: Surprisingly the Food & Beverage
category took the hardest hit out of all with a dramatic 36% decrease in revenues
. What seemed to show signs of continued strength from the increase post-stay-at-home, this vertical took a major hit in the latter half of May and throughout June. Possible reasons for this is the large dent online ordering can have on consumers pockets over time or the dropoff could be due to delivery apps like Uber Eats and Doordash stopping their no delivery fees.
Another notable vertical that took a major hit was Fashion & Apparel
, which was down
in June compared to April. Again, Fashion & Apparel
was performing quite well in April with an overall positive trend across all metrics we reviewed. However, beginning in May we started to see week-to-week losses. It should be noted that these losses were relatively small (averaging around 3% decreases week-to-week), but Memorial Day Weekend shockingly saw a major decrease from the previous week dropping nearly 15%.
While fashion and apparel had a rough Q2, it's cousin Jewelry and Accessories
had the most successful outcome
of all verticals we looked at. This makes sense when you factor in the immediate need for scarves, bandanas, masks etc. New customers early on were the single biggest driving factor of the success of this vertical.
There were other verticals that experienced upsetting losses
over Q2: Beauty & Skincare, Electronics
, and Pets
to name a few. However, several verticals we looked at didn't experience such dramatic fluctuations within their bottom line: Health & Wellness, Home Goods, and Babies & Children for example.