Earnest Research
Earnest Research is a data innovation company driven to change the way professionals understand consumer and business behavior. Working with world-class data partners, we transform raw data into a source for business and investment professionals to ask better questions so they can make better decisions. We believe, in the right hands, data has the power to change the way we work. https://www.earnestresearch.com/

Earnest Research's articles

  1. Data & Insights

November 2022 Earnest Research Spend Index

The Earnest Analytics Spend Index (EASI) fell below year ago levels in November, as both in-store and online sales decelerated meaningfully. Fashion Resale and Active & Athleisure stood out among Apparel & Accessories, growing low single digits headed into the holiday season. Gyms and Workout continue to recover from the pandemic, while Home Fitness declined […]
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  1. Department: Nonfood

2022 Retail Ranking: Black Friday and Cyber Monday

Key takeaways Almost 1-in-4 shoppers spent the most at Amazon during Cyber-5 Home goods and furnishings retailers lost top wallet share lapping difficult pandemic comps Dollar stores and warehouse clubs gained top wallet share as consumers traded down on inflation Earnest Analytics First Choice Retailer Methodology The Earnest First Choice Retailer Rankings are based on […]
6 min read
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  1. Holiday & Events

Black Friday sales grow 4% as online slows

Register for our 2022 Holiday Preview with Michael Maloof Thursday, December 8th for a full rundown on this holiday season. Cyber-5 sales, the period between Black Friday and Cyber Monday, grew 4% YoY according to consumer spend growth measured by the Vela credit and debit card data in Earnest Analytics Spend Index (EASI). Spending grew […]
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  1. Data & Insights

2022 Holiday Shopping Off to Slow Start

Sign up for free to explore holiday consumer spending data in Earnest Dash. Powered by Earnest’s Vela spend dataset. Key takeaways: Consumers spending slowed since September across most major categories Online share of sales remains elevated vs pre-pandemic, in-line with 2021 levels Nike, Lululemon, Ulta, Shein, The RealReal, and Walmart are outperforming in the early […]
3 min read
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  1. Trends & External Forces

Budget grocers weather the inflation storm

How is grocery behavior changing as inflation hits customer wallets? Key takeaways: Spending visits at premium grocers saw declines at or below the industry average, while discount grocers saw sharp and sustained increases over the same time frame Despite some initial resistance to inflationary pressures, higher income shoppers have started to slow their spending at […]
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  1. Shopper & Customer

Consumer wallets shift from Online, Home to Gas

Key takeaways: Consumers still spend the bulk of their dollars at Big Box stores despite shifting wallets Rising fuel prices are taking dollars from other categories, especially Online Marketplaces and Home The consumer wallet is structurally different from pre-pandemic after sustained increases in Delivery Aggregators and Online Marketplaces spending Consumers spend the most at Big […]
3 min read
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  1. Department: Consumer Durables

Shein wasn’t bad for Fast Fashion—until it was

Note: This is a preview of our larger deep-dive on Shein. Download the full case study here: Shein’s Impact on Fast Fashion through Shopper Behavior Data. “Other” includes: Asos, Boohoo, Charlotte Russe, Charming Charlie, Cotton On, Hot Topic, Missguided, PrettyLittleThing, Primark, Romwe, Rue21, and Topshop. Until 2021, Fast Fashion market leader Shein did not seem […]
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  1. Trends & External Forces

Shoppers spending 2022 tax refunds on electronics and apparel

Annual federal tax refunds have been a reliable source of additional spending cash for American taxpayers. Covid-19 upended the regular February-April cadence of payments as many households received additional stimulus payouts and tax credits that almost doubled the amount normally deposited by the government. This tax season marks a return to more normal refund behavior, which could signal sales declines for retailers who benefited from consumers’ extra cash in 2020 and 2021.
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  1. Technology & Innovation

February 2022 Earnest Research Spend Index

Historical numbers could vary slightly due to methodology updates. Cited accelerations and decelerations could differ slightly due to rounding. Earnest Research Spend Index (ERSI) reaccelerated from January, recovering from two months of consecutive decelerations as Omicron infections eased.  Home Furnishings stood out, accelerating double digits and reversing several months of decelerating growth as the category […]
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  1. Channel: Restaurants

The Future of Starbucks: New Products and Dayparts as Breakfast Traffic Resumes in 2022

Starbucks revealed their plans for the future of QSR Coffee brands in the work-from-home economy in their 1Q22 earnings call. The former commuter staple is now banking on their loyalty program and new offerings (like an energy drink) to keep them relevant as white collar workers stay home and consumers increasingly leave the house for […]
5 min read
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  1. Channel: Delivery

Instant grocery delivery app JOKR faces falling sales, fickle customers

“Other Online Grocers” includes: 1520min, 7NOW, Boxed, Brandless, ButcherBox, Buyk, Cornershop, Daily Harvest, Farm Fresh To You, Favor, FoodKick, Fresh Direct, Fridge No More, Good Eggs, Gorillas, GrubMarket, HEB To You, Hungry Harvest, Hungryroot, Imperfect Foods, Instacart Purchase, Instacart Subscription-Annual, Instacart Subscription-Monthly, Kroger Ship, Mercato, Misfits Market, Peapod, Schwan’s, Shipt: Gross Merchandise Value, Shipt: Other […]
2 min read
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