As the COVID-19 pandemic continues to confine Americans to their homes, shopping habits are shifting dramatically. Initially, essentials like toilet paper and hand sanitizer were in high demand, but according to retail executive Sarah Robinson, consumers are now gravitating toward at-home hair care products. With many people taking on the responsibility of cutting and coloring their own hair, items like hair dye and clippers are quickly becoming the next big thing on store shelves.
“It’s fascinating to observe how consumer priorities change when people are homebound,” Robinson commented during a recent interview. “The demand for haircuts has led to a noticeable uptick in sales of beard trimmers and hair color products.”
Reports indicate that the first phase of shopping revolved around health and safety supplies, such as masks and disinfectants. For instance, in the week ending March 7, hand sanitizer sales surged by an astonishing 470% compared to the previous year, according to data from Nielsen. Similarly, during the week ending March 14, paper products like bath tissue experienced triple-digit sales growth.
As the situation evolved, consumers turned their attention to baking, with baking yeast sales skyrocketing by 647% and 457% in the weeks ending March 21 and March 28, respectively. Easter staples like spiral hams also saw a surge, with sales climbing 622% and 413%.
By the following week, interest in hair care products surged alongside continued popularity in spiral hams. Nielsen’s data revealed that sales of hair clippers rose by an impressive 166%, while hair coloring products increased by 23% from the same time last year. Additionally, Robinson noted that puzzles, games, and other forms of entertainment have become staples in many households during this period.
Robinson urged consumers to refrain from excessive stockpiling, emphasizing that a steady supply is on its way to meet demand. “If shoppers could just manage their purchases week-to-week instead of hoarding, it would really help everyone out,” she explained.
While food inventories are stabilizing, certain items remain elusive, such as hand sanitizer. “We’re doing our best to keep it on the shelves, but it disappears almost immediately,” Robinson added. The demand for paper goods remains high, with enough toilet paper sold recently to provide every American with their own roll in just five days.
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In summary, as the pandemic continues, the focus of consumers has shifted from essentials to at-home grooming products, with hair dye and clippers rapidly gaining popularity. Retailers are encouraging responsible purchasing practices to help stabilize the supply chain.