51%
sales associates
wear face masks
and stay distant
48%
hand
sanitizer
stations
51%
limited
occupancy in
stores
(Of those who are uncomfortable due to COVID-19, N=182)
What would make you feel more
comfortable shopping in store?
47%
face masks
worn by all
customers
39%
extra distance
between clothing
racks
43%
14% 14%
Consumers Spend More On Clothing
Pent-up Demand for Clothing Realized
% spending more on clothing since the
start of the pandemic
WAVE 2
31%
WAVE 3WAVE 1
81%
purchased clothing in
the past three months
63%
plan to
purchase in
the next three
months
clothing for comfort
(t-shirts, loungewear,
clothing made of cotton)
37%
athletic clothing
(activewear, athleisure)
Percentage who are very concerned about the
COVID-19 coronavirus pandemic (by age):
COVID-19
& CONSUMER CONCERNS IN THE
For More Information Contact: Corporate Strategy & Insights at [email protected]
Source: Cotton Incorporated’s COVID-19 Consumer Response Survey, a survey of 500 U.S. consumers
conducted on March 20, 2020 (Wave 1) and April 27, 2020 (Wave 2), September 9, 2020 (Wave 3).
AMERICA’S COTTON PRODUCERS AND IMPORTERS.
Service Marks/Trademarks of Cotton Incorporated. ©2020 Cotton Incorporated.
THINGS TO KNOW ABOUT...
U.S.
THIRD
WAVE
AGE
45+
25-44
14-24
37%
54%
46%
61%
64%
71%
59%
61%
73%
WAVE 1, MAR 20 WAVE 2, APR 27 WAVE 3, SEPT 9
40%
As the pandemic continues, consumer
spending is level.
expect to spend more
in the next few months
WAVE 1 WAVE 2 WAVE 3
Spending About
the Same
Spending
Less
Spending
More
30%
34%
36%
26%
33%
43%
33%
31%
34%
17%
expect to
spend less
64%
of consumers feel comfortable
shopping for clothing in physical
stores