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Covid-19 poll daily insights
April 2, 2020
- Forty-three percent of respondents continue to say sales are going up.
- Trending volume: for the fifth day in a row, housewares, home furnishings, and garden brands continue to say their sales are going up.
- More brands say they’re spending more on ads.
Forty-three percent of respondents, up 19 percent from last week, said their sales are going up. Consumers seem to be continuing to shift their dollars to new essentials—toys and hobbies, health and fitness, beauty and cosmetics, and housewares.
Of the brands that said sales are increasing, 46 percent sell products in a new essentials category, up twelve percent from last week.
For the fifth day in a row, housewares, home furnishings, and garden brands continue to report their sales are up. And as of the most recent survey (April 2, 2020), brands in this category say they’re also experiencing the following advantages:
- 85 percent said they’re spending more on ads
- 71 percent said they haven’t encountered any shipping delays
- 57 percent said their sales have increased since last week
- 57 percent said their conversion rates have increased or stayed the same since last week
- 43 percent said their ad spends are more efficient than before
Nineteen percent of brands say they’re spending more on ads, up from 12 percent last week. Brands that mostly sell in higher demand essentials and new essentials categories (beauty and cosmetics, food and beverage, housewares, health and fitness, toys and hobbies) are increasing their ad spend.
- 55 percent of the brands that are spending more on ads fall into the food and beverage or housewares categories
- 65 percent say their sales are going up
- 70 percent say their sales have gone up 10 percent or more since last week
Sixty percent of brands that are spending more on ads are also seeing increased efficiency. Their cost per 1,000 impressions (CPMs) are down and cost per click (CPC) is flat or down, resulting in their return on advertising spend (ROAS) trending much higher than normal.
Effective Marketing Moments
Creative product positioning. Milk Bar, a baked goods company, updated their website to let customers know they’re still shipping and that they can send treat packages—perfect to send to your family, friends, or yourself.
Having empathy for customers by extending return policies. Carter’s, a children’s clothing company, updated their website to include a note on how they’re navigating this situation and how they’ve also extended their return policy to 90 days to help alleviate concerns their customers may have.
Brands with increasing sales
How are they feeling?
Fifty percent of brands with increasing sales have an optimistic outlook about the future. Many brands say they’ve acquired new customers during this time and that’s helped them tremendously.
One brand said, “I think we’ll end up growing our customer base, have more customers to retarget, and have more cash on hand if we can keep up with our demand.”
Brands say email marketing, social media, and paid ads are working best for them.
Thirty-one percent of respondents said social media and paid ads are working for them.
One brand said, “We’re doing the same things, it’s just that ads are more efficient and people are buying more. We have more traffic and our conversion rates have gone up by doing virtually the same stuff.”
Another brand we spoke with said they created a short-term promotion, added gift cards to their site, and reached out to existing customers with a plain text email asking them to support their business.
Brands with decreasing sales
How are they feeling?
Thirty-five percent of brands with decreasing sales are unsure but slightly hopeful about the future. They’re not sure when this pandemic will end and they’re feeling significant pains, but many think they can recover, albeit slowly, after all of this.
One brand said, “We’re still seeing the same amount of web traffic, so we’re hoping that, once people feel more comfortable spending money on ‘non-essentials,’ we’ll have robust sales. And because people are home and sheltering in place, it appears as though they’re opening our emails, reading our blog posts, and participating with our social media efforts. We’ll be okay—we’re small and very nimble.”
Forty-one percent of brands with decreasing sales said that engaging customers on social media channels, like Facebook and Instagram, and through email have been working well.
One brand shared, “Honestly, I think being authentic and speaking from our heart about how COVID-19 is concerning us and our family is our best marketing. People are afraid of so many things right now, so we’re just being us and letting our customers know that we’re there for them and that we’re also concerned about how all of this is affecting all of us. I do believe that being positive and real is a better fit for our marketing right now.”
Brands with flat sales
How are they feeling?
Thirty-six percent of brands with flat sales seem unsure about their future outlook, while 57 percent seem hopeful about their future after the shutdown.
Supply chain issues don’t seem to be a current issue: 38 percent of brands with flat sales said they haven’t yet had any issues or delays, but 43 percent think they’ll experience some supply chain issues in the next few weeks.
Twenty-one percent of brands said that using influencer marketing is helping them during this time.
One brand we spoke with said they were relying on their local community influencers for help. They created videos and useful resource guides for customers and local brands to use during this time, including content about movies, workouts, and information on how they can help local healthcare and first responders.