A Year in Review: Consumers Look Ahead
Percent of consumers who are very concerned about the COVID-19 coronavirus pandemic (by age):
Wave 1 – Mar. 2020
58% – Age 16-24
55% – Age 25-44
54% – Age 45+
Wave 2 – Apr. 2020
56% – Age 16-24
76% – Age 25-44
65% – Age 45+
Wave 3 – Sep. 2020
63% – Age 16-24
63% – Age 25-44
61% – Age 45+
Wave 4 – Nov. 2020
57% – Age 16-24
64% – Age 25-44
77% – Age 45+
Wave 5 – Mar. 2021
55% – Age 16-24
47% – Age 25-44
61% – Age 45+
89%
believe the pandemic will be over by the end of 2021.2
When it is safe, consumers are most looking forward to:^
40% – Hanging out at the mall
39% – Shopping in physical stores
33% – Going on vacation
31% – Seeing family or friends
80% are planning to buy clothing for these activities:^
53% – Athleisure
42% – Activewear
29% – Casual shirts
28% – Sweats or joggers
Consumers expect to spend more on clothing
Percent of consumers expecting to spend the same amount or more on clothing since the start of the pandemic:
Wave 1 – Mar. 2020
51%
Wave 2 – Apr. 2020
61%
Wave 3 – Sep. 2020
73%
Wave 4 – Nov. 2020
74%
Wave 5 – Mar. 2020
65%
Expected in 2021
84%
*Consumer expectations for spending in 2021, compared to 2020
Many consumers will make their purchases online^
69%
expect to purchase at least half of their clothing online in the future.
Consumers desire to dress up, but comfortable clothing remains essential.^
84%
look forward to dressing up again
91%
say wearing comfortable clothing helps me feel better
For More Information Contact: Corporate Strategy & Insights at MarketInformation@cottoninc.com.
Sources: Cotton Incorporated’s COVID-19 Consumer Response Survey, a survey of 500 consumers in China conducted on Mar 2020 (Wave 1), Apr 2020 (Wave 2), Sep 2020 (Wave 3), Nov 2020 (Wave 4), ^Mar 2021 (Wave 5). 2Cotton Incorporated’s Sustainability and Health & Wellness Survey, a survey of 500 consumers conducted Mar 2021.
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