The Morning Blend


Why we keep going back to cotton clothing

Posted at 3:26 PM, Nov 19, 2020
and last updated 2020-11-19 17:26:54-05

The peak holiday shopping season is approaching fast. The question is now how, where and when will consumers shop this year and what are they looking for during such an unpredictable year?

Each year, Cotton Incorporated’s Lifestyle MonitorTM survey asks buyers how they plan on tackling gift giving to offer brands and retailers a preview of their shopping intentions. 2020 offers challenges and opportunities for retailers as consumers seek comfort and joy amidst the COVID-19 pandemic.


  • More than 2 in 5 consumers (44%) plan to shop for their holiday gifts in physical stores.
  • A significant 20% of holiday shoppers say they do not plan to purchase gifts in-store.
  • The majority of consumers (57%) say they would like to receive clothing as a gift this holiday season.
  • Perhaps a nod to the year, t-shirts top the apparel gift list (nearly 60%), ideal style for comfort and a creative expression as we connect in our increasingly virtual world.

More About Melissa Bastos:
Melissa leads research, analysis, and presents consumer and retail behaviors across the globe. She directs the development of corporate performance measures, corporate strategy, and strategic research including global consumer attitudinal and behavioral studies as well as product assessments, such as the Cotton Incorporated Lifestyle Monitor™ and Retail Monitor™.