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Reporting on America's Attitudes and Behaviors
Reporting on America's Attitudes and Behaviors
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  7. COVID-19 & Consumer Concerns in the U.S.
COVID-19
& CONSUMER CONCERNS IN THE
For More Information Contact: Corporate Strategy & Insights at [email protected]
Sources: Cotton Incorporated’s COVID-19 Consumer Response Survey, a survey of 500 U.S. consumers
conducted on Mar 2020 (Wave 1), Apr 2020 (Wave 2), Sep 2020 (Wave 3), Nov 2020 (Wave 4), Mar
2021 (Wave 5), May 2021 (Wave 6). AMERICA’S COTTON PRODUCERS AND IMPORTERS.
Service Marks/Trademarks of Cotton Incorporated. ©2020 Cotton Incorporated.
THINGS TO KNOW ABOUT...
U.S.
WAVE
SIX
Percentage who are very concerned about the
COVID-19 coronavirus pandemic (by age):
100%
80%
60%
40%
20%
0%
73%
71%
59%
69%
63%
56%
61 %
37%
Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Wave 6
54%
61 %
64%
65%
58%
58%
46%
61 %
55%
51 %
14-24 25-44 45+
Consumers plan to purchase casual
clothing in anticipation:
40%
34%
28%
26%
T-Shirts
Denim Jeans
Casual Shirts
Activewear
Consumers Expect to Spend More
say pandemic
experience will
change the way they
shop in the future:
% spending more on clothing since the
start of the pandemic
45%
27% 45%
W1 W2 W3 W4 W5 W6
Before the pandemic: After the pandemic:
Expect in
‘21*
*Percentage of consumers expecting to spend more in 2021.
70%
will be more purposeful, only buying
what they will use
Shop for half or more of clothing online:
53%
45%
62%
6 3%
56%
72%
84%
45%
will take better advantage of sales
34%
will look for different styles of brands
34%
will buy higher quality clothing
feel safe resuming
normal, pre-pandemic
activities.
53%
87% have purchased or plan to
purchase clothing to resume normal
activities.