We all learned a new acronym thanks to COVID-19: PPE. Personal Protective Equipment used to be something only medical personnel and people with certain illnesses concerned themselves with.
Now, everyday consumers are buying PPE like masks, hand sanitizers, and other disinfectant products to protect themselves from widespread pandemic. We analyzed search monitoring data of our clients who sell on Google Shopping in the U.S. marketplace, and we can see the interest in these products has exponentially increased since the outbreak’s first occurrence in the U.S. in January 2020.
Everyday consumers are buying PPE like masks, hand sanitizers, and other disinfectant products to protect themselves from widespread pandemic.
For this analysis, we looked at Google Shopping impressions and the number of clicks on masks, sanitizers, wipes, and antibacterial disinfectant products for the past six months. An ‘impression’ is counted each time the product ad is shown on a search result page or other sites on the Google Network. A ‘click’ is counted each time someone clicks on the ad.
Here’s what we found:
The U.S. had confirmed cases of COVID-19 since January, and the number of impressions for masks went from 2,670 in December 2019 to 189,310 in January 2020 — meaning the number of impressions went from about 100 per brand of mask in December to over 5,000 impressions per brand in January. The dip from January to February is mainly due to how quickly inventory was exhausted, leaving only specialized masks available.
And as expected, the number of clicks increased as well, from 22 in December to 4,577 in January.
The U.S. saw its number of confirmed cases exponentially increase in March. From the charts below, we see that both impressions and clicks on sanitizers, wipes, and antibacterial and disinfectant products all follow a similar trend to that of novel coronavirus cases in the U.S. during the same timeline.
One of the main ways consumers can protect themselves outside of the home is to use hand sanitizers per guidelines from the CDC. As soon as people heard this information, everyone went out in search of hand sanitizers, which led to an extreme increase in the number of impressions and clicks for sanitizers in March on Google Shopping.
Another strategy for staying healthy in this crisis is to wipe surfaces clean inside homes. And people have been directed to disinfect packaged products from grocery stores before stashing them at home to lower infection risks. This message from health and medical professionals led to a drastic increase in impressions and clicks on wipes on Google Shopping in the U.S.
Antibacterial and Disinfectant Products
Another way to prevent the spread of COVID-19, per the CDC, is to routinely clean and disinfect high-touch surfaces inside the home. This guideline led to a huge increase in impressions and clicks on antibacterial and disinfectant products on Google Shopping in the U.S.
COVID-19 has been affecting millions of people in the US. The above charts show that Americans are doing their best to stay safe, protect themselves, and flatten the curve by purchasing masks, wipes, hand sanitizers, and disinfectant products.