Buzz
The COVID-19 lockdown has drastically altered both our daily lives and our purchasing habits. In the U.S., first-quarter sales of consumer packaged goods (CPG) increased by $23.7 billion compared to the same period the previous year, surpassing the CPG sales growth for the entire year of 2019.
Americans have changed not just *how much* they buy, but also *what* they’re purchasing. “It’s clear that as people spent more time at home, their priorities shifted,” said Walmart CEO Doug McMillon.
As lockdowns took hold, panic buying became a reality. The first products to vanish from shelves (both in-store and online) were face masks, toilet paper, and disinfectants. Nielsen reported a staggering 470 percent increase in hand sanitizer sales during the first week of March compared to the same period in 2019. Sales of bath tissue, facial tissues, and paper towels all saw dramatic increases, and aerosol disinfectant sales surged by 519 percent.
While these panic buys were somewhat predictable, it’s been interesting to observe what other products consumers have been hoarding during their time in quarantine.
10. Elastic
At the onset of the quarantine, there was a lot of debate surrounding face masks. While celebrities were sporting N95 masks, healthcare professionals were often without them. Medical authorities initially discouraged the public from wearing face masks but later reversed course, recommending that both frontline workers and shoppers wear them.
As a result, basic face masks became scarce. People began to think outside the box. “How to make your own face mask” tutorials and advice quickly flooded social media. Masks were made from bandanas, scarves, old t-shirts, socks, and even bra cups. Most of these DIY masks relied on elastic to work properly.
The shortage persisted, but people responded by making masks not just for themselves, but for others in need. A call for volunteers by Joann stores has already collected over 114 million “Masks for America.” Singers also donated sewing machines to designers and hospitals, helping to increase mask supplies for healthcare workers.
It’s no surprise, then, that elastic remains a top seller on Amazon’s arts, crafts, and sewing category. After all, those homemade masks won’t stay in place without it!
9. Baby Wipes
With hand sanitizers and Clorox wipes in short supply, many consumers have turned to baby wipes as an alternative for keeping the virus at bay. Currently, over half of Amazon’s top-selling baby products are wipes. This is a shift, as sales of disposable baby items had been on the decline due to falling birth rates. (Maybe the quarantine will lead to a baby boom in about nine months!)
It’s important to note, however, that most baby wipes do not offer protection against the coronavirus. For a wipe to truly sanitize and protect against germs, bacteria, and viruses, it must contain at least 70 percent isopropyl alcohol. Consumers may be better off using paper towels dipped in a bleach solution.
8. Yeast
SSA & Company, a global management consulting firm, estimates that due to the lockdown, between 35 and 40 percent of consumers are preparing home-cooked meals for the first time.
Sales of baking products surged in the second half of March. Surprisingly, baking yeast sales skyrocketed by 647 percent, more than any other consumer packaged goods. Spiral ham sales also saw a dramatic increase of 622 percent compared to the same period last year, partly fueled by the approaching Easter holiday.
Amazon’s grocery and gourmet sales during the first week of April were 77 percent higher than they were just two months earlier. The Walmart Grocery app, however, outpaced Amazon by 20 percent, achieving an all-time high. As of April 5, average daily downloads of Walmart Grocery were up 460 percent from January.
7. Kitchen Scales
Interestingly, food scales have become a top-seller. As more people cook at home, they’re discovering tools that simplify the process. All-in-one instant pots, air fryers, and waffle makers have also seen a surge in demand, increasing by 7 percent compared to last April. Other so-called “nonessential” kitchen gadgets like rice cookers, vacuum sealers, and soda makers have also been popular.
6. Portable Ice Makers
Consumers are still buying fresh meats and produce from grocery stores and home-delivery services, but they’re also looking for items with a longer shelf life. Sales of frozen and shelf-stable fruits, for instance, grew nearly five times faster than fresh fruit in the first three months of 2020.
Chest freezers became the top-selling appliances on Amazon during the first month of quarantine. This was due to initial fears that supermarkets would run out of food, especially meat. The freezers also served as a solution to store the larger quantities of food being prepared at home. Adding a vacuum sealer (see #5) to a freezer setup was a popular choice.
Once the freezers were set up, portable ice makers took over the appliances category. With bars closed and people hesitant to get iced coffee or fountain drinks from convenience stores, many consumers decided to make their own refreshing beverages at home.
5. Eyebrow Razors
With more people staying home, overall sales of beauty products, along with apparel, decreased by about 50 percent year-over-year. However, remote workers still wanted to look presentable for Zoom meetings. As salons and barber shops closed, consumers turned to products that allowed them to groom their own hair at home.
Sales of hair clippers jumped by 166 percent, and hair color purchases increased by 23 percent. As McMillon stated in April, “People are starting to need a haircut.” With a rise in beard trimmers and hair coloring products, it’s fascinating to see how this trend develops.
Women’s eyebrow razors have made their way into Amazon’s top five beauty and personal care products, as salon waxing and tweezing services have been halted. Meanwhile, sales of men’s nose and ear hair trimmers reached their peak but are now beginning to drop off. Luckily, nose whiskers tend to grow slowly.
4. Ping Pong Paddles
After addressing basic needs like personal protection, food, and grooming, consumers began looking for ways to pass the time at home. Puzzles (which were already gaining popularity before COVID-19), colored pencils, and classic games (think Jenga or Connect 4) became hot commodities, purchased for both home use and to entertain elderly relatives. Surprisingly, ping pong paddles saw an 89 percent increase in sales!
As the temperatures rise, outdoor toys like bubbles, wading pools, and sidewalk chalk have flown off Amazon’s shelves. Exercise apparel and equipment are also seeing a surge, and even bird-watching supplies, including seeds and feeders, have risen by 91 percent as of early April.
3. Poop Bags
Many pet enthusiasts avoid adoption due to their busy schedules, but the lockdowns and quarantines have created the perfect environment for welcoming a furry companion into the home!
The American Society for the Prevention of Cruelty to Animals in Los Angeles reported a 70 percent spike in animals being placed into foster care. In New York City, pet shelters experienced a rush of both adoptions and foster placements. Organizations like Muddy Paws Rescue and Best Friends Animal Society stated that shelters were running low on cats and dogs, with adoption and foster applications increasing tenfold by the end of March. “At the moment, we don’t have any dogs left to match with foster volunteers,” noted Muddy Paws marketing director Anna Lai. “Which is a great problem to have.”
Despite the stock market’s struggles, shares of Chewy Inc. and PetMed Express Inc. surged. Both companies saw a 7 percent increase by the end of the first quarter. Chewy, with its home-delivery service perfect for a lockdown, saw a remarkable 35 percent jump in sales. Pet supplies like food and litter continue to be somewhat recession-proof.
Meanwhile, over at Amazon, pet nail clippers, flea medications, fur trimmers, and poop bags are flying off the best-seller lists. Though sales began to plateau in April as consumers exhausted their panic-purchase stockpiles, the demand remains steady.
Let’s just hope that the quarantine foster parents continue to care for their newly adopted pets once the economy picks up again.
2. Sticks, Switches, and Dots
For those stuck indoors, home entertainment offers some comfort. Gaming, streaming, and binge-watching help pass the time, but they can be quite frustrating (if not impossible) without the proper gear.
BGR (Boy Genius Report) compiled a list of the top-selling electronics among its readers, noting that everyone is looking for new gadgets to play with while staying at home. The site found that AirPods have been hugely popular, especially with their prices at an all-time low. However, their popularity is overshadowed by Amazon’s top sellers. Could this indicate that families are putting down their earbuds in favor of more face-to-face communication?
Streaming media players, or streaming sticks, have been the undeniable best-sellers in the electronics category. They dominated the charts when the lockdown started and continue to lead. The Roku Streaming Stick and Amazon Fire TV Stick 4K are available for under $50 each.
The Nintendo Switch Lite, which had temporarily dropped off the best-seller list due to being out of stock, is considered the top handheld gaming device. It's now available in nearly every color, though mostly in pre-owned condition.
The Echo Dot is like having an extra person in the house. One of Amazon’s best-selling devices ever, it allows users to accomplish nearly anything with a simple voice command. You can check the weather, catch up on the latest news, play your favorite songs, adjust the thermostat, or set an oven timer. With multiple Dots, you can even communicate with family members who are tucked away in their own rooms during lockdown! Whether or not anyone’s wearing earbuds, everyone’s still in their own little world.
1. Tailbone Relief Cushions
By late March, approximately 16 million U.S. knowledge workers began working from home, turning their kitchen islands and dining room tables into makeshift offices. That number has likely risen significantly since then.
These telecommuters are quickly running out of personal supplies like copy paper and printer ink, heading to Amazon, Walmart, Staples, and other office supply stores for reams of paper, boxes of envelopes, and high-yield ink cartridges. Packaging tape, Sharpies, and tailbone pain relief cushions have also made their way to the top ten list.
