The Pulse: Goodbye Summer, Hello Fall

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

 

Fall is here, which of course means that summer has come to an end. We asked U.S. consumers to reflect on Summer 2021 and the activities they participated in over the last few months. They also gave insight into how they are feeling about the fall, in areas ranging from cooking and fashion, to sports, travel, entertainment and holidays. 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 September 26, 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, July 23-25, July 30-August 1,  August 6-8, August 13-15, August 20-22, August 27-29, September 10-12, September 17-19, and September 24-26, 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 health of our democracy, inflation, vacation, and seeing family members for the first time since the pandemic began 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 concerned are you about these issues?

*Demographic differences are based on ‘Very Concerned’

  • Rising prices of consumer goods/inflation
    • 87% Concerned (net)
    • 53% Very Concerned
      • 68% Republicans
      • 45% Democrats
  • The continuing impact of disinformation on society
    • 86% Concerned (net)
    • 53% Very Concerned
      • 38% Gen Z
      • 49% Millennials
      • 49% Gen X
      • 63% Baby Boomers
  • The rate by which more and more issues are becoming politicized, rather than trying to find common ground
    • 84% Concerned (net)
    • 55% Very Concerned
      • 36% Gen Z
      • 47% Millennials
      • 51% Gen X
      • 72% Baby Boomers
  • That the foundations and core principles of democracy in the United States are eroding on an increasing basis
    • 83% Concerned (net)
    • 47% Very Concerned
      • 28% Gen Z
      • 40% Millennials
      • 45% Gen X
      • 60% Baby Boomers
  • Major television media outlets that mislead the public and sow distrust through information not based in any fact
    • 83% Concerned (net)
    • 50% Very Concerned
      • 63% Republicans
      • 46% Democrats
  • The increase in Coronavirus cases across the U.S. due to the Delta variant
    • 79% Concerned (net)
    • 47% Very Concerned (-6% change from 8/27-8/29, 2021)
      • 35% Republicans
      • 59% Democrats
  • The looming threat of a government shutdown in the U.S
    • 70% Concerned (net)
    • 33% Very Concerned
      • 35% Republicans
      • 33% Democrats
  • Instability in the stock market that has occurred this week
    • 61% Concerned (net)
    • 22% Very Concerned
      • 28% Republicans
      • 18% Democrats

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

*Demographic differences are based on ‘Total Agree’

  • The general atmosphere that exists in the U.S. right now often leaves me feeling angry
    • 76% Total Agree
      • 80% Republicans
      • 76% Democrats
    • 35% Strongly Agree
  • It is long past due that ultra-wealthy individuals, corporations, and investors ‘pay their fair share’ of taxes to help boost the middle class
    • 76% Total Agree
      • 64% Republicans
      • 86% Democrats
    • 45% Strongly Agree
  • 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 theatre
    • 63% Total Agree
      • 72% Gen Z
      • 71% Millennials
      • 63% Gen X
      • 53% Baby Boomers
    • 31% Strongly Agree
  • The U.S. will never truly move forward until society can collectively turn the page and move on from Donald Trump
    • 61% Total Agree
      • 31% Republicans
      • 82% Democrats
    • 36% Strongly Agree
  • The notion that ‘widespread election fraud’ exists in the U.S. electoral system is nothing more than a fantasy
    • 60% Total Agree
      • 39% Republicans
      • 76% Democrats
    • 34% Strongly Agree
  • I am still nervous to get back out into the public and resume ‘normal life’, despite progress that has been made in dealing with the Coronavirus
    • 59% Total Agree
      • 43% Republicans
      • 72% Democrats
    • 25% Strongly Agree
  • If the cost were reasonable, I would be willing to take a space flight in the future
    • 44% Total Agree
      • 61% Gen Z
      • 61% Millennials
      • 44% Gen X
      • 24% Baby Boomers
    • 21% Strongly Agree
  • The best thing that can happen for the U.S. is for Donald Trump to win the presidency again in 2024
    • 44% Total Agree
      • 79% Republicans
      • 20% Democrats
    • 26% Strongly Agree

Summer Wrap-Up and Fall Preview

36% of U.S. Adults characterized the summer of 2021 as satisfying when compared to 2020, driven heavily by Gen Z (45%) and Millennials (40%). Another 34% said it was about average, or just like any other summer.

Still, 30% described the summer of 2021 as disappointing, driven heavily by Baby Boomers (35%). Of the many activities that made up summer 2021, a few included:

  • 42% Meeting up in person with friends or family members that were not seen at all during the pandemic
  • 29% Taking a road trip ‘just to get away’
  • 23% Going away on a vacation trip for at least a week, within the United States
  • 22% Taking at least one daily trip to a beach/shore or lake
  • 20% Hosting an outdoor gathering at home
  • 16% Going to an outside summer festival such as a state or country fair, food truck festival, etc.
  • 12% Going camping
  • 10% Taking a trip to a U.S. national park
  • 5% Going away on a vacation trip for at least a week, outside the United States

With just 3 months left in the year, 49% of U.S. Adults are likely to go away on vacation before the end of the year. 62% of those who do not plan to vacation during the remainder of 2021 say that the ongoing pandemic has an impact. Of those likely to vacation prior to the end of the year, the destinations include:

  • 30% A beach/shore or lake
  • 18% Las Vegas
  • 15% A campground
  • 15% A U.S. national park
  • 14% Disneyworld (Orlando, FL)/Disneyland (Anaheim, CA)
  • 12% New York City
  • 10% A trip to attend a sporting event (such as an NFL or NCAA football game)
  • 10% An international destination, via airplane, car, or train
  • 8% Nashville
  • 7% An international destination, via cruise ship

Which of the following are you looking forward to as October nears?

  • 50% The usual seasonal changes (clothing types you wear, using the AC less/not at all, opening the windows, cooler weather, etc.)
    • 44% Male
    • 57% Female
  • 39% Celebrating Halloween
    • 36% Male
    • 43% Female
  • 38% The return of your favorite TV shows
    • 35% Male
    • 42% Female
  • 30% Cooking special fall recipes
    • 22% Male
    • 38% Female
  • 26% Fall events such as corn mazes, pumpkin picking/carving
    • 21% Male
    • 31% Female
  • 26% Getting your winter holiday shopping underway
    • 19% Male
    • 32% Female
  • 16% The MLB (Major League Baseball) Playoffs/World Series
    • 22% Male
    • 10% Female
  • 10% The movie for the HBO Series ‘The Sopranos’, ‘The Many Saints of Newark’
    • 13% Male
    • 7% Female
  • 9% The return of the NHL (National Hockey League)
    • 12% Male
    • 6% Female

 

 

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.