PFSweb and Arlington Research Analyze US Online Consumer Behavior Across Generations and Retail Categories

Rhea-AI Summary

PFSweb's recent consumer survey, conducted with Arlington Research, indicates significant shifts in online shopping habits due to the pandemic. Notable findings include that 75% of millennials purchased goods online that they hadn't considered before. Over half of consumers (56%) made purchases in the Groceries & Household category, while only under 50% engaged in other categories. Millennials and Gen Z notably increased their grocery purchases, contrasting with only 28% of older generations doing the same. The study highlights the importance for brands to tailor their offerings to diverse consumer demographics.

Positive

• 75% of millennials bought goods online that they hadn't previously considered.
• 56% of consumers made purchases in the Groceries & Household category during the pandemic.
• Insights suggest potential for brands to enhance tailored marketing strategies.

Negative

• Less than 50% of consumers purchased from other retail categories indicating limited growth opportunities.
• Only 28% of older generations increased grocery purchases, potentially limiting market reach.

ALLEN, Texas, July 01, 2020 (GLOBE NEWSWIRE) -- A recent consumer survey conducted in the US by Arlington Research and PFSweb’s (NASDAQ: PFSW) operations business unit, PFS, found there are sizable gaps in how US consumers across generations are shopping various online retail categories in response to the pandemic. The study offers insights into the demographics of how consumers are shopping, including age and gender, as well as the differences across online retail categories.

Key findings from the PFS and Arlington Research study:

• Seventy-five percent of millennials have bought goods online during the pandemic that they had not considered prior.
• Over half of consumers have made one or more online purchases in the Groceries & Household (56%) and Health & Beauty (51%) categories during the pandemic.
• Less than fifty percent of those consumers have made one or more online purchases across the rest of the categories surveyed including apparel & footwear, office supplies, home & garden, jewelry, and consumer electronics.
• Forty-six percent of millennials and Gen Z have more online grocery purchases than usual amid the pandemic, compared to just twenty-eight percent of baby boomers and the silent generation.

“Not surprisingly, consumers across generations are shopping online differently during the pandemic, and only time will tell if these behaviors will continue long-term,” commented Zach Thomann, EVP and PFS General Manager. “For years, we have helped our clients create unique offerings, such as product personalization and gift wrap, that appeal to their specific customer demographics while still executing during peak periods. It is critical that online brands and retailers analyze their customer demographics and create differentiated brand experiences that appeal to them during these uncertain times. Not all online retail categories are experiencing the same amount of growth, so differentiation is key to winning customers of all generations.”

For further information about the study, and to learn more about PFS’ end-to-end eCommerce offering, please click here.

About the Research
This study was conducted across April and May 2020, surveying 2,000 adults aged 18+ across the US. These results are based on consumers who have purchased from seven major retail categories during the COVID-19 pandemic. A similar study was conducted in the UK across March and April 2020. More detail on the UK study can be found here. Both studies were conducted by independent research firm, Arlington Research.

About PFSweb, Inc.
PFSweb (NASDAQ: PFSW) is a global commerce services company that manages the online customer shopping experience on behalf of major branded manufacturers and retailers. Across two business units – LiveArea for strategy consulting, creative design, digital marketing, and web development services, and PFS for order fulfillment, contact center, payment processing/fraud management, and order management services – they provide solutions to a broad range of Fortune 500® companies and household brand names such as Procter & Gamble, L’Oréal USA, ASICS, PANDORA, Ralph Lauren, Shiseido Americas, the United States Mint, and many more. PFSweb enables these brands to provide a more convenient and brand-centric online shopping experience through both traditional and online business channels. The company is headquartered in Allen, TX with additional locations around the globe. For more information, please visit www.pfsweb.com.

Media Relations:
Matthew Kaiserman
Media Frenzy Global
Tel 1-678-943-7408
matthew@mediafrenzyglobal.com

Investor Relations:
Sean Mansouri or Scott Liolios
Gateway Investor Relations
Tel 1-949-574-3860
PFSW@gatewayir.com

FAQ

What did the PFSweb consumer survey reveal about online shopping during the pandemic?

The survey found that 75% of millennials purchased items they hadn't considered online, with over half of consumers making grocery purchases.

How many consumers participated in the PFSweb survey?

The survey included 2,000 adults aged 18+ across the US.

What retail categories showed increased online purchases according to the PFSweb study?

The study indicated significant purchases in Groceries & Household, with 56% of respondents buying online in that category.

How does the online shopping behavior differ across generations according to PFSweb?

Millennials and Gen Z showed higher engagement in grocery purchases compared to older generations.

What implications does the PFSweb survey have for online retailers?

It emphasizes the need for retailers to adapt their marketing strategies to appeal to diverse consumer demographics.