{"id":3623,"date":"2021-11-03T20:57:17","date_gmt":"2021-11-03T20:57:17","guid":{"rendered":"https:\/\/new.rithum.com\/blog\/uncategorized\/the-latest-from-forrester-the-state-of-the-us-shopper\/"},"modified":"2021-11-03T20:57:17","modified_gmt":"2021-11-03T20:57:17","slug":"the-latest-from-forrester-the-state-of-the-us-shopper","status":"publish","type":"post","link":"https:\/\/www.rithum.com\/blog\/the-latest-from-forrester-the-state-of-the-us-shopper\/","title":{"rendered":"The Latest from Forrester: The State of the US Shopper"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 2<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span><p><span style=\"font-weight: 400;\">We\u2019ve focused a lot on consumer behavior recently here at Rithum. And we\u2019re not done yet.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Why? Because consumer behavior is a harbinger of sales. Because, as innovators, we want to understand the directions in which our industry is heading. And, well, because it\u2019s fascinating.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As we\u2019ve mentioned several times in the last year, we teamed up with leading global research firm Dynata to regularly survey shoppers at the beginning of the pandemic to measure changes in consumer activity in real time. We\u2019ve shared detailed results from our most recent survey in a <\/span><a href=\"https:\/\/go.rithum.com\/online-consumer-behavior.html\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">webinar available on demand<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, Forrester\u2019s research has also yielded interesting results. <\/span><a href=\"https:\/\/www.rithum.com\/resources\/library-webinars\/forrester-report-the-state-of-the-us-shopper\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">The State of the US Shopper<\/span><\/a><span style=\"font-weight: 400;\"> reveals varied effects across product categories and buyer habits during the past year.\u00a0<\/span><\/p>\n<h2><b>What purchasing behavior shifts might become entrenched?\u00a0<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Curbside pickup and options that allow shoppers to buy online and pick up in store are extremely popular. According to the 2021 Forrester Analytics Consumer Technographics Retail Recontact Survey, three out of four US online adults rate their experience with curbside pickup for both grocery and non-grocery orders as positive. Forrester also found that nearly a third of US consumers are likely to continue ordering online and using curbside or in-store pickup options.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Contactless payments also enjoy strong support among US shoppers and have been growing in their adoption and use. In May 2020, 2% of shoppers indicated they had used contactless payments for the first time after the onset of the pandemic, and in the previous month, 19% indicated they were using contactless checkouts more often than they had before. A 2021 Forrester survey revealed nearly a quarter of shoppers felt safer shopping in stores with contactless checkout options.<\/span><\/p>\n<h2><b>How has online grocery ordering changed in 2021?\u00a0<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">After experiencing a surge in 2020, with growth of 75% year over year, online grocery purchases will likely continue \u2014 but may not grow quite as rapidly. Grocery customers are highly loyal and price sensitive. A 2021 Forrester survey found that only 6% were willing to pay for a same-day delivery service, although curbside pickup remains popular. Rapid adoption and likely continuation of online restaurant orders also capture a portion of the overall food and drink category that impact growth on online grocery sales \u2014 but this vertical overall involves such an enormous share of the consumer\u2019s wallet that incremental growth in e-commerce can produce a sizable effect.\u00a0\u00a0\u00a0<\/span><\/p>\n<h2><b>What trends matter as we look into 2022?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Shoppers\u2019 preferences for curbside pickup, contactless payments, and shopping on Amazon <\/span><b>(46% expect to order more from Amazon even after the pandemic ends) <\/b><span style=\"font-weight: 400;\">point toward the need for a strong omnichannel presence with multiple fulfillment options for buyers. And although food and drink categories may not grow as strongly as they did in 2020, their significant portion of overall consumer activity means much more activity could occur in this space in e-commerce into the future.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Check out all the insights Forrester offers in its report, <\/span><a href=\"https:\/\/www.rithum.com\/resources\/library-webinars\/forrester-report-the-state-of-the-us-shopper\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">The State of the US Shopper<\/span><\/a><span style=\"font-weight: 400;\">. You\u2019ll find a wealth of information \u2014 charts, graphs and infographics with all of these statistics and more \u2014 plus thought-provoking discussion of what the survey results may indicate, the trends they may be revealing and what actions e-commerce professionals need to consider to stay engaged with their consumers.\u00a0\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 2<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>We\u2019ve focused a lot on consumer behavior recently here at Rithum. And we\u2019re not done yet.\u00a0 Why? Because consumer behavior is a harbinger of sales. Because, as innovators, we want to understand the directions in which our industry is heading. And, well, because it\u2019s fascinating.\u00a0 As we\u2019ve mentioned several times in the last year, we [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":3530,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[560],"coauthors":[],"class_list":["post-3623","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-consumer-behaviore-commerceforrester-reportindustry-trends"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.6 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Latest from Forrester: The State of the US Shopper | Rithum<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.rithum.com\/blog\/the-latest-from-forrester-the-state-of-the-us-shopper\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Latest from Forrester: The State of the US Shopper\" \/>\n<meta property=\"og:description\" content=\"Reading Time:  2 minutesWe\u2019ve focused a lot on consumer behavior recently here at Rithum. And we\u2019re not done yet.\u00a0 Why? Because consumer behavior is a harbinger of sales. Because, as innovators, we want to understand the directions in which our industry is heading. And, well, because it\u2019s fascinating.\u00a0 As we\u2019ve mentioned several times in the last year, we [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.rithum.com\/blog\/the-latest-from-forrester-the-state-of-the-us-shopper\/\" \/>\n<meta property=\"og:site_name\" content=\"Rithum\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/rithumcommerce\" \/>\n<meta property=\"article:published_time\" content=\"2021-11-03T20:57:17+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.rithum.com\/wp-content\/uploads\/2025\/08\/Forrester-dark-380x380-1-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"380\" \/>\n\t<meta property=\"og:image:height\" content=\"380\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Rithum Team\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@rithumcommerce\" \/>\n<meta name=\"twitter:site\" content=\"@rithumcommerce\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Rithum Team\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.rithum.com\\\/blog\\\/the-latest-from-forrester-the-state-of-the-us-shopper\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.rithum.com\\\/blog\\\/the-latest-from-forrester-the-state-of-the-us-shopper\\\/\"},\"author\":{\"name\":\"Rithum Team\",\"@id\":\"https:\\\/\\\/www.rithum.com\\\/#\\\/schema\\\/person\\\/211e4c8b67b8bd85c9cb6616ba11cfc1\"},\"headline\":\"The Latest from Forrester: The State of the US Shopper\",\"datePublished\":\"2021-11-03T20:57:17+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.rithum.com\\\/blog\\\/the-latest-from-forrester-the-state-of-the-us-shopper\\\/\"},\"wordCount\":546,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/www.rithum.com\\\/blog\\\/the-latest-from-forrester-the-state-of-the-us-shopper\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.rithum.com\\\/wp-content\\\/uploads\\\/2025\\\/08\\\/Forrester-dark-380x380-1-1.jpg\",\"keywords\":[\"consumer behavior,E-commerce,forrester report,industry trends\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.rithum.com\\\/blog\\\/the-latest-from-forrester-the-state-of-the-us-shopper\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.rithum.com\\\/blog\\\/the-latest-from-forrester-the-state-of-the-us-shopper\\\/\",\"url\":\"https:\\\/\\\/www.rithum.com\\\/blog\\\/the-latest-from-forrester-the-state-of-the-us-shopper\\\/\",\"name\":\"The Latest from Forrester: The State of the US Shopper | Rithum\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.rithum.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.rithum.com\\\/blog\\\/the-latest-from-forrester-the-state-of-the-us-shopper\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.rithum.com\\\/blog\\\/the-latest-from-forrester-the-state-of-the-us-shopper\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.rithum.com\\\/wp-content\\\/uploads\\\/2025\\\/08\\\/Forrester-dark-380x380-1-1.jpg\",\"datePublished\":\"2021-11-03T20:57:17+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/www.rithum.com\\\/#\\\/schema\\\/person\\\/211e4c8b67b8bd85c9cb6616ba11cfc1\"},\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.rithum.com\\\/blog\\\/the-latest-from-forrester-the-state-of-the-us-shopper\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.rithum.com\\\/blog\\\/the-latest-from-forrester-the-state-of-the-us-shopper\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.rithum.com\\\/blog\\\/the-latest-from-forrester-the-state-of-the-us-shopper\\\/#primaryimage\",\"url\":\"https:\\\/\\\/www.rithum.com\\\/wp-content\\\/uploads\\\/2025\\\/08\\\/Forrester-dark-380x380-1-1.jpg\",\"contentUrl\":\"https:\\\/\\\/www.rithum.com\\\/wp-content\\\/uploads\\\/2025\\\/08\\\/Forrester-dark-380x380-1-1.jpg\",\"width\":380,\"height\":380},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.rithum.com\\\/blog\\\/the-latest-from-forrester-the-state-of-the-us-shopper\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/www.rithum.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"The Latest from Forrester: The State of the US Shopper\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.rithum.com\\\/#website\",\"url\":\"https:\\\/\\\/www.rithum.com\\\/\",\"name\":\"Rithum\",\"description\":\"Powering the future of commerce\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.rithum.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/www.rithum.com\\\/#\\\/schema\\\/person\\\/211e4c8b67b8bd85c9cb6616ba11cfc1\",\"name\":\"Rithum Team\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/d40db1caf41772ece982e4293262294c1ce4bea744e6159e75bf1bbc254bea39?s=96&d=mm&r=gb220a8889f3fbb0ef3f0eb00a81cc5c9\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/d40db1caf41772ece982e4293262294c1ce4bea744e6159e75bf1bbc254bea39?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/d40db1caf41772ece982e4293262294c1ce4bea744e6159e75bf1bbc254bea39?s=96&d=mm&r=g\",\"caption\":\"Rithum Team\"},\"url\":\"https:\\\/\\\/www.rithum.com\\\/blog\\\/author\\\/rithum-team\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"The Latest from Forrester: The State of the US Shopper | Rithum","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.rithum.com\/blog\/the-latest-from-forrester-the-state-of-the-us-shopper\/","og_locale":"en_US","og_type":"article","og_title":"The Latest from Forrester: The State of the US Shopper","og_description":"Reading Time:  2 minutesWe\u2019ve focused a lot on consumer behavior recently here at Rithum. And we\u2019re not done yet.\u00a0 Why? Because consumer behavior is a harbinger of sales. Because, as innovators, we want to understand the directions in which our industry is heading. And, well, because it\u2019s fascinating.\u00a0 As we\u2019ve mentioned several times in the last year, we [&hellip;]","og_url":"https:\/\/www.rithum.com\/blog\/the-latest-from-forrester-the-state-of-the-us-shopper\/","og_site_name":"Rithum","article_publisher":"https:\/\/www.facebook.com\/rithumcommerce","article_published_time":"2021-11-03T20:57:17+00:00","og_image":[{"width":380,"height":380,"url":"https:\/\/www.rithum.com\/wp-content\/uploads\/2025\/08\/Forrester-dark-380x380-1-1.jpg","type":"image\/jpeg"}],"author":"Rithum Team","twitter_card":"summary_large_image","twitter_creator":"@rithumcommerce","twitter_site":"@rithumcommerce","twitter_misc":{"Written by":"Rithum Team","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.rithum.com\/blog\/the-latest-from-forrester-the-state-of-the-us-shopper\/#article","isPartOf":{"@id":"https:\/\/www.rithum.com\/blog\/the-latest-from-forrester-the-state-of-the-us-shopper\/"},"author":{"name":"Rithum Team","@id":"https:\/\/www.rithum.com\/#\/schema\/person\/211e4c8b67b8bd85c9cb6616ba11cfc1"},"headline":"The Latest from Forrester: The State of the US Shopper","datePublished":"2021-11-03T20:57:17+00:00","mainEntityOfPage":{"@id":"https:\/\/www.rithum.com\/blog\/the-latest-from-forrester-the-state-of-the-us-shopper\/"},"wordCount":546,"commentCount":0,"image":{"@id":"https:\/\/www.rithum.com\/blog\/the-latest-from-forrester-the-state-of-the-us-shopper\/#primaryimage"},"thumbnailUrl":"https:\/\/www.rithum.com\/wp-content\/uploads\/2025\/08\/Forrester-dark-380x380-1-1.jpg","keywords":["consumer behavior,E-commerce,forrester report,industry trends"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.rithum.com\/blog\/the-latest-from-forrester-the-state-of-the-us-shopper\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.rithum.com\/blog\/the-latest-from-forrester-the-state-of-the-us-shopper\/","url":"https:\/\/www.rithum.com\/blog\/the-latest-from-forrester-the-state-of-the-us-shopper\/","name":"The Latest from Forrester: The State of the US Shopper | Rithum","isPartOf":{"@id":"https:\/\/www.rithum.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.rithum.com\/blog\/the-latest-from-forrester-the-state-of-the-us-shopper\/#primaryimage"},"image":{"@id":"https:\/\/www.rithum.com\/blog\/the-latest-from-forrester-the-state-of-the-us-shopper\/#primaryimage"},"thumbnailUrl":"https:\/\/www.rithum.com\/wp-content\/uploads\/2025\/08\/Forrester-dark-380x380-1-1.jpg","datePublished":"2021-11-03T20:57:17+00:00","author":{"@id":"https:\/\/www.rithum.com\/#\/schema\/person\/211e4c8b67b8bd85c9cb6616ba11cfc1"},"breadcrumb":{"@id":"https:\/\/www.rithum.com\/blog\/the-latest-from-forrester-the-state-of-the-us-shopper\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.rithum.com\/blog\/the-latest-from-forrester-the-state-of-the-us-shopper\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.rithum.com\/blog\/the-latest-from-forrester-the-state-of-the-us-shopper\/#primaryimage","url":"https:\/\/www.rithum.com\/wp-content\/uploads\/2025\/08\/Forrester-dark-380x380-1-1.jpg","contentUrl":"https:\/\/www.rithum.com\/wp-content\/uploads\/2025\/08\/Forrester-dark-380x380-1-1.jpg","width":380,"height":380},{"@type":"BreadcrumbList","@id":"https:\/\/www.rithum.com\/blog\/the-latest-from-forrester-the-state-of-the-us-shopper\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.rithum.com\/"},{"@type":"ListItem","position":2,"name":"The Latest from Forrester: The State of the US Shopper"}]},{"@type":"WebSite","@id":"https:\/\/www.rithum.com\/#website","url":"https:\/\/www.rithum.com\/","name":"Rithum","description":"Powering the future of commerce","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.rithum.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/www.rithum.com\/#\/schema\/person\/211e4c8b67b8bd85c9cb6616ba11cfc1","name":"Rithum Team","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/d40db1caf41772ece982e4293262294c1ce4bea744e6159e75bf1bbc254bea39?s=96&d=mm&r=gb220a8889f3fbb0ef3f0eb00a81cc5c9","url":"https:\/\/secure.gravatar.com\/avatar\/d40db1caf41772ece982e4293262294c1ce4bea744e6159e75bf1bbc254bea39?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/d40db1caf41772ece982e4293262294c1ce4bea744e6159e75bf1bbc254bea39?s=96&d=mm&r=g","caption":"Rithum Team"},"url":"https:\/\/www.rithum.com\/blog\/author\/rithum-team\/"}]}},"_links":{"self":[{"href":"https:\/\/www.rithum.com\/wp-json\/wp\/v2\/posts\/3623","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.rithum.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.rithum.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.rithum.com\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.rithum.com\/wp-json\/wp\/v2\/comments?post=3623"}],"version-history":[{"count":0,"href":"https:\/\/www.rithum.com\/wp-json\/wp\/v2\/posts\/3623\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.rithum.com\/wp-json\/wp\/v2\/media\/3530"}],"wp:attachment":[{"href":"https:\/\/www.rithum.com\/wp-json\/wp\/v2\/media?parent=3623"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.rithum.com\/wp-json\/wp\/v2\/categories?post=3623"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.rithum.com\/wp-json\/wp\/v2\/tags?post=3623"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.rithum.com\/wp-json\/wp\/v2\/coauthors?post=3623"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}