Download: 2024 Consumer Shopping Trends

Retail & E-Commerce

2024 Consumer Shopping Trends

May 2024

Report summary

Moderating inflation is normalizing consumer shopping.

As inflation cools, shoppers have largely resumed more predictable shopping behaviors after years of tumult. In-store shopping enjoyment is notably trending upward.

Consumers, particularly those in high-income households, are seeing strong gains in consumer confidence, and that’s translating to their retail behaviors. Morning Consult analysis shows the pain of higher grocery bills is abating, which is alleviating financial pressure.

Based on survey interviews conducted monthly since October 2021, this report provides insight into how shoppers’ behaviors are changing over time.

Key Takeaways

  • Grocery spending is less volatile. Monthly expenditures in the grocery category have been steady in recent months, while the beauty and personal care category is seeing a downward trend in spend.
  • Shopping in stores is fun again. After a large dip in 2023, shoppers are seeing improvements in the store experience. A decrease in inflationary pressure on shoppers’ wallets makes shopping more fun, but retailers should still be cognizant of the impact of decreased staffing and inventory levels on store quality.
  • BOPIS fulfillment is here to stay, especially for personal electronics and home furnishings. The reasons shoppers choose store pickup versus home delivery are actually very similar. Convenience reigns and increasing shipping fees aren’t yet a differentiator.

Data Downloads

Pro+ subscribers are able to download the datasets that underpin Morning Consult Pro's reports and analysis. Contact us to get access.

Data file
A sortable XLSX file of survey results from the March wave of our retail trend tracker among U.S. adults and key demographics.
Trended Data File (spending by category)
A sortable xlsx file of survey results, including all historical waves, among a subset of Morning Consult’s standard demographics.
About Pro+
A brief outline of what datasets are included in Morning Consult Pro+.


Morning Consult data featured in this report draws from monthly surveys conducted from October 2021 to March 2024 among roughly 2,200 U.S. adults per month. All survey interviews were conducted online, and the data were weighted to approximate populations of adults based on age, gender, race, educational attainment, region, gender by age and race by educational attainment. Top-line results from the surveys have a margin of error of +/-2 percentage points.

Morning Consult audience data comes from Morning Consult Intelligence. The platform helps you understand your audience, brand, competitors and market in a way traditional helps you understand your brand, competitors and market in a way traditional research companies can’t. Learn more here.

About the author

Claire Tassin is a retail and e-commerce analyst. She conducts research on shifting consumer behaviors and expectations, as well as trends relevant to marketing leaders in the retail sector.