McKinsey Survey: US consumer sentiment during the coronavirus crisis

McKinsey & Company 1
We have seen four fundamental shifts to consumer behavior, some
of which will have a lasting impact
Up to 40%
net increase in intent to
spend online even
post-COVID-19
2. Flight to digital
and omnichannel
Up to 40%
of consumers (net) say
they will decrease
spend on discretionary
categories
1. Shift to value
and essentials
76%
of consumers have
changed stores,
brands or the way
they shop
3. Shock to
loyalty
64%
of US consumers are
not yet resuming
“normal” out-of-home
activities
4. Homebody
economy
Source: McKinsey & Company COVID-19 US Consumer Pulse Survey 11/9–11/13/2020, n = 2,024, sampled and weighted to match the US general population 18+ years

Confidence in own country’s economic recovery after COVID-191
% of respondents
1 Q: How is your overall confidence level in economic conditions after the COVID-19 situation? Rated from 1 “very optimistic” to 6 “very pessimistic.” Bars may not sum to 100% due to rounding.
Source: McKinsey & Company COVID-19 Consumer Pulse Survey
Spain
11/9–16
UK
11/9–16
Italy
11/9–16
China
11/9–22
Brazil
11/9–16
France
11/9–16
7 12 15 18
31
40
33 37 33
31 40
51
53
59
52
47
54 52 60
62 58
38 33
23 17 14 13 11 7
2
US
11/9–13
Mexico
11/9–17
Japan
11/9–15
India
11/9–20
13
46
41
Unsure: The economy will be
impacted for 6–12 months or
longer and will stagnate or
show slow growth thereafter
Pessimistic: COVID-19 will
have lasting impact on the
economy and show regression/
fall into lengthy recession
Optimistic: The economy will
rebound within 2–3 months and
grow just as strong as or
stronger than before COVID-19
Germany
11/9–13
Shift to value and essentials
The US is more optimistic than European countries but less so than
India or China

Confidence in own country’s economic recovery after COVID-191
% of respondents
1 Q: How is your overall confidence level in economic conditions after the COVID-19 situation? Rated from 1 “very optimistic” to 6 “very pessimistic”; figures may not sum to 100% because of rounding.
Source: McKinsey & Company COVID-19 US Consumer Pulse Survey 11/9–11/13/2020, n = 2,024; 10/23–10/27/2020, n = 2,021; 9/18–9/24/2020, n = 1,026 8/19–8/23/2020, n = 2,026; 7/30–8/2/2020, n = 2,024;
7/7–7/12/2020, n = 1,923; 6/15–6/21/2020, n = 2,006; 6/1–6/7/2020, n = 1,966; 5/18–5/24/2020, n = 1,975; 5/11–5/17/2020, n = 2,002; 5/4–5/10/2020, n = 1,993; 4/27–5/3/2020, n = 2,105; 4/20–4/26/2020, n =
1,052; 4/13–4/19/2020, n = 1,052; 4/6–4/12/2020, n = 1,063; 3/30–4/5/2020, n = 1,484; 3/23–3/29/2020, n = 1,119; 3/20–3/22/2020, n = 1,073; 3/16–3/17/2020, n = 1,042; sampled and weighted to match the US general population 18+ years
13% 16% 14% 15% 16% 16% 16% 15% 15%
20% 18% 17% 18% 19% 21%
17% 17% 14% 13%
43%
45%
45%
47% 46%
48% 48% 52% 52%
49% 49% 49% 47% 46%
46%
46% 45%
44% 46%
44%
39% 41%
37% 39%
35% 36% 33% 34% 32% 33% 34% 36% 35% 32%
36% 39% 42% 41%
Mar
16–17
Mar
20–22
Mar
23–29
Apr
13–19
April
6–12
Apr 27–
May 3
Apr
20–26
May
4–10
May
11–17
May
18–24
Jun
1–7
Jun
15–21
Jul
7–12
Jul 30–
Aug 2
Aug
19–23
Sep
18–24
Oct
23–27
Nov
9–13
Mar 30–
Apr 5
US
Unsure: The economy
will be impacted for 6–12
months or longer and will
stagnate or show slow
growth thereafter
Pessimistic: COVID-19
will have lasting impact
on the economy and
show regression / fall into
lengthy recession
Optimistic: The economy
will rebound within 2–3
months and grow just as
strong as or stronger than
before COVID-19
Optimism regarding US economic recovery has improved steadily
since summer

1 Q: When do you expect your routines will return to normal? Figures may not sum to 100% because of rounding.
2 Q: When do you expect your personal/household finances will return to normal? Figures may not sum to 100% because of rounding.
38%
11%
Jul–Dec 2021
Jan–Jun 2021 36%
15%
Already returned to normal
2022 or beyond
22%
10%
30%
24%
15%
No impact
Already returned to normal
Jan–Jun 2021
Jul–Dec 2021
2022 or beyond
Expectations on routines returning to normal1
% of respondents
Expectations on finances returning to normal2
% of respondents
~53%
believe their routines
will not return to
normal until the second
half of 2021 or beyond
~39%
believe their finances will
not return to normal until
the second half of 2021
or beyond
Americans believe that their routines will take longer to return to
normal than their finances

Household income1,2
% of respondents
1 Q: How has the COVID-19 situation affected your (family’s) overall available income, spending, and savings in the past two weeks? Figures may not sum to 100% because of rounding.
2 Q: How do you think your overall available income, spending, and savings may change in the next two weeks? Figures may not sum to 100% because of rounding.
Household spending1,2
% of respondents
October 23–27 November 9–13 October 23–27 November 9–13
Household savings1,2
% of respondents
October 23–27 November 9–13
Increase slightly / increase a lotReduce slightly / reduce a lot About the same
34%
9%
35%
56%
Past 2 weeks
9%
57%
Past 2 weeks
11%
71%
18%
Next 2 weeks
16%
41%
42%
14%
42%
Past 2 weeks
45%
Past 2 weeks
14%
58%
27%
Next 2 weeks
Household income, spending, and savings have held steady in the
past two weeks
24%
40%
36%
21%
Past 2 weeks
42%
37%
Past 2 weeks
15%
61%
23%
Next 2 weeks
Source: McKinsey & Company COVID-19 US Consumer Pulse Survey 11/9–11/13/2020, n = 2,024; 10/23–10/27/2020, n = 2,021, sampled and weighted to match the US general population 18+ years

Change in shopping mindset since COVID-191
% of respondents
1 Q: Which best describes how often you are doing each of the following items? Possible answers: “doing less since coronavirus started”; “doing about the same since coronavirus started”; “doing more since coronavirus started”; figures
may not sum to 100% because of rounding.
6%
7%
9%
10%
11%
54%
55%
61%
62%
69%
40%
39%
30%
28%
20%
Becoming more mindful of where I spend my money
Looking for ways to save money when shopping
Changing to less expensive products to save money
100%
Researching brand and product choices before buying
Spending time planning / making lists for shopping trips
Doing less Doing about the same Doing more
Americans are becoming more mindful of how they spend their
money, and adopting new saving habits

Expected spending per category over the next two weeks compared to usual1
% of respondents
1 Q: Over the next two weeks, do you expect that you will spend more, about the same, or less money on these categories than usual? Figures may not sum to 100% because of rounding.
2 Net intent is calculated by subtracting the % of respondents stating they expect to decrease spending from the % of respondents stating they expect to increase spending.
3 Data not available or insufficient sample (n = < 75) in first survey.
4 Based on small subset (n < 100) of sample population.
9
19
25
29
28
34
46
46
45
58
55
27
13
15
34
51
21
27
16
13
17
14
11
9
7
8
8
13
16
12
11
Alcohol
Footwear
Groceries
Snacks
Quick-service restaurant
Tobacco products
Food takeout & delivery
Restaurant
Apparel
Jewelry
Accessories
Non-food child products
Household supplies
Personal-care products
10Skin care & makeup
Furnishing & appliances
OTC medicines
10
10
Decrease
Stay the same
Increase
17
19
36
48
58
32
35
39
25
50
34
56
60
66
64
65
15
18
11
11
15
12
9
12
15
13
12
7
8
Fitness & wellness
Vitamins/supplements
Pet-care services
Entertainment at home
10
Books/magazines/newspapers
Consumer electronics
Out-of-home entertainment
Personal-care services
Gasoline
Vehicle purchases
Short-term home rentals
International flights
Travel by car
Hotel/resort stays
Cruises4
Adventures & tours
Domestic flights
10
10
Net intent2Net intent2
+18
-14
+3
-39
-3
-12
-17
-14
-23
-37
-39
-35
-50
-47
-5
-24
-11
-1
-26
-37
-47
-22
-20
-29
-13
N/A3
-41
-22
-41
-47
-54
-57
-57
-2
Net intent: Above +1
Net intent: -15 to 0
Net intent: Below -15
Change since
first survey
Change since
first survey
Consumers report negative spending net intent across all categories
except household essentials
Source: McKinsey & Company COVID-19 US Consumer Pulse Survey 11/9–11/13/2020, n = 2,024; 3/16–3/172020, n = 1,042, sampled and weighted to match the US general population 18+ years
+4
+4
+2
+5
+9
+26
+27
+8
+16
+3
+7
-17
+2
+7
+13
+15
N/A3
N/A3
-4
-15
-1
+15
+13
+20
+21
+24
N/A3
-11
+27
+10
+5
-1
+5
+7

Spending net intent in discretionary categories is trending down as
COVID-19 cases rise
-70
20
-60
-30
-20
-40
10
-50
-10
0
Household supplies
May3
Jun7
Mar17
Nov9
Mar22
May10
Mar29
Apr5
Apr12
Apr19
Apr26
May24
May17
Jun21
Jul12
Aug2
Aug23
Sep24
Personal care products
Groceries
Skin care & makeup
Fitness & wellness
Apparel
Oct23
Expected spending per category over the next two weeks compared to usual1
Net intent2
1 Q: Over the next two weeks, do you expect that you will spend more, about the same, or less money on these categories than usual? Figures may not sum to 100% because of rounding.
2 Net intent is calculated by subtracting the % of respondents stating they expect to decrease spending from the % of respondents stating they expect to increase spending.
Source: McKinsey & Company COVID-19 US Consumer Pulse Survey 11/9–11/13/2020, n = 2,024; 10/23–10/27/2020, n = 2,021; 9/18–9/24/2020, n = 1,026 8/19–8/23/2020, n = 2,026; 7/30–8/2/2020, n = 2,024;
7/7–7/12/2020, n = 1,923; 6/15–6/21/2020, n = 2,006; 6/1–6/7/2020, n = 1,966; 5/18–5/24/2020, n = 1,975; 5/11–5/17/2020, n = 2,002; 5/4–5/10/2020, n = 1,993; 4/27–5/3/2020, n = 2,105; 4/20–4/26/2020, n =
1,052; 4/13–4/19/2020, n = 1,052; 4/6–4/12/2020, n = 1,063; 3/30–4/5/2020, n = 1,484; 3/23–3/29/2020, n = 1,119; 3/20–3/22/2020, n = 1,073; 3/16–3/17/2020, n = 1,042; sampled and weighted to match the US general population 18+ years

More people expect to make a portion of their purchases online
post-COVID-19 than before…
Consumers’ use of online channel before and expected use after COVID-191,2
% of respondents purchasing online3
1 Q: Before the coronavirus (COVID-19) situation started, what proportion of your purchases in this category were online vs from a physical store/in person?
2 Q: Once the coronavirus (COVID-19) situation has subsided, tell us what proportion of your purchases in this category you think will be online vs from a physical store/in person?
3 Includes respondents who chose “some online,” “most online,” and “all online.” Respondents who indicated that they have not bought the category online and do not intend to do so in the next two weeks are classified as not purchasing online.
4 Expected growth after COVID-19 compared to pre-COVID-19 slightly lower than previous waves due to respondents reporting higher online activity in pre-COVID-19 situation.
27
22
28
27
40
44
33
40
43
29
29
45
50
54
45
48
57
52
59
73
11
+9
Groceries
+7
+9
Accessories
Alcohol
+10
+6
Over-the-counter medicine
Snacks
+13Fitness & wellness
+13
+10Personal-care products
Jewelry
+11
+12
Books, magazines, newspapers
Footwear
Vitamins/supplements
+8
+7Household supplies
Tobacco
+9
+10Furnishings & appliances
+11
+11Apparel
+8Skin care & makeup
+9
+8
Before Expected growth after COVID-19
% growth in customers
purchasing category online
42%
41%
36%
34%
32%
30%
30%
27%
27%
24%
23%
22%
22%
20%
19%
17%
16%
15%
15%
9%
Flight to digital and omnichannel
~20–40%
growth in consumers
who purchase online for
most categories4
Source: McKinsey & Company COVID-19 US Consumer Pulse Survey 11/9–11/13/2020, n = 2,024; sampled and weighted to match the US general population 18+ years

Consumers’ use of online channel before and expected use after COVID-191,2
% of respondents purchasing most or all online3
1 Q: Before the coronavirus (COVID-19) situation started, what proportion of your purchases in this category were online vs from a physical store/in person?
2 Q: Once the coronavirus (COVID-19) situation has subsided, tell us what proportion of your purchases in this category you think will be online vs from a physical store/in person?
3 Respondents who indicated that they have not bought the category online and do not intend to do so in the next two weeks are classified as not purchasing online.
4 Expected growth after COVID-19 compared to pre-COVID-19 slightly lower than previous waves due to respondents reporting higher online activity in pre-COVID-19 situation.
9
8
9
9
18
15
11
17
21
10
14
17
23
24
17
24
33
26
34
54
Groceries
+6
+9
+7Alcohol
+7
Jewelry
Over-the-counter medicine
Snacks
+14
+9
Fitness & wellness
+12
+12
+8Personal-care products
Books, magazines, newspapers
+12
+5
+9Vitamins/supplements
+10
+7Household supplies
+10
+7Tobacco
Furnishings & appliances
+9Accessories
Apparel
Skin care & makeup +11
Footwear
+9
+10
Pre-COVID-19 Expected growth after COVID-19
% growth in customers purchasing
category most or all online
51%
83%
91%
81%
76%
75%
77%
70%
43%
71%
48%
56%
39%
41%
68%
40%
31%
45%
18%
17%
~30–80%
growth in consumers who
purchase most or all
online for most
categories4
…with many consumers planning to shift almost completely online
Source: McKinsey & Company COVID-19 US Consumer Pulse Survey 11/9–11/13/2020, n = 2,024; sampled and weighted to match the US general population 18+ years

Have you used or done any of the
following since COVID-19 started1
% of respondents
1 Q: Have you used or done any of the following since the COVID-19 situation started? If yes, Q: Which best describes when you have done or used each of these items? Possible answers: “just started using since COVID-19 started”; “using more
since COVID-19 started”; “using about the same since COVID-19 started”; “using less since COVID-19 started.”
2 Q: Compared to now, will you do or use the following more, less, or not at all, once the coronavirus (COVID-19) situation has subsided? Possible answers: “will stop this”; ”will reduce this”; “will keep doing what I am doing now”; “will increase
this.” Number indicates respondents who chose “will keep doing what I am doing now” and “will increase this” among new or increased users.
7%
6%
3%
24%
17%
4%
8%
4%
5%
7%
5%
3%
19%
16%
5%
25%
19%
16%
19%
11%
15%
7%
8%
5%
8%
10%
4%
3%
4%
13%
9%
12%
8%
2%
4%
3%
Store curbside pickup
Purchased directly from social media
Purchased pre-owned products
Used deal-finding plug-ins
In-store self-checkout
Quick-serve restaurant drive-thru
Meal-kit delivery
Restaurant delivery
Used a new store/restaurant app
Restaurant curbside pickup
Buy online for in-store pickup
Grocery delivery
Just started using Using more Using same/less Not using
Intent to
continue,2 %
46%
55%
58%
62%
79%
51%
65%
57%
62%
71%
57%
83%
Americans continue to try pickup and delivery services for the first
time, and to intensify their usage of them

0 59 63 775150 706143
50
53 60 80
0
100
45 67 69 73 853 81 8765 79751 47 7149 55 57 83
Purchased from social media
Restaurant delivery
Grocery delivery
Meal-kit delivery
Quick-serve
restaurant
drive-thru
Deal-finding plug-ins
New store/restaurant app
Purchased pre-owned products online
Intent to use after COVID-191
Percent of new or increased users who intend to keep doing activity after COVID-19
1 Q: Compared to now, will you do or use the following more, less, or not at all, once the coronavirus (COVID-19) situation has subsided? Possible answers: “will stop this”; ”will reduce this”; “will keep doing what I am doing now”; “will increase this.”
Number indicates respondents who chose “will keep doing what I am doing now” and “will increase this” among new or increased users.
2 User growth is calculated as % of respondents who replied that they are new users over % of respondents who replied that they were using the product/service pre-COVID-19 (using more, using the same, or using less).
Consumers say most food-related pickup and delivery habits work
for now; just over half report intending to continue after COVID-19
Accelerated shifts
Potentially here to stay
Works for now
UsegrowthsinceCOVID-192

Trends during COVID-19 suggest that digital delivery for food seems
to work for now, while digital retail has more staying power
% of new or increased users who intend to keep doing activity after
COVID-19
Low Medium-high
UsergrowthsinceCOVID-192
Medium-highLow
Works for now Accelerated
shifts
Potentially here
to stay
Status quo/
plateauing
1 Q: Compared to now, will you do or use the following more, less, or not at all, once the coronavirus (COVID-19) situation has subsided? Possible answers: “will stop this”; “will reduce this”; “will keep doing what I am doing now”;
“will increase this.”
2 User growth is calculated as % of respondents who replied that they are new users over % of respondents who replied that they were using the product/service pre-COVID-19 (using more, using the same or using less).
Accelerated shifts Potentially here to stay Works for now Status quo/plateauingData not available
Jun Jul Aug Sep Oct Nov
Meal-kit delivery
Restaurant delivery
Grocery delivery
Store curbside pickup (mostly
grocery)
Used a new store/restaurant app N/A
Used deal-finding plug-ins
N/APurchased directly from social media
Purchased pre-owned products online
Source: McKinsey & Company COVID-19 US Consumer Pulse Survey 11/9–11/13/2020, n = 2,024; 10/23–10/272020, n = 2,021; 9/18–9/24/2020, n = 1,026; 8/19–8/23/2020, n = 2,026; 7/7–7/12/2020, n = 1,923;
6/15–6/21/2020, n = 2,006, sampled and weighted to match the US general population 18+ years

Have you used any of the following since COVID-19 started1
% of respondents
Three out of four Americans have tried a new shopping behavior
and most intend to continue beyond the crisis
1 Q: Since the coronavirus (COVID-19) situation started (i.e., within the past ~3 months), which of the following have you done? 23% consumers selected “none of these.”
2 Q: Which best describes whether or not you plan to continue with these shopping changes once the coronavirus (COVID-19) situation has subsided? Possible answers: “will go back to what I did before coronavirus”; ”will keep doing both this and
what I did before coronavirus”; ”will keep doing this and NOT go back to what I did before coronavirus.” Intent to continue includes respondents who selected “will keep doing both this and what I did before coronavirus” and “will keep doing this
and NOT go back to what I did before coronavirus.”
3 “New shopping method” includes curbside pickup and delivery apps.
41%
37%
34%
29%
26%
Different brand
New shopping method3
New digital shopping method
Different retailer/store/website
Private label/store brand
Intent to
continue2
82%
80%
84%
75%
82%
76%
Consumers have tried
a new shopping
behavior
Shock to loyalty

More than 50 percent of consumers cite convenience and value as top
drivers for trying new places to shop
Reason for shopping at a new retailer/store/website since COVID-19 started1
% of respondents selecting reason in top three
1 Q: You mentioned you shopped from a new retailer/store/website since the coronavirus (COVID-19) situation started. What was the main reason you decided to try this new retailer/store/website? Select up to 3.
24%
22%
21%
19%
28%
22%
22%
29%
18%
6%
18%
6%
12%
Better prices/promotions
Offers good delivery/pickup options
More easily accessible from my home
Less crowded / has shorter lines
Can get all the items I need from one place
Better value
Better shipping/delivery costs
Products are in stock
Better quality
Offers natural/organic options
Supporting local businesses
The company treats its employees well
Cleaner/ has better hygiene measures
Convenience
Purpose-driven
Quality/organic
Health/hygiene
Availability
Value
x% Net % of respondents per
category
57%
64%
29%
23%
22%
12%
Shock to loyalty

More than two-thirds of consumers who tried a new brand cite
value as a driver
Reason for trying a new brand since COVID-19 started1
% of respondents selecting reason in top three
1 Q: You mentioned you tried a new/different brand than what you normally buy. What was the main reason that drove this decision? Select up to 3. “Brand” includes different brand, new private label/store brand.
Availability
Value
Health/hygiene
Quality/organic
Purpose-driven
Convenience
x% Net % of respondents per
category
39%
67%
30%
30%
20%
14%
Shock to loyalty
36%
33%
14%
12%
39%
30%
19%
16%
16%
5%
14%
Is available where I’m shopping
Larger package sizes
Better shipping/delivery costs
Better value
Better prices/promotions
Products are in stock
Better quality
Is natural/organic
Supporting local businesses
The company treats its employees well
Cleaner/ has better hygiene measures

Consumer buying based on company behavior1
% of respondents
1 Q: Which best describes how often you are doing each of the following items? Possible answers: “doing less since coronavirus started”; “doing about the same since coronavirus started”; “doing more since coronavirus started.”
Figures may not sum to 100% because of rounding.
Consumers are paying increased attention to how companies treat
their employees
8%
9%
11%
11%
11%
69%
69%
72%
74%
73%
23%
22%
17%
15%
16%
Sustainable/eco-friendly products
How companies take care of the safety of their employees
Healthy and hygienic packaging
Company’s purpose/values
Retailers promotion of sustainable solutions
Doing less Doing moreDoing about the same
Shock to loyalty

Milestones for the US population not yet engaging with out-of-home activities1
% of respondents awaiting each milestone before engaging
Most Americans are still waiting to see indicators beyond lifting of
restrictions before fully reengaging with out-of-home activities
1 Q: Which best describes when you will regularly return to stores, restaurants, and other out-of-home activities? Chart rebased to exclude those already participating in these activities and those who do not deem any of these items important.
Figures may not sum to 100% because of rounding.
50
31
19
Government lifts
restrictions + other
requirement
Only once there’s a
vaccine or treatment
Government lifts restrictions
Medical authorities deem safe 24%
Stores, restaurants, and other indoor
places start taking safety measures 18%
I see other people returning 9%
Government lifts restrictions and…
64%
of people are not
currently engaging
in “normal” out-of-
home activities,
same as the last
survey
Homebody economy

Consumers engaging in “normal” out-of-home activities1
% of respondents
While more consumers have been engaging in ‘normal’ out-of-home
activities since May, the proportion has leveled off in recent months
1 Q: Which best describes when you will regularly return to stores, restaurants, and other out-of-home activities? Chart shows those already participating in these activities.
Homebody economy
20
27
30
32
36 36 36
12
18
24
30
36
Nov 13May 24 Jul 12Jun 21 Aug 23 Sep 24 Oct 27
Source: McKinsey & Company COVID-19 US Consumer Pulse Survey 11/9–11/13/2020, n = 2,024; 10/23–10/27/2020, n = 2,021; 9/18–9/24/2020, n = 1,026; 8/19–8/23/2020, n = 2,026; 7/30–8/2/2020, n = 2,024;
7/7–7/12/2020, n = 1,923; 6/15–6/21/2020, n = 2,006; 6/1–6/7/2020, n = 1,966; 5/18–5/24/2020, n = 1,975; sampled and weighted to match the US general population 18+ years

Most Americans are concerned about traveling by airplane or
public transit, and about attending large events
Consumers’ level of concern undertaking various activities1
% of respondents
1 Q: How worried would you be if you were to do the following activities in the next two weeks? Possible answers: “not worried at all”; “not very worried”; “somewhat worried”; “very worried”; “extremely worried.”; figures may not sum to 100%
because of rounding.
2 Level of concern is calculated by subtracting the % of respondents stating they “not worried at all” and “not very worried” from “very worried” and “extremely worried.”
Level of concern2
38
36
35
27
30
22
25
21
12
5
13
12
7
-3
-16
-23
-15
-2947%
44%
46%
42%
37%
34%
33%
32%
30%
31%
29%
26%
26%
25%
24%
24%
22%
21%
21%
35%
34%
24%
31%
29%
29%
30%
29%
28%
26%
29%
27%
25%
25%
25%
22%
21%
22%
20%
18%
21%
30%
27%
34%
37%
38%
39%
42%
43%
42%
47%
48%
50%
51%
54%
57%
57%
59%
Worried
Go to a hair or nail salon
Shop for non-necessities
Work outside my home
Shop for groceries/necessities
Drive more than 2 hours from home
Get together with family
Get together with friends
Dine at a restaurant or bar
Stay in a hotel
Rent a short-term home
Go to a shopping mall
Go out for family entertainment
Use a clothing rental service
Use a ride-sharing service
Go to the gym or fitness studio
Visit a crowded outdoor public place
Travel by airplane
Use public transportation
Attend a large event
Somewhat worriedNot worried
Homebody economy
3

Masks and barriers continue to be a priority for consumers deciding
where to shop in-store, up eight percentage points since May
Top priorities when deciding where to shop in-store1
% of respondents for whom this criterion is the most important2
1 Q: Once restrictions lift, which of the following factors will be most important to you as you decide which of these places to visit in person? Respondents were asked to select the most important.
2 The following categories are included in each bucket: Cleaning and sanitization—increased cleaning, improved air filtration, availability of sanitizing supplies throughout the store; Health checks—customer wellness check (e.g., temperature) on
entry, employees' wellness check (e.g., temperature) on entry; Masks and barriers—customers and employees wear masks, customers and employees provided masks and gloves, plastic barrier with cashier; No-contact purchasing—curbside
pick-up, cashier-less checkout, no-contact delivery, buy online for pickup in store; Physical distancing—customer number limit, distancing in customer line, reduced employee activity during shopping hours; Store regulations—no customer product
testing, one-way store aisles, special hours for high-risk shoppers.
Homebody economy
Change since the
first measure, pp
+8
-5
+2
-1
-1
-1
33%
25%
13%
12%
9%
8%
Cleaning and sanitization
Physical distancing
Masks and barriers
Store regulations
No-contact purchasing
Health checks

Americans intend to maintain their current level of engagement with
out-of-home activities for the next two weeks
Consumers’ engagement with activities outside home1,2
% of respondents
1 Q: Did you leave your house for the following activities over the past two weeks? Chart represents the percentage of respondents who indicated that they left home at least once during the past week to do this activity.
2 Q: For which of the following activities do you intend to leave your home to do in the next two weeks? Chart represents % of respondents who intend to leave their home to do this activity during the next two weeks.
78%
54%
43%
40%
36%
31%
23%
24%
16%
17%
15%
15%
15%
11%
10%
Past 2 weeks Next 2 weeks
Homebody economy
83%
54%
42%
42%
38%
32%
24%
23%
17%
16%
15%
15%
14%
10%
9%
Shop for groceries/necessities
Work outside my home
Go to a hair or nail salon
Drive more than 2 hours away from home
Dine at a restaurant or bar
Travel by airplane
Get together with friends
Visit a crowded outdoor public place
Go to the gym or fitness studio
Use ride-sharing service
Travel on public transportation
Attend a large event

44%
Somewhat
unsafe
24%
32%Feel unsafe
Feel safe
Top activities eager to get back to2
% of respondents for whom the activity is in their top 3 choices
Get together with family 42%
39%Get together with friends
Attend a concert, sporting event, movie, etc.
36%Dine indoors at a restaurant or bar
15%
26%
22%Travel by airplane
22%
17%Visit a crowded outdoor public place
16%
at shopping mall/department store
12%
Go to gym or fitness studio
16%Go to a hair or nail salon
Interact with coworkers in person
Americans are most eager to return to indoor dining and getting
together with friends and family
Level of comfort with out-of-home
activities,1 % of respondents
1 Q: What best describes your comfort participating in activities you did prior to COVID-19? Figures may not sum to 100% because of rounding.
2 Q: What best describes your comfort participating in activities you did prior to COVID-19? If answered “somewhat unsafe” or “unsafe,” Q: Which of the following activities are you most eager to get back to on a regular basis? Select up to 3.
Homebody economy

Compared to lower-income groups, higher-income consumers are
more eager to return to traveling and going to the gym or fitness studio
1 Q: Which of the following activities are you most eager to get back to on a regular basis when it feels totally safe?
2 Q: Difference between income group and overall % of respondents.
Homebody economy
Top activities consumers are eager to get back to1
% of respondents for whom the activity is in their top 3 choices
Income over/under index2
Low Medium High
+2% 0% -3%
2% -1% -1%
+4% -2% -9%
-3% +3% +2%
-9% 0% 12%
1% 0% -1%
-1% -2% 3%
+6% -5% +3%
+1% 0% -2%
-4% +0% +6%
-2% -1% 4%
42%
Dine indoors at a restaurant/bar
Attend a concert, sporting event, movie, etc.
Get together with friends 39%
36%
26%
22%Travel by airplane
22%
17%Visit a crowded outdoor public place
16%Shop for non-necessities at shopping mall/department store
16%Go to a hair or nail salon
15%Go to gym or fitness studio
12%Interact with coworkers in person

Americans have acquired at-home alternatives to out-of-home
activities, such as telemedicine and video chat
18%
3%
4%
3%
2%
2%
3%
4%
2%
25%
7%
5%
4%
21%
12%
37%
16%
12%
8%
8%
6%
7%
8%
5%
4%
34%
14%
7%
10%
35%
14%
5%
9%
7%
6%
8%
14%
4%
4%
8%
2%
2%
4%
6%
3%
3%
6%
Watching e-sports
Remote learning: my children
Wellness app
Cooked regularly for myself/my family
Video chat: personal
Social media
Playing online games
Videoconferencing: professional
TikTok
Online streaming
Remote learning: myself
Digital exercise machine
Personal care/grooming at home
Online fitness
Telemedicine: physical
2%
Telemedicine: mental
Not using Using moreUsing less / the same Just started usingHave you used or done any of the
following since COVID-19 started1
% of respondents
Intent to
continue,2 %
74%
57%
47%
60%
49%
50%
66%
79%
53%
65%
65%
82%
69%
59%
65%
59%
Homebody economy

Percent of new or increased users who intend to keep doing activity after COVID-19
1 Q: Compared to now, will you do or use the following more, less, or not at all, once the coronavirus (COVID-19) situation has subsided? Possible answers: “will stop this”; ”will reduce this”; “will keep doing what I am doing now”; “will increase this.”
Number indicates respondents who chose “will keep doing what I am doing now” and “will increase this” among new or increased users.
Online entertainment and wellness habits adopted during the crisis
are likely to remain for the medium to long term
Homebody economy
55
200
150
0 48
100
50 8260 8165 70 75 80
0
50
Video chat: personal Digital exercise machine
Used social media
Online fitness
Cooked regularlyPersonal care/grooming at home
Wellness appWatching e-sports
Online streaming
TikTok
Works for now
Accelerated shifts
Potentially here to
stay

Video alternatives to communication seem to work for now, while
other at-home alternatives seem stickier
Homebody economy
% of new or increased users who intend to keep doing activity once
pandemic subsides
Low Medium-high
Medium-highLow
Works for now Accelerated
shifts
Potentially here
to stay
Status quo /
plateauing
Accelerated shifts Potentially here to stay Works for now Status quo / plateauingData not available4
Jun Jul Aug Sep Oct Nov
Online fitness
Digital exercise machine
Wellness app
Online streaming
TikTok
Used social media
N/A
Cooked regularly
Source: McKinsey & Company COVID-19 US Consumer Pulse Survey 11/9–11/13/2020, n = 2,024; 10/23–10/272020, n = 2,021; 9/18–9/24/2020, n = 1,026; 8/19–8/23/2020, n = 2,026; 7/7–7/12/2020, n = 1,923;
6/15–6/21/2020, n = 2,006, sampled and weighted to match the US general population 18+ years

Omnichannel and telemedicine activity continue to grow, but at-home
social interaction alternatives have declined since April
3 Change since first survey is calculated by subtracting % new/increased users in April from % new/increased users in November.
Have you started/increased usage since COVID-19 started1,2
% of respondents
42
29
28
28
23
23
27
26
25
20
16
14
21
13
12
11
18
13
12
Online fitness
Online streaming
Wellness app
TikTok
Watching e-sports
Restaurant delivery
Grocery delivery
Change from April,
(difference between November
and April %)3New/increased users
-4
-3
+4
+2
+2
+8
+9
+8
+8
+6
+8
+3
+7
+11
+0
+2
+2
+2
+4
Homebody economy

17%
33%
50%
Hybrid
Online only
In-person only
1 Q: What education format is your child/children’s school primarily using today? Figures may not sum to 100% because of rounding.
2 Q: Please indicate how strongly you agree or disagree with each of the following statements. Statements include: “I expect remote learning to be a key education format for formal and/or informal education for the next 3 months”; “given
the uncertainty of school openings, I am planning to spend more on at-home learning tools and equipment (e.g., tutoring services, desk equipment, electronics)”; “I have cut back my work hours given my child/children’s at-home learning
needs.” Rated from 1 “strongly disagree” to 6 “strongly agree.” Figures may not sum to 100% because of rounding.
Remote learning is widespread and families expect it to continue,
therefore many are making changes to adapt
Education format1
% of respondents
Homebody economy
52
44
35
Expect online to
continue for 3+ months
Invest in at-home
learning tools
Reduce work hours
Agree/Strongly agree
Change in beliefs/behaviors for those with children in remote
learning,2 % of respondents
~83%
of children in
some form of
remote learning

1 Q: Please indicate how strongly you agree or disagree with each of the following statements: “I have cut back my work hours given my child/children’s at-home
learning needs.” Rated from 1 “strongly disagree” to 6 “strongly agree.” Figures may not sum to 100% because of rounding.
$50K–$100K
Overall 35
30<$50K
>$100K
Agree/Strongly agree
27
43
Reduction in work hours for those with children in remote learning1
% of respondents
One-third of families with children have reduced work hours to
meet at-home learning needs
Homebody economy
43%
of high-income
families have reduced
work hours

Disclaimer
McKinsey does not provide legal, medical, or other regulated advice or
guarantee results. These materials reflect general insight and best practice
based on information currently available and do not contain all of the
information needed to determine a future course of action. Such information
has not been generated or independently verified by McKinsey and is
inherently uncertain and subject to change. McKinsey has no obligation to
update these materials and makes no representation or warranty and
expressly disclaims any liability with respect thereto.

McKinsey Survey: US consumer sentiment during the coronavirus crisis

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