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Second Measure

Second Measure is a technology company that analyzes billions of anonymized purchases to answer real-time questions on consumer behavior.

Through our self-service platform, we help our clients—some of the world’s largest brands and investment firms—identify fast-growing companies, benchmark competitors, and better understand their customers.

We’re based in the Bay Area with an office in New York, and we’re proudly backed by Bessemer Venture Partners, Goldman Sachs, Citi Ventures, Jefferies Investment Group, Y Combinator, and other top investors.

October 20, 2021 / Business

Sales spikes for TV streaming services correspond with the start of football season

From Second Measure
TV streaming platforms such as FuboTV, Sling TV, and YouTube TV have been on the rise for the past few years, bolstered by a combination of price increases and new subscribers. While OTT streaming platforms such as Netflix and Hulu experienced a spike in sales and customers at the start of the pandemic, a different pattern has emerged for TV streaming services. Consumer transaction data shows that TV streaming companies, especially FuboTV, generally experience the highest spike in sales and new subscribers in September, corresponding with the start of football season.
October 18, 2021 / Business

Which company is winning the restaurant food delivery war?

From Second Measure
When many Americans sheltered in their homes early in the coronavirus pandemic, meal delivery sales reached new heights. Our data reveals that in September 2021, sales for meal delivery services grew 17 percent year-over-year, collectively. The ongoing pandemic may also be driving more Americans to make their first meal delivery purchase. In September 2021, 50 percent of U.S. consumers had ever ordered from one of the services in our analysis, up from 44 percent a year ago.
October 18, 2021 / Business

Uber vs. Lyft: Who’s tops in the battle of U.S. rideshare companies

From Second Measure
When U.S. cities and states faced shelter-in-place orders to limit the spread of the coronavirus, Americans’ reduced mobility resulted in plummeting sales at rideshare companies. With the exception of a late 2020 dip, sales have been gradually recovering since April 2020. Uber sales were up 110 percent year-over-year and Lyft sales were up 87 percent year-over-year in September 2021.
October 8, 2021 / Business

Hardware store sales growth decelerating after pandemic-fueled surge

From Second Measure
Consumer transaction data reveals that sales for the home improvement industry skyrocketed early in the pandemic as many consumers stayed at home during shelter-in-place orders. A year and a half later, home improvement sales are still higher than pre-pandemic levels, but sales growth at a select group of major hardware store chains did not maintain the same momentum in 2021 as it did in 2020. At the same time, the average transaction value for home improvement companies has increased year-over-year.
September 28, 2021 / Business

Spikes in Office Depot’s back-to-school sales vary by metro area

From Second Measure
This back-to-school season marks the first time that many students across the U.S. are returning to the classroom since schools transitioned to remote instruction in March 2020 amid the coronavirus pandemic. Interestingly, August 2021 consumer sales for office supply company Office Depot (which includes stores under the Office Depot and OfficeMax brands) were lower than sales for August 2020 and August 2019. Consumer transaction data also shows that Office Depot’s August 2021 sales patterns varied by metro area
September 22, 2021 / Business

Pumpkin spice and everything nice for Starbucks sales during fall menu launch

From Second Measure
The return of the pumpkin spice latte—or “PSL” to its loyal fans—is heralded as the unofficial start of fall. Starbucks and Dunkin are two of the largest coffee chains known for selling this seasonal treat. But does the return of the PSL affect sales at these two companies? Consumer transaction data found no major changes in week-over-week sales when Dunkin introduced its fall 2021 beverages, while Starbucks experienced a modest sales bump the same week that PSLs returned to its menu.
September 17, 2021 / Business

Eyewear sales rising as Warby Parker sets sights on IPO

From Second Measure
Warby Parker—a Digitally Native Vertical Brand (DNVB) specializing in eyewear—has visions of an IPO. Warby Parker is known for its at-home try-ons and its “buy a pair, give a pair” initiative. The DTC company started in ecommerce and later became omnichannel, with a network of stores throughout the U.S. Consumer transaction data shows how sales have grown at Warby Parker during the pandemic, as well as how the company stacks up against other eyewear competitors.
September 16, 2021 / Business

Which company is winning the restaurant food delivery war?

From Second Measure
When many Americans sheltered in their homes early in the coronavirus pandemic, meal delivery sales reached new heights. Our data reveals that in August 2021, sales for meal delivery services grew 15 percent year-over-year, collectively. The ongoing pandemic may also be driving more Americans to make their first meal delivery purchase. In August 2021, 50 percent of U.S. consumers had ever ordered from one of the services in our analysis, up from 43 percent a year ago.
September 9, 2021 / Business

Cross-shopping between Etsy and Depop increased ahead of acquisition

From Second Measure
In June 2021, global ecommerce company Etsy announced that it would acquire Depop, a UK-based resale marketplace that has also been gaining traction in the US. Consumer transaction data shows that during the pandemic, a growing percentage of U.S. customers at Depop have also been making purchases at Etsy. Additionally, cross-shoppers between the two companies are more likely to buy more frequently at each company compared to customers who only shop at one of the companies.
September 8, 2021 / Business

Sales take flight ahead of Allbirds IPO

From Second Measure
Allbirds, the San Francisco-based startup known for its sustainable footwear collections, recently filed for an IPO. Initially launched as a DTC sneaker company, Allbirds has been growing its retail footprint over the last few years while also expanding into apparel categories. As Allbirds prepares for its public debut, consumer spending data reveals how returning customers and holiday sales have contributed to sales growth, as well as how the company’s retail locations in select metro areas have fared during the pandemic.
September 2, 2021 / Travel

Cruise lines set sail toward sales recovery

From Second Measure
Some cruise lines, including Norwegian and Royal Caribbean, have started setting sail again after being on hiatus throughout the pandemic. The cruise industry is one of the many areas within the travel sector—such as airlines, rental cars, and hospitality—that have been rebounding over the summer. Royal Caribbean and Viking River Cruises in particular have captured market share in the two years from July 2019 to July 2021. However, despite a recent uptick, sales for the cruise line industry remain far below pre-pandemic levels.
August 30, 2021 / Business

Macy’s earnings surprise signals consumers’ return to retail

From Second Measure
As retailers see increased traffic from shoppers returning to brick-and-mortar stores, department stores such as Macy’s are experiencing significant sales growth. In fact, Macy’s Inc.’s (NYSE: M) most recent earnings report outperformed investors’ expectations. Consumer transaction data identified growth in retail channel sales and spend migration from competitors as factors potentially driving Macy’s earnings surprise.
August 19, 2021 / Business

Which company is winning the restaurant food delivery war?

From Second Measure
When many Americans sheltered in their homes early in the coronavirus pandemic, meal delivery sales reached new heights. Our data reveals that in July 2021, sales for meal delivery services grew 16 percent year-over-year, collectively. The ongoing pandemic may also be driving more Americans to make their first meal delivery purchase. In July 2021, 49 percent of U.S. consumers had ever ordered from one of the services in our analysis, up from 42 percent a year ago.
August 19, 2021 / Business

Uber vs. Lyft: Who’s tops in the battle of U.S. rideshare companies

From Second Measure
When U.S. cities and states faced shelter-in-place orders to limit the spread of the coronavirus, Americans’ reduced mobility resulted in plummeting sales at rideshare companies. With the exception of a late 2020 dip, sales have been gradually recovering since April 2020. Uber sales were up 150 percent year-over-year and Lyft sales were up 127 percent year-over-year in July 2021.
August 18, 2021 / Business

Coffee subscription sales perk up during pandemic

From Second Measure
When shelter-in-place orders went into effect, many coffee drinkers turned to DTC coffee subscription companies for their daily cup of joe. Consumer transaction data reveals how three select coffee brands—Blue Bottle Coffee, Peet’s Coffee, and Philz Coffee—whose offerings include retail cafes, coffee bean delivery, and coffee subscriptions experienced a sizable shift to online sales, as well as how some smaller coffee subscription box companies saw strong sales growth during the pandemic.
August 10, 2021 / Business

DTC clothing rental rallies ahead of Rent the Runway IPO

From Second Measure
After a sharp decline early in the pandemic, the DTC clothing rental market is experiencing a resurgence. Many consumers are signing up for DTC clothing rental subscriptions as they return to the office and begin attending in-person events such as weddings again. As a Rent the Runway IPO approaches, consumer transaction data reveals how customer counts are rebounding for top clothing rental companies.
August 4, 2021 / Business

Movie theater sales grow amid reopenings

From Second Measure
Throughout the COVID-19 pandemic, consumers turned to streaming services as movie theaters, sports stadiums, concert halls, and other live event venues shut down. The gradual reopenings of brick and mortar businesses has boosted movie theater attendance and sales as the summer blockbuster season gets underway. Additionally, some companies such as AMC Theatres have seen increasing average transaction values as well as a growing share of sales taking place online.
July 28, 2021 / Business

Rental car sales accelerate amid nationwide shortage

From Second Measure
As travel-related sectors are bouncing back from the COVID-19 pandemic, rental cars have been in short supply. Consumer transaction data reveals that June 2021 sales for top rental car parent companies like Avis Budget Group and The Hertz Corporation exceeded sales from the same month in 2019 and 2020. At the same time, peer-to-peer car rental companies like Turo continue to capture market share from competitors. Similar to a recent trend in the rideshare industry, average transaction values for rental car companies rose throughout the spring and early summer of 2021.
July 26, 2021 / Business

Event ticketing platforms see growth, as some metro areas rebound quickly

From Second Measure
As the travel industry recovers and in-person events—such as Broadway shows, sports games, and live concerts—restart in some parts of the U.S, the major event ticketing platforms have seen rising sales. During the height of shelter-in-place orders in April 2020, overall sales among a select set of ticket marketplaces (Ticketmaster, Vivid Seats, StubHub, and SeatGeek) declined 97 percent year-over-year. Ticket sales remained low through early 2021, as many event venues remained closed. However, since March 2021 the industry has experienced an uptick in sales.
July 22, 2021 / Business

Instacart and Walmart lead the pack in grocery delivery sales

From Second Measure
Grocery delivery sales skyrocketed early in the pandemic, as shelter-in-place orders went into effect and many consumers avoided going into brick-and-mortar grocery stores. Between March 2020 and April 2020, total sales among a select set of grocery delivery competitors–Instacart, Walmart Grocery, Shipt, Peapod, and FreshDirect–grew 62 percent. While demand for grocery delivery still exceeds pre-pandemic levels, sales have been gradually declining in 2021.