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    7. Things to Know About COVID-19 & Consumer Concerns in the...
    Home » Articles » Things to Know About COVID-19 & Consumer Concerns in the U.S. (Wave 10)
    April 20, 2022
    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
    %

    Things to Know About COVID-19

    & Consumer Concerns in the U.S. (Wave 10)

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    Reporting on America's attitudes and behaviors.

    The mission of Cotton Incorporated is to increase the demand for and profitability of cotton. The Cotton Incorporated Lifestyle Monitor™ helps fulfill this mission, by providing a range of marketing data and analyses to better inform decision makers on the global cotton supply chain.

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