Marketing During a Crisis: Now and Post Coronavirus [Wave 5]

May 8, 2020
SheSpeaks Coronavirus Survey Wave 5

In an effort to better understand how shoppers are reacting to the impact of the Coronavirus, SheSpeaks asked women age 18+ across the US to share their thoughts and experiences related to sentiment, attitude and purchase behavior. We shared these results at a webinar with the Supplier Community on Thursday, May 7th.

This is the fifth survey in our series related to Shopper behavior since the country began to shut down in mid-March.

[Prior Coronavirus Shopper Surveys: Waves 1&2Wave 3Wave 4]

SheSpeaks latest survey was fielded online:

  • On May 1-5, 2020 and 1,458 respondents completed the survey
  • Throughout this report we will compare current results to the prior wave conducted on April 17th

Topline Findings

Shoppers Have Come to Terms with the New Normal of CoronavirusAlthough 58% of shoppers say that they feel “Uncertain” they are less Anxious (-36%) more Hopeful (+17%) and Calmer (+28%) vs. April 17th survey .

Shopping Are Changing Habits and Some Will Persist Post Coronavirus CrisisThey are spending 62% more time cooking at home and they are enjoying it! 72% plan to continue cooking meals at home more than they before the Coronavirus crisis.

Tipping Point for shopping Online for GroceriesShoppers have become more comfortable shopping online for groceries with delivery at home or in-store pick up. Shoppers have shifted away from in-store purchasing and 24% expect to continue this trend post Coronavirus crisis.

Favorite Brands Are Being ReplacedDue to more limited availability of products during the Coronavirus crisis, shoppers have had to buy replacement brands. Close to 30% plan to continue to buy the replacements they have been using post the Coronavirus crisis.

[download report]

If you have any questions or would like to discuss further, please contact Missy Tiller at

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