Your Guide to a 5-Star Summer

No summer bummers here! We’re back with a hot list of the top-rated products and must have’s to make sure your summer is 5 stars, no matter your agenda.

Contents

Backyard BBQ

Cherry Point Gray 4 Piece Sectional

$1,098

4.6
4.6/5
Beautiful
@Beth
Read More
We love our outdoor sectional! Stylish, comfortable, and great quality.

Slatted Wood Adirondack Chair

$119.99

4.6
4.6/5
Pretty and comfortable
@A
Read More
Great quality for the price. Great choice for outdoor fire pit. Oh and most importantly, they're comfortable! I haven't even added pillows yet.

Ruby Red Vodka

$8.99+

5
5/5
Sharing Is Caring
@Ginny
Read More
I've had a lot of company lately. Everyone wants wine. I don't. I serve them their choice but I make myself a Deep Eddys Ruby Red and diet tonic and suggest they take a sip. Now they are all drinking Deep Eddy Ruby Red.

Large Slider Storage Bags

$5.79+

3.9
3.9/5
What a great product
@Casey
Read More
They are easy to open and close well enough that you can put many products in them without them opening and leaking out. They are also big enough to carry sandwiches or basically any snack that you need to bring with.

Red, White, and Blue Kringle

$25.99

4.8
4.8/5
Party Favorite
@EmmJayKay
Read More
My husband and I brought this to a party with our friends, and our friends could not stop raving about this!! Highly recommend!!

Orchard Fresh Peaches

$39.99+

4.6
4.6/5
Delicious!
@Tracey
Read More
Each one arrived in perfect condition and blemish-free, super well-packed. So good I have ordered another 2 boxes and cannot wait til they get here!

Roam Smart Speaker

$179

3.8
3.8/5
Great sound in a small speaker
@Rebecca
Read More
I wanted something small and portable so we could have a speaker at the dinner table and the Sonos Roam is perfect! It's about the same size as a 10 oz. glass but has big sound.

Kelly Ventura - Blue Collection

$49.99

5
5/5
I would definitely buy this product again
@Karen
Read More
I love Tervis products because they don't sweat and leave rings on my furniture. I also love the different designs because then people can keep track of their glasses.

Hibiscus Sangria Large Iced Tea Pouches

$8

4.7
4.7/5
Refreshing
@KM
Read More
This is now my go to for iced tea on really hot days. It keeps me hydrated and tastes great. It is not unusual for me to completely an entire pitcher in one day.

Glass Iced Tea Pitcher

$27.25

5
5/5
Stylish and useful
@Mary Kay
Read More
I've had this pitcher in my refrigerator throughout the summer and into the fall. It has a small footprint, is easy to pour from, is well made, and looks beautiful.

Camp

Red, White & Blue Milk Chocolate Candy

$3.79+

4.6
4.6/5
These were perfect
@Chataway
Read More
I purchased the red, white, and blue M&Ms for my daughter's Eagle Court of Honor. They were a perfect touch for each of the tables. I would definitely purchase M&Ms again for my next occasion.

Borealis Backpack

$99

4.7
4.7/5
I would definitely buy this bag again.
@John
Read More
It has features galore. My favorites being the soft goggle pouch, high quality smooth zippers, vertically adjustable torso straps, and pack compressions straps to shrink the overall size of the bag when not full. Very impressed with this bag.

Outdoor Firelogs

$15.99+

4.9
4.9/5
A MUST for camping
@Jaime
Read More
It's not really camping without these logs. They get the fire going quickly so you can focus on having fun. They burn for hours too. I buy the value packs, they are a great value!

18" Tritech Queen Inflatable Air Mattress

$65

4.7
4.7/5
Buy it! It's incredible and comfortable
@A
Read More
This is the best air mattress I've ever slept on. Very firm and sturdy but not too firm. I honestly love it. It just takes a few minutes to inflate and deflate and folds up neatly. Buy it!

The Hatchback Annex Tent

$299.95

4.9
4.9/5
I would recommend this
@Kathy
Read More
I did a test run for a solo camping trip I plan to do in September to the Smokies. I had not been tent camping for many years and at 69 I was able to camp successfully solo with my new tent.

Insulated Stainless Steel Water & Wine Bottle

$34.99

5
5/5
Goldilocks bottle!
@Lisa
Read More
I love that it's not too wide, fits in my smaller hand perfectly. I always wanted a bottle without a handle for my bag but couldn't completely gave up the convenience, this bottle is so perfect for my need.

Hike Light Cushion Ankle Socks

$22

4.9
4.9/5
Comfortable, Breathable Hike and Daily Sock
@Tyler
Read More
The socks feel soft on my feet and the cushion level is just right for hikes, runs, and daily wear. They didn't slip or slide and stayed in place. The socks felt supportive and secure on my feet and in my shoes as well. These are now a go to for daily wear and hiking.

Chocorua Trail Waterproof Hiking Boots

$150

4.6
4.6/5
I Really Love These Boots
@LB
Read More
This is my second pair of Chocorua Trail Hiking Boots. I loved the first pair so much that I wore the treads off them. I do a lot of dog walking, and I was looking for shoes that provide great traction and are waterproof. My first pair lasted about three years with near constant use. I love these boots and came back for another pair.

Fun in the Sun

Metal Aviator Sunglasses

$78

4.8
4.8/5
Celebrity Style Movie Star Look
@Monica
Read More
Beautifully crafted and tasteful, these shades are Fabulous. Great on most, if not, all faces. Both pairs I bought (my birthday gift to myself) SCREAM elegance and class. Lightweight but sturdy. I am so happy! Bravo Coach.

Inflatable Stand-Up Paddleboard Package

$499.99

4.8
4.8/5
Great board for youth beginners
@SC
Read More
Absolutely fell in love with this board. Even my 10yr old could handle this with ease. She quickly gained confidence and let her friend hitch a ride. Maneuvered great with an incoming tide.

Kingston Satchel

$140

4.2
4.2/5
Lovely shape
@T
Read More
Great size, enough room for my stuff. Love the shape. Leather is lovely.

CLIF PET Plant Based Jerky

$8.99

4.9
4.9/5
Kuma loves this jerky!
@Matthew
Read More
Always on the lookout for new minimal ingredient treats for Kuma and these fit the bill perfectly! He perks right up as soon as he hears me open the bag.

Jumbo Square Trampoline

$2,499

4.9
4.9/5
SO much fun for all of my kiddos!
@Molly
Read More
We have five kids 10 and under and decided on the jumbo square. I'm so glad we got the big one! The kids can all have their own spots to jump on and easily sit on the side while others jump. My daughter is a competitive dancer and loves practicing her moves on the trampoline safely.

Poppy Red Blythe Dress

$198

4.6
4.6/5
The Most Perfect Dress
@Miko
Read More
It is so beautiful on - very flattering and I felt comfortable. Received MANY compliments throughout the evening! I can't wait to have another event to wear it to!! That high ruffled neck & bow is the BEST part.

Extra Care Non-Greasy Sunscreen SPF 50

$19

3.8
3.8/5
First sunscreen to not make me breakout!
@ Mackenzie
Read More
I apply it under my makeup in the morning and haven't gotten sunburn on my face or had any new breakouts since. It makes my face feel so glowy I don't even put makeup on most days when I leave the house! I play an outdoor college sport and this is AMAZING!

St. Louis Classics

$295

5
5/5
BEST EVER!
@Daphne
Read More
I'd been wearing the same sunglasses for 3 years. I searched on-line and stopped cold when I saw the St. Louis Classics. Thought about them for a day or two then ordered them. I love them!! Have had compliments everytime I wear them...from young people; I'm 74:). Never stop feeling amazing!

Hit the Road

Bison Wallet with RFID Protection

$60

4.9
4.9/5
I would buy this product again
@Bruce
Read More
I purchased this wallet for my husband. Since he started using it, he has commented many times how great if fits in the front pocket of his jeans.

Luci Solar Bike Light Set

$54.95

4.7
4.7/5
Best Light Ever!!!!
@Kevin
Read More
Fantastic craftsmanship and ergonomically amazing! It's a 10 out of ten. No more driving in the dark for me!

Kentucky Bike Tour

$3,649+

5
5/5
Kentucky did not disappoint.
@Joyce
Read More
What a beautiful experience. The lay of the land, the pristine farms, the breathtaking beauty of the equine. Rolling hills, challenging climbs. There was something for everyone all spearheaded by a team of young, dedicated, hard working leaders.

Portugal’s Algarve & Alentejo Bike Tour

$5,349+

5
5/5
Amazing trip from start to end
@Jackie
Read More
I have dreamed of seeing Portugal so was thrilled when it became a Backroads trip. The leaders were just amazing. Great energy, so thoughtful. The quality of people that we shared our ride with was also amazing- just great people to spend time with. One of the best trips of my life!

11 11 Purse Spray

$36

4.2
4.2/5
Sheer, clean & uplifting
@M
Read More
This perfume is the perfect size to take on the go with you. It will fit even in your back pocket to be of no notice! This blend is organic, sugar cane alcohol and paraben, sulfate and phthalate.

Keep It Cold Recycled Bundle

$39.99

5
5/5
GREAT LUNCHBAG
@Nancy
Read More
Great for packing our lunch for trips in the car! Keeps things cool and is pretty spacious. I purchased the Seafoam color which is very appealing!

Self-Care Summer

Daily Vitamin Infusion

$67

4.8
4.8/5
I love this oil
@Jodie
Read More
I love this oil. I have dry skin and as I get older-here I come 57- it gets drier. This oil feel so wonderful and goes on beautifully. Treat yourself!

HY-ÖL

$37

4.9
4.9/5
Spectacular
@Juliana
Read More
My skin had been the worst it's ever been this last two months and just a week after using Babor cleansers and enzyme twice a week my skin is more beautiful than ever. So worth every penny!!

Tropic Glow Firming Shea Sugar Scrub

$10.49

4.8
4.8/5
Self Care I Forgot I Needed
@B
Read More
I love the way my skins feels after I use this. It makes me feel extra clean and polished. My skin is much softer and smooth. This scrub helps me to relax and enjoy my evening more after a long hard day.

Softsculpt® Transforming Skin Enhancer

$30

4.8
4.8/5
I didn't think it was this good!!
@Blondie
Read More
I was amazed with this product. I'd seen Mario doing a demo on a models skin but NEVER expected I could also get the same results. The skin perfector is also amazing. Both compliment each other so I'd say you should buy both.

Shea Butter Hand Cream

$30

4.8
4.8/5
Best cream anywhere
@Elaine
Read More
I have been using this Shea butter cream for years. It is simply the best cream on the market. I use it on my hands frequently and also on my feet, especially my heels, when it is sandal season.

Optic White® Overnight Teeth Whitening Pen

$25

4.2
4.2/5
Love this Whitening Pen
@E
Read More
It's my favorite whitening product i've ever used! I love the pen format, it's really easy to use. I loved the results, I felt like my smile was whiter and I feel more confident about that.

Hyaluronic Acid Overnight Mask

$69

4.7
4.7/5
Simply Awesome!
@Rick
Read More
I'm a guy that has been getting into taking good care of my skin. This PCA Skin Hyaluronic Acid Overnight Mask was the icing on top. It really is super hydrating and makes my skin clean feeling, supple and soft to the touch.

Scalp & Hair Mist Organic Sunscreen SPF 30

$26

4.3
4.3/5
Wow!
@Crystal
Read More
I was honestly so worried because of the price & skeptical but needed something for our Universal Orlando trip. None of us got sunburnt! Absolutely worth it. And it smells really good, too!

Summer of Sports

Astroman Sun Hoodie

$89

4.8
4.8/5
Thin and comfortable sun protection!
@Katie
Read More
I took this item with me to hike in the Appalachian Mountains-- definitely a stylish, comfortable, thin, and overall ideal part of my hiking attire. Would definitely recommend!

Nut Butter Bar

$7.99

4.8
4.8/5
Immensely Enjoy Your Organic, Non-Soy Nut Butter Bars
@Dude
Read More
These are the only Clif products I purchase, because they are the only organic, non-soy products you sell. I greatly enjoy all flavors of your nut butter bars!

Escalante 3

$140

3.3
3.3/5
My new go-to running shoe
@Josiah
Read More
When the shoes arrived, the best way I can describe the initial step-in feel would be like reconnecting with an old friend, only somehow finding us being closer friends than I'd remembered leaving off. If you're a zero-drop running shoe aficionado who appreciates a just-right amount of ground feel without sacrificing cushion/comfort, look no further.

Clear & Colorful Water Bottle

$19.99

4.7
4.7/5
Love it! Easy to customize
@Ashlyn
Read More
I love my Tervis! I really like the measurements in ounces on the side so I know how much I have drank. I also love the lid because it's easy to hold the bottle with your thumb and it stays tight (so no leaking).

Fruit Smoothie Energy Gel Box of 24

$39.99

4.9
4.9/5
My favorite go-to
@Eva
Read More
Favorite pre-race non-caffeinated gel! Super great flavor too!!

Berry Flavor Extra Strength

$58.96

5
5/5
I use 5 hour daily!
@Joe
Read More
Instead of coffee, I drink 5 Hour. Unlike coffee, 5 Hour is quick and easy. Tastes great at any temperature. Lasts loooong, much longer than coffee and no crash.

BODYARMOR Sports Drink

$12+

4.7
4.7/5
I love BODYARMOR
@Cindy
Read More
My granddaughter is 5 she is also a huge fan. We love the variety of flavors and that they actually taste like the flavors listed. My granddaughter is drinking strawberry banana as I write this. Thank you for a product that is truly better for us than some juices.

Ultra High Rise Elation Tight

$89

4.8
4.8/5
Like butter!
@Yami
Read More
I own plenty of leggings from Athleta, but this by far is my favorite! They fit like a glove! So smooth And comfortable, the small petite always fits me very well. I need at least 5 more pairs!!

14X SPORT

$189.99

4.9
4.9/5
Best kids balance bike ever
@Kathleen
Read More
My son is 5, had no Interest. We tried bike with training wheels and no luck. Purchased the 14x. Best purchase ever! We purchased it with the kit. Amazing that you can take the pedals off and put them back on in seconds. Amazing quality! If your kid is hesitant this is the route to go. I would buy it again in a heart beat!!!!

2-IN-1 ROCKING BIKE

$229.98

4.9
4.9/5
Great product. Fast delivery.
@Adria
Read More
Easy ordering and fast delivery. My 2 year old niece has been rocking away on her Strider for a year now and almost ready to remove the rocker base. This toy is used daily, she rides it watching TV shows, rides itbwith her dollies, and loves to show it off to everyone who comes to the house.

Try Some DIY

20-Lumen Solar Down Lights

$19.98

5
5/5
Really dresses up the landscaping
@BAF
Read More
Solar power is so much easier and less expensive than low voltage wired lighting. It's also very easy to reposition the lights to achieve the look you want.

High Performance Epoxy Resin Kits

$37.99+

4.7
4.7/5
Excellent Product, Nice and Clear, Turns Great!
@Misfit
Read More
My first time using and I poured a small mold, put in pressure pot, and turned a dish on the lathe. Results were great. Would recommend. Came with lots of extras - cups, sticks, etc. Cool extras.

Saffron Crocus

$9.99

4.2
4.2/5
Gorgeous saffron in weeks
@Pat
Read More
We're in zone 5, so we are using pots on the porch, and they all bloomed as expected roughly five weeks after planting. Such fun harvesting the beautiful saffron.

Staris E-Series

$9,499+

4.3
4.3/5
A back yard all star!
@J
Read More
We have been waiting for a compact mower that can fit through a standard 36" gate. This 32" is a power house and gets the job done on flat lawns!

Quest E-Series

$3,899+

4.7
4.7/5
Beauty and Beast
@G
Read More
Exmark was the correct choice. I currently have 4.2 heavily treed acres, which is why I have the 42" Quest. My Quest is built like a tank, and the cut is amazing. Friends come down my 300 yard drive, and think I have a professional lawn service. She's a beauty, but she's a beast.

ALEX® ULTRA Advanced Latex Sealant

$55.68

4.9
4.9/5
Got The Job Done!!
@Tee
Read More
It went on smoothly and within 15 minutes of applying I was able to start painting. I loved that it was mildew and mold resistant. Its also waterproof so that gave me peace of mind. Also after applying I noticed there wasn't really that heavy odor in the air. It got the job done perfectly!!!
How consumers browse and buy clothing and footwear products, according to a survey of nearly 12,000 shoppers

Survey at a Glance:

The State of Apparel & Footwear Shopping in 2022 study is based on survey responses from 11,862 beauty clothing and footwear shoppers across the United States. Here’s a look at our key findings.

Online Apparel and Footwear Shopping Continues to Grow
  • 89% spend more than $101 online on apparel and footwear each year, with 67% of all clothing spend and 74% of all footwear spend occurring online.
  • Just over half (51%) indicate they spend more money on apparel products online than they did pre-COVID.
  • The most common places for consumers to start the apparel purchase journey online include retailer sites (35%), brand sites (33%), and Amazon.
Consumers Weigh Many Factors When Purchasing Apparel and Footwear
  • The top factors apparel shoppers pay attention to are fit/sizing (89%), comfort (84%), and overall quality of the product (76%).
  • Apparel and footwear shoppers also seek out specific information when deciding whether or not to make a purchase., including price (84%), ratings and reviews (78%) and imagery provided by people who have previously purchased the product (56%).
Ratings and Reviews are Essential to Apparel Shoppers
  • 99% of consumers read ratings and reviews when shopping for clothing online;  86% always or regularly do so.
  • 98% read reviews when shopping for footwear at least occasionally; 85% do so regularly or always. 
  • Apparel and footwear shoppers pay particular attention to opinions on specific details relevant to the product (72%), average star rating (70%), review volume (65%) and review recency (56%). 
  • 42% of apparel and footwear shoppers say that ideally, they’d be able to find over 101 reviews for a product. However, the largest portion of shoppers (65%) only read between one and 25.
Clothing and Footwear Shoppers Alike Seek Out User-Generated Visual Content
  • 96% of consumers seek out photos and videos from other consumers when shopping for clothing online at least occasionally. 75% always or regularly do so.  
  • 95% of online footwear shoppers seek out user-generated photos and videos at least occasionally. 69% do so always or regularly.
Consumers Turn to Q&A to Eliminate Their Purchase Blocking Questions
  • 97% of consumers read Q&A at least sometimes when shopping for apparel online. 64% do so regularly or always. 
  • Nearly all (97%) online footwear shoppers consult the Q&A section of product pages at least occasionally. 63% regularly or always do so.
Chapter 1

Introduction

Modern Apparel Shoppers Have Endless Choices

There was a time when just about all clothing and footwear purchases for the family were made within the confines of a brick-and-mortar store. And any given apparel category was dominated by a handful of major players. Shopping for athletic footwear? Have your pick of Nike, Adidas, or Reebok. Browsing for jeans? Levi’s, Wrangler, and Calvin Klein dominated the market. 

As with other types of products, consumers have increasingly embraced the convenience of browsing and buying clothing and footwear without leaving home – a trend that’s only picked up since the onset of the pandemic. 

What’s more, new, direct-to-consumer apparel and footwear brands seem to pop up overnight. Barriers to entry have never been lower, which certainly creates opportunities for emerging brands. But it also creates fierce competition, as shoppers have more options than ever before – and many won’t hesitate to jump ship for the next big thing. Our latest research found that a mere 25% of apparel and footwear shoppers consider themselves to be brand loyal.

Only 25% of apparel and footwear shoppers consider themselves to be brand loyal.

Apparel Shoppers Do Their Research

Whether they’re shopping for clothing and footwear online, in-store, or some combination of the two, consumers are weighing many factors and doing plenty of research before making a purchase decision. More and more, a key part of this research is seeking out feedback from others who have already purchased the product in question.

It’s Time to Shift Your Strategy to Meet Shoppers’ Expectations

One thing is clear: apparel brands and retailers must work harder than ever to attract, convert and retain customers. It all starts with understanding how these consumers are navigating the purchase journey 

Chapter 2

Who We Surveyed

This report is based on a survey completed by 11,862 US consumers during the month of June 2022. Here’s a closer look at who we surveyed.

Generations

Gen Z
(1997-present)
8%
Millennials
(1981-1996)
55%
Gen X
(1965-1980)
29%
Baby Boomers
(1946-1964)
8%

Household Income

$0-$25,000
10%
$26,000-$50,000
20%
$51,000-$75,000
20%
$76,00-$100,000
18%
$101,000-$250,000
23%
$251,000+
4%
Prefer not to say
5%
Chapter 3

A Snapshot of Clothing and Footwear Spending

Before we take a deep dive into how consumers are shopping for apparel and footwear products, let’s first take a look at how much they’re spending on these products – both overall and online.

Yearly Overall Apparel and Footwear Spending

Many shoppers have sizable apparel and footwear budgets. The largest portion of shoppers (31%) spend $2,001 or more overall on apparel and footwear products. Nearly a quarter (24%) spend between $501 and $1,000 and 22% spend between $1,001 and $2,000. 

It’s no surprise that those with higher incomes tend to have higher annual clothing and apparel budgets. 

Overall Yearly Apparel and Footwear Spending
Roughly how much money do you spend OVERALL (i.e. online and in-store) on apparel (clothing and footwear) products per year?
$0
0%
$1-100
4%
$101-500
19%
$501-1000
24%
$1001-2000
22%
$2001+
31%
Household Income $0-$25,000
$0
1%
$1-100
20%
$101-500
41%
$501-1000
19%
$1001-2000
10%
$2001+
9%
Household Income $26,000-$50,000
$0
0%
$1-100
5%
$101-500
28%
$501-1000
28%
$1001-2000
20%
$2001+
19%
Household Income $51,000-$75,000
$0
0%
$1-100
2%
$101-500
20%
$501-1000
26%
$1001-2000
24%
$2001+
28%
Household Income $76,000-$100,000
$0
0%
$1-100
1%
$101-500
14%
$501-1000
27%
$1001-2000
24%
$2001+
34%
Household Income $101,000-$250,000
$0
0%
$1-100
1%
$101-500
9%
$501-1000
18%
$1001-2000
26%
$2001+
46%
Household Income $250,000+
$0
0%
$1-100
0%
$101-500
3%
$501-1000
11%
$1001-2000
16%
$2001+
70%

An Overview of Online and Apparel Footwear and Spending

Online apparel and footwear spending tends to be less than overall spending, which proves that brick-and-mortar continues to be a viable option for many shoppers. 

The largest portion of shoppers – 29% – spend between $101 and $500 online on apparel and footwear each year. A quarter (25%) spend between $501 and $1,000. 

Online apparel spend is correlated with household income. Those with higher incomes tend to spend more online each year on clothing and footwear.

Overall Yearly Apparel and Footwear Spending
Roughly how much money do you spend ONLINE on apparel (clothing and footwear) products per year?
$0
1%
$1-100
10%
$101-500
29%
$501-1000
25%
$1001-2000
19%
$2001+
16%
Household Income $0-$25,000
$0
3%
$1-100
32%
$101-500
40%
$501-1000
14%
$1001-2000
7%
$2001+
4%
Household Income $26,000-$50,000
$0
1%
$1-100
14%
$101-500
38%
$501-1000
26%
$1001-2000
13%
$2001+
8%
Household Income $51,000-$75,000
$0
1%
$1-100
8%
$101-500
31%
$501-1000
28%
$1001-2000
18%
$2001+
14%
Household Income $76,000-$100,000
$0
1%
$1-100
5%
$101-500
26%
$501-1000
30%
$1001-2000
21%
$2001+
17%
Household Income $101,000-$250,000
$0
0%
$1-100
2%
$101-500
18%
$501-1000
27%
$1001-2000
28%
$2001+
25%
Household Income $250,000+
$0
0%
$1-100
1%
$101-500
9%
$501-1000
18%
$1001-2000
25%
$2001+
47%

Significant majority of apparel and footwear purchases occur online

We also asked consumers to break down their overall spending by estimating the dollar amount spent on both clothing and footwear each year. Based on their responses, 67% of all clothing spend and 74% of all footwear spend now occurs online.

Average Overall Annual Spend (Online & In-Store)
Estimated OVERALL spend on CLOTHING and FOOTWEAR products per year. *
$2,086
$991
*Average (mean) of all write-in responses to question: Please enter a rough estimate of how much you spend OVERALL on CLOTHING and SHOES products per year.
Average Annual Online Spend
Estimated ONLINE spend on CLOTHING and FOOTWEAR products per year.
$1,399
$735
*Average (mean) of all write-in responses to question: Please enter a rough estimate of how much you spend ONLINE on CLOTHING and SHOES products per year.
67% of all clothing spend and 74% of all footwear spend now occurs online.
Chapter 4

The Impact of COVID on Apparel and Footwear Spending

The COVID-19 pandemic has had a lasting impact on just about all aspects of daily life. This includes the size of shoppers’ apparel and footwear budgets – and where they choose to spend these dollars. The biggest takeaway is that the pandemic has led to an uptick in online spend despite overall spending being roughly in line with pre-pandemic levels.

COVID Has Impacted Overall Shopping Habits of Half of Consumers

Just over half (54%) of shoppers say their overall clothing and footwear shopping habits have been impacted by Covid. While 29% say they spend less money on apparel and apparel than pre-COVID, a quarter actually spend more. 

Interestingly, Boomers and Gen X’ers are more likely to have tightened their overall apparel budgets, while Gen Z shoppers are the group most likely to have increased their spending. 

The Impact of COVID on Overall Apparel Spending Habits
How has COVID impacted your OVERALL apparel (clothing and footwear) spending habits?
Overall
Spend less
29%
Spend more
25%
Spending unchanged
46%
Gen Z
Spend less
27%
Spent more
36%
Spending unchanged
37%
Millennials
Spend less
27%
Spent more
28%
Spending unchanged
45%
Gen X
Spend less
30%
Spent more
21%
Spending unchanged
49%
Boomers
Spend less
39%
Spend more
12%
Spending unchanged
49%

Many Consumers Have Increased Online Apparel Spending Post-COVID

The pandemic has also impacted where consumers spend their apparel budgets. 

Just over half (51%) of consumers say they spend more money on apparel products online than they did pre-pandemic. This number is even higher among Gen Z (62%) and Millennial (54%) shoppers.

The Impact of COVID on Online Apparel Spending Habits
How has COVID impacted your ONLINE apparel (clothing and footwear) purchasing habits?
Overall
Spend less
51%
Spend more
15%
Spending unchanged
34%
Gen Z
Spend less
62%
Spent more
14%
Spending unchanged
24%
Millennials
Spend less
54%
Spent more
14%
Spending unchanged
32%
Gen X
Spend less
47%
Spent more
16%
Spending unchanged
37%
Boomers
Spend less
34%
Spend more
23%
Spending unchanged
43%
Chapter 5

The Factors that Matter Most to Apparel and Footwear Shoppers

Consumers weigh many different factors when making a purchase decision. But what specifically do apparel and footwear shoppers pay attention to? And what information do they seek out to fuel smart purchase decisions? 

Shoppers’ Relationship to Apparel

One way we gauged what’s important to apparel shoppers is by asking them to describe themselves in relation to clothing and footwear. Typically, these purchases are deeply personal – with motivations dictated by individual preferences.

Interestingly, just a quarter (25%) of clothing and footwear buyers consider themselves brand loyal. This presents an opportunity to brands and retailers, as it’s clear that shoppers can be swayed. However, it’s also a reminder that businesses must work harder than ever to retain their existing customers.

How Shoppers Describe Themselves in Relation to Shopping for Clothing and Footwear
Which of the following describes you in relation to shopping for clothes and footwear?
I mainly care about the comfort of the clothing I buy
74%
I’m always looking for the latest fashion, trends and newest releases
66%
I mainly care about the look of the clothing and footwear I buy
64%
I prioritize apparel and footwear items that are low cost
31%
I actively seek out sustainably developed clothing and footwear
30%
I’m brand loyal
25%

Apparel and Footwear Shoppers Weigh Many Factors

Size and fit is the top factor considered by apparel and footwear shoppers, with 89% indicating it’s something they pay attention to. This isn’t surprising, as shoppers want to ensure the items they purchase will actually fit the way they expect.

Comfort is the next most important factor; 84% of shoppers pay attention to comfort when considering a clothing or footwear purchase.

Top Factors For Apparel and Footwear Shoppers
When considering a clothing and footwear purchase, which of the following do you pay attention to?
Fit/sizing
89%
Comfort
84%
Overall quality of the product
76%
What the product looks like on a person in real life
69%
Durability (i.e. how long the product lasted)
58%
Material
57%

Price and Feedback from Previous Customers are Essential for Apparel Shoppers

When considering an apparel or footwear purchase, there are certain things shoppers specifically seek out. Not surprisingly, price tops the list.

However, feedback from those who have already purchased the product is close behind. When considering a purchase, over three-quarters (78%) look for ratings and reviews and 56% look for imagery provided by people who have purchased the product in question.

That makes user-generated content more valuable than other factors including shipping, brand, and even recommendations from family and friends.

What Apparel and Footwear Shoppers Look For
Which of the following do you look for when deciding whether or not to purchase an apparel (clothing or footwear) product?
Price of the product
84%
Ratings and reviews
78%
Imagery provided by people who have previously purchased the product
56%
Favorable returns or exchanges policy
51%
Imagery provided by the brand or retailer
50%
Fast shipping
50%
Brand of the product
48%
Retailer/store purchased from
38%
Recommendation from family/friends
34%
Chapter 6

How Consumers are Shopping for Apparel Online

Many consumers have ramped up their online apparel shopping. But what types of apparel products are they purchasing online? And where are they typically browsing and buying these items?

Consumers Shop for Many Apparel Products Online

It seems consumers are purchasing just about all types of apparel and footwear online. Casual clothing and footwear tops the list, with 96% indicating they purchase their items online.

Clothing and Footwear Products Consumers Purchase Online
Which of the following types of apparel and footwear do you buy online?
Casual clothing and footwear
96%
Athleticwear and footwear
84%
Sleepwear and intimates
73%
Children’s clothing and footwear
49%
Formal clothing and footwear
49%
Business clothing and footwear
46%

In addition, there are certain apparel categories that shoppers indicate they’re more likely to purchase online than in a brick-and-mortar store. Casual clothing and footwear is at the top of the list, with 71%.

Clothing and Footwear Consumers are More Likely to Purchase Online
Which of the following types of apparel and footwear – if any – are you MORE LIKELY TO BUY ONLINE THAN IN-STORE?
Casual clothing and footwear
71%
Athleticwear and footwear
61%
Sleepwear and intimates
53%
Children’s clothing and footwear
34%
Formal clothing and footwear
27%
Business clothing and footwear
25%

Where Online Apparel Shoppers Start the Purchase Journey

Online shoppers now have plentiful options across just about all product categories. So where are online shoppers most often starting the search for apparel and footwear products?

Retailer and brand websites are nearly tied for first place. While 35% of shoppers typically start shopping for apparel and footwear products on a retailer’s website, a third (33%) start on a brand’s website. Amazon comes in at third place; just over a quarter (27%) of shoppers typically start their search for apparel and footwear products here. 

There are some notable differences based on generation. For example, Gen Z’ers and Millennials are particularly fond of brand websites, while Gen X’ers and Boomers gravitate to retailer sites. In addition, Amazon is significantly more popular among older consumers.

Where Consumers Begin Shopping Online for Apparel and Footwear
When shopping online, where do you MOST OFTEN BEGIN shopping for apparel and footwear products?
Overall
A retailer’s website selling lots of different brands
35%
A brand’s website selling its own clothes and footwear
33%
Amazon
27%
A social media platform
3%
None of the above
2%
Gen Z
A retailer’s website selling lots of different brands
25%
A brand’s website selling its own clothes and footwear
48%
Amazon
19%
A social media platform
3%
None of the above
2%
Millennials
A retailer’s website selling lots of different brands
34%
A brand’s website selling its own clothes and footwear
36%
Amazon
26%
A social media platform
3%
None of the above
1%
Gen X
A retailer’s website selling lots of different brands
37%
A brand’s website selling its own clothes and footwear
28%
Amazon
30%
A social media platform
3%
None of the above
2%
Boomers
A retailer’s website selling lots of different brands
42%
A brand’s website selling its own clothes and footwear
18%
Amazon
32%
A social media platform
2%
None of the above
6%

Where Online Shoppers End the Purchase Journey

We know where online apparel shoppers are starting the purchase journey. But where are they ultimately making a purchase? 

Retailer websites are the most popular, with 65% of shoppers indicating they frequently make purchases for apparel and footwear products on such a site. Over half (57%) frequently make apparel purchases on a brand’s website, and 55% often purchase on Amazon. About one in ten (11%) frequently purchase via a social media platform.

Where Online Shoppers Purchase Apparel and Footwear Products
When shopping online, where would you say you FREQUENTLY MAKE PURCHASES for apparel and footwear products?
Retailer’s website
65%
Brand’s website
57%
Amazon
55%
Social Media Platform
11%
Chapter 7

The Role of Ratings & Reviews in Apparel and Footwear Shoppers’ Purchase Decisions

Apparel and Footwear Shoppers Frequently Consult Reviews

Nearly all (99%) of consumers read ratings and reviews when shopping for clothing online, with 86% indicating they always or regularly do so.

Younger generations consult reviews more often than older ones. Nine in ten (91%) of Gen Z’ers and 98% of Millennials always or regularly read reviews when shopping for clothing online – compared to 82% of Gen X shoppers and 72% of Boomers.

How Often Clothing Shoppers Consult Reviews
How often do you read ratings and reviews when shopping for CLOTHING online?
Overall
Always
57%
Regularly
29%
Sometimes
10%
Occasionally
3%
Never
1%
Gen Z
Always
68%
Regularly
23%
Sometimes
7%
Occasionally
1%
Never
1%
Millennials
Always
62%
Regularly
27%
Sometimes
8%
Occasionally
2%
Never
1%
Gen X
Always
49%
Regularly
33%
Sometimes
12%
Occasionally
4%
Never
2%
Boomers
Always
39%
Regularly
33%
Sometimes
16%
Occasionally
8%
Never
4%

Online shoppers also turn to reviews when browsing for footwear. Nearly all (98%) do so at least occasionally, and 85% do so regularly or always. 

Again, younger consumers tend to consult reviews more frequently than older ones. 

How Often Footwear Shoppers Read Reviews
How often do you read ratings and reviews when shopping for FOOTWEAR online?
Overall
Always
59%
Regularly
26%
Sometimes
10%
Occasionally
3%
Never
2%
Gen Z
Always
69%
Regularly
20%
Sometimes
7%
Occasionally
3%
Never
1%
Millennials
Always
63%
Regularly
25%
Sometimes
9%
Occasionally
2%
Never
1%
Gen X
Always
53%
Regularly
30%
Sometimes
12%
Occasionally
3%
Never
2%
Boomers
Always
43%
Regularly
29%
Sometimes
14%
Occasionally
8%
Never
6%

Apparel and Footwear Shoppers Consider Myriad Review Elements

When browsing reviews for apparel and footwear products online, consumers factor in many elements. The top one is consumer opinions on specific extra details relevant to the product.

The Review Elements Online Apparel and Footwear Shoppers Consider
When it comes to ratings and reviews, which of the following do you consider when buying an apparel (clothing or footwear) item online?
Consumer opinion on specific extra details relevant to the product
72%
Average star rating
70%
Volume of reviews
65%
Recency of reviews
56%

Apparel and Footwear Shoppers Want a Large Volume of Reviews – But Actually Read Far Fewer

65% of shoppers consider the quantity of reviews available for a given product. But how many reviews do apparel and footwear shoppers want to be able to find? And how many do they actually read?

One in five (20%) of shoppers say that the ideal number of reviews for an apparel or footwear product is between one and 25, while another 20% indicate the magic number falls between 51 and 100. However, nearly half (42%) say that ideally, they’d be able to find over 101 reviews for a product.

Of note, younger shoppers have significantly higher expectations for ideal review quantity. While 51% of Gen Z shoppers and 45% of Millennials ideally want to find over 101 reviews for any given apparel or footwear product, 37% of Gen Xer’s and 21% of Boomers have this expectation.

The Ideal Number of Reviews for Apparel and Footwear Products
What is the IDEAL number of customer reviews a clothing or footwear item should have in your opinion?
Overall
0
2%
1-25
20%
26-50
17%
51-100
20%
101-500
19%
501-1,000
11%
1,001-5,000
8%
5,001-10,000
2%
10,000+
1%
Gen Z
0
1%
1-25
11%
26-50
15%
51-100
22%
101-500
24%
501-1,000
14%
1,001-5,000
9%
5,001-10,000
3%
10,000+
1%
Millennials
0
1%
1-25
16%
26-50
17%
51-100
21%
101-500
19%
501-1,000
13%
1,001-5,000
10%
5,001-10,000
2%
10,000+
1%
Gen X
0
2%
1-25
23%
26-50
17%
51-100
21%
101-500
18%
501-1,000
10%
1,001-5,000
6%
5,001-10,000
2%
10,000+
1%
Boomers
0
6%
1-25
42%
26-50
14%
51-100
17%
101-500
11%
501-1,000
5%
1,001-5,000
4%
5,001-10,000
1%
10,000+
0%

Ideally, consumers of all ages want to be able to find a high volume of reviews for apparel and footwear products they’re considering. However, they’ll often settle for less.

The largest portion of consumers – 35% say that an apparel or footwear product must have between 1 and 25 reviews at a minimum for them to feel comfortable purchasing it. One in five (21%) say the sweet spot is between 26 and 100 reviews. Nearly a quarter (23%) say the minimum number of reviews a product needs to have is 101 or more. 

Younger shoppers require a higher minimum number of reviews than older ones. For example, 24% of Gen Z’ers say that a product needs 101+ reviews for them to feel confident purchasing it, compared to 10% of Boomers.

The Minimum Number of Reviews for Apparel and Footwear Products Consumers Will Settle For
What is the minimum number of reviews a clothing or footwear item needs to have for you to feel comfortable purchasing it?
Overall
0
4%
1-25
35%
26-50
21%
51-100
17%
101-500
13%
501-1,000
6%
1,001-5,000
3%
5,001-10,000
1%
10,000+
0%
Gen Z
0
2%
1-25
29%
26-50
25%
51-100
20%
101-500
12%
501-1,000
7%
1,001-5,000
4%
5,001-10,000
1%
10,000+
0%
Millennials
0
4%
1-25
32%
26-50
21%
51-100
18%
101-500
14%
501-1,000
7%
1,001-5,000
3%
5,001-10,000
1%
10,000+
0%
Gen X
0
5%
1-25
38%
26-50
21%
51-100
16%
101-500
12%
501-1,000
5%
1,001-5,000
3%
5,001-10,000
0%
10,000+
0%
Boomers
0
8%
1-25
54%
26-50
16%
51-100
12%
101-500
6%
501-1,000
3%
1,001-5,000
1%
5,001-10,000
0%
10,000+
0%

While many consumers want to be able to find a large quantity of reviews for a given apparel or footwear product, they typically actually read far fewer. The largest quantity (66%) of shoppers read between one and 25 reviews before purchasing an apparel or footwear product, while 20% read between 26 and 50.

Younger shoppers tend to read more reviews than older ones – but not by much.

Why the difference between the ideal number of reviews and the number consumers actually read? Likely, consumers want to be able to find a large volume of reviews because that means they’re more likely to find content that speaks to their unique needs and use cases. They can sort and filter content – and then read just the content that’s relevant to them. 

Apparel brands and retailers must work to generate a high volume of reviews for all products – and then provide sorting, filtering, and search capabilities so shoppers can quickly surface relevant content that will boost their confidence and likelihood of purchase.

How Many Reviews Apparel and Footwear Shoppers Read
Approximately how many customer reviews do you typically ACTUALLY READ before purchasing a clothing or footwear item?
Overall
0
2%
1-25
66%
26-50
20%
51-100
7%
101-500
3%
501-1,000
1%
1,001-5,000
1%
5,000+
0%
Gen Z
0
0%
1-25
66%
26-50
20%
51-100
7%
101-500
4%
501-1,000
2%
1,001-5,000
1%
5,000+
0%
Millennials
0
1%
1-25
65%
26-50
21%
51-100
7%
101-500
3%
501-1,000
2%
1,001-5,000
1%
5,000+
0%
Gen X
0
2%
1-25
67%
26-50
20%
51-100
7%
101-500
3%
501-1,000
1%
1,001-5,000
0%
5,000+
0%
Boomers
0
7%
1-25
72%
26-50
15%
51-100
4%
101-500
1%
501-1,000
1%
1,001-5,000
0%
5,000+
0%

Sizing Information in Reviews Can Fuel Better Purchase Decisions

As mentioned earlier in this report, size and fit is the top factor considered by apparel and footwear shoppers. Providing plenty of information on how a given product fits and feels is essential. 

One way apparel and footwear brands and retailers can do this is by asking customers to include measurement information (such as height and weight) when submitting reviews.

Then, they can display this information in the review – and shoppers can use it to find reviews from others with similar body types. Some brands and retailers even allow shorts to filter to see reviews written by those with specific heights or weights. 

The vast majority (94%) of online apparel and clothing shoppers say they would find it helpful if there was measurement information about the individuals providing reviews, photos, and videos. This number is slightly higher – 96% – among Millennial and Gen Z shoppers. 

Apparel and Footwear Shoppers Value Sizing Information in Reviews
When it comes to sizing, do you or would you find measurement information (height, weight etc.) about the individuals providing the reviews and imagery/video when buying an apparel (clothing or footwear) item online helpful?
Overall
94%
Gen Z
96%
Millennials
96%
Gen X
92%
Boomers
84%

Including Information About Ownership Length in Reviews Can Help Shoppers Assess Quality and Durability

Earlier in this report, we explored how apparel and footwear shoppers weigh many factors when considering a purchase. Two of those factors are quality and durability. Just over three-quarters (76%) say that overall quality is an important factor, while 58% consider a product’s durability.

The true test of both quality and durability is how a product holds up over time. Knowing how long a consumer owned a product prior to writing a review can help future shoppers assess durability and long-term quality.

Most consumers (89%) would find it helpful to know the length of time an individual owned a product before submitting a review. Of note, insight into a reviewer’s ownership duration is especially valuable for younger shoppers.

Many Consumers Value Being Able to Determine How Long Reviewers Have Owned a Product
When it comes to durability and quality of apparel and footwear items, do you or would you find the length of time the individual providing the reviews had owned it helpful when reading them?
Overall
89%
Gen Z
89%
Millennials
90%
Gen X
88%
Boomers
82%
Chapter 8

The Value of Visual UGC for Apparel and Footwear Shoppers

Apparel Shoppers Depend on User-Generated Imagery

The vast majority – 96% – of consumers seek out photos and videos from other consumers when shopping for clothing online at least occasionally. Three-quarters do so always or regularly.

Gen Z and Millennial shoppers are the groups most likely to say they always seek out user-generated visual content when shopping for clothing online. 61% of Gen Z’ers and 52% of Millennials always do so, compared to 32% of Gen X’ers and 19% of Boomers.

Online Apparel Shoppers Frequently Seek out User-Generated Visual Content
How often do you seek out images and videos submitted by people who previously bought the product while shopping for CLOTHING online?
Overall
Always
45%
Regularly
30%
Sometimes
15%
Occasionally
6%
Never
4%
Gen Z
Always
61%
Regularly
24%
Sometimes
11%
Occasionally
3%
Never
1%
Millennials
Always
52%
Regularly
30%
Sometimes
12%
Occasionally
4%
Never
2%
Gen X
Always
34%
Regularly
33%
Sometimes
21%
Occasionally
7%
Never
5%
Boomers
Always
19%
Regularly
27%
Sometimes
23%
Occasionally
15%
Never
16%

Footwear Shoppers Also Value User-Generated Imagery

Those shopping for footwear online also turn to user-generated visual content to make informed purchase decisions. 95% of online footwear shoppers seek out user-generated photos and videos at least occasionally. 69% do so always or regularly.

Again, younger shoppers are more likely to indicate they always seek out user-generated photos and videos when shopping for footwear online. 57% of Gen Z’ers and 48% of Millennials say this is the case, compared to 31% of Gen X’ers and a mere 18% of Boomers. 

Online Footwear Shoppers Also Turn to User-Generated Photos and Videos
How often do you seek out images and videos submitted by people who previously bought the product while shopping for FOOTWEAR online?
Overall
Always
41%
Regularly
28%
Sometimes
18%
Occasionally
8%
Never
5%
Gen Z
Always
57%
Regularly
24%
Sometimes
12%
Occasionally
5%
Never
2%
Millennials
Always
48%
Regularly
28%
Sometimes
25%
Occasionally
6%
Never
3%
Gen X
Always