A global pandemic inevitably changes how consumers shop not only for their groceries, but in general. Here are 7 ways how COVID-19 affects shopping behaviour among midwest Americans:

1. Huge reduction in trips to the stores

The World Health Organization (WHO) recommends practicing social distancing by avoiding unnecessary travel and staying away from large groups of people. In order to adhere to this preventative measure, reductions in trips to public places like the grocery store are necessary, which is why all five interviewees reported that they were going grocery shopping once every 2 weeks now as compared to 2-3 times per week in the past. The number of trips to the stores was reduced by about 80%. 

2. Everyone buys more at one go

Most of the interviewees reported buying more than they usually would. They were stocking their freezers, filing their pantry with more canned goods, and piling up on cleaning supplies. It is clear why the phenomenon of people bulk buying groceries during a pandemic happens. Normal citizens are purchasing in bulk to reduce their chances of being in the same space as a COVID-19 carrier or spreader, while trying to provide food for their family and themselves in a safe manner.

3. They buy more, but only necessities

Most interviewees reported that they stuck to buying just the necessities during this time, and bought the same brands they were already buying before this pandemic. However, going grocery shopping less does not mean spending less, as all of them reported that spending per trip has increased, with one student noting a 160% increase in spend per shopping trip. They did also note that the same amount would have been spent if their shopping trips were spread out across the weeks, like how they shopped before the COVID19 pandemic.

4. They plan each shopping trip extremely carefully

The interviewees also reported that they are planning their shopping trips more meticulously to make the trips as efficient as possible. They would make detailed shopping lists of one to two weeks’ worth of groceries. An interviewee explained that she planned what to buy to prevent picking up unnecessary products, a habit that she had while shopping in the past. As an example, instead of picking up a product, looking at it to see if she likes it, considering it, then putting it in the cart or back on the shelf, she would now plan ahead and know exactly what she wants, only touching things when she absolutely needs to, like to put in her cart.

5. Less online shopping for non-neccesities

The students interviewed said that they have not purchased anything online during this time because the things they wanted to purchase online were wants, not needs. However, a different middle-aged respondent did report that she was purchasing necessities online because they were not in stock in stores. Another respondent talked about wanting to use a shopping service such as Shipt to minimize the need for her to go out, but because too many people are utilizing the service during this time, she has no choice but to go grocery shopping herself.

6. They limit other non-shopping expenses too

A few respondents reported that they are limiting the times that they eat out or order takeout. One respondent, who is a student, remarked that she would like to support these local businesses during this time but she is unable to because she herself has lost a large part of her income. She notes that one thing she wants to change about her shopping habits is to try and buy more produce from local farmers or grocery stores, instead of big grocery store chains like Meijer.

7. They notice which companies are stepping up

Another interesting thing that a respondent commented on was how companies’ response to the COVID-19 pandemic is going to influence how she spends her money when everything returns to normal. She gives an example that Apple is giving all their employees paid leave, while the owners of Hobby Lobby was using God as a reason to keep stores open even though closing the stores might curb the unnecessary spread of the virus in their stores. Seeing news articles like that, she realized now where she wants to spend her money. 

A global pandemic undoubtedly brings a lot of hardships to everyone. It is crucial for a business to not only understand how consumers are spending their money during a time of crisis, but also uphold their values and take care of their employees during these times. This is so that they show the public what their values are, and this might lead to more customers after the emergency or pandemic has passed.