As many of us begin to move into a new normal after months of quarantining, we surveyed 1,000 women in the U.S. on how their shopping habits have changed. Here’s what they said:

Tough Times Call for Self-Care 

  • 54.1% have increased spending on self-care items such as nail polish, face masks, and skincare products. 
  • Nearly 40% have spent more money on skincare since quarantine began.
  • 50.8% have sent a special package to a friend or loved one.
  • Not everyone is spending on self-care. 36.1% have spent the most money on clothing items during quarantine. 

Staying Sane With Connection, Exercise, and Alone Time

  • 23% have been exercising in order to take care of their mental health during quarantine.
  • Nearly 25% are participating in calls and video chats with friends and family in order to take care of their mental health during quarantine.
  • Nearly 50% are participating in self-care activities such as bubble baths, face masks, meditation, and journaling in order to take care of their mental health during the quarantine. 

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Bored in the House — Bringing HGTV Home During Quarantine

  • ⅓ have purchased items to spruce up their homes during lockdowns.
  • They’re buying flower pots, power washing the house, painting, purchasing new candles, rearranging furniture, building fire pits, installing better lighting, getting smart home accessories, etc.
  • 22.9% actually cut back spending on home goods.
  • Jane has seen an increase in decor sales since quarantine began with higher click-through rates for the “Decor” Bubble. 
  • Jane’s uptick in decor sales began the 3rd week of quarantine (April 1st) and growth has continued to climb.

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Shopping Small

  • 62% are more likely to shop local.
  • 49.3% get their style inspiration from friends and family, not influencers or magazines.
  • Jane, which gives a platform to small business owners, grew its customer base by 57% in the first four months of 2020.
  • Not everyone is changing shopping habits. 38.1% said their shopping habits have not changed in the last three months.

Craving Connection and Community

  • Nearly 25% are participating in calls and video chats with friends and family in order to take care of their mental health during quarantine.
  • 50.8% have sent a special package to a friend or loved one.
  • 2 out of 5 have attended some type of virtual celebration, such as a birthday party, graduation, baby shower, etc. 

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Look Good, Feel Good

  • 36.1% have spent the most money on clothing items during quarantine.
  • Nearly 30% say that looking presentable affects their overall productivity level and mood.
  • Jane’s seen a 51% increase in sales for tops and shirts.
  • Jane’s seen a +210% increase in sales for loungewear and sleepwear. 
  • Not everyone is spending more. Nearly 72% say they’ve cut back spending on gadgets, home decor, and recreational items during the quarantine.

Comfort Is Key 

  • Over 50% say their wardrobe has changed during the quarantine and they’re now wearing PJs or yoga pants the majority of time. 
  • Nearly 42% say that they can still be just as productive while wearing PJs as they are when dressed up for work.
  • On the flip side, nearly 60% say their outfit and appearance affects their overall productivity level.

Back to School Spending Is on Hold

  • 50% say they are not planning to purchase back-to-school items in an effort to spend more wisely. 

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Out With the Old, in With the New: Is Loungewear the New Normal?

  • Jane’s seen a +210% increase in sales for loungewear and sleepwear.
  • Over 50% say their wardrobe has changed during the quarantine and they’re now wearing PJs or yoga pants the majority of time.
  • Nearly 42% say that they can still be just as productive while wearing PJs as they are when dressed up for work.

Shop all #JaneFinds here.