The Impact of COVID-19 on Working Class Americans
As a leading performance marketing company, we are leveraging our real-time survey capabilities to better understand the impact of COVID-19 on everyday life in the US. Interacting with nearly one million Americans daily across our portfolio of owned and operated media properties, we are collecting timely and reliable insights at a massive scale to help businesses and municipalities best respond to the needs of consumers during this pandemic.
General nervousness about the novel coronavirus outbreak
Changes in job status and work situation due to COVID-19
Adjustments to buying behavior and other aspects of daily life
Last Updated July 28, 2020
Back-to-School Shopping Habits
While many students, parents, and teachers are still uncertain of their school’s plans for instruction in the fall, the trajectory of the back-to-school shopping season remains top of mind for advertisers and consumers alike. As students adjust to remote learning environments, the tools and resources they need to support their education are changing – along with their shopping habits.
After gathering sentiment around preferences for remote versus in-person instruction, this week we polled our audience to discover if and how they plan to do their back-to-school shopping this year. We also explore which product consumers plan to buy more of and whether perks like discounts, curbside pick-up, and home delivery factor into their purchase decisions.
Do you expect to go back-to-school shopping this year if schools continue remote instruction?
of Americans who have someone in their household headed to school in the fall will still go back-to-school shopping if remote instruction continues.
Are you worried about spending money on back-to-school supplies this year?
While 70% of Americans are planning to go back-to-school shopping, 59% of those preparing for school in the fall are worried about spending money on back-to-school supplies.
How do you plan to do your back-to-school shopping this year?
40% of back-to-school shoppers will shop both in-store and online, while 32% will shop strictly online.
Compared to other age groups, millennial parents are most likely to make all back-to-school purchases online. Gen Zers are least likely to shop exclusively in-store, instead preferring a combination of both in-store and online shopping.
What is most important to you when shopping for back-to-school?
In terms of importance, discounts outweigh conveniences like curbside pick-up and home delivery for most Americans.
Gen Zers and millennials are more likely than their older counterparts to value conveniences like curbside pick-up and home delivery.
What do you expect to buy more of this back-to-school season?
(select all that apply)
New clothes are at the top of the list for back-to-school shoppers followed by writing supplies (26%) and tech supplies and accessories (25%).
‘Fluent Pulse’ reflects a daily online survey collected across Fluent’s portfolio of owned & operated websites.
Fluent attracts a massive audience across its network of owned media properties. While all segments of the US population are represented, the below are our most prevalent demographic skews:
|Demographic Attribute||Over Penetrated Among|
61% between the age of 18 & 44
|Education||High School Degree or Some College|
|Households with Children||42% of Audience|
On average, 150,000 – 175,000 consumers respond daily.
No, but representative of the overall Fluent Audience.
All responses related to this survey are anonymized; only survey responses will be disclosed. At no point will consumer’s personal information will ever be disclosed.
Data was collected from US adults between March 10 & April 26, 2020 via Fluent’s portfolio of owned and operated media properties. Results are specific to the Fluent audience, and not reflective of the general US population.
The data presented on this site does not reflect the official opinion, policy or position of Fluent, Inc. This research is only meant to inform and illustrate, as an example, the rich data assets Fluent can derive insights from to drive in-market strategies.