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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, n=1,000), Aug 2021 (Wave 7),
Oct 2021 (Wave 8), Dec 2021 (Wave 9), Mar 2022 (Wave 10).
THINGS TO KNOW ABOUT...
U.S.
WAVE
TEN
AMERICA’S COTTON PRODUCERS AND IMPORTERS. Service Marks/Trademarks of Cotton Incorporated. ©2022 Cotton Incorporated.
CONSUMERS GET COMFORTABLE AND MOVE ON
Percentage who are very concerned about the
COVID-19 coronavirus pandemic (by age):
Wave 1
Mar ‘20
0
20
40
60
80
W2
Apr ‘20
W3
Sep ‘20
W4
Nov ‘20
W5
Mar ‘21
W6
May ‘21
W7
Aug ‘21
W8
Oct ‘21
W9
Dec ‘21
W10
Mar ‘22
44%
43%
44%
16-24 25-44 45+
Continued Action from Retailers
Changing Shopping Routines
say this experience will change
the way they shop in the future
Percentage who shop for majority of clothing in person:
Percentage saying it is important for retailers to take action:
71
%
62
%
55
%
52
%
46
%
Offer curbside/in-store pickup
Ensure staff wear face masks
Close in-person locations when
case numbers surge
say it is time for us
to move on from
the pandemic
75
%
say nothing will
be the same
again
74
%
Before pandemic
52
%
In the Future
Loungewear
(Sweats,
Leggings)
T-shirts &
Denim Jeans
Clothing Spending Dips
Consumers Are Getting Comfortable
Plan To Purchase
Percent spending more or the same on
clothing since the start of the pandemic
50
%
67
%
49
%
64
%
44
%
40
%
36
%
27
%
Activewear &
Athleisure
37
%
18
%
W1 W2 W3
W4
W5 W6 W7 W8 W9 W10
Dress Pants,
Shirts or
Blazers
Most Worn
in Nov.
Most Worn
in Feb.
Casual Tops
& Bottoms
53
%
45
%
62
%
63
%
56
%
72
%
66
%
77
%
80
%
67
%
Percentage of consumers dressing up more:
W7
32
%
41
%
48
%
19
%
W8 W9 W10
T-Shirts SweatsDenim Jeans
35
%
30
%
27
%