Numerator’s monthly Consumer Sentiment Study provides ongoing insights to help brands better understand how consumers are faring in today's increasingly dynamic marketplace. From inflation to the ongoing pandemic, consumers are facing multiple disruptions to their everyday lives and routines. Check back each month to keep a pulse on how consumers are feeling about the economy, the pandemic and other emerging market influences.
Latest Update: 10/20/23
Concern regarding world events spikes in October.
While personal finances remained the top concern in October, a fifth of shoppers say they are most concerned about world events, up significantly from September. Overall concern regarding the economy grew this month, while COVID concern plateaued after a large increase last month.
Rising prices remain the top economic concern.
High economic concern grew slightly to 60% in September, with rising prices on essentials remaining the top concern overall. Shoppers showed increased concern about an economic recession and government benefits scaling back.
Consumers remain uncomfortable with discretionary spending in October.
Nearly three-fourths of consumers are uncomfortable splurging on premium items or taking money out of savings, in line with last month. A similar number expect to cut back on certain items—especially restaurants, travel and apparel—in the coming months to save money.
COVID concern remains at the highest level since January.
25% of shoppers said they were highly concerned about COVID-19 in October, up from 15% in August. Worries around reimposed or extended lockdown measures, mask mandates, and travel restrictions all dipped from last month's highs, while concerns around becoming ill and hospital space rose.
About the Survey
Numerator's consumer sentiment survey is fielded to 1,000+ consumers on a monthly basis. All consumers are active members of Numerator's 150,000 person Total Commerce Panel. The study was updated in June 2022 to incorporate new timely questions about the economy and to sunset some COVID-19 era sentiment questions. Responses are shown at a total level and also broken out by income level.
Income Level Definitions:
Low Income: <$40k annual household income || Middle Income: $40 – 80k annual household income || High Income: >$80k annual household income