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Online going strong despite store openings

By Hannah Abdulla | 2 July 2020

The online channel continues to prove a force to be reckoned with, with shoppers still using it as a main source for apparel shopping, despite many US stores now opening up.

A flash report from Coresight Research, based on a weekly consumer survey undertaken on 24 June, has found the proportion of respondents buying more apparel online jumped in the first half of May and remained steady for subsequent weeks, before increasing again this week to more than one-quarter of all respondents—representing a roughly 10-percentage-point increase from 6 May.

Online apparel buying topped the list of recent activities undertaken, with more than one-third of respondents saying they had bought clothing or footwear online in the past two weeks.

 "Consumers are still wary of returning to public places, with eight in ten currently avoiding some type of public place. Almost 59% stated that they are currently avoiding shopping centers/malls, making them the topmost avoided places, followed by food-service outlets at 57%," the study found.

In terms of retaining changed behaviours, expectations of shopping more online increased slightly compared to the previous week.

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