54% of Americans are ready to buy apparel in-store as stores gradually reopen

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 18, 2020, 12:00 PM UTC

According to a First Insight study, 58% of consumers reported cutting back on spending on April 30.

With stores reopening across the US, consumers are ready to shop in-store in categories like apparel, home improvement, and footwear at 54%, 36%, and 32% respectively. 78% women said they wouldn’t feel safe testing beauty products. 64% of men share similar sentiments.

Further, 65% of women and 54% of men said they would feel unsafe trying clothes in dressing rooms. Only 49% of millennials reported feeling unsafe about trying clothes in dressing rooms compared to baby boomers (71%).

80% of those polled would feel safe if a store has hand sanitisers and lets in a limited amount of people in stores. Other safety precautions expected are wearing facemasks (79%), temperature checks (69%), self-checkout (69%), and distanced shelves (68%).

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