Consumer Trends Report Q2 2024 1

00. KEY TAKEAWAYS

Key takeaways

“Social shopping” is rapidly Inflation and the economy Homeownership greatly

changing the way people are affecting Millennials more influences shopping and
browse and shop online. The than any other generation spending. This quarter,
number of consumers likely of shoppers. Nearly 90% say 20% more renters than
to buy a product directly their spending has been homeowners are worried
from a social channel impacted by rising costs; about their finances, and
increased nearly 30% three out of four are worried 13% more renters have
compared to Q1. Shoppers about their finances; cut back online spending
rank social media advertising and more than half have compared to homeowners.
as the second-most unstable income.
influential type of online ad
content.

Consumer Trends Report Q2 2024 2

00. INTRODUCTION & TABLE OF CONTENTS

Introduction
Jungle Scout’s Consumer Trends Report is Table of Contents
a quarterly study of 1,000 U.S. consumers
that explores how and where people are
CHAPTER 1 4
Consumer Pulse Report: Trending Spending
shopping. This report covers trends in
the second quarter of 2024, including
CHAPTER 2 12
generational differences in spending. Q2 Insights: Inflation, Interest, and Homeownership

After this edition, Jungle Scout’s

Consumer Trends Reports will transition
CHAPTER 3 25
Ecommerce Report
from a quarterly release schedule to a
comprehensive annual publication. This CHAPTER 4 34
strategic shift is designed to deliver more About the Report
valuable insights and in-depth analysis,
capturing a full year’s worth of consumer
behavior and trends.

Consumer Trends Report Q2 2024 3

01. CONSUMER PULSE REPORT: TRENDING SPENDING

Quarterly changes in overall spending

CHAPTER 1

Consumer
Consumers who say their overall spending …

Pulse Report
Trending Spending
Consumer spending shifts
over time as shoppers
respond to broader trends
and navigate changes to
their work, lifestyles, and
families. Beginning with a
historical view of these shifts
— tracked by Jungle Scout
on a quarterly basis since
2020 — this chapter provides
an overview of how much
INSIGHTS
consumers are spending,
Spending was less stable this quarter than last. 31% more consumers
what they’re buying, and
say their spending increased in Q2 compared to Q1, while 9% more say
where they’re shopping. they cut back.

Consumer Trends Report Q2 2024 4

01. CONSUMER PULSE REPORT: TRENDING SPENDING

Overall and online spending in Q2

The data in this section reflects how consumers described changes to their overall and online spending
in the second quarter of 2024 compared to the first quarter.

See consumer spending data for the first quarter of 2024 here.

How did consumer spending change in Q2?

INSIGHTS

Quarterly spending changes are

generally consistent between
overall and online spending.
One-third of consumers say their
spending has decreased, while
approximately one-quarter say it
has increased.

Consumer Trends Report Q2 2024 5

01. CONSUMER PULSE REPORT: TRENDING SPENDING

INSIGHTS
Quarterly changes in spending by generation
Overall, more consumers
decreased their spending this
quarter than increased it.

Spending among Gen Z shoppers

increased more than any other
generation, both online and
overall.

Gen X shoppers are most likely

to have spent less overall, while
Millennials were most likely to
spend less online.

Across all generations except

Baby Boomers, online spending
increased more than overall
spending.

Baby Boomers are the least likely

generation to have altered their
spending in Q2 compared to Q1.

Consumer Trends Report Q2 2024 6

01. CONSUMER PULSE REPORT: TRENDING SPENDING

Popular products: What consumers

Get more data on
are buying
Amazon category
Out of 19 Amazon categories, 13 experienced sales increases from Q1 to Q2, with growth ranging from 2%
to well above 50%.
trends:
With Q2 ushering in the warmer months of the year, the Patio, Lawn & Garden category experienced
the biggest increase, exceeding 80%. Shoppers also bought more products in categories such as
Patio, Lawn & Garden
Automotive, Electronics, Grocery, and Health & Household.

Quarter-over-quarter sales trends by category

Toys, Games & Baby
Products

Health, Fitness &

Supplement Products

Beauty Products

The Best and Worst

Amazon Categories
2024

Consumer Trends Report Q2 2024 7

01. CONSUMER PULSE REPORT: TRENDING SPENDING

Where people shop: The most popular

stores & online retail sites
Which of the biggest retail stores did consumers shop from (in-store or online) in Q2*?

INSIGHTS
In-store Online
With cost-conscious consumers
Walmart 53% Amazon 53% flocking to sites like Temu
Target 25%
Walmart.com 32% (26% more shopped there in
Temu 18% Q2 compared to Q1), Amazon
Home Depot 25%
eBay.com 13% is beginning to feel the heat
Walgreens 22% Target.com 13% of competition. In June, the
Lowe’s 20% HomeDepot.com 12% ecommerce giant announced
Lowes.com 7% plans for a budget storefront
Kroger 16%
Kohls.com 7% for Chinese sellers that would
Costco 16% Etsy.com 6% compete directly with platforms
Sam’s Club 15% SHEIN 9% like Temu and SHEIN.
BestBuy.com 7%
Kohl’s 13%
Costco.com 7%
Best Buy 10%
In-store and online shopping at
Walgreens.com 8%
Home Depot increased 24% and
Specialty, independent, local, or boutique 8% Wayfair 6%
54%, respectively, since last quarter
7% Macy’s 6%
Macy’s as consumers purchased supplies
Instacart 5%
Amazon Go or Amazon Go Grocery 7% for summertime projects.
Kroger.com 6%
Apple 3% SamsClub.com 7%
Facebook or Instagram Shops 7%
Note: Respondents could select multiple options.
Google Shopping 5%
Specialty, independent, local or boutique 4%
Apple.com 4%
Wish 3%

Consumer Trends Report Q2 2024 8

01. CONSUMER PULSE REPORT: TRENDING SPENDING

Where consumers shop for different product types

Consumers’ preferred retailers vary depending on the products they are shopping for. Amazon remains a top choice for buying arts and crafts products, books,
electronics, exercise equipment and accessories, office supplies, and toys and games.

Consumer Trends Report Q2 2024 9

01. CONSUMER PULSE REPORT: TRENDING SPENDING

Where consumers shop for different product types (cont.)

Consumer Trends Report Q2 2024 10

01. CONSUMER PULSE REPORT: TRENDING SPENDING

Where consumers shop for different product types (cont.)

Consumer Trends Report Q2 2024 11

02. Q2 INSIGHTS: INFLATION, INTEREST, AND HOMEOWNERSHIP

CHAPTER 2

Top economic & financial concerns

Q2 Insights
Inflation’s stronghold on spending remains. From Q1 to Q2, the percentage of consumers who say
Inflation, inflation has impacted their spending habits increased, as did the percentage who say they are
worried about their finances. A generational breakdown of this data reveals that three-quarters or
Interest, and more of every generation says that inflation has altered their spending.

Homeownership
Although the Federal Reserve
recently decided against another
84%
increase, interest rates have Rising inflation has affected spending
experienced more than 10 hikes
since March 2022. This continues
to have a profound impact on
the U.S. housing market and the 66%
economy at large. Combined Worried about finances
with ongoing inflation effects
and rejuvenated worry about
a recession, consumers are in a
continued state of uncertainty 41%
about their financial future Household income is unstable
— which, in turn, is impacting
spending behavior across the
market.

Consumer Trends Report Q2 2024 12

02. Q2 INSIGHTS: INFLATION, INTEREST, AND HOMEOWNERSHIP

Inflation’s impacts on consumer spending over time

INSIGHTS

Compared to Q1 2024, nearly

10% more consumers now
say inflation has impacted
their spending, and they are
concerned about their family’s
finances.

Consumer Trends Report Q2 2024 13

02. Q2 INSIGHTS: INFLATION, INTEREST, AND HOMEOWNERSHIP

Economic and financial concerns by generation

INSIGHTS

Millennials and Gen X are the

most concerned about their
family/personal finances.

Nearly 90% of Millennials

say their spending has been
affected by inflation, and more
than half say their household
income is unstable. In both
cases, this is higher than any
other generation.

Consumer Trends Report Q2 2024 14

02. Q2 INSIGHTS: INFLATION, INTEREST, AND HOMEOWNERSHIP

Employment trends
The number of surveyed consumers who report being unemployed has steadily increased over the past year; however, this figure (61%) is nearly unchanged from
Q1 2024 (60%).

Quarterly changes in employment status over time

*Includes full and part-time employment **Includes retired, disabled/unable to work, homemakers, and students (full and part-time).

Consumer Trends Report Q2 2024 15

02. Q2 INSIGHTS: INFLATION, INTEREST, AND HOMEOWNERSHIP

Household income trends

For a majority of consumers (61%), household income did not change from Q1 to Q2. This trend is
Changes in consumers’
consistent with what consumers reported in the first quarter of this year compared to Q4 2023. Just
under 40% of consumers report quarter-over-quarter changes in their household income, with a household income in Q2
majority of those experiencing an increase.

Quarterly changes in household income over time

Consumer Trends Report Q2 2024 16

02. Q2 INSIGHTS: INFLATION, INTEREST, AND HOMEOWNERSHIP

Housing trends: Homeowners vs renters

With interest rates high and home prices trending up, 76% of consumers now believe it’s a bad time
Our survey revealed that
to buy a house. For those working towards homeownership, nearly three-quarters say affordability is
their biggest hurdle. In Q2 2024, 52% of consumers own one or more homes, 38% rent, and 8% live with a renters are more worried
partner, family, or friends and aren’t paying for housing. about their financial well-
Consumer housing snapshot being than homeowners,
though neither group reports
feeling particularly secure.
Rising inflation continues
to impact spending among
both groups.

INSIGHTS

Among survey respondents, 50% of Baby Boomers and 27% of Gen X Throughout this section, “homeowners” refers to

shoppers are homeowners, compared to just 11% and 7% of Millennials and consumers who own one or more homes, and

Gen Z shoppers, respectively. “renters” includes those who rent their home or
live with others who they pay rent to.

Consumer Trends Report Q2 2024 17

02. Q2 INSIGHTS: INFLATION, INTEREST, AND HOMEOWNERSHIP

Economic concerns

INSIGHTS

The percentage of renters

with unstable household
incomes is 11% higher than the
percentage of homeowners
with unstable incomes

20% more renters than

homeowners are worried
about their finances

Consumer Trends Report Q2 2024 18

02. Q2 INSIGHTS: INFLATION, INTEREST, AND HOMEOWNERSHIP

Quarter-over-quarter household income trends

INSIGHTS

Many would-be homeowners

are in a holding pattern,
Employment trends renting and pinching pennies
until homeownership becomes
attainable. Our survey found
that consumers’ housing
status has a notable impact on
where and how they shop.

*Includes full and part-time employment

**Includes retired, disabled/unable to work,

homemakers, and students (full and part-time).

Consumer Trends Report Q2 2024 19

02. Q2 INSIGHTS: INFLATION, INTEREST, AND HOMEOWNERSHIP

Where homeowners and renters start online product searches

INSIGHTS

Homeowners are more

likely than renters to start
product searches on Amazon,
while renters are more likely
than homeowners to turn to
Walmart.com.

More than half of renters (56%)

start online product searches
on social media, while just a
third of homeowners do the
same.

For both homeowners and

renters, YouTube is the top
choice when starting a product
search on social media.

Consumer Trends Report Q2 2024 20

02. Q2 INSIGHTS: INFLATION, INTEREST, AND HOMEOWNERSHIP

How often homeowners and renters shop online

INSIGHTS

While the majority of

homeowners and renters shop
online at least once a month,
homeowners are generally
more frequently doing so; 42%
How often homeowners and renters shop on Amazon of homeowners shop online
more than once a week,
compared to 36% of renters.

Consumer Trends Report Q2 2024 21

02. Q2 INSIGHTS: INFLATION, INTEREST, AND HOMEOWNERSHIP

Where people shop: Homeowners vs renters

Homeowners Renters

In-store Online

Walmart 54% 52% Amazon 59% 46%

Home Depot 34% 15% Walmart.com 30% 35%
INSIGHTS
Lowe’s 30% 10% Temu 15% 22%
Overall, homeowners shop
Target 26% 22% Target.com 14% 12%
more (both online and in-store)
Walgreens 23% 21% eBay.com 15% 11%
than renters.
Costco 20% 9% Walgreens.com 6% 10%
Sam’s Club 18% 10% SHEIN 7% 10%
Renters are more likely than
Kohl’s 18% 7% Facebook or Instagram 5% 8%
Shops homeowners to shop at
Kroger 18% 14%
HomeDepot.com 16% 7% Walmart.com; for both groups,
Best Buy 12% 7%
BestBuy.com 8% 7% Walmart is the most frequently
Specialty, independent, 11% 5% shopped brick-and-mortar
local, or boutique Kroger.com 6% 6%
8% 6% 6% 6%
retailer.
Macy’s Etsy.com

Amazon Go or Amazon Go 6% 8% SamsClub.com 7% 6%

Grocery
Apple.com 4% 6% Renters are shopping from
Apple 3% 3%
Instacart 5% 6% websites like SHEIN and Temu
Kohls.com 9% 5% — platforms widely known
Google Shopping 4% 5% for low prices — notably more
Lowes.com 9% 5% often than homeowners

Costco.com 8% 4%

Macys.com 7% 4%

Wayfair 8% 4%

Wish 2% 3%

Specialty, independent, 6% 2%
local or boutique

Consumer Trends Report Q2 2024 22

02. Q2 INSIGHTS: INFLATION, INTEREST, AND HOMEOWNERSHIP

Overall quarterly spending changes

INSIGHTS

For both homeowners and

renters, a higher number of
consumers spent less in Q2
than spent more.

36% of renters spent less

online in Q2, compared to 32%
of homeowners.
Online quarterly spending changes
Approximately 22% of
homeowners spent more
online in Q2, compared to 20%
of renters.

Consumer Trends Report Q2 2024 23

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and Vendor Central accounts in unified dashboards that make it
easier to track performance and make strategic decisions. Q1 2024 Consumer Trends Report
Market Intelligence places your own Amazon business data – like
Explore data on consumer
pricing, inventory, and ad spend – within broader market context,
spending behavior at the start of
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2024, including insights on the
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Consumer Trends Report Q2 2024 24

03. ECOMMERCE REPORT

Go-to sites when searching for products

Amazon remains the most popular place for consumers to start their online product searches.
It’s worth noting, however, that this number has declined over the past two years – likely due to

CHAPTER 3 the emergence and continued growth of other players in the ecommerce space, including social
media channels as well as major retailers like Walmart.

Ecommerce When consumers shop for a product online, where do they

start their search?*
Report
This chapter offers an overview
of the evolving influences and
preferences shaping consumer
purchase behavior, both on
Amazon and across other online
and brick-and-mortar retailers.

*Totals do not equal 100%, as respondents could select more than one option.

Consumer Trends Report Q2 2024 25

03. ECOMMERCE REPORT

Consumers who begin online product searches on Amazon

Two-year trends

INSIGHTS

The number of consumers who

begin their online product
searches on Amazon is 15%
lower than in Q2 2022.

Online shopping frequency

INSIGHTS

More than one-third of

consumers (34%) shop on
Amazon once a week or more

10% of consumers shop online

multiple times per day

Consumer Trends Report Q2 2024 26

03. ECOMMERCE REPORT

What influences purchase decisions on

Amazon?
A wide range of factors influence purchase decisions. Most consumers prioritize the lowest prices when INSIGHTS
shopping on Amazon. However, the influence of other factors is shifting. Compared to last quarter, more
Compared to Q1 2024…
consumers are now prioritizing Prime shipping, subscription services, and flexible payment options.

Learn more about consumer price sensitivity and pricing trends on Amazon in Chapter 2.
16%
more consumers now say they
When shopping on Amazon… prefer to use flexible payment
options when shopping on
Amazon

14%
more consumers say that
the Subscribe & Save option
influences their purchase
decisions on Amazon

10%
fewer consumers are prioritizing
pre-owned products when
shopping

6%
more consumers are looking for
products with Prime shipping

*Data reflects the percentage of survey respondents who said they “agree” or “strongly agree” with each statement

Consumer Trends Report Q2 2024 27

03. ECOMMERCE REPORT

Prime membership spotlight

Prime membership trends correlate with the increased importance that consumers are placing on
Prime Shipping when choosing what to buy on Amazon. Almost two-thirds of consumers have a Prime
membership, a 14% increase over the past two years.
INSIGHTS

Percentage of consumers with an Amazon Prime membership

64%
of consumers have access to an
Amazon Prime account

54%
of Gen Z consumers have access
to a Prime account

64%
of Millennials have access to a
Prime account

Do you currently have an Amazon Prime account?

73%
of Gen X consumers have access
to a Prime account

63%
of Baby Boomers have access to
a Prime account

3% of respondents aren’t sure if they have a Prime account

Consumer Trends Report Q2 2024 28

03. ECOMMERCE REPORT

Social media trends

Social media’s impact on ecommerce continues to grow. Most consumers now rank social media
advertising as more influential than advertising on ecommerce marketplaces like Amazon, and almost
half of shoppers start their online product searches on a social media platform.

Consumers rank social media advertising

as the second-most influential type of
online advertising content
INSIGHTS

The popularity of social media

Percentage of consumers likely to purchase a product directly from social media shopping is rising rapidly:
Quarterly trends Compared to Q1 2024, over 20%
more consumers say they are
likely to buy directly from most of
these social channels

Consumer Trends Report Q2 2024 29

03. ECOMMERCE REPORT

Ecommerce trends by generation

INSIGHTS
Among the countless factors that determine how and where shoppers spend their dollars, generational Aside from Facebook, Gen Z is
differences are some of the most significant. From where they research products to which ads are most the most likely generation to
likely to grab their attention, there are wide variances from Gen Z to Boomers and the generations in
start an online product search
between.
on a social media channel.

Where consumers start online product searches Of all generations, Millennials

By generation are the most likely to start
an online product search on
Facebook.

Baby Boomers start online

product searches on a search
engine like Google the most,
while Gen X is most likely to
start on Amazon or
Walmart.com.

When starting a product

search on social media, Gen Z
is most likely to turn to TikTok;
Millennials are most likely to
turn to YouTube; and both Gen
X and Baby Boomers are most
likely to turn to Facebook.

Gen Z is the least likely

generation to start online
product searches on Amazon.

*Totals do not equal 100%, as respondents could select more than one option.
Consumer Trends Report Q2 2024 30
03. ECOMMERCE REPORT

Percentage of consumers likely to purchase a product directly

from social media
INSIGHTS
By generation
Gen Z is the most comfortable
Some of the starkest generational contrasts can be seen in consumers’ readiness to buy products on buying from TikTok, with two-
social media. Each generation has its preferred platform and comfort level with social shopping. thirds saying they would buy
from the platform.

For Baby Boomers, Facebook is

by far the platform of choice for
social shopping, with 44% more
saying they would buy from
Facebook than the next most
popular platform (YouTube).

Facebook also takes the top

spot for Millennials and Gen
Xers, though YouTube is a close
second for both generations.

More than half of Gen Z and

Millennials would buy from any
of these social media channels.

Gen Z and Millennials are least

likely to make a purchase on
LinkedIn; Gen X is least likely to
buy something on Twitter; and
nearly no Baby Boomers would
shop on TikTok.

Consumer Trends Report Q2 2024 31

03. ECOMMERCE REPORT

Advertising preferences INSIGHTS

Search engine ads — like

One of the biggest ecommerce investments most brands make is advertising. Both on and off of Google ads — are the most
Amazon, digital advertising can sway consumers’ purchase decisions. But how much sway different ad influential type of digital
investments have varies, particularly by generation. advertising for all generations.

Sponsored Products listings on

Most influential online advertising types Amazon and other ecommerce
Ranked by consumers
marketplaces have more
1. Search engine advertisements (e.g., Google ads, Bing ads, etc.) influence on Baby Boomers’
2. Social media advertisements (e.g., Facebook/Instagram ads, etc.) purchase decisions than any
3. Video advertisements (e.g., YouTube ads, social media videos, etc.) other generation.

4. Sponsored Product listings (on Amazon or other ecommerce sites)

Promotional emails have more
5. Email marketing (e.g., promotional emails, newsletters, etc.) influence on Gen Z shoppers
than any other generation.
Most influential online advertising types
By generation Gen Z and Millennials are more
Gen Z Millennials responsive to email marketing
1. Search engine ads 1. Search engine ads than other generations.

2. Social media ads 2. Social media ads

Baby Boomers are the most
3. Email marketing 3. Video ads receptive to online advertising
4. Video ads 4. Email marketing of any generation.

5. Sponsored Products 5. Sponsored Products

Gen X Boomers
1. Search engine ads 1. Search engine ads
Explore more data on
advertising on Amazon
2. Social media ads 2. Sponsored Products
and other digital
3. Video ads 3. Video ads channels in our 2024
4. Sponsored Products 4. Social media ads Advertising Report.
5. Email marketing 5. Email marketing

Consumer Trends Report Q2 2024 32

03. ECOMMERCE REPORT

Market spotlight:
Founded just one year after Amazon, eBay is another ecommerce platform that continues to stand
the test of time. 53% of today’s consumers shop on eBay. More than 10% shopped on eBay in Q2 2024,
making it the quarter’s fourth most popular online retail site (behind Amazon, Walmart.com, and Temu).
According to our survey, the most popular products to shop for on eBay are automotive parts, toys, and
games.

4% 9% 18% 15% INSIGHTS

of Gen Z of Millennials of Gen X of Boomers
shopped on shopped on shopped on shopped on Gen Z shops eBay most
eBay in Q2 eBay in Q2 eBay in Q2 eBay in Q2 frequently, with one-third of
2024 2024 2024 2024 those who shop the channel
doing so at least once a week.
How often do consumers shop on eBay?
By generation Baby Boomers are the least
likely generation to shop on
eBay.

Gen X is doing the most

shopping on eBay in Q2 2024.

Consumer Trends Report Q2 2024 33

04. ABOUT THE REPORT

Methodology

Jungle Scout conducted an anonymous survey between May 31, 2024, and June 2, 2024,
among 1,000 U.S. consumers about their buying preferences and behaviors. Respondents
represented 50 U.S. states, all genders, and ages 18 to 75+, as well as various employment
types and income levels.

Some of the analysis in the report compares responses from this survey to previous
CHAPTER 4 consumer trends surveys conducted by Jungle Scout, where data has been collected on a
quarterly basis since June 2020. While Gen Z typically refers to people born between 1997
and 2012, report data references a subset aged 18+.

About the
Report Using the data

We invite you to explore Jungle Scout’s Q2 2024 Consumer Trends Report, and to share,
reference, and publish the findings with attribution to “Jungle Scout” and a link to this page.

For more information, specific data requests or media assets, or to reach the report’s authors,
please contact us at [email protected].

Consumer Trends Report Q2 2024 34

04. ABOUT THE REPORT

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04. ABOUT THE REPORT

Demographic data

Gender Housing
Male 38% Homeowners (total) 52%

Female 61% I own my own home 49%

Non-binary 1% I own more than one home 3%

Other/prefer not to say <1%

Renters (total) 46%

I rent my home 32%

Age I live with family/friends and do not pay rent 8%
18-26 (Gen Z,* born 2004-2012) 12% 6%
I live with family/friends and pay rent
27-42 (Millennials, born 1981-1996) 18%

43-58 (Gen X, born 1965-1980) 27% Other (total) 2%

59-77 (Baby Boomers, norn 1955-1964) 39%

78+ 6%

*While Gen Z typically refers to people born between 1997 and 2012, report data Employment status
references a subset aged 18+ were included in this survey. Employed (total) 40%

Employed (full-time or part-time) and leaving my home for work 31%

Region Employed (full-time or part-time) and currently working at home 9%

Midwest 23%
Unemployed (total) 60%
Northeast 19%
Unemployed (looking for work) 8%
West 26%
Unemployed (not looking for work) 4%
South 32%
Student 2%

Homemaker 7%
Household income Retired 31%
Less than $25,000 26% Disabled/unable to work 8%
$25,000 to $34,999 14%

$35,000 to $49,999 16%

$50,000 to $74,999 20%

$75,000 to $99,999 10%

$100,000 to $124,999 6%

$125,000 to $149,999 5%

$150,000 or more 5%

Consumer Trends Report Q2 2024 36