Online mask sales are on the rise as the Delta variant spreads across the United States
Based on data from Adobe Analytics' Digital Economy Index, which tracks weekly sales data for the 100 largest online retailers in the US, mask sales in USD dropped in June and July but have been climbing since the week of July 21st. The latest data shows a 40% increase in mask sales from the previous week, ending on August 4th .
Over 98% of Americans now live in areas with either a "high" or "significant" risk of community spread of COVID-19, compared to just 19% a month ago. This significant shift is largely attributed to the highly transmissible Delta variant and low vaccination rates in many regions .
The rapid spread of the Delta variant has resulted in a nearly 10-fold increase in the average number of daily COVID-19 cases in the US since early July. Hospital admissions have also reached a high not seen since February .
Vivek Pandya, Chief Analyst at Adobe Digital Insights, commented on the changing consumer behavior, saying, "The mask-buying behavior we saw last year during the pandemic is back. When there's information about new cases and hospitalizations, consumers react ."
Slowing down mask sales
The pandemic had made reusable masks a staple in many Americans' closets. Both large and small retailers have benefited from this trend. Etsy, for instance, reported that cloth masks were the hottest new product category on its platform last summer. With Etsy's marketplace alone, over 110,000 sellers sold more than 29 million masks, and the second-quarter 2020 revenue from masks totaled $346 million .
However, the relaxation of mask-wearing guidelines by the US government in the summer, combined with rising vaccination rates and a decrease in COVID-19 cases, led some retailers to scale back their mask sales .
The resurgence of mask sales
While some retailers saw a decrease in demand, the Delta variant surge has led to increased mask sales for many. Gabriela Henriquez, an Etsy seller, said she was currently selling an average of 500-700 reusable masks per day .
Etsy announced a surge in new mask orders in early May, just a day after the CDC announced that fully vaccinated individuals no longer needed to wear masks or practice social distancing, except in certain situations .
However, the CDC has since revised its guidance and is urging fully vaccinated individuals to wear masks in some areas due to the threat of the Delta variant .
Henriquez, who generated $212,000 in mask sales for her Etsy shop named LittleLadyAHomemade in 2020, is prepared to transition her Etsy business away from masks if the demand wanes.
But for now, she's making masks again.
At its peak in April, Henriquez was selling 200 masks per day, generating a daily revenue of about $1,500. "Our average production for the last 30 days has been between 500-700 masks a day, and our daily sales are now around $5,000," she said, adding that she recently hired five employees to boost mask production due to the high demand .
Henriquez's masks now cost between $9-$10.99 each, which is twice the price from last year.
Jacki Shaw and her daughter Katie, who run MamaShawStitchery on Etsy, experienced an increase in weekly orders from their fabric sales in July and August but saw a drop in mask sales to a handful per week in May .
"We're currently producing at least 100 [fabric-]masks per week, and our latest order included multiple masks in a single purchase," Katie said .
Jackie, who sews all the masks, noted that half of the mask orders were for children. "It could also be because kids are going back to school," Katie said .
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With the Delta variant taking hold across the US, online mask sales are gaining popularity . According to Adobe Analytics' Digital Economy Index, which monitors the sales data of the top 100 US online retailers, weekly mask sales dropped in June and July but have since climbed, with a 40% increase in sales between the weeks of July 21st and August 4th .
The heightened risk of community spread of COVID-19 across the US, with 98% of Americans living in high- or significant-risk areas, is thought to have driven up demand for masks and other protective gear . Recently, the US has witnessed a surge in daily COVID-19 cases and hospitalizations, reaching their highest levels since February .
Manufacturers and retailers alike are reaping the benefits of the resurgence in demand. Online platforms, including Etsy, have seen a rise in mask sales, with new COVID-19 guidelines and increased vaccination levels leading some retailers to initially decrease sales . However, the recent wave of Delta variant cases has caused an increase in mask sales, with some retailers, like Gabriela Henriquez of LittleLadyAHomemade on Etsy, experiencing a significant spike in sales.
Henriquez, who generated $212,000 in mask sales for her Etsy shop in 2020, saw a drop in sales due to relaxing mask guidelines and higher vaccine rates, but the resurgence of the Delta variant has led to a surge in demand once again . With increased production, she's now selling masks at nearly double the price compared to last year .
Other retailers, including Jacki Shaw and her daughter Katie of MamaShawStitchery, have also seen a pickup in demand for masks. Following the easing of mask guidelines and a temporary drop in sales, they have since witnessed an increase in weekly orders as the Delta variant emerged .
While the specific impact of the Delta variant on mask sales isn't quantified in the sources, it's reasonable to infer that the infection's increased contagiousness and the subsequent increase in COVID-19 cases would fuel demand for masks as part of broader public health responses.
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The Delta variant likely impacted online mask sales due to its higher contagiousness and the surge in COVID-19 cases. The variant, which emerged in 2020, has been linked to a significant increase in infections, especially among the unvaccinated. It has also been responsible for breakthrough cases among vaccinated individuals, which created a need for masks, particularly N95 respirators and surgical masks .
Public health strategies, including mask mandates and enhanced hygiene practices, were implemented in response to the Delta variant, which also increased demand for masks . The need for effective disinfection and hygiene practices, including the use of UV light for mask sterilization, was highlighted in various studies and news articles, indicating a broader focus on infection control that would have influenced mask sales .
Overall, the specific impact of the Delta variant on online mask sales isn't quantified. However, it's reasonable to infer that the surge in COVID-19 cases, increased contagiousness, and the implementation of public health measures would all contribute to an increase in mask sales.
