Percentage who are very concerned about the COVID-19 coronavirus pandemic (by age):
WAVE 1 – Mar. 2020
37% – Age 14-24
61% – Age 25-44
73% – Age 45+
WAVE 2 – Apr. 2020
54% – Age 14-24
61% – Age 25-44
71% – Age 45+
WAVE 3 – Sep. 2020
46% – Age 14-24
64% – Age 25-44
59% – Age 45+
WAVE 4 – Nov. 2020
61% – Age 14-24
65% – Age 25-44
69% – Age 45+
WAVE 5 – Mar. 2021
55% – Age 14-24
58% – Age 25-44
63% – Age 45+
WAVE 6 – May 2021
51% – Age 14-24
58% – Age 25-44
56% – Age 45+
feel safe resuming normal, pre-pandemic activities.
have purchased or plan to purchase clothing to resume normal activities.
Consumers plan to purchase casual clothing in anticipation:
40% – T-Shirts
34% – Denim Jeans
28% – Casual Shirts
26% – Activewear
Consumers expect to spend more on clothing
Percent of consumers spending more on clothing since the start of the pandemic:
53% in Mar. 2020 (Wave 1)
45% in Apr. 2020 (Wave 2)
62% in Sep. 2020 (Wave 3)
63% in Nov. 2020 (Wave 4)
56% in Mar. 2021 (Wave 5)
72% in May 2021 (Wave 6)
84% expected in 2021*
70%
say the pandemic experience will change the way they shop in the future.
Percent of consumers who shop for half or more of clothing online
Before the pandemic
27%
After the pandemic
45%
45% of consumers will be more purposeful, only buying what they will use.
45% of consumers will take better advantage of sales.
34% of consumers will look for different styles of brands.
34% of consumers will buy higher-quality clothing.
