Key Takeaways
• In July, average daily spending on online grocery increased 9%, and orders rose 10% compared to June.
With the Covid-19 daily cases still high across the US, online grocery shopping has naturally continued to maintain its popularity. As our May 2020 Edison Trends report showed, as of mid-April, online grocery sales were up 90%. To see how sales have changed in July, Edison Trends took a deep dive into over 280,000 online transactions from US grocery delivery apps and merchants, including Instacart, Amazon Fresh, Kroger, and Safeway.
Figure 1: Chart shows estimated daily online spend vs. orders for online grocery delivery and pickup from February 1 - July 19, 2020, according to Edison Trends. Note: Chart shows online spend vs. orders by day across grocery delivery and pick up services, between February 1 and July 19, 2020, according to Edison Trends. This analysis was performed on over 440,000 online transactions. Grocery vendors in the analysis include: "Instacart", "Kroger", "Albertsons", "ACME Markets", "Jewel-Osco", "Pavilions","Randalls", "Safeway", "Shaws", "Starmarket", "Tom Thumb", "Vons", "Shipt", “Amazon Fresh”, and “Walmart Grocery”.
Online grocery orders remained high in the second half of April, nearly reaching peak numbers on May 9, sales not seen since mid-March and early April. Throughout the month of May, as many states nationwide began the process of reopening brick and mortar businesses, both online spend and orders on grocery delivery and pickup trended down by 11%, until they hovered around their previous February average levels.
Numbers fell slightly in June, which saw a 12% decline in spending and a 9% decline in orders versus May. However, July has seen a rise, with average daily spending increasing 9% and orders 10%.
To access the full version of this report that includes online grocery spend compared across leading merchants, new user acquisition trends, and delivery vs. pickup trends, please contact us at bizdev@edison.tech.
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*The data shown is based on a sample of anonymized and aggregated e-receipts from millions of consumers in the United States.