Health and beauty sees slump
during US stimulus bump

No primary category set

Since ChannelAdvisor announced last week that slippers are one of the hottest selling categories online during COVID-19, a stimulus bump has been provided to much of the population in the United States, and it looks like cozy footwear is way more important than health.

The updated data shows that since the stimulus payments arrived in the United States out of the three consistently highlighted top-level categories; computers/networking, health and beauty, and home and garden, health and beauty has seen the lowest in year-over-year growth rates, quite surprising considering we’re dealing with a virus. Despite the slump, it can be seen that non-essential subcategories within health and beauty such as fragrances and nail care have benefited significantly from the stimulus bump.

Consumers are still keeping fit

Each of the “sporting goods” subcategories highlighted in part 3 of ChannelAdvisors series are still growing much faster than earlier in 2020, this is most likely due to consumers not being able to get out to a gym and purchases of treadmills yet to show signs of slowing down.

The underperforming subcategories are mainly associated with group events like baseball and softball and interestingly, year-over-year growth rates in golf are still below what they were earlier in 2020 even through lots of golf courses are still open. Fishing-related subcategories dipped in late March but have since recovered and finally, growth rates in subcategories associated with biking remained flat through the early periods of the crisis but have since taken a nice upturn beginning in the last week of March.

It’s clear that the stimulus bump payments in the US have created a sudden increase in year-over-year growth rates across the major categories and it will be interesting to see how this changes as the weeks progress.

You can read the full series of ChannelAdvisor posts on the links below:

  1. GMV trends from 1st January – 17th March 2020
  2. GMV trends from 1st January – 22nd March 2020
  3. GMV trends from 1st January – 31st March 2020
  4. GMV trends from 1st January – 12th April, 2020
  5. GMV trends from 1st January – 21st April 2020

2 Responses

  1. Guess what if, you not have to go to work or going out, you don’t need to put a full face of make-up, therefore sales of this stuff is down, who’d have thought it!!!


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