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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).
2
Cotton Incorporated’s New Year Survey, a survey of
500 U.S. consumers conducted Dec 2020.
AMERICA’S COTTON PRODUCERS AND IMPORTERS. Service Marks/Trademarks of Cotton Incorporated. ©2021 Cotton Incorporated.
THINGS TO KNOW ABOUT...
U.S.
A Year in Review: Consumers Look Ahead
Percentage who are very concerned about the
COVID-19 coronavirus pandemic (by age):
100%
80%
60%
40%
20%
0%
73%
71%
59%
69%
63%
61 %
37%
Wave 1 Wave 2 Wave 3 Wave 4 Wave 5
54%
61 %
64%
65%
58%
46%
61 %
55%
14-24 25-44 45+
believe the pandemic
will be over by the
end of 2021.
2
66%
44%
42%
31%
30%
When it is safe, consumers are most looking
forward to:
Seeing family or friends
Going on vacation
Going to my favorite restaurant or bar
Attending concerts or large events
66% are planning to buy clothing for these
activities:
Dress pants, skirts,
or dresses, 33%
Denim
Jeans, 31%
Casual
Shirts, 30%
Activewear
29%
Consumers Expect to Spend More
Many consumers will make their
purchases online.
Consumers desire to dress up, but
comfortable clothing remains essential.
% spending more on clothing since the start
of the pandemic
expect to purchase at
least half of their clothing
online in the future.
72%
Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Expect in
‘21*
*Consumer expectations for spending in 2021, compared to 2020
49%
ADD TO CART
look forward to
dressing up again
87%
say wearing
comfortable clothing
helps me feel better
53%
45%
62%
63%
56%
82%