As Hurricane Milton approached Florida, residents in cities across the state exhibited distinct patterns in their shopping behavior. By analyzing real-time spending data from nearly 100 Petsmart retail stores in Florida in the days leading up to the hurricane (October 6, 7, and 8), we can see how different communities prepared for the storm.
Here’s a breakdown of the trends we identified, segmented into groups based on spending behavior, city by city.
This group of cities saw significant spikes in spending as early as Sunday, October 6, indicating a proactive mindset. Residents here made sure to secure their pets’ essentials early, avoiding last-minute rushes.
These shoppers represent a “better safe than sorry” mentality, acting well ahead of any store closures or shortages. This group’s behavior also suggests heightened awareness of potential supply chain disruptions. Interestingly, several coastal cities fall into this group, perhaps indicating a higher awareness of the risks of hurricanes.
Top Cities:
In the Beat the Rush zones, consumers focused heavily on products that ensured pet safety and mobility. Carriers dominated the top spots, with the Petmate Ultra Vari Dog Kennel leading with an 800% increase in revenue, followed by the Sherpa Original Deluxe Pet Carrier at 586%, and the Sherpa Ultimate On Wheels Soft-Sided Pet Carrier at 400%. This early surge in demand highlights the proactive mindset of shoppers in these areas, emphasizing the importance of containment and transportation in their hurricane preparations. Additionally, products like Hill’s Science Diet Sensitive Stomach & Skin Small Bites Adult Dog Dry Food also saw significant growth (+360%), reflecting the concern for pets’ specific dietary needs even during emergency situations.
The dominance of carriers in this zone underscores a clear trend: residents were preparing not just to hunker down but to ensure they had the tools necessary to evacuate with their pets if needed.
Residents in these cities exhibited steady increases in spending from Sunday through Tuesday. This group appears to take a more measured approach, spreading out purchases over several days. Monday or Tuesday was often the day of highest spending, as consumers finished their preparations.
This pattern reflects a more cautious approach, where people ensured they had time to gather all necessary supplies without feeling rushed. These cities were prepared but not in a panic. Coastal and inland cities alike are in this group, which points to a more general preparedness mindset rather than a location-specific trend.
Top Cities:
In the Better Safe Than Sorry zones, pet owners focused heavily on maintaining the well-being of their animals with a strong emphasis on specialized food and diet management. The top-trending product, Hill’s Science Diet Perfect Weight & Joint Support Adult Dry Dog Food, saw a staggering 867% increase in revenue. Other products like Royal Canin Breed Health Nutrition Chihuahua Breed Specific Adult Dog Food (+550%) and Purina Pro Plan Veterinary Diets Cat Food – UR, Urinary St/Ox (+538%) show that breed-specific and veterinary-recommended diets were also highly prioritized.
This focus on health-conscious and specialized pet food highlights a trend among residents in these zones to prepare thoroughly, ensuring that pets’ unique dietary needs were met even in emergency situations. Unlike the Panic Shopper and Beat the Rush zones, where mobility products were more prominent, these areas showed a stronger preference for long-term well-being, emphasizing proactive care over reactive measures.
This group saw major spikes in spending on Sunday, but by Tuesday, the numbers dropped off drastically. This suggests that people in these areas either evacuated early or completed their preparations quickly before stores closed or supplies ran out.
Many of these cities are also on the coast, where the threat was more immediate. The sharp decline in spending by Tuesday shows that these cities had a “prepare and go” mentality, minimizing their time spent in areas threatened by the storm.
Top Cities:
In the Get In/Get Out zones, consumers prioritized essential products that provided both convenience and care during an emergency. Items like Purina Pro Plan Development Puppy Dry Dog Food – Sensitive Skin & Stomach, Salmon & Rice (+134%) and Royal Canin Veterinary Diet Canine Renal Support D Adult Dog Wet Food (+160%) indicate that many pet owners focused on ensuring their pets’ health needs were met as they prepared for the storm. While most purchases reflected this focus on readiness, there were a few outliers, such as the PetSafe ScoopFree SmartSpin Automatic Self-Cleaning Litter Box, which saw a significant revenue increase likely driven by a sale. This shows that even in times of crisis, consumers were still drawn to good deals, balancing immediate needs with long-term convenience.
These cities experienced a dramatic surge in spending on Tuesday, the day before the hurricane hit. It’s likely that these areas saw a rush of last-minute shoppers or an influx of evacuees who hadn’t had time to prepare at home.
The spikes in spending were so high that they suggest a significant amount of purchasing pressure, possibly driven by supply shortages elsewhere. The fact that inland hubs are in this group indicates that these areas might have served as destinations for evacuees or centers where people gathered supplies after leaving more directly threatened areas.
Top Cities:
In the Mad Dasher zones, there was a clear focus on last-minute preparation, with consumers rapidly stocking up on essential pet care items. The top product, Oxbow Western Timothy Hay, saw a massive 1,059% increase, likely reflecting the urgency of preparing for small pets during the storm. Other essential items like Authority Sensitive Stomach & Skin All Life Stages Dry Dog Food (+475%) and Royal Canin Veterinary Diet Feline Urinary SO Adult Dry Cat Food (+371%) show that consumers were also ensuring they had enough food tailored to their pets’ specific health needs. Products like Pretty Litter Health Monitoring Multi-Cat Crystal Cat Litter (+367%) highlight the importance of convenience and health monitoring during this frantic period.
The significant increases in spending in these areas indicate a more reactive approach to hurricane preparation, with consumers focusing on stocking up at the last minute, prioritizing both general and specialized care for their pets.
In contrast to the other groups, these cities saw only modest increases in spending early on, followed by a major spike on Tuesday. This “wait and see” behavior could reflect uncertainty about the storm’s path or severity. Once the threat became more certain, these shoppers rushed to prepare.
This group’s behavior might be more cautious or even reactive, delaying purchases until the last possible moment. The hesitancy may stem from uncertainty about the hurricane’s path or a general mindset of waiting until the threat becomes more concrete before acting. This trend is notable because it suggests that even in cities where the danger was well-known, some consumers delayed their purchases until the last minute.
Top Cities:
In the Panic Shopper zones, carriers were among the top five trending products, one of only two zones where this was the case. The popularity of items like the Sherpa Ultimate On Wheels Soft-Sided Pet Carrier and the Top Paw Functional All-Day Backpack suggests that pet owners were preparing for potential evacuations. This focus on mobility, combined with purchases of essentials like crates and specialty pet food, highlights the priority placed on ensuring pets’ safety and comfort during the storm, with many preparing to transport their animals quickly if needed.
The real-time data from Petsmart stores across Florida offers a fascinating look at how communities react to impending hurricanes. From those who “beat the rush” by preparing early, to the “mad dashers” who scrambled at the last minute, and the more hesitant “wait and see” shoppers, each group tells a different story of how people respond to disaster warnings.
By understanding these consumer behavior patterns, businesses can better anticipate when and where demand will spike during emergencies, helping to ensure that stores are stocked and ready for customers.
Grips Intelligence provides real-time insights into consumer spending behaviors during critical events ranging from natural disasters to holiday sales, helping businesses stay ahead of demand and make data-driven decisions. Want to learn more? Book a demo to see how Grips can help your business prepare for major market shifts.