Walmart, Costco, CVS And Amazon Tell Shoppers To “Mask Up”

Retailers placing their hopes on masks helping consumers feel safer are getting it right so far. In the last week or so, we’ve seen Walmart
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, Costco, CVS, Amazon
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and others issue mask mandates for consumers shopping in store. And while there is significant controversy around wearing masks in general, First Insight’s recent study found that a growing majority say masks in fact make them feel the most safe when shopping in-store. 

The number of consumers that said a face mask policy makes them feel most safe shopping in-store increased six percent since April to 84 percent from 79 percent, with temperature checks at the door also growing in importance to more consumers (71 versus 69 percent). However other practices were important to fewer consumers now versus in April, including store-provided hand sanitizer (78 percent versus 80 percent), limiting the number of people in-store (77 percent versus 80 percent), one-way directional aisles (67 percent versus 71 percent), and no-contact payments (68 percent versus 76 percent).

Consumers Not Rushing Their Return to Stores

That said, even as retailers up their safety precautions, as reported by CNBC this week, consumers don’t appear to be rushing to return to their favorite stores, as many said they are still wary of venturing out to malls and into fitting rooms. This piece by Business of Fashion shows that the recovery of store foot traffic essentially stagnated in July.

Our First Insight survey data echoes this finding, with 32% of people feeling unsafe or very unsafe visiting shopping malls, an uptick from the 29% of consumers surveyed on April 30. Further, 80% of women polled said they are not comfortable trying on makeup and other beauty products in stores, 68% said they don’t feel safe trying on clothes in dressing rooms, and 61% said they do not feel safe trying on shoes.

Consumers Buying Apparel and Footwear Most

When consumers do venture in-store, it seems they are shopping most often for apparel and footwear. The number of respondents that reported buying more apparel has increased 44 percent from April to 23 percent (up from 16 percent). Similarly, 50 percent more respondents are buying more footwear, up from 10 percent in April to 15 percent in July. Thirty-six percent more people are buying more home décor, with an increase from 14 percent to 19 percent. Accessories are also seeing a 30 percent increase, from 13 percent of respondents saying they are buying more compared to 10 percent in April. Home improvement saw the smallest increase in purchases since April, with 23 percent of respondents saying they are purchasing more in this category versus 21 percent in April.

Consumers Feel Most Safe Visiting Local Small Businesses and Essential Retail 

By comparison, a growing number of consumers are feeling safer visiting local small businesses, with those who feel unsafe shopping there dropping to 17 percent from 21 percent at the end of April, a 19 percent decrease. Essential businesses are also still feeling safe to shoppers with only 11 percent of respondents saying they feel unsafe. Only 15 percent of respondents said drug stores felt unsafe, about the same as in April.

As stores continue to operate during the pandemic, it is critical that retailers communicate with their customers, to understand their expectations when it comes to both safety and the products they want and need. Those that do will have the greatest chance of success in this difficult environment.

For a deeper look at the data across gender and generation, download First Insight’s infographic here.