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Changing Retail Foot Traffic Patterns During the COVID-19 Pandemic and Endemic Periods
Abstract:
<p dir="ltr" style="line-height: 1.38; margin-top: 0; margin-bottom: 0">COVID-19 policies changed where consumers traveled both during the height of the pandemic and the subsequent relaxation of travel restrictions, but the changes were not uniform. Identifying which retail businesses groups saw sustained consumer foot traffic in the pandemic may assist policymakers and business leaders to better allocate resources in future pandemics. Further, identifying groups that experienced permanent changes in consumer foot traffic (when combined with other data) may provide insights for other policy priorities, e.g. pollution reduction measures. Using SafeGraph footfall data for San Diego County, California as a case study, consumer movements were examined for changes in traffic patterns through the pandemic and endemic periods. Businesses were subdivided by type according to industry standards. They were then grouped according to changing footfall patterns and assessed to determine the common characteristics of each industry group. The data were further decomposed for trend analysis and compared by regions within the county and other characteristics like length of stay at a location. The analysis found a continuum where foot traffic at businesses that provide highly differentiable goods or services rebounded more quickly from the lockdowns. Additionally, businesses that require customer presence saw a quicker rebound in foot traffic where businesses with goods that could be delivered or services offered online saw lower retail visits that persisted post-pandemic. These findings indicate that in future pandemic situations, policy makers should focus on working with retailers with highly differentiable products or that require consumer presence to devise strategies to minimize contact.</p>
Keywords: COVID-19, pandemic, health, consumer behavior, mobility
Authors:
Christopher Swindell, San Diego State University / UC Santa Barbara; Submitting Author / Primary Presenter
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Changing Retail Foot Traffic Patterns During the COVID-19 Pandemic and Endemic Periods
Category
In-Person Paper Abstract