People Insiders Panel Reveals Changes in Buying Habits During COVID-19

How is the coronavirus pandemic affecting shopping habits?  And will COVID-19 continue to influence purchasing decisions in the future? 

People Magazine's Insiders Panel reveals that American consumers are shifting their purchasing attitudes towards companies and brands. More than 500 "People brand enthusiasts" participated in the poll, over two days.   

Read on for a few insights. 

Shifting Attitudes Toward Companies & Brands

Everything a brand does counts now, more than ever. The poll reveals that consumers are paying more attention to company actions -- whether it is the company they work for or the one that makes the brands they purchase. 

• 89% are paying more attention to whether or not a corporation lays off workers, offers paid sick days, or gives back to communities.


• 65% expect that company actions during this time will likely impact which brands they decide to purchase in the future. 

Here is one participants' response: 

"I am paying very close attention to how companies are treating their employees (how much time off they are providing, are they making them use sick days or not, etc.), what offers they are giving consumers (e.g. something for free, discounts), how they are giving back to communities (free products for moms or elderly people, free meals, sending supplies to hospitals, etc."

More Willing To Try New Brands

Empty store shelves mean some consumers aren't finding their favorite brands in stock, but participants said they are not surprised they can't find their favorite everyday household brands, and are willing to try new products. 

• 92% of those surveyed have personally encountered empty store shelves, and their usual brand was out or in short supply. 


• 81% reveal that they are more open to sampling new brands and products than ever before.


• 65% are now purchasing brands that they don't typically buy.  

One participant said: 

"I've been buying more expensive or luxury brands because other economical ones are sold out. It's been kind of nice to be pampered! Food items have been more international, and it has been nice to have new flavors" and "I've recently tried a new brand of snack pepperoni, which I only noticed because everything else on the shelf was already gone. I actually like it and plan on it being a regular part of my snacking routine."

Humorous Ads Are More Appealing Now

Consumers say they are more receptive to advertisements that are warm, comforting -- and funny.

• 54% would welcome ads with a humorous and entertaining tone to help take their minds off the pandemic. 

One respondent said:

"I like it when ads have a sense of humor. So much of the news (political, economic, and climate change) is so negative. I want to be uplifted and reassured that everything will be better in the future," and "Humor is always good, especially during these trying times."

*Source: PEOPLE Insiders Panel Study – Fielded March 23-24, 2020 with 510 Participants Surveyed

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