Happi Staff03.19.20
Some products are flying off shelves, some are gathering dust as the COVID-19 outbreak contiues.
Catalina Marketing has been tracking sales in categories experiencing either spikes or declines as the US population pays closer attention to the COVID-19 pandemic. The St. Petersburg, FL, based company Buyer Intelligence Database provides shopper intelligence and personalized digital media for CPG brands and retailers.
“Store trips began growing around March 1st and really took off last week -- with visits peaking around March 13. For the week ending March 14, total dollar sales per store were up 60%, driven by 17% more shopping trips and basket sizes that increased an average of 37% versus the prior year,” said Marta Cyhan, CMO at Catalina.
As coronavirus awareness and concern really started to take root on February 1, Catalina began reviewing sales data on 756 categories and identified 224 categories that had previously been in decline. Of these, 177 categories have experienced upswings in sales over the past month. Some of the most dramatic include chlorine bleach (up 340%) and deodorant soap bars (up 218%).
According to Catalina, baby wipe sales shot up 343% for the week ending March 14 vs. the prior year and 339% vs the six weeks ending Feb. 15, 2020.
On the flip side, sales declines for the week ending March 14 vs. the prior year included cosmetics – lips (down 23%), cosmetics-applicators (down 20%), make-up gift sets (down 19%), and women's colognes/perfumes (down 12%).
Catalina Marketing has been tracking sales in categories experiencing either spikes or declines as the US population pays closer attention to the COVID-19 pandemic. The St. Petersburg, FL, based company Buyer Intelligence Database provides shopper intelligence and personalized digital media for CPG brands and retailers.
“Store trips began growing around March 1st and really took off last week -- with visits peaking around March 13. For the week ending March 14, total dollar sales per store were up 60%, driven by 17% more shopping trips and basket sizes that increased an average of 37% versus the prior year,” said Marta Cyhan, CMO at Catalina.
As coronavirus awareness and concern really started to take root on February 1, Catalina began reviewing sales data on 756 categories and identified 224 categories that had previously been in decline. Of these, 177 categories have experienced upswings in sales over the past month. Some of the most dramatic include chlorine bleach (up 340%) and deodorant soap bars (up 218%).
According to Catalina, baby wipe sales shot up 343% for the week ending March 14 vs. the prior year and 339% vs the six weeks ending Feb. 15, 2020.
On the flip side, sales declines for the week ending March 14 vs. the prior year included cosmetics – lips (down 23%), cosmetics-applicators (down 20%), make-up gift sets (down 19%), and women's colognes/perfumes (down 12%).