Survey also found that the pandemic has increased Americans’ love for general retail stores like Amazon, Walmart and Target
LOS ANGELES, May 24, 2021 — Most Americans are loyal to their favorite brands, especially their grocery and electronics stores of choice, according to a new survey released today from Smarty, the premiere online shopping destination that saves time and money on online purchases.
The research revealed that a significant majority (73.2%) of Americans say they have brand loyalty. “This tells us that the pandemic caused people to evaluate the brands they like and don’t like and where they want to spend the bulk of their time and money. The pandemic clarified brand loyalties; people honed in on the brands they value and spent their money with those brands,” said Vipin Porwal, CEO and founder of Smarty.
The pandemic also changed the shopping behaviors of Americans, with many reporting that they spent more money in general retail stores like Amazon, Walmart and Target. “These brands grew exponentially during the pandemic, with many becoming a one-stop shop for Americans’ needs,” Porwal said. “As we can see, consumers are prioritizing convenience in our new normal.”
Americans have the most loyalty to their favorite grocery and electronics brands
Grocery and electronics brands topped the list for the retail brands Americans are most loyal to. Grocery stores like Kroger, Vons and Albertsons ranked #1, followed by electronic brands such as Apple, AT&T and Samsung.
According to the survey, Americans also spent more money at general retail stores such as Amazon, Walmart and Target and health & wellness brands, including Rite Aid, CVS and Walgreens, since the start of the pandemic.
However, brand loyalty is not necessarily unconditional. Americans will abandon their favorite brands if they find a better-quality product at a competing brand (47%) or if their preferred brand becomes too expensive (45%).
Americans are spending money on home improvements and self-care
In general, Americans overall reported spending the most money on groceries and household essentials during the pandemic. In fact, Americans say they’re spending on average $100-$400 for groceries a month.
It seems the time at home during quarantine has also made Americans more interested in home improvements and self-care. The survey found that Americans are spending on average $100-$400 at home goods and improvement stores like Lowe’s and Home Depot and health & wellness stores like Rite Aid and CVS. There’s a group that admits to spending $400-700 on home improvements (25.5%) and health & wellness (24.1%).
There’s also been an uptick in subscriptions, with many brands and retailers moving toward a subscription-based business model. Americans say they have 2-3 subscriptions (33.9%) related to shopping at Walmart+, Amazon Prime and Costco.
“This data underscores that Americans are eager to adopt a subscription-based model if it will benefit them,” added Porwal.
About Smarty
Launched in 2018, Smarty is a premiere online shopping destination that automatically applies the best coupon on purchases from more than 6,000 U.S. retailers such as Target, Walmart, Best Buy and from more than 20,000 global merchants. The free Smarty web browser extension is available for Chrome, Firefox, and Microsoft Edge (Chromium). The SmartyPlus subscription shopping service saves users even more time and money by doubling cashback benefits from more than 5,000 online retailers; providing price and shipping protection; and offering free returns. Smarty solutions enhance online shopper confidence, helping retailers increase conversions while challenging them to offer the best deals.
Visit www.joinsmarty.com/about to learn more.
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