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Covid-19 poll daily insights

Monday
March 30, 2020

  • More than 46 percent of respondents continue to say sales are going up.
  • Brands that sell apparel and accessories ideal for a stay-at-home environment are seeing increased sales.
  • More brands report they’re seeing supply chain issues.

 

Forty-six percent of respondents, up from 29 percent last week, say their sales are going up. Consumers seem to be shifting their dollars to new essentials—toys and hobbies, pet food, health and fitness, beauty and cosmetics, housewares, hardware/home improvement, and sporting goods

Of the brands that say sales are increasing, 38 percent sell products in a new essentials category.

Are your sales being affected

What do you sell?

More than twenty-nine percent of apparel and accessories businesses say their sales have increased, up 19 percent from last week. Ninety percent of these businesses appear to sell athleticwear accessories or comfort clothing—ideal for the stay-at-home environment that consumers are faced with right now.

Of the apparel and accessories businesses that say their sales have increased, most have experienced several advantages during this time. First, 25 percent say they’re seeing increased traffic that likely came from a sales promotion. Additionally, 72 percent report their conversion rate has gone up from last week, and only 18 percent of apparel and accessories businesses with increased sales report issues with their supply chain.

Apparel brands with sales up are in athletic appeal

Up thirteen percent from last week, 30 percent of brands now say they’re experiencing lack of access to all their inventory. Specifically, 33 percent of brands shared that it’s because of supply issues and their suppliers are shut down for the time being. Lack of inventory is negatively affecting conversion rates, with 38 percent of respondents reporting their conversion rate has decreased since last week. One beauty brand elaborated, “Website visitors are up, but our conversion rate is lower due to having less products in stock (we sold out of our best sellers).”

Additionally, of the brands that say they’re experiencing issues accessing inventory, 60 percent also report shipping company or distributor delays. One brand shared that orders placed through Amazon fulfillment were delayed 3-4 weeks, for example.

Is your supply chain affected

Effective Marketing Moments

What’s working?

Reassuring customers through marketing messaging. Veestro, a healthy food subscription business, updated their website to let customers know that they’ve created extra meals and can support new business at this time. Additionally, they help alleviate concerns about COVID-19 transmission through food packaging by sharing information from the Food and Drug Administration (FDA) and American Frozen Food Institute.

Veestro Covid-19 email

Expanding your business to align with current events. Kiwi Co., a kids activity and learning subscription business, updated their website to include a resource hub for parents to help them support their kid’s learning from home. One of the activities includes “an explanation of the science of handwashing, to help kids understand why it’s so important.”

Kiwi website kids resources

Brands with increasing sales

How are they feeling?

48 percent of brands with increasing sales say they expect a bright future because of increased brand awareness and the increased volume of new customers they’ve acquired during this time.

Several brands have also reported that this time period could help them improve their marketing strategies. One brand said, “We will learn how to message the moment better in all climates, not just everyday life. We are looking forward to focusing on retention with lots of new customers coming in during this time.”

What’s working?

Brands say email marketing, Facebook ads, promotions, and content development are working best for them.

  • 26% have reported email marketing and Facebook ads are helping
  • 18% said promotions have helped, either linking to charities, discounting, or bundling at a value.
  • 15% said content marketing is working for them. One brand said part of its content strategy is, “providing our customers with some free videos and other things to keep them happy without having to pay.”

Brands with decreasing sales

How are they feeling?

Brands with decreasing sales are feeling anxious about their current state and uncertain about their future outlook.

  • 66% have reported that their website conversion rate has decreased from last week.
  • 63%, down from 92% last week, say their sales have decreased by 30% or more from last week.
  • When asked what they’re most concerned about, two brands reported that they rely heavily on wholesale businesses which are not performing well right now—and that they expect many of these businesses to permanently close.

What’s working?

Twenty percent of brands with decreasing sales said that engaging customers on social media channels, like Facebook and Instagram, and through email has been working well.

One brand shared, “We still have a good amount of email engagement. We are still gathering more subscribers so once things settle, our marketable reach will be much larger.”

Brands with flat sales

How are they feeling?

Brands with flat sales remain concerned about the uncertainty that the future holds and their supply chain. While 40 percent have already seen issues with their supply chain, another 40 percent said they expect to see issues within a few weeks. One brand stated, “We still get pre-orders and custom orders, and I hope we can still ship them when they’re done, so we don’t have to issue refunds.”

What’s working?

Advertising. Advertising is operating as efficiently as it was before. 80 percent of brands indicate that they are spending the same amount or less on advertising, and 100 percent of brands are saying their ads are either as efficient or more efficient than before.

Highlights:

Brands with increasing sales

How are they feeling?

Brands with increasing sales say they’re feeling optimistic about the future.

One said, “Business is still strong as long as we’re able to ship out of our warehouse.”

Several brands have also reported that this time period could potentially help them grow bigger. Another brand said, “We will have increased our market share.”

What’s working?

Brands say email marketing to existing customers is working best for them today.

Several brands have said that finding peace, practicing patience, and being grateful have helped them find strength during this time.

One brand said they’re “feeling grateful to have an online business right now.” Another brand said, “We’re blessed to be able to run our business from home.”

Brands with decreasing sales

How are they feeling?

Brands with decreasing sales are feeling anxious about their current state and uncertain about their future outlook.

  • Eighty percent have reported that their website conversion rate has decreased from last week.
  • Sixty-three percent, up from 36 percent last week, say their sales have decreased by 30 percent or more from last week.
  • When asked what they’re most concerned about, 16 percent said paying their employees.

What’s working?

Twenty percent of brands with decreasing sales said that engaging customers on social media channels, like Facebook, has been working well.

One brand said, “Interacting with people on social media creates a bond and that transfers into sales.”

Brands with flat sales

How are they feeling?

Brands with flat sales remain concerned about their supply chain. While 40 percent have already seen issues with their supply chain, another 30 percent said they expect to see issues within a few weeks.

What’s working?

Twenty-five percent of brands say they’re using email to help them engage with consumers and sell through this time.

But the majority (62 percent of brands) are still unsure of what’s going to help them and where they should focus their efforts during this time.

More resources for businesses affected by Covid-19