The Pulse: Olympic Games and Back-to-School Shopping

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

 

With the start of the Olympic Games, we took intel as to whether or not consumers will be following along with the broadcast and events. We also gained insight into how consumers are feeling about the current COVID-19 situation and how they plan on doing their back-to-school shopping. 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 July 25, 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, June 18-20, June 25-27, July 9-11, July 16-18, and July 23-25, 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

Consumer Insights for Business

The Summer Olympics, COVID-19, extreme weather, and back to school shopping are all on the minds of Americans this week.

Gain insight on these issues and more in this week’s The Pulse of the American Consumer.

How closely have you followed these recent events?

  • The latest developments concerning COVID-19 infections in the United States
    • 68% Closely
      • 80% Democrats
      • 57% Republicans
    • 32% Very Closely
  • News reports regarding hesitancy to receive the COVID-19 vaccine among segments of the U.S. population
    • 65% Closely
      • 54% Republicans
      • 79% Democrats
    • 29% Very Closely
  • Extreme weather situations that have occurred across the U.S. this past week (Wildfires, flooding, tornadoes)
    • 61% Closely
      • 58% Republicans
      • 67% Democrats
    • 26% Very Closely
  • The start of the Summer Olympic Games in Tokyo
    • 40% Closely
      • 48% Gen Z
      • 48% Millennials
      • 35% Gen X
      • 30% Baby Boomers
    • 17% Very Closely
  • Jeff Bezos/Blue Origin’s launch to the edge of space

    • 36% Closely
    • 13% Very Closely

How concerned are you about these issues?

  • Rising prices of consumer goods/inflation
    • 88% Concerned [Net]
    • 52% Very Concerned
      • 62% Republicans
      • 44% Democrats
  • That the foundations and core principles of democracy in the United States are eroding on an increasing basis
    • 79% Concerned [Net]
    • 47% Very Concerned
      • 58% Republicans
      • 43% Democrats
  • Major television media outlets that mislead the public and sow distrust through information not based in any fact
    • 78% Concerned [Net]
    • 47% Very Concerned
      • 55% Republicans
      • 44% Democrats
  • The increase in Coronavirus cases across the U.S. due to the Delta variant
    • 76% Concerned [Net]
    • 46% Very Concerned
      • 34% Republicans
      • 60% Democrats
  • Information about the Coronavirus and vaccines that is distributed over social media platforms but not based in any fact
    • 76% Concerned [Net]
    • 44% Very Concerned
      • 35% Republicans
      • 53% Democrats

To what extent do you agree or disagree with each of these statements?

  • I consider the space flight Jeff Bezos/Blue Origin just completed more about a billionaire ‘showing off’ rather than something that will eventually open boundaries to the larger population
    • 67% Agree [Net]
    • 32% Strongly Agree
  • The word ‘insurrection’ is an accurate way to describe the events that happened at the U.S. Capitol on January 6th, 2021
    • 67% Agree [Net]
    • 36% Strongly Agree
      • 15% Republicans
      • 55% Democrats
  • I would strongly consider paying to watch a new movie release at home over a streaming service (Disney+, HBO Max, Netflix, Hulu, etc.) rather than going to a movie theater
    • 66% Agree [Net]
    • 30% Strongly Agree
      • 38% Gen Z
      • 37% Millennials
      • 37% Gen X
      • 19% Baby Boomers
  • Once you are fully vaccinated against COVID-19, there should no longer be a need to wear a mask/face covering in an indoors setting
    • 59% Agree [Net]
    • 29% Strongly Agree
      • 20% Democrats
      • 41% Republicans
  • I am excited to watch the Summer Olympic Games
    • 54% Agree [Net]
    • 21% Strongly Agree
      • 25% Gen Z
      • 26% Millennials
      • 20% Gen X
      • 14% Baby Boomers
  • I would consider voting for Donald Trump in 2024, should he run for President again
    • 43% Agree [Net]
    • 27% Strongly Agree
      • 17% Gen Z
      • 25% Millennials
      • 32% Gen X
      • 28% Baby Boomers
  • If the cost were reasonable, I would be willing to take a space flight in the future such as the one Jeff Bezos/Blue Origin just completed
    • 38% Agree [Net]
    • 15% Strongly Agree
      • 30% Gen Z
      • 18% Millennials
      • 14% Gen X
      • 10% Baby Boomers

At what capacity level would YOU feel comfortable attending each of these types of venues today? (Differences are noted from June 25-27, 2021)

  • 58% (-5% change) An outdoor arena such as a baseball, football or soccer stadium
  • 58% (-2% change) An indoor restaurant/bar/club
  • 51% (-3% change) A movie theater
  • 50% (-4% change) An indoor arena, such as those used for basketball, hockey or concerts

Covid-19 Update

88% of U.S. Adults that have received at least one dose of the COVID-19 vaccine are likely (65% very likely) to get a booster in the coming months, if it is recommended by the CDC/health community.

Gen Z adults are far less committed to receiving a booster dose than other age generations*Demographic differences are based on ‘Very Likely’

  • Gen Z—37%
  • Millennials—63%
  • Gen X—62% Baby Boomers—74%

Thinking about the current news regarding the Coronavirus Delta variant, how concerned are you about these potential scenarios realistically happening in the next 3-6 months?

  • A negative impact on recent economic gains and employment
    • 81% Concerned [Net]
      • 84% Received/plan to receive vaccine
      • 69% Haven’t/don’t plan to receive vaccine
    • 45% Very Concerned
  • A return of everyday product/grocery shortages due to panic buying, such as water, frozen foods, toilet paper and cleaning supplies
    • 76% Concerned [Net]
      • 80% Received/plan to receive vaccine
      • 65% Haven’t/don’t plan to receive vaccine
    • 39% Very Concerned
  • Schools having to return to some form of distance learning again
    • 72% Concerned [Net]
      • 76% Received/plan to receive vaccine
      • 58% Haven’t/don’t plan to receive vaccine
    • 34% Very Concerned
  • Your favorite restaurants having to temporarily close or scale back capacity again
    • 68% Concerned [Net]
      • 72% Received/plan to receive vaccine
      • 54% Haven’t/don’t plan to receive vaccine
    • 30% Very Concerned
  • Having to limit fall and winter holiday gatherings again this year
    • 68% Concerned [Net]
      • 73% Received/plan to receive vaccine
      • 50% Haven’t/don’t plan to receive vaccine
    • 30% Very Concerned
  • Restrictions on travel within the U.S. being implemented again
    • 67% Concerned [Net]
      • 72% Received/plan to receive vaccine
      • 52% Haven’t/don’t plan to receive vaccine
    • 30% Very Concerned
  • Having to return to mask-wearing guidelines, even if you are vaccinated
    • 64% Concerned [Net]
      • 68% Received/plan to receive vaccine
      • 51% Haven’t/don’t plan to receive vaccine
    • 33% Very Concerned
  • Health/fitness centers needing to close again, such as gyms, massage parlors, yoga studios, salons
    • 56% Concerned [Net]
      • 59% Received/plan to receive vaccine
      • 44% Haven’t/don’t plan to receive vaccine
    • 24% Very Concerned

Back to School Shopping

76% of parents of school aged children have shopped/plan
to shop for back-to-school items this year in-store, with another 55% shopping online. Among those who plan to do any shopping, the following brands were considered to have the best advertising.

  • 24% Walmart
  • 16% Target
  • 7% Crayola

Additionally, 80% of back-to-school shopping parents find advertisements helpful, with the following factors being important in where they choose to shop:

  • 62% Cost/Price
  • 50% Value
  • 38% Overall selection of items/One-stop shopping
  • 35% The proximity of the store/Shopping center to my home
  • 34% The availability of popular brands
  • 31% COVID-19 safety
  • 28% The store having an easy-to-use website/The ability to avoid in-store shopping
  • 27% Having the option to order online and pick up at the store
  • 16% Layout of the store

In which of the following stores have you shopped/ plan to shop for back-to-school items this year? (*Base = Parents of school aged children who plan on shopping in-store)

  • 78% Walmart
  • 55% Target
  • 31% Old Navy
  • 26% Kohl’s
  • 23% Foot Locker
  • 20% Macy’s
  • 20% T.J. Maxx
  • 19% Staples
  • 17% Office Depot
  • 16% Apple
  • 16% Best Buy
  • 14% GAP

Which of the following websites have you shopped/plan to shop for back-to-school items this year? (*Base = Parents of school aged children who plan on shopping online)

  • 68% Amazon
  • 62% Walmart
  • 44% Target
  • 24% Old Navy
  • 24% Kohl’s
  • 19% Macy’s
  • 18% Best Buy
  • 17% Foot Locker
  • 16% Office Depot
  • 15% Apple
  • 15% T.J. Maxx
  • 15% Staples
  • 12% GAP

 

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.