The COVID-19 Impact on Coastal Empire Consumers

Health and economic concerns will slow discretionary spending for significant numbers of Coastal Georgians

By Phillip Scroggin II | Managing Director, Sol Insights

More like wait-and-see than pent-up demand

It seems that the Savannah-Metro area will experience more of a U-shaped recovery in consumer spending, rather than a sharp V. The COVID-19 Savannah-Metro Consumer Survey - conducted by a Savannah-based marketing research firm: Sol Insights - indicates that significant percentages of local consumers intend to reduce spending across discretionary categories, both in the summer and the rest of the year.

• Nearly 50% of respondents said their income was negatively impacted by COVID-19
• Around one-in-four respondents intend to spend less on discretionary categories through the rest of 2020
• 39% said they were highly concerned about a member of their household or themselves contracting the virus
• 41% say that hygiene factors will be most important in determining local businesses at which to make purchases; 31% say restoration of normal service is most important.
• 66% claimed they were to receive CARES Act funds, with two-thirds listing 'paying debts' or 'paying bills' as the primary use of the CARES Act funds.

Methodology

The COVID-19 Savannah-Metro Consumer Survey utilized a convenience sample of 93 adult individuals residing in Chatham, Effingham, Bulloch, or Bryan county, Georgia. The study was conducted via an online questionnaire from April 21 through May 20, 2020.

Get the full study report

Want the full report on the COVID-19 Savannah-Metro Consumer Survey? Follow the instructions below.