During the four weeks ending June 29, revenue across discretionary general merchandise and consumer packaged goods grew one percent and unit demand remained level with the same time last year, according to research from Circana. This growth mimics the one percent increase seen in May over a comparable period.
The steadying of unit sales, flattening average selling price comparisons, increased value options, and promotional engagement are signals of continued movement toward consumer spending stabilization, said Circana.
“A growing group of consumers are living with a budget and assessing the need with an eye on value,” said Marshal Cohen, chief retail industry advisor for Circana, in a statement. “They are also figuring out how to save money without giving up what they really want—cutting back in one area of their budget to free up money to spend on the occasional splurge purchase.”
Amid the stabilization occurring across discretionary and non-discretionary retail spending, there are stories of growth. Top-performing products show consumers’ persistent willingness to spend, said Circana. The desire for little luxuries and social media’s influence continues to break through budgetary boundaries.
Circana’s New Product Pacesetters 2024 report reveals consumers are eager to try new food and beverage products including carbonated sports and energy drinks and meal solutions.
“Consumers simply need to be given a reason to buy—a reason that resonates enough to warrant allocating part of their limited budget,” said Cohen. “Growth in the current retail climate depends on not only taking advantage of spontaneous event-based spending but also identifying and activating on the reasons that will stimulate spending and create new sales peaks.”
On the online grocery front, ecommerce continued to deliver consistent growth in June, according to the Brick Meets Click/Mercatus Grocery Shopper Survey fielded June 30-31, 2024. The U.S. online grocery market hit $7.7 billion in sales last month, an eight percent increase from June 2023.
Brick Meets Click partner, David Bishop, remarked on grocery delivery’s role in ecommerce growth, which jumped to $2.9 billion last month, up 18 percent from last year. “Delivery’s strong performance in June likely benefited from the promotional offers made last month, first by Instacart and then by Walmart,” said Bishop in a statement. “These promotions focused on Delivery and offered deep discounts on each service’s annual membership fees, which helped boost both monthly active users and order frequency for Delivery and for Walmart.” (SFA)
