Supply Chain Insights – Tracking Consumer Sentiment (U.S., Wave 6)
March 24, 2026
For More Information Contact: Corporate Strategy & Insights at [email protected]
Cotton Incorporated’s Consumer Sentiment Survey, Wave 6, a survey of n=5,979 in China, France, Germany, Mexico, U.K., and U.S. U.S. respondents, n=984
AMERICA’S COTTON PRODUCERS AND IMPORTERS. Service Marks/Trademarks of Cotton Incorporated. ©2026 Cotton Incorporated.
TOP CONSUMER CONCERNS
PERSONAL SOCIAL
CONSUMER EMOTIONS
45%
say emotion
strongly
impacts shopping
CLOTHES SHOPPING
Uncertain
49%
46%
Worried Calm
25%
Excited
19%
Hopeful
29%
MOST RECENT
CLOTHES PURCHASE
T-shirts
Sweats
Denim jeans
Leggings
40%
33%
29%
25%
of consumers
purchased
clothing in the
past month
79%
purchased online
57%
purchased second-hand clothing
30%
purchased in a physical store
59%
have seen prices
increasing on clothing
in the past month
69%
say shopping
is a positive
activity for me
% say it is a major concern
% feel strongly when thinking about the wider world
60%
Household
finances
51%
My family’s
future
49%
Physical
health
66%
61%
68%
Economy
Wages keep up
with cost of living
Healthcare
system
compared to a few months ago, are you spending more, less, or about the same amount on clothing?
23% more 34% same 43% less
65%
TRACKING CONSUMER
SENTIMENT
COTTON INCORPORATED’S
SUPPLY CHAIN INSIGHTS
in the U.S.