Consumers in the U.S.
Amid the latest worldwide surge in COVID-19 cases due to the new delta variant, concern among consumers has spiked, nearing its highest level of the pandemic.
The latest “Things To Know About” infographic from Cotton Incorporated presents findings from the 7th wave of our Coronavirus Consumer Response Survey of 500 consumers in the U.S. Learn what consumers are planning to purchase and how they want clothing retailers to respond to changing pandemic conditions.
Age of Consumers
Percent of consumers who are very concerned about the COVID-19 coronavirus pandemic (by age):
Wave 1 – Mar. 2020
37% – Age 16-24
61% – Age 25-44
73% – Age 45+
Wave 2 – Apr. 2020
54% – Age 16-24
61% – Age 25-44
71% – Age 45+
Wave 3 – Sept. 2020
46% – Age 16-24
64% – Age 25-44
59% – Age 45+
Wave 4 – Nov. 2020
61% – Age 16-24
65% – Age 25-44
69% – Age 45+
Wave 5 – Mar. 2021
55% – Age 16-24
58% – Age 25-44
63% – Age 45+
Wave 6 – May 2021
51% – Age 16-24
56% – Age 25-44
58% – Age 45+
Wave 7 – August 2021
44% – Age 16-24
68% – Age 25-44
71% – Age 45+
Concerned Parents
Parents in particular are very concerned.
75% – With kids in the home
48% – Without kids in the home
Delta & Other Variants
64% are very concerned about the delta and other variants.
Consumers would like retail businesses to:
51% require face masks for all customers
51% ensure all staff wears face masks
40% ensure all staff is fully vaccinated
40% offer online ordering with curbside or in-store pickup
Spending More on Clothing
Consumers expect to spend more on clothing since the start of the pandemic.
53% – Wave 1 (Mar. 2020)
45% – Wave 2 (Apr. 2020)
62% – Wave 3 (Sept. 2020)
63% – Wave 4 (Nov. 2020)
56% – Wave 5 (Mar. 2021)
72% – Wave 6 (May 2021)
66% – Wave 7 (Aug. 2021)
Consumer Clothing Purchases
71% plan to purchase clothing in the next three months.
Types of Clothing
47% – Dress tops, bottoms, or blazers
47% – T-shirts & denim jeans
42% – Activewear & athleisure
40% – Casual tops & bottoms
40% – Loungewear (sweats, leggings)
Reasons for Next Purchase
52% – Newness (new style/brand)
31% – Occasion (return to work, workout)
31% – Replacement (replace worn-out item)
29% – Comfort (item more comfortable)
Download COVID-19 & Consumer Concerns in the U.S. Wave Seven PDF