The cash consumer: how COVID-19 reshaped spending and fiscalized transactions in Croatia

This study analyzes the impact of the COVID-19 pandemic on consumer trends and spending patterns in the Republic of Croatia from 2019 to 2023. The research involved a quantitative analysis of total cash flow across different regions and time periods (pre-pandemic, pandemic, and post-pandemic periods). Data was collected from official sources and processed using the JASP statistical software, applying analysis of variance (ANOVA), estimated marginal means (EMM), and contrast tests. The results show significant differences in consumption across years, with 2020 recording the most substantial decline due to economic restrictions and uncertainty, while 2022 and 2023 demonstrated gradual and later accelerated recovery. Additionally, the results highlight regional differences—coastal counties experienced a greater decline in consumption due to reduced tourism, whereas continental regions showed a more stable recovery. Furthermore, focus group analysis revealed changes in consumer preferences, including increased online shopping and a greater tendency to save. These findings provide valuable insights into the long-term effects of the pandemic on consumer behavior and can serve as guidelines for economic policies and business strategies in the post-pandemic period.