A Year in Review: Consumers Look Ahead
Percent of consumers who are very concerned about the COVID-19 coronavirus pandemic (by age):
Wave 1 – Mar. 2020
27% – Age 14-24
54% – Age 25-44
51% – Age 45+
Wave 2 – Apr. 2020
49% – Age 14-24
71% – Age 25-44
73% – Age 45+
Wave 3 – Sep. 2020
66% – Age 14-24
68% – Age 25-44
68% – Age 45+
Wave 4 – Nov. 2020
48% – Age 16-24
69% – Age 25-44
76% – Age 45+
Wave 5 – Mar. 2021
64% – Age 16-24
73% – Age 25-44
84% – Age 45+
49%
believe the pandemic will be over by the end of 2021.2
When it is safe, consumers are most looking forward to:^
48% – Seeing family or friends
39% – Going on vacation
28% – Returning to work/school in person
25% – Hanging out at the mall
62% are planning to buy clothing for these activities:^
53% – Denim jeans
42% – Dress shirts
29% – Casual shirts
28% – Dress pants, skirts, or dresses
Consumers expect to spend more on clothing
Percent of consumers expecting to spend the same amount or more on clothing since the start of the pandemic:
Wave 1 – Mar. 2020
55%
Wave 2 – Apr. 2020
41%
Wave 3 – Sep. 2020
63%
Wave 4 – Nov. 2020
54%
Wave 5 – Mar. 2021
52%
Expected in 2021
80%
*Consumer expectations for spending in 2021, compared to 2020
Many consumers will make their purchases online^
37%
expect to purchase at least half of their clothing online in the future.
Consumers desire to dress up, but comfortable clothing remains essential.^
85%
look forward to dressing up again
83%
say wearing comfortable clothing helps me feel better
For More Information Contact: Corporate Strategy & Insights at MarketInformation@cottoninc.com.
Sources: Cotton Incorporated’s COVID-19 Consumer Response Survey, a survey of 500 consumers in China conducted on Mar 2020 (Wave 1), Apr 2020 (Wave 2), Sep 2020 (Wave 3), Nov 2020 (Wave 4), ^Mar 2021 (Wave 5). 2Cotton Incorporated’s Sustainability and Health & Wellness Survey, a survey of 500 consumers conducted Mar 2021.
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