CONSUMERS AND THE NEW RETAIL LANDSCAPE
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MAY 2021
CONSUMERS AND
THE NEW RETAIL
LANDSCAPE
PYMNTS.com is where the best minds and the best content meet on the web to learn about “What’s Next” in payments and
commerce. Our interactive platform is reinventing the way in which companies in payments share relevant information about
the initiatives that shape the future of this dynamic sector and make news. Our data and analytics team includes economists,
data scientists and industry analysts who work with companies to measure and quantify the innovation that is at the cutting
edge of this new world.
This study series measures the impact of the COVID-19 pandemic on consumer and merchant behavior and explores the accel-
erated shift to a digital-first world. Pandenomics is a proprietary research and analytic framework and series of insights that
measures the shift away from a primarily physical world toward a digital-first counterpart. This framework makes it possible
to accurately profile the characteristics of these digital shifters as consumers prioritize preserving their personal and familial
health and safety as they make decisions about doing business in the world.
01 | Introduction
INTRODUCTION
TABLE OF CONTENTS
T
he beginning of 2021 solidified what had been a rapid and permanent
shift in the digital connected economy, one rooted in practicality
and directed toward an authentic human need: a solution for the
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 02 millions of people who live, work and shop in an economy that had
relied at least partially on direct human interaction but had been thrust into
social distancing. Consumer behavior suddenly changed, and individuals
PART I: THE END OF CABIN FEVER: VACCINES AND AGGREGATORS HAVE CHANGED did more online and less in stores. The behavior of these “digital shifters”
CONSUMER BEHAVIOR . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 03 has had an outsized influence on how America shops — a trend which will
persist long into the future. A new connection between digital technologies
and the day-to-day lives of Americans was forged out of necessity by
PART II: THE DELIVERY AGGREGATORS: A NEW AUDIENCE OF ACTIVE, ENGAGED
retailers, brands and payments providers. Meeting consumers’ needs at
CONSUMERS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 scale became the impetus for urgent digital innovation. Innovative ways
of doing business — such as contactless payments, grocery subscriptions
and delivery aggregators — became relevant not only to early-adopting
PART III: BACK TO THE FUTURE: CONSUMERS’ EMBRACE OF THE “BRING IT TO
consumers who were jockeying to exude coolness but also consumers
ME” ECONOMY IS PERMANENT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 simply trying to get necessary chores done.
Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
The upending of in-store commerce was unforeseen yet happened swiftly, and new
Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 consumer demands have likewise shaken up the digital landscape. The meteoric
rise of an economy based on convenience, practicality and digital connectivity (and
encompassing everything from small retail grocers adopting contactless payments
to entire corporations and governments shifting to working from home in weeks)
defined the retail landscape in 2020.
Consumers And The New Retail Landscape analyzes the results of a survey of 2,225
consumers to present a comprehensive review of how 2020 impacted consumer
shopping behaviors and how the availability of vaccines may influence consumers’
future shopping choices.
© 2021 PYMNTS.com All Rights Reserved
Reimagined Shopping | 04
PART I: THE END OF CABIN FEVER: VACCINES AND AGGREGATORS HAVE
CHANGED CONSUMER BEHAVIOR
FIGURE 1:
WHY CONSUMERS WILL MAINTAIN THEIR INCREASED
ACTIVITY
Share citing select reasons for wanting to maintain
Consumers have gained more freedom to return to many outdoor and indoor activities, increased activities, by number of activities increased
including shopping, with vaccination rates climbing and restrictions on businesses
It saves me time.
lifting. How and why consumers decide to shop in person, however, has itself The widespread availability of vaccines has
59.7%
transformed dramatically since early 2020. PYMNTS’ research in 2020 and early 2021 72.5% significantly impacted most consumers’
reveals significant shifts in consumers’ interest in time-saving digital shopping options It makes things easier. vaccination statuses and their interest in
61.9%
as well as their willingness to permanently cast off physical consumer behaviors in 68.3% returning to public activities. Our research shows
favor of digital alternatives. Forty percent of consumers are considered “digital shifters” I am less likely to be exposed to new variants of COVID-19. that the majority (58 percent) of consumer
32.4%
— shoppers who are doing more online and less in store. Efficiency and convenience — 45.9% respondents had received at least one dose
Merchants have made it much easier to shop online and have
along with the ability to have “digital-like” experiences such as instant inventory checks things delivered. of the vaccine and that another 13 percent
33.1%
and fast, secure checkouts everywhere, influence the shopping channel choices of 38.6% reported that they were very or extremely likely
consumers who have increased select activities during this transformative year. I can use the time spent shopping in the store to do other things. to get the vaccine. This is a significant increase
34.3%
35.7%
from February of this year, when only 21 percent
The new consumer: convenience-focused, vaccinated and eager to get out Merchants have made it much easier to shop online and pick of consumers had been vaccinated. Vaccinated
there
things up curbside.
21.2% consumers have different indoor options than
28.2%
unvaccinated people in many states, such as
The consumer of today has become accustomed to the convenience of the connected Other
5.7% flexible, nondistanced seating and unmasked
economy and has no plans to abandon it, even as vaccine availability and loosened 2.9%
seating at sporting events and theaters.
restrictions on public events make it easier to enjoy in-person entertainment and
0% 10% 20% 30% 40% 50% 60% 70% 80%
leisure activities. Most consumers (52 percent) have adopted the use of digital
shopping aggregators, such as Instacart or Grubhub, which allow them to shop or Increased only one activity
Increased more than one activity
order from multiple stores or restaurants at once. Large shares of consumers who
have increased their activity for a range of tasks that include grocery or retail shopping Source: PYMNTS.com
since early 2020 cite saving time as the top reason why they want to maintain these
shifted behaviors for one activity (60 percent) or two or more (72 percent).
© 2021 PYMNTS.com All Rights Reserved
05 | Part I: The end of cabin fever Reimagined Shopping | 06
FIGURE 2: FIGURE 3A:
VACCINATION PLANS OVER TIME UNVACCINATED INDIVIDUALS’ DESIRED
Share citing select plans for vaccination, by date ACTIVITIES WHEN VACCINATED
Desired activities after vaccination, by digital shift
status
February 18 See my friends and family
21.3% 0000000000
The prospect of a return to outdoor and indoor Consumers have become less concerned
25.5% 0000000000
36.9%
9.7%
0000000000
0000000000
social activities may strongly motivate some 40.6% 0000000000
about the impact of COVID-19 on their and their
32.1% 0000000000
consumers’ vaccination and shopping channel Travel within the United States families’ lives (53 percent), down from a high of
February 26 choices. Digital shifters, PYMNTS’ research 23.9% 0000000000
72 percent in July of 2020. This waning level of
28.3% 0000000000
35.1% 0000000000
37.7% 0000000000 indicates, choose online shopping channels concern reflects that mass vaccinations began
8.8% 0000000000
Shop in grocery stores
25.3% 0000000000 because of convenience. As the country in 2021 and may influence consumers’ interest
23.8% 0000000000
March 8 continues to open up more fully, digital shifters 33.2% 0000000000
in returning to public venues and social events.
may have more time available for leisure and
0000000000
34.8% Participate in leisure activities, such as going to see movies or
32.5% 0000000000 sporting events
7.5%
25.2%
0000000000
0000000000
social activities than nonshifters because they 22.4% 0000000000
35.2% 0000000000
have relegated routine shopping tasks to online
April 1 Shop in stores other than grocery stores
47.3% 0000000000
channels. Not surprisingly, unvaccinated digital
20.6% 0000000000 22.9% 0000000000
7.7% 0000000000 shifters show particular interest in engaging 32.2% 0000000000
24.4% 0000000000
in outdoor and social activities once they Eat out at restaurants
April 21
58.3% 0000000000 are vaccinated. Once vaccinated, however, 20.6% 0000000000
33.4% 0000000000
12.9%
6.8%
0000000000
0000000000
consumers engage in fewer outdoor activities
22.0% 0000000000
then planned. This suggests that digital channels Have my children return to in-person schooling
21.2% 0000000000
are preferred by consumers even when there 24.8% 0000000000
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
are no barriers to their participation in indoor or Have my children do activities outside the home
Received vaccine outdoor activities. 18.6% 0000000000
Very or extremely likely to get vaccine 24.4% 0000000000
Somewhat likely to get vaccine
Not at all or slightly likely to get vaccine
International travel
Source: PYMNTS.com 18.7% 0000000000
24.5% 0000000000
Conduct my paid work at my workplace’s physical location
14.2% 0000000000
20.5% 0000000000
0% 10% 20% 30% 40% 50%
Nonshifter
Digital shifter
Source: PYMNTS.com
© 2021 PYMNTS.com All Rights Reserved07 | Introduction
Part I: The end of cabin fever Reimagined Shopping | 08
FIGURE 3B:
FULLY VACCINATED RESPONDENTS’
PHYSICAL ACTIVITY SHIFTS Our research suggests that many consumers FIGURE 4:
Share that increased their frequency of select CONSUMERS VERY OR EXTREMELY CONCERNED ABOUT COVID-19
activities after vaccination, by digital shift status
are anxious to return to public life, yet fully vac- Share of consumers significantly concerned about COVID-19, by date
cinated digital shifters may be less likely than
nonshifters to actually carry out their plans to
See my friends and family embrace public leisure activities again. This
21.5% may be because digital shifters are still hesitant
20.3%
to return to familiar activities even with more
Travel within the United States
19.6%
free time due to time-saving digital choices or
15.2%
because these activities have become less at- 80%
Shop in grocery stores tractive over time due to individuals’ comfort 69.5% 71.9%
68.3%
19.1%
11.8%
with digital interactions. This finding indicates 65.1% 65.9%
66.8%
64.9%
63.2%
62.0% 61.8% 62.8%
Participate in leisure activities, such as going to see movies or that digital shifters’ new behavior patterns may 60% 57.0%
60.4% 60,5% 60,6% 61.0% 60.4%
57.5%
sporting events
13.5% persist. 54.4% 53.0%
10.3%
Shop in stores other than grocery stores
17.5% 40%
12.0%
Eat out at restaurants
15.0%
10.1% 20%
Have my children return to in-person schooling
17.0%
10.8%
0%
Have my children do activities outside the home
4/27/2020
3/27/2020
11/16/2020
8/12/2020
9/15/2020
8/31/2020
11/11/2020
2/26/2021
12/7/2020
3/17/2020
6/22/2020
10/1/2020
7/17/2020
4/11/2020
4/21/2021
1/22/2021
5/23/2020
3/8/2021
4/1/2021
1/4/2021
17.5%
8.2%
International travel
Source: PYMNTS.com
15.1%
7.3%
Conduct my paid work at my workplace’s physical location
13.4%
7.5%
0% 10% 20% 30%
Nonshifter
Digital shifter
Source: PYMNTS.com
© 2021 PYMNTS.com All Rights Reserved09 | Introduction
Part I: The end of cabin fever Reimagined Shopping | 10
The new customer experience standard for these digital shifters is the efficiency and FIGURE 5B:
DIGITAL SHOPPING AGGREGATOR USE
convenience of instant purchasing, powered by the digital channels that make it easier Share that use digital shopping aggregators, by
for consumers to get essentials like groceries and food from their favorite restaurants. income
This new digital landscape of retail options — which pits familiar local favorite grocers
next to national retailers with same-day shipping, vast inventories and frequent At least one aggregator
clearance prices — provides ample motivation for local retailers to engage consumers 57.5% 0000000000
52.6% 0000000000
returning to outdoor and indoor activities. The majority of consumers have used digital 44.3% 0000000000
shopping aggregators, yet those most likely to be adopters are millennials (81 percent), Grocery store aggregators
members of Generation Z (80 percent) and consumers who earn more than $100,000 48.3% 0000000000
45.1% 0000000000
annually (58 percent). 35.8% 0000000000
Restaurant aggregators
FIGURE 5A: 0000000000
53.8%
0000000000
DIGITAL SHOPPING AGGREGATOR USE 49.3%
0000000000
41.6%
Share that use digital shopping aggregators, by
generation
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
More than $100K
At least one aggregator
$50K - $100K
21.7% 0000000000
Less than $50K
52.2% 0000000000
76.1% 0000000000
81.2% 0000000000
Source: PYMNTS.com
80.0% 0000000000
Grocery store aggregators
16.3% 0000000000
41.3% 0000000000
68.3% 0000000000
72.4% 0000000000
67.6% 0000000000
Restaurant aggregators
80%
18.6% 0000000000
49.0% 0000000000
73.3% 0000000000
77.3% 0000000000
77.4% 0000000000
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
OF MILLENNIAL AND GEN Z
Baby boomers and seniors
Generation X
Bridge millennials
Millennials
Generation Z CONSUMERS USE A DELIVERY
Source: PYMNTS.com AGGREGATOR.
© 2021 PYMNTS.com All Rights Reserved11 | Introduction Reimagined Shopping | 12
PART II: THE DELIVERY AGGREGATORS: A NEW AUDIENCE OF ACTIVE,
ENGAGED CONSUMERS
FIGURE 6:
UNVACCINATED RESPONDENTS WHO WOULD
INCREASE SELECT ACTIVITIES ONCE FULLY
VACCINATED
Share planning select activities, by aggregator use
Fully vaccinated delivery aggregator users
See my friends and family
26.1% 0000000000 have also increased the frequency of their
Many consumers chose to shop online during March and April 2020 because of 35.2% 0000000000
shopping in grocery stores more than
34.9% 0000000000
safety concerns, however consumers also favor the efficiency of digital shopping to 36.1% 0000000000
vaccinated nonusers (27 percent versus 11
preserve their most valued commodity — time that can be spent with family or on Travel within the United States
0000000000 percent, respectively), shopping in nongrocery
22.3%
pleasurable leisure activities. PYMNTS’ research found that 47 percent of customers 32.7% 0000000000
retail stores (28 percent versus 8 percent for
32.2% 0000000000
who use delivery aggregators are digital shifters — customers who perform activities 33.5% 0000000000
nonusers) and eating out (23 percent versus 8
Shop in grocery stores
more online and less in store. 21.5% 0000000000
percent for nonusers).
31.9% 0000000000
32.4% 0000000000
Unvaccinated consumers using delivery aggregators do show a greater enthusiasm 33.0% 0000000000
for future in-person leisure activities, unlike other consumers. This may be due to Participate in leisure activities, such as going to see movies or
sporting events
their interest in time-saving activities that free them to pursue the activities they
0000000000
22.8%
30.7% 0000000000
may otherwise have missed. 31.9% 0000000000
31.9% 0000000000
Shop in stores other than grocery stores
Key shares of respondents who are not fully vaccinated and who use restaurant ag- 19.2% 0000000000
32.6% 0000000000
gregators (36 percent) and those who use grocery delivery aggregators (35 percent) 33.5% 0000000000
33.7% 0000000000
report that they will see their friends and family more often and at a higher rate once Eat out at restaurants
they are fully vaccinated than those not using aggregators (26 percent). The differ- 18.7% 0000000000
30.9% 0000000000
ence is far more pronounced for aggregator users who are fully vaccinated. Fully 31.8% 0000000000
31.9% 0000000000
vaccinated users of restaurant delivery aggregators (31 percent) and grocery delivery Have my children return to in-person schooling
aggregators (32 percent) are twice as likely to say they increased their frequency of 13.7%
30.1%
0000000000
0000000000
visits with friends and family than nonusers of aggregator services (15 percent). 32.1%
31.2%
0000000000
0000000000
Have my children do activities outside the home
0000000000
14.3%
26.6% 0000000000
27.5% 0000000000
27.6% 0000000000
International travel
0000000000
14.3%
26.1% 0000000000
26.3% 0000000000
27.1% 0000000000
Conduct my paid work at my workplace’s physical location
0000000000
9.3%
22.8% 0000000000
23.7% 0000000000
22.9% 0000000000
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Nonusers of aggregators
Aggregators user
Grocery store aggregator users
Restaurants aggregator users
Source: PYMNTS.com
© 2021 PYMNTS.com All Rights Reserved13 | Introduction
Part II: The delivery aggregators Reimagined Shopping | 14
PART III: BACK TO THE FUTURE: CONSUMERS’ EMBRACE OF THE
FIGURE 7: “BRING IT TO ME” ECONOMY IS PERMANENT
FULL VACCINATION’S IMPACT ON INCREASING SELECT
ACTIVITIES
Share of fully vaccinated respondents who increased select
activities
See my friends and family Demographically, more delivery service aggre-
15.2% 0000000000
gator users have been fully vaccinated than
29.9% 0000000000
31.9% 0000000000
nonusers for every age group except baby Despite the availability of the vaccine and the relaxing of restrictions on store and restau-
30.6% 0000000000
Travel within the United States boomers and seniors. rant hours across the country, most respondents still value the efficiency of delivery for
10.3% 0000000000
food and groceries. This is unsurprising, as consumers — who spend an average of 16 hours
29.2% 0000000000
32.7% 0000000000
per day online consuming digital media — would have little incentive to abandon digital
28.6% 0000000000
Shop in grocery stores FIGURE 8: behaviors that are at their fingertips and save them time with a few clicks.1 Three-quarters
10.7% 0000000000
AGGREGATOR USE BY AGE of digital shifters state that they will maintain at least one behavioral change they acquired
27.1% 0000000000
Delivery aggregator usage, by demographic
30.7% 0000000000
during this eventful year.
27.3% 0000000000
Participate in leisure activities, such as going to see movies or
sporting events Restaurant aggregator users
0000000000
7.0% 0000000000
19.9% 0000000000
54.5%
0000000000
FIGURE 9:
45.7%
21.9% 0000000000
47.7% 0000000000
DIGITAL SHIFTERS’ BEHAVIOR PLANS
20.2% 0000000000
0000000000
50.1% Share planning to maintain or revert changed behaviors, by
Shop in stores other than grocery stores 61.4% 0000000000
0000000000 72.7% 0000000000
behavior category
8.4%
28.0% 0000000000
Grocery store aggregators users
32.2% 0000000000
0000000000
27.9% 0000000000 54.3%
46.8% 0000000000 Eating
Eat out at restaurants 0000000000
48.6% 72.3% 0000000000
0000000000
7.6% 50.5% 0000000000
27.7% 0000000000
22.6% 0000000000
60.6% 0000000000
25.6% 0000000000
70.8% 0000000000 Grocery
23.2% 0000000000
Aggregator users 71.4% 0000000000
Have my children return to in-person schooling 28.6% 0000000000
0000000000
0000000000 54.7%
4.8% 0000000000
45.8% Shopping
28.8% 0000000000
0000000000
48.0% 72.1% 0000000000
33.1% 0000000000
0000000000
50.3% 27.9%
29.7% 0000000000 0000000000
61.9% 0000000000
Have my children do activities outside the home 70.5% 0000000000
Any
0000000000
4.3% Nonusers of aggregators 74.3% 0000000000
27.7% 0000000000
62.2%
0000000000 25.7% 0000000000
32.0% 0000000000
0000000000
27.6% 0000000000 43.7%
0000000000
33.1%
International travel 35.3% 0000000000
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
3.7% 0000000000 48.5% 0000000000
25.1% 0000000000 74.6% 0000000000
Maintain at least some
28.8% 0000000000
25.9% 0000000000 Revert all
Conduct my paid work at my workplace’s physical location
0000000000
3.6% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Source: PYMNTS.com
23.8% 0000000000
26.8% 0000000000
All
24.7% 0000000000
Generation Z
Millennials
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Bridge millennials
Nonusers of aggregators Generation X
Aggregators user Baby boomers and seniors
Grocery store aggregator users
Restaurants aggregator users Source: PYMNTS.com
Source: PYMNTS.com 1 Wolf, M.J. How Covid-19 Has Transformed the Amount of Time We Spend Online. The Wall Street Journal. 2020. https://www.wsj.com/articles/how-covid-19-has-
transformed-the-amount-of-time-we-spend-online-01596818846 Accessed May 2021
© 2021 PYMNTS.com All Rights ReservedCONCLUSION
METHODOLOGY
O
ur research shows that consumers’ shift towards the connect- PYMNTS issued a survey to a census-balanced panel
ed economy is definitive. The convenience of delivery services of 2,225 U.S. residents between April 21 and April 24,
and high-speed internet connectivity became an essential 2021, as a follow-up to our continuing series of studies
utility rather than a “nice-to-have” luxury for the millions of examining consumers’ behavioral changes following
Americans who found themselves dependent upon digital the COVID-19 outbreak. Respondents were 48 years
channels to shop, work or study. Consumers have learned to adapt digital old on average, and 53 percent were female. Thir-
shopping options to their unique needs while using delivery aggregator ser- ty-three percent of respondents held college degrees.
vices to save time for leisure activities and certain shopping tasks that they We also collected data from consumers in different
find enjoyable. The connected economy — which caters to those who do income brackets: 36 percent of respondents declared
more online and less in stores — has reached a new level of maturity and an annual income of more than $100,000, 32 percent
permanence. earned between $50,000 and $100,000 and 32 percent
earned $50,000 or less.
© 2021 PYMNTS.com All Rights Reserved17 | Introduction Reimagined Shopping | 18
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