The Pulse: Independence Day and Prime Day

The Pulse of the American Consumer is focused on continued insight into consumer sentiments for businesses across all industries.

 

Amazon Prime Day is here and Independence Day is right around the corner. Learn how consumers plan to shop for Prime Day and how they plan to celebrate the 4th of July this year. In order for businesses to have the most success connecting with their consumers, they have to understand them – what they are interested in, what they need, and how they feel. At ENGINE, we have the real-time pulse of the consumer, today, and always. Throughout 2021, we will be offering weekly insights through identifying important data points and trends from the voice of the consumer.

 

KEY FINDINGS AS OF June 20, 2021:

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If you would like more information on ENGINE CARAVAN surveys, contact us below:

At ENGINE, we will be keeping up with the pulse of the consumer throughout 2021, and are regularly running our CARAVAN surveys on current social issues. Contact us at caravaninfo@enginegroup.com for more information or for the full CARAVAN survey findings.

This Online CARAVAN® omnibus surveys were conducted on January 8-10, January 15-17, January 22-24, January 29-31, February 5-7, February 12-14,  February 19-21, February 26-28, March 5-7, March 12-14, March 19-21, March 26-28, April 2-4, April 9-11, April 16-18, April 23-25, April 30-May 2, May 7-9, May 14-16, May 21-23, June 2-6, June 11-13, and June 18-20, 2021.  Approximately 1,000 adults selected from opt-in panels were surveyed. The results are also weighted to U.S. Census data to be demographically representative.

Written by the CARAVAN team at ENGINE Insights.

The Pulse of the American Consumer

Current Events

Domestic terrorism, conspiracy theories, student loan relief, the Summer Olympics, and unidentified flying objects are all on the minds of Americans this week.

How concerned are you about these issues?

  • Future threats of violent events in the U.S. caused by domestic terrorists
    • Total Concerned: 80%
      • (Gen Z – 65%, Millennials – 77%, Gen X – 82%, Baby Boomers – 87%)
    • Very Concerned: 43%
  • Elected officials of the United States government that have been known to support or promote conspiracy theories
    • Total Concerned: 72%
      • (Republicans – 66%, Democrats – 80%)
    • Very Concerned: 36%
  • Reports that suggest the Coronavirus Delta variant is more potent than the original virus strain
    • Total Concerned: 72%
      • (Gen Z – 60%, Millennials – 73%, Gen X – 73%, Baby Boomers – 73%)
    • Very Concerned: 36%
  • The Biden Administration signing legislation that over time has granted/will grant $3 billion in student loan relief
    • Total Concerned: 54%
      • (Republicans – 71%, Democrats – 47%)
    • Very Concerned: 27%
  • There is an existence of UFOs that could potentially threaten U.S. national security
    • Total Concerned: 38%
      • (Gen Z – 43%, Millennials – 47%, Gen X – 43%, Baby Boomers – 25%)
    • Very Concerned: 16%

To what extent do you agree or disagree with each statement related to these topics?

  • The U.S. needs to take a much stronger stance against foreign adversaries who initiate ransomware attacks/hacks on our critical utilities and infrastructure
    • Strongly/Somewhat Agree: 88%
      • (Republicans – 93%, Democrats – 89%)
    • Strongly Agree: 55%
  • The word ‘insurrection’ is an accurate way to describe the events that happened at the U.S. Capitol on January 6th, 2021
    • Strongly/Somewhat Agree: 70%
      • (Republicans – 46%, Democrats – 86%)
    • Strongly Agree: 37%
  • I am in favor of the formal bill to establish Juneteenth as a new federal holiday
    • Strongly/Somewhat Agree: 64%
      • (Republicans – 42%, Democrats – 82%)
    • Strongly Agree: 20%
  • I believe in the existence of UFOs
    • Strongly/Somewhat Agree: 60%
      • (Males – 64%, Females – 56%)
    • Strongly Agree: 22%
  • I am looking forward to watching the Summer Olympic games
    • Strongly/Somewhat Agree: 57%
    • Strongly Agree: 23%
  • Due to ongoing worldwide coronavirus concerns, I think the Summer Olympics should just be cancelled altogether
    • Strongly/Somewhat Agree: 52%
    • Strongly Agree: 23%
  • I would consider voting for Donald Trump in 2024, should he run for President again
    • Strongly/Somewhat Agree: 44%
      • (Republicans – 77%, Democrats – 25%)
    • Strongly Agree: 27%

 

Amazon Prime Day

74% of U.S. Consumers are likely to take advantage of specific deals from the annual Amazon Prime Day event taking place June 21-22 in at least one of these ways:

  • 64% – General merchandise/household goods for everyday purposes for self/others
  • 55% – An indulgence to ‘spoil’ self/family
  • 52% – Holiday gifts would normally wait until later in the year to buy
  • 37% – Back-to-school items

To what extent do you agree or disagree with these statements related to Amazon Prime Day?

  • I would rather ‘Shop Small’ and support an annual event such as Small Business Saturday
    • Agree (Net) 69%
    • Strongly Agree: 24%
  • I plan to extensively browse for items of interest, even if I don’t ultimately purchase something
    • Agree (Net) 68%
    • Strongly Agree: 28%
  • Now that the world is ‘opening up’, I’d rather go to a physical store to browse for sales and special deals
    • Agree (Net) 64%
    • Strongly Agree: 25%
  • It is an event I look forward to each year
    • Agree (Net) 52%
    • Strongly Agree: 22%

A Look at Consumer Confidence

ENGINE Insights developed a proprietary ‘Consumer Confidence Index’ with the benchmark wave collected March 19-21, following passage of the American Rescue Plan Act of 2021. To date, our index has produced a high-water mark of 106, during the period of April 2-4, with the most recent index registering at 105, a 4% increase compared with two weeks ago.

  • Using our most current index, it becomes apparent that younger generations of consumers are much more optimistic than their older counterparts, on each of these measures:
    • Overall Consumer Confidence
      • 105 – U.S. Adults
      • 117 – Gen Z
      • 115 – Millennials
      • 108 – Gen X
      • 92 – Boomers
    • Current conditions
      • 108 – U.S. Adults
      • 121 – Gen Z
      • 117 – Millennials
      • 109 – Gen X
      • 98 – Boomers
    • Future expectations
      • 103 – U.S. Adults
      • 115 – Gen Z
      • 115 – Millennials
      • 108 – Gen X
      • 88 – Boomers

Contact us to learn more about our Consumer Confidence Methodology!

 

The Presidency

How much do you approve or disapprove of the job President Biden is doing? (Comparisons vs. May 14-16, 2021)

  • Among U.S. Adults
    • Approve (Net): 58% (+7%)
    • Neither approve nor disapprove: 14%
    • Disapprove (Net): 28% (-5%)
    • Net Approval Rating: 30% (+12%)
  • Among Registered Voters
    • Approve (Net): 61% (+8%)
    • Neither approve nor disapprove: 10%
    • Disapprove (Net): 29% (-6%)
    • Net Approval Rating: 32% (+14%)

 

Independence Day

72% of U.S. Adults are planning to celebrate the 4th of July this year. (Data was collected June 16-17th, 2021)

The availability of the COVID vaccine has made 68% of those celebrating July 4th more likely to celebrate with friends/family this year. Their plans for the day include:

  • 62% BBQ/Picnic
  • 61% Watching fireworks
  • 24% Pool Party
  • 21% Patriotic decorations
  • 20% Going out to eat
  • 18% Watching a patriotic TV program
  • 17% Playing patriotic music

What is your favorite thing about the 4th of July? (Among those planning to celebrate)

  • 34% Watching fireworkds
  • 30% Seeing family and friends
  • 20% BBQ/Picnics
  • 7% Wearing red, white and blue
  • 4% Pool parties
  • 5% All other responses

67% of U.S. Adults support companies/brands that show their support for the 4th of July in their advertising or promotions.

81% feel patriotic about the United States right now. This represents a 12% increase over this time last year.

How much do you agree or disagree with each of the following statements?

  • July 4th should be a day for all Americans to come together and put aside their political differences
    • Agree (Net) 91%
    • Strongly Agree: 61%
  • I am proud to be an American
    • Agree (Net) 88%
    • Strongly Agree: 66%
  • After all the restrictions due to the coronavirus in 2020, I am looking forward to gathering with family and friends for July 4th more than usual this year
    • Agree (Net) 82%
    • Strongly Agree: 48%
  • I plan to display a flag outside my home on the 4th of July
    • Agree (Net) 70%
    • Strongly Agree: 47%

 

Dig deeper with the ENGINE Insights COVID Dashboard

The ENGINE COVID-19 dashboard delivers an easy-to-use, self-serve platform providing access to all of our COVID-19 tracking data including industry specific deep-dives and online behavioral data. This tool puts ENGINE’s data in your hands to uncover meaningful insights to your specific business questions.