Radio Matters includes research from Provoke Insights in reporting on new retail trends.

In this blog post, Radio Matters explores how consumer behaviors and preferences have shifted, particularly during 2020 and 2021. With changing lifestyles, new health concerns, and an increasing reliance on convenience, a new retail shopper has emerged.

According to Provoke Insights’ 2021 Trends research, shopping behavior underwent dramatic changes due to pandemic restrictions and evolving consumer priorities. While many retail locations have reopened, over half of Americans still express concern about shopping in-store. In fact, 44% now prefer to shop online—a clear sign that convenience and safety remain key decision drivers.

That said, nearly one-fifth of consumers are excited to return to in-store shopping, showing that hybrid shopping behaviors are becoming the norm. Interestingly, 78% say the internet takes the hassle out of shopping, highlighting why online habits are here to stay.

Different product categories also saw fluctuations. Furniture and home office supplies spiked in 2020, but they’re expected to decrease. In contrast, personal care and grocery purchases are set to rise.

While shopping platforms differ, buying behaviors remain similar in certain categories. For example, online and in-store shoppers show comparable habits when purchasing clothing, vitamins, and footwear. However, online shoppers tend to be younger, full-time employed, and have higher incomes.

When it comes to choosing brands, consumers focus on quality first, then price and trust—key insights for marketers adapting to retail shopper trends.

Radio remains a valuable advertising channel in this landscape. It aligns with the new retail shopper through its reach, trust, and ability to drive engagement.

Check our our 2021 trends research here.

Provoke Insights trends research covers 20 different industries!  Check out which report is relevant to you.