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The October Brick Meets Click/Mercatus Grocery Shopping Survey is out, reporting that "the U.S. online grocery market generated $8.1 billion in sales during October, driven by $6.4 billion from the pickup/delivery segment and $1.7 billion from ship-to-home."

This is up slightly from September's reported $8.0 billion in sales during September.

The survey concludes that "during October, about 50% of U.S. households (63.8 million) bought groceries online, whether just a few items or a full basket of goods."

According to the survey, "Pickup continued to be the most popular way to receive online orders in October, with a monthly active user (MAU) base of 33.4 million households. Ship-to-home’s MAU base had 29.8 million households but has contracted each month since July 2021. Delivery served 26.2 million households in October but has experienced more volatility in month-over-month changes lately … The average number of orders placed by MAUs in October 2021 was 2.74, holding steady over the last few months. However, this order frequency is still 35% above pre-COVID levels and nearly 6% below the record high set in May 2020 when market conditions were significantly different. This illustrates how buying behavior is stabilizing versus last year at elevated levels compared to before the pandemic."

“As the number of new COVID-19 cases in October continued to decline, key performance indicators (KPIs) for monthly active users, order frequency, and average order value are rebalancing from the record highs of 2020 and now provide a more stable and sizable base for building and forecasting the business in 2022 and beyond,”David Bishop, Partner at Brick Meets Click, said in a prepared statement.

KC's View:

Balanced.  Stabilized.  And permanent.  If you're not playing, then the odds are pretty good that you're not staying.