---
title: "Strategies to Keep Consumers Coming Back"
url: https://burnaze.com/article/d9254adb-574d-4e2c-bae7-4b212884b22e
source: "Franchising.com"
original_url: https://www.franchising.com/articles/strategies_to_keep_consumers_coming_back.html
author: "Kerry Pipes"
category: "Finance"
topics: ["Finance & M&A"]
published: 2022-12-27T11:00:00.000Z
modified: 2026-10-31T20:34:54.194Z
image: https://imgs.franchising.com/art/articles/7267_plate.jpg
---

# Strategies to Keep Consumers Coming Back

**TL;DR:** Numerator discusses consumer perceptions of recession and its impact on spending habits, with 72% of consumers believing a recession is already underway. The retail landscape has changed dramatically since The Great Recession, with online CPG sales growing over 350% in the last five years.

*By Kerry Pipes, originally published in Franchising.com on 2022-12-27. [Read the original](https://www.franchising.com/articles/strategies_to_keep_consumers_coming_back.html).*

## Story

Data and technology research firm Numerator keeps a close watch on consumer behavior, market forces, and the retail industry. A recent blog by one of the company’s executives took a look at consumer perceptions of recession and how that impacts their spending and savings habits. The blog, “The Modern Recession: Considerations for Brands & Retailers,” discusses how companies can implement strategies now to continue to win consumers’ spending.

Here are eight highlights from the article: 72% of consumers believe we are already in a recession, even though it has not been officially declared. Gen Z was not of age during the last recession, and they are likely to view one very differently than older generations who have experienced one previously. Currently, only a third (33%) of Gen Z consumers say they’re concerned about an economic recession, compared to over half of Gen X’ers (50%) and Boomers (53%).

73% of all consumers are uncomfortable taking money out of personal savings or retirement accounts, and over half of consumers (59%) are uncomfortable spending money on non-essential products, services or travel. Consumers are increasing money-saving measures to combat rising prices, including decreasing spending on non-essentials (51% of consumers), searching for coupons, promos or sales (51%), and stocking up on essentials when they’re on sale (50%). Despite this consumer desire for cost-savings, as of this fall, overall promotional ad block volume has declined versus 2021 (down 5% compared to last year for the month of October).

The retail landscape has changed dramatically since The Great Recession ended over a decade ago–online CPG sales have grown over 350% in the last five years alone, and 84% of US households now turn to eCommerce retailers to purchase grocery, health & beauty, household, pet and/or baby products (up from 62% in 2017). Value chains have also grown since 2008, including Aldi, which has more than doubled its retail footprint. Private label offerings have also grown notably (17.

1% share of total CPG spend), giving consumers additional low-cost options when looking for deals.

## Entities

- Franchising.com (publication)
- General (sector)
- Kerry Pipes (person)
- Gen Z (person)
- consumer spending (topic)
- Numerator (company)
- ecommerce growth (topic)
- Aldi (company)
- recession impact (topic)
- retail landscape (topic)
- private label offerings (topic)

---
Originally reported by Kerry Pipes, Franchising.com (https://www.franchising.com/articles/strategies_to_keep_consumers_coming_back.html). Summarized by Burnaze (https://burnaze.com/article/d9254adb-574d-4e2c-bae7-4b212884b22e).