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Retailers placing their hopes on masks helping consumers feel safer are getting it right so far. In the last week or so, we’ve seen Walmart, Costco, CVS, Amazon and others issue mask mandates for consumers shopping in store. And while there is significant controversy around wearing masks in general, First Insight’s recent study found that a growing majority say masks in fact make them feel the most safe when shopping in-store.

The number of consumers that said a face mask policy makes them feel most safe shopping in-store increased six percent since April to 84 percent from 79 percent, with temperature checks at the door also growing in importance to more consumers (71 versus 69 percent). However other practices were important to fewer consumers now versus in April, including store-provided hand sanitizer (78 percent versus 80 percent), limiting the number of people in-store (77 percent versus 80 percent), one-way directional aisles (67 percent versus 71 percent), and no-contact payments (68 percent versus 76 percent).

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