Consumer Pulse Wave 11

The impact of the second lockdown is immediately evident in consumer responses this wave. After financial impact dropped significantly from June (61%) to October (48%), 52% of households now say their finances are negatively impacted by COVID-19. Simultaneously, the percentage of consumers reporting major levels of local lockdown is up from 11% to 35%, and those under moderate lockdown is up 4 points to 38%.

Consumers under age 45 continue to report higher levels of financial impact (60%) than those over age 45 (43%), yet younger consumers are actually more optimistic (43% somewhat optimistic) than those over 45 (25% somewhat optimistic). When broken down by generation, 61% of Generation Z households and 60% of Millennial households report negative financial impact. This falls to 54% for Generation X and 36% for Baby Boomers.