Analysis: How are the sectors tracking through COVID-19?

Overall online spend has increased significantly over 2020 and especially over the April and May Alert levels. As a result, most sectors are now enjoying higher levels of spend but a couple of sectors find themselves with spend numbers below where they were 12 months ago.

Let’s look at each of the sectors and what’s driving their performance so far in 2020 (Jan – July).

 

Graph Sep 2020 clothing and footwear online spend

Sector size –  $600m (18%)
Spend – up 20%
Transactions – up 13%
Basket size – up 6%
New customers – 261,729

50% of new customers are aged between 40-65.

 

Graph July 2020 Department, variety and misc online spend

Sector size -  $967m (30%)
Spend – up 26%
Transactions – up 19%
Basket size – up 5%
New customers – 263,740

Taranaki, Northland and Gisborne had the highest growth for this sector at 51%, 46% and 41% respectively.

 

Graph July 2020 health and beauty online spend

Sector size -  $248m (8%)
Spend – down 0.3 %
Transactions – up 3%
Basket size – down 4%
New customers – 238,885

While overall online spend in this sector is declining in 2020, local spend is up 9%.    

 

Graph July 2020 homeware, appliances and electrical online spend

Sector size -  $506m (16%)
Spend – up 58%
Transactions – up 60%
Basket size – down 1%
New customers – 377,807

This sector has gained the most new customers over 2020 including almost 97,000 new customers in May. 
 

 

Graph July 2020 specialist food, groceries and liquor online spend

Sector size -  $180m (6%)
Spend – down 14 %
Transactions – down 8%
Basket size – down 7%
New customers – 255,928 

While overall online spend in this sector is declining in 2020, spend with local retailers is up 7%. 

 

Graph July 2020 Specialty Food Groceries Liquor online spend

Sector size -  $749m (23%)
Spend – up 55%
Transactions – up 42%
Basket size – up 10%
New customers – 364,512

Sunday has become the most popular day for shopping in this sector, making up more than 25% of spend. This was only 10% pre-COVID-19.

The data used for this eCommerce Spotlight is card transactional data supplied by Datamine

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