43% of Consumers Are Waiting for Sales to Purchase Apparel

As tariffs continue to drive up the cost of clothing, consumers are adjusting their fashion spending habits with a focus on frugality, as revealed by Wunderkind’s latest consumer survey. The results highlight that for now, price timing has become a crucial factor in today’s fashion choices.

• 43% of shoppers now wait for sales or promotions before making apparel purchases — a strategy especially popular among Millennials (51%) and Boomers (47%). 
• 34% say they are cutting back on apparel spending, while 33% are switching to less expensive or alternative brands.
• Notably, second-hand fashion is gaining significant traction: Nearly 29% of shoppers, led by Gen Z (37%) and Gen X (31%), are turning to thrift or resale options. 
• Just 10% of respondents say they would pay the higher prices without changing their shopping behavior. 

Wunderkind notes that the implications for brands are clear: “Lean into seasonal promotions, explore value-driven product tiers and consider partnerships with resale or pre-loved commerce platforms.”

For more insights, download the full report from Wunderkind here.