As retailers begin to reopen their doors, an increasing number of consumers are returning to public spaces — but many of them are still wary of the possibility of contracting the novel coronavirus in stores.
According to a new survey by retail predictive analytics company First Insight, most female shoppers feel unsafe trying on apparel (68%) and footwear (61%). The figures represented an uptick from the analytics firm’s study in April, when it reported that 65% of women did not feel safe trying on clothing. On the other hand, 46% of male shoppers feel unsafe trying on apparel, compared with April’s 54%, while 46% of them don’t feel safe trying on shoes. (It did not have corresponding percentages for the shoe category in April.)
The study added that, across generations, Baby Boomers still felt uncomfortable returning to the shopping environment: About 73% of respondents who were part of this demographic deemed it unsafe to try on clothes in dressing rooms, compared with 71% in April. Separately, about 45% of millennials don’t feel safe trying on apparel, versus April’s 49%.
“Retailers need to be aware that while people are shopping and there is definitely pent-up demand, many consumers are still very much afraid to be in-store and to try products or use dressing rooms,” CEO Greg Petro said. “As stores continue to operate during the pandemic, it is critical that retailers communicate with their customers, understand expectations when it comes to safety and simultaneously offer the products they need. Those that do will have the greatest chance of success in this difficult environment.”
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