More time spent at home during the pandemic means more home appliance replacements, desire for room redecorating, and investment in home fitness equipment. Retailers will be incentivized to adopt BNPL solutions so they don’t lose out on the sale. And it won’t just be for ecommerce purchases. “We’ll be building out our in-store shopping capabilities and partnerships throughout 2021,” Chang said.

Aptly named D2C brand Brandless, an online purveyor of minimalist grocery, wellness and home goods, has oriented its brand around the rise of digital-first shoppers who prefer products that include fewer, more natural ingredients. These shoppers have an evolving view of brands and don’t harbor any particular affinity for household names they grew up with.

Next was health/fitness/nutrition (up 115.8%), followed by home improvement (up 84.8%), and consumer electronics/major appliances (up 70.6%). “The outstanding category … was sporting goods,” Grant said, citing the popularity of home fitness equipment like dumbbells and stationary bikes in helping the category surge 127%, according to Salesforce data.

And its recently acquired Mirror digital home fitness screen will be in stores for the first time during Q4. Other retailers will not be so lucky. A key headwind facing several large retailers is US consumers’ reticence to get back to malls.

As people spend more time at home, the share of consumer spending on services such as restaurants, travel, and leisure has declined, while the share spent on goods such as groceries, home fitness equipment, and other household items has risen.