anonymous visits to retail sites and tens of millions of product SKUs from 80 of the top 100 retailers in the Digital Commerce 360 Top 1000. Data is based on 18 product categories including apparel, electronics, home, grocery, appliance, personal care, office supplies, books, jewelry, furniture and toys, among others.
Additionally, prices in some categories are dropping more than usual, Adobe says.
For example, online apparel prices dropped 12% for April compared with March. Apparel prices on average fell 2.9% month over month in April. The 12% dip in April is the largest monthly drop for the category in more than five years, Adobe says. Apparel prices typically fall the most in June and July, Adobe says, as off-season clothing is put on clearance. “It remains to be seen if this drop will be amplified deeper into the summer, or if more normative pricing patterns will return,” Adobe says.
Shoppers are warming to the apparel sales, albeit for more quarantine-friendly staples. Apparel sales grew 34% overall in April compared with March. Specifically, pajama sales have increased 143%. Meanwhile, pants sales fell 13%, jackets dropped 33% and bras declined by 12%.
The coronavirus is also pushing consumers to connect with their creative side. “We’re seeing a renewed boom in purchasing creative audio-recording equipment,” Adobe says. Sales of audio mixers, microphones and microphone cables and other audio equipment grew 459% from March 11-April 21 compared with March 1-March 10, just before many states issued stay-at-home orders. And consumers continue to imbibe at home. Online wine, beer, spirits and accompanying accessories sales grew 74% over the same period.
Additionally, buy online pick up in store continues to gain popularity as BOPIS orders surged 208% April 1-20 compared with the same period a year earlier, Adobe says.