A new survey of consumer sentiment from global consultancy McKinsey & Co. finds that 80 percent of American consumers who have not already returned to shopping, dining out and other regular outside-the-house activities are waiting for signs it is safe to do so beyond the lifting of government restrictions.

The survey of 2,002 American consumers performed between May 11 and 17, found that 31 percent want medical experts’ endorsement of regular out-of-the-house activities, while 20 percent want to see stores and restaurants put in place cleaning and social distancing safety measure. Another 19 percent said they would wait until a vaccine or effective treatment for COVID-19 was found, while 10 percent said they would wait until they saw other people returning.

When evaluating a store’s safety measures, customers said cleaning protocols (31 percent) and the presence of masks and other barriers (25 percent) were most important to making them feel safe shopping there. Fourteen percent said physical distancing measures were most important, while 11 percent said no-contact purchasing was top on their list. Only 10 percent of consumers said health checks at the door were most important to earning their confidence, while 9 percent said store regulations were most important.

When TJX Cos. announced plans to reopen its 1,600 stores nationwide last week, the company declared it would use similar protocols: clean its stores more frequently, particularly high-touch areas like PIN pads and shopping carts, install Plexiglas shields at registers, limit store capacity and close fitting rooms in U.S. locations, among other precautions.

The survey comes as stores and restaurants across Massachusetts work to convince shoppers to return as the state gradually lifts restrictions on daily life.

Study Says Prospective Shoppers Value Cleaning, Masks Most

by Banker & Tradesman time to read: 1 min
0