Reports & Whitepapers

Coronavirus - Consumer Choice: Apparel. Safety Still a Concern.


After weeks in quarantine, people are reemerging from their homes and going out in public once again. 

We asked U.S. consumers on April 30, 2020 about the product categories that will bring them in-store to buy, and how safe they’ll feel during in-store activities such as trying on clothes in dressing rooms or working with a sales associate. The results suggest that while most consumers want to purchase apparel in stores, Women and Baby Boomers feel the least safe engaging in retail activities, while Millennials feel the safest.


Download our infographic to see consumer views on safety as stores continue to reopen.



Check out our other infographics covering how consumer behavior follows the Coronavirus curve.




First Insight’s findings are based on the results of a U.S. consumer study of more than 1,000 respondents balanced by gender, geography and generation, fielded on April 30, 2020. The study was completed through proprietary sample sources among panels who participate in online surveys.


For immediate questions or to request our full data set, please email Marketing Manager  

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