Reports & Whitepapers

Coronavirus: When Consumers Think Stores Should Reopen


Store closures and furloughs due to Coronavirus have struck the retail industry and world economy in an unprecedented way. But, could the worst be behind us? Many experts believe the U.S. Covid-19 outbreak is beginning to show signs of peaking in various hotspots across the country.


We asked U.S. consumers on April 3, 2020, "When do you think stores should reopen?" and gathered data from across the country ensuring representation from both hotspots and non-hotspots, genders, and generations.


Our recent consumer study finds growing optimism among people living in Coronavirus hotspots, men and Millennials. An overall majority (60 percent) of consumers in the U.S. feel that stores should reopen by the end of May, 2020.


Download our infographic to see more data on when U.S. consumers think stores should reopen amidst Coronavirus. 



First Insight’s findings are based on the results of three U.S. consumer studies of targeted samples of more than 500 respondents each balanced by gender, geography and generation, fielded on February 28, March 17, and April 3, 2020. The study was completed through proprietary sample sources among panels who participate in online surveys. Birth year ranges for each generation are as follows:

  • Baby Boomers (1946-1964)
  • Generation X (1965-1979)
  • Millennials (1980-1994)
  • Generation Z (1995-2012) 

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

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