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COVID-19 & Consumer Concerns in the U.S.: Wave Seven

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Consumers in the U.S.

Amid the latest worldwide surge in COVID-19 cases due to the new delta variant, concern among consumers has spiked, nearing its highest level of the pandemic.

The latest “Things To Know About” infographic from Cotton Incorporated presents findings from the 7th wave of our Coronavirus Consumer Response Survey of 500 consumers in the U.S. Learn what consumers are planning to purchase and how they want clothing retailers to respond to changing pandemic conditions.


Age of Consumers

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

Wave 1 – Mar. 2020

37% – Age 16-24
61% – Age 25-44
73% – Age 45+

Wave 2 – Apr. 2020

54% – Age 16-24
61% – Age 25-44
71% – Age 45+

Wave 3 – Sept. 2020

46% – Age 16-24
64% – Age 25-44
59% – Age 45+

Wave 4 – Nov. 2020

61% – Age 16-24
65% – Age 25-44
69% – Age 45+

Wave 5 – Mar. 2021

55% – Age 16-24
58% – Age 25-44
63% – Age 45+

Wave 6 – May 2021

51% – Age 16-24
56% – Age 25-44
58% – Age 45+

Wave 7 – August 2021

44% – Age 16-24
68% – Age 25-44
71% – Age 45+


Concerned Parents

Parents in particular are very concerned.

75% – With kids in the home

48% – Without kids in the home


Delta & Other Variants

64% are very concerned about the delta and other variants.

Consumers would like retail businesses to:

58% require face masks for all customers

51% require face masks for all customers

62% ensure all staff wears face masks

51% ensure all staff wears face masks

53% ensure all staff is fully vaccinated

40% ensure all staff is fully vaccinated

40% offer online ordering with curbside or in-store pickup


Spending More on Clothing

Consumers expect to spend more on clothing since the start of the pandemic.

53% – Wave 1  (Mar. 2020)

45% – Wave 2  (Apr. 2020)

62% – Wave 3  (Sept. 2020)

63% – Wave 4  (Nov. 2020)

56% – Wave 5  (Mar. 2021)

72% – Wave 6  (May 2021)

66% – Wave 7  (Aug. 2021)


Consumer Clothing Purchases

71% plan to purchase clothing in the next three months.

 

Types of Clothing

47% – Dress tops, bottoms, or blazers

47% – T-shirts & denim jeans

42% – Activewear & athleisure

40% – Casual tops & bottoms

40% – Loungewear (sweats, leggings)


Reasons for Next Purchase

52% – Newness (new style/brand)

31% – Occasion (return to work, workout)

31% – Replacement (replace worn-out item)

29% – Comfort (item more comfortable)


Download COVID-19 & Consumer Concerns in the U.S. Wave Seven PDF


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 Mar. 2020 (Wave 1), Apr. 2020 (Wave 2), Sept. 2020 (Wave 3), Nov. 2020 (Wave 4), Mar. 2021 (Wave 5), May 2021 (Wave 6, n=1,000), Aug. 2021 (Wave 7).
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