Consumer Behavior

Shoppers spend more when shopping but store trips still on decline

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September 20, 2021

The average retail spend per shopping occasion remains higher during the coronavirus pandemic, hitting $34 a trip or more since March, 2020.

That's a prime research finding from The NPD Group which partially attributes the increase to consumers' online purchase behavior, according to a press release.

What's not increasing are shopping occasions per week, which remain below 2019 levels.

"Fewer shopping trips to limit in-person contact at retail stores, combined with supply-chain challenges making fewer products available, means consumers are more willing to spend more now to get the products they need," Marshal Cohen, retail chief industry advisor for NPD, said in the release. "This dynamic alters the traditional cadence of product seasonality and creates less price sensitivity."

In each of the 12 months since March 2020, the average amount spent per shopping occasion has been between 13% and 29% higher than the same month in the prior year.

"Leading into the holiday shopping season, we can expect to see consumers spending more for better products, with fewer items under the tree," Cohen said in the release. "The evolving pandemic lifestyle is already influencing what consumers are buying. Layer on reduced in-store shopping frequency, and the continued strength of online shopping, and the critical role of impulse shopping will remain muffled."