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COVID-19 & Consumer Concerns in China: Wave 3

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As the pandemic continues, about three-quarters of consumers plan to purchase clothing in the next few months. Based on data from Cotton Incorporated’s third COVID-19 Consumer Response Survey, the latest “Things To Know About” explores pent-up consumer demand for clothing and what is making consumers feel more comfortable shopping in-store. Read up-to-date information on shoppers in China.


Percentage who are very concerned about the COVID-19 coronavirus pandemic (by age):

Graph of Percentage who are very concerned about the COVID-19 coronavirus pandemic (by age)

WAVE 1
Mar. 20-30, 2020

58% – Age 14-24
55% – Age 25-44
54% – Age 45+

WAVE 2
Apr. 28-May 3, 2020

56% – Age 14-24
76% – Age 25-44
65% – Age 45+

WAVE 3
Sept. 10-17, 2020

63% – Age 14-24
63% – Age 25-44
61% – Age 45+


As the pandemic continues, consumer spending is level

Bar graph that shows how people are spending more in all 3 waves

WAVE 1 – Mar. 20-30, 2020 | WAVE 2 – Apr. 28-May 7, 2020 | WAVE 3 – Sept. 10-17, 2020

Spending Less

38% – Wave 1
34% – Wave 2
35% – Wave 3

Spending More

45% – Wave 1
41% – Wave 2
43% – Wave 3

Spending About the Same

17% – Wave 1
25% – Wave 2
22% – Wave 3


Consumers spend more on clothing

Pent-up demand for clothing realized -% spending more on clothing since the start of the pandemic

Wave 1
Mar. 20-30, 2020

20%

Wave 2
Apr. 28-May 7, 2020

29%

Wave 3
Sept. 10-17, 2020

43%


Pent-up demand for clothing realized

Infographic that shows 96% purchased clothing in the last 3 months, 77% plan to purchase in the next 3 months, of which 53% will buy clothing for comfort, and 41% will purchase athletic clothing

96% Purchased clothing in the past 3 months

77% Plan to purchase clothing in the next 3 months

53% – Clothing for comfort (t-shirts, loungewear, clothing made of cotton)

41% – Athletic clothing (activewear, athleisure)


69% of consumers feel comfortable shopping for clothing in physical stores

What would make you feel more comfortable shopping in-store? (of those who are uncomfortable due to COVID-19, N=261)

53% – Customers wearing face masks

71% – Sales associates wearing face masks and staying distant

64% – Hand sanitizer stations

40% – Limited occupancy in stores

39% – Heightened sanitation of all surfaces and clothing


For more information contact Corporate Strategy & Insights at marketinformation@cottoninc.com.
Source: Cotton Incorporated’s COVID-19 Consumer Response Survey, a survey of 500 consumers in China conducted on 3/20-30/2020 (Wave 1), 4/27-5/3, 2020 (Wave 2), 9/10-17/2020 (Wave 3).
AMERICA’S COTTON PRODUCERS AND IMPORTERS. Service Marks/Trademarks of Cotton Incorporated. © 2020 Cotton Incorporated.

Download COVID-19 & Consumer Concerns in China – Wave 3 PDF