Moderating inflation is normalizing consumer shopping.
As inflation cools, shoppers have largely resumed more predictable shopping behaviors after years of tumult. In-store shopping enjoyment is notably trending upward.
Consumers, particularly those in high-income households, are seeing strong gains in consumer confidence, and that’s translating to their retail behaviors. Morning Consult analysis shows the pain of higher grocery bills is abating, which is alleviating financial pressure.
Based on survey interviews conducted monthly since October 2021, this report provides insight into how shoppers’ behaviors are changing over time.
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Morning Consult data featured in this report draws from monthly surveys conducted from October 2021 to March 2024 among roughly 2,200 U.S. adults per month. All survey interviews were conducted online, and the data were weighted to approximate populations of adults based on age, gender, race, educational attainment, region, gender by age and race by educational attainment. Top-line results from the surveys have a margin of error of +/-2 percentage points.
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17 Pages | PDF Download
Summary of contents
Executive Summary
Consumer Spending
Store Enjoyment
Online Shopping
Trust in Retailers
Fulfillment
Methodology