Consumer · 2020
Customer behaviour during a state of emergency
How Bulgarian consumers shifted their priorities during the 2020 state of emergency
In March 2020, 14% of users on social networks said they were avoiding all consumption except for essential goods. By April, people working from home were noticing visible savings compared to previous months - driven by cooking at home, less spending on entertainment and a clear drop in impulse buying.
As the situation began to normalise, security and safety stood out as particularly valuable to consumers. Where previously shoppers focused mostly on price, they now also paid attention to how goods were stored, who delivered them and whether retailers followed the necessary measures to keep customers safe when shopping online.
Here are some key takeaways from the report:
- 14% of social-media users were avoiding all non-essential consumption in March 2020 - an early, measurable signal of the shift to essential-only spending during the state of emergency.
- Remote workers reported visible savings by April - cooking at home, lower entertainment spend and reduced impulse buying changed household budgets in just a few weeks.
- Trust and safety became central buying criteria - shoppers started scrutinising storage conditions, delivery handling and retailer safety measures, not only price.
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