In April 2020, 52% of US digital buyers said they purchased clothing, shoes or accessories digitally, down 4 percentage points from February 2020. As consumers remain indoors, clothing is not an essential. Groceries, however, are. More than a third (36%) of respondents purchased food and beverages online in April 2020, up 9 percentage points from February 2020.
Online purchases of pharmaceutical and health products also increased 6 percentage points from February to April. And as people transition to distance learning and working from home, digital office equipment and supply purchases increased 4 percentage points in the same timeframe.
Amazon Prime members follow similar behavior. The eMarketer/Bizrate survey found that fewer US Amazon Prime members ages 18 to 65 are shopping for apparel, and more are buying food and health items.