The weighted score is obtained by evaluating each key metric and calculating the overall impact on consumer behavior.
PHASE: Optimistic
With a lower perceived impact of COVID-19 and a population that desires to return to their normal lives, this consumer is looking for opportunities to reengage with retail and leisure as fast as possible.
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Unemployment Rate
Rural vs Urban
Political Persuasion
Politcal Majority
Restaurant Opening
Status By State
Current Lockdow
Status By State
Death Rate
Infection Rate
Unemployment Rate | Score: 3
1 = most impact, 5 = least impact
Unemployment impacts consumers’ ability to spend, especially on discretionary purchases. The lower the unemployment rate within a DMA, the better the potential is for the economy and businesses.
Data through November 30, 2020
Rural vs. Urban | Score: 3
5 = more rural, least impact; 1 = more urban, most impact
Urbanized DMAs have the potential to be heavily impacted by COVID-19 as people are often in closer proximity, whereas more rural DMAs are likely to be less impacted.
Political Persuasion | Score: 1
5 = Republican, 1 = Democrat
Based on current trends, Republican-controlled states have a higher likelihood of opening up faster than those controlled by the Democratic party.
Political Majority | Score: 4
5 being the highest, 1 being the lowest
It’s likely that states with a higher Republican majority can make the decision to reopen faster, while states with a smaller majority may see delays from legislative debate.
Infection Rate Percentage | Score: 5
5 being the lowest, 1 being the highest
The higher the published COVID-19 infection rate, the more likely consumers will feel less confident about returning to businesses, even if the state has relaxed lockdown rules.
Data through Jan. 11, 2020
Death Rate Percentage | Score: 5
5 being the lowest, 1 being the highest
The higher the published COVID-19 death rate, the more likely consumers will feel less confident about returning to businesses, even if the state has relaxed lockdown rules.
Data through Jan. 11, 2020
Lockdown Status | Score: 2
5 = no lockdown; 3 = lifted; 2 = partially lifted; 1 = still on lock down
States are beginning to relax shelter-in-place orders in a phased approach. This will continue to impact consumer sentiment if they feel there may be a potential risk.
Data through Jan. 11, 2020
Restaurant Opening Status | Score: 3
5 = fully reopened; 3 = dine in with limits; 1 = carry-out only
Throughout the country, states are beginning to allow restaurants to reopen in a phased approach. This will continue to impact consumer sentiment if they feel there may be a potential risk.
Data through Jan. 11, 2020
