• by Ray Schultz , August 20, 2021

Consumer confidence was just about roaring back over the summer. Then the Delta variant took hold, and things may slow down in the fall, according to the Q2 2021 Consumer Trends Report, a study from Gravy Analytics.  Email teams struggling to make sense of it might look at the growth in different personas (as defined by purchasing interests).

Case in point: The percentage of devices in the home improvement personas, defined by purchasing interests, is now at 33.1%, up from 15.5% in 2019.  

There also has been growth in golf enthusiasts to 28.6%, versus 10.8% two years ago. 

And weekend travelers have seen a quantum increase — to 25.7%, up from 11.4% in 2019.

Pet owners rose to 16.8%, compared to 9.9% during the same period two years ago, while work-at-homers hit 10.1% -- up from 4.6%.  

Predictably, live concert goers fell to 1.5% from 4.2%. 

The study also found that the number of wholesale shoppers rose 268% in Q2 over the same period in 2019. The conclusion: That consumers are putting a priority on value and making fewer trips for groceries and household items. 

This trend was especially pronounced in such locations as Hawaii, Montana and Arizona, while there were declines in states like California, with large metropolitan areas. 

In addition, there was a 225% jump in camping enthusiasts.