Conversely, a quarter of respondents said they would make less than 20% of purchases from D2C brands—and 40% don’t plan to shop D2C at all.
More consumers could become dedicated D2C shoppers if those companies expand to different areas. But right now, many of the most popular D2C companies exist within the same categories.
The Diffusion/YouGov survey also asked consumers where they were currently cutting down on traditional purchases in favor of D2C brands. More than one-third of respondents said they were buying less from traditional retailers for personal health, wellness and beauty products (35%), as well as clothing and apparel (34%). A number of respondents also said they had cut down on buying tech and gadgets (26%), bags and accessories (21%) and furniture and home products (20%) from traditional retailers in favor of D2C brands.
According to data from Comscore, three of the top 10 D2C brands with the largest average number of monthly unique visitors between November 2018 and October 2019 were personal health, wellness or beauty products (SmileDirectClub, Dollar Shave Club and Harry’s). Three of the top brands were clothing and apparel (StitchFix, ThirdLove and Warby Parker) and one company, mattress brand Purple, fell in the furniture or home products category.