Not all demographics share the same concern about a possible recession. 33% of Gen Z consumers say they're concerned about an economic recession, compared to over half of Gen Xers (50%) and Boomers (53%).

Retail has changed significantly since The Great Recession in 2008. Numerator found that online consumer product goods (CPG) sales have grown more than 350% in the last five years alone, and 84% of U.S. households turn to e-commerce retailers to purchase grocery, health and beauty, household, pet and/or baby products (up from 62% in 2017).

Private label offerings have a 17.1% share of total CPG spend, giving consumers more low-cost options when looking for deals.