As the pandemic continues, about three-quarters of consumers plan to purchase clothing in the next few months. Based on data from Cotton Incorporated’s third COVID-19 Consumer Response Survey, the latest “Things To Know About” explores pent-up consumer demand for clothing and what is making consumers feel more comfortable shopping in-store. Read up-to-date information on shoppers in China.
Percentage who are very concerned about the COVID-19 coronavirus pandemic (by age):
WAVE 1
Mar. 20-30, 2020
58% – Age 14-24
55% – Age 25-44
54% – Age 45+
WAVE 2
Apr. 28-May 3, 2020
56% – Age 14-24
76% – Age 25-44
65% – Age 45+
WAVE 3
Sept. 10-17, 2020
63% – Age 14-24
63% – Age 25-44
61% – Age 45+
As the pandemic continues, consumer spending is level
WAVE 1 – Mar. 20-30, 2020 | WAVE 2 – Apr. 28-May 7, 2020 | WAVE 3 – Sept. 10-17, 2020
Spending Less
38% – Wave 1
34% – Wave 2
35% – Wave 3
Spending More
45% – Wave 1
41% – Wave 2
43% – Wave 3
Spending About the Same
17% – Wave 1
25% – Wave 2
22% – Wave 3
Consumers spend more on clothing
Pent-up demand for clothing realized -% spending more on clothing since the start of the pandemic
Wave 1
Mar. 20-30, 2020
20%
Wave 2
Apr. 28-May 7, 2020
29%
Wave 3
Sept. 10-17, 2020
43%
Pent-up demand for clothing realized
96% Purchased clothing in the past 3 months
77% Plan to purchase clothing in the next 3 months
53% – Clothing for comfort (t-shirts, loungewear, clothing made of cotton)
41% – Athletic clothing (activewear, athleisure)
69% of consumers feel comfortable shopping for clothing in physical stores
What would make you feel more comfortable shopping in-store? (of those who are uncomfortable due to COVID-19, N=261)
53% – Customers wearing face masks
71% – Sales associates wearing face masks and staying distant
64% – Hand sanitizer stations
40% – Limited occupancy in stores
39% – Heightened sanitation of all surfaces and clothing