Throughout the pandemic, I have been running a private research, just for myself. I ask the self-employed, my businessmen friends, restaurant owners, carpenters, taxi drivers, shopkeepers what their recovery has been like. Usually they give a percent figure. Last year, when lockdowns were strict, the percent never went beyond 30%. Now the luckier ones talk about 50%. Only a single friend, a sales manager for a medical equipment company said their sales have grown 250%. He has been working day and night, trying to meet the demand.
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Yesterday, YELP has published in a formal manner
similar data for the USA. Yelp is a San Francisco company that is a data king.
It publishes crowd-sourced reviews about restaurants and other businesses.
There are more than 200 million reviews on its business listing pages. Recovery
of consumer interest can be measured by counting the actions consumers take to
connect with businesses on Yelp: the number of time a page is viewed, photos or
reviews posted. If reviews for a certain restaurant suddenly double, it is safe
to assume its business is recovering well. In this research Yelp analysed
millions of data points across 1200 categories in all 50 American states.
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One big danger of the growth numbers you see in 2021
is that they are compared to the lockdown period of the previous year. The
April-June quarter in particular was so abnormally depressed last year; that
year-on-year numbers in April-June 2021 for anything will look rosy to
miraculous. That growth number can be fallacious.
To avoid that pitfall, Yelp studied consumer actions
in three periods: (1) Pre-pandemic: March-May 2019 (2) The onset of the
pandemic: March through May 2020 and (3) the start of recovery: March through
May 2021. The 2019 pre-pandemic period is used as a baseline, with the 2019
data expressed as 100%. Below, in brackets are the 2021 percent as compared to
2019 (and not 2020).
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After a dramatic drop in 2020, American restaurants
have now bounced back to 86% of 2019. Food business recovered to 92%. People
are less worried about in-person dining as well as shared food experiences.
Conveyer belt sushi (97%), tapas (82%), hot pot (75%), dim sum (84%) have
rebounded. Buffets, not surprisingly, have recovered only 52%.
While this is happening, people can’t give up the
lockdown addiction of home orders. Food delivery services are 189% compared to
2019.
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Americans are out for revenge shopping. Personal
savings level is at their highest since the 1960s. Consumer interest in
shopping is almost complete, it is 92%.
Shoes (79%), jewelry (88%) and clothing (76%) are
doing well. As far as shopping venues are concerned, antiques (100%), flea
markets (94%), vintage shops (87%) and charity shops (101%) have reached the
consumer interest levels of 2019.
Home service professionals are in high demand, partly
because of workspace in houses that needs maintenance or upgrading. Consumer
interest in carpenters (151%), handyworkers (147%), plasterboard (147%),
refinishing (133%), and tiling (132%) is booming, surpassing pre-pandemic
levels. The heated housing market in the USA has completed recovery for real
estate agents (104%) and mortgage brokers.
Many Americans are presumably planning to return to
offices. Shoe repair (77%) and watch repair (99%) services suddenly surged in
the past three months. While childcare services (71%) are slowly recovering,
the demand for pandemic pet care has grown as shown by interest in pet sitting
(114%), and pet boarding (121%).
With people itching to leave houses, interest in
campervan dealers (125%), motorcycle dealers (126%), and used car dealers (110%)
presents a picture of America on the road.
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In terms of geography, Idaho, Wyoming and South Dakota
(110%) are the leaders in recovery. Florida (98%), Georgia (91%) and Texas
(91%) are getting there.
Washington DC (54%), New York (63%) and Massachusetts
(71%) are the laggards. They have densely populated metro areas, and lingering
pandemic restrictions.
I must point out that the Yelp report data is about
consumer interest, not necessarily consumer action. That is measured by actual
purchases of goods and services. However, consumer interest is a good
indication of the direction of the recovery graph. It shows that the American consumer
sentiment is optimistic again.
Ravi