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Temu Growing in Importance for American Apparel Shoppers
Nearly 40% of respondents said that they had purchased apparel from Temu, as the Chinese retailer has made major inroads with American consumers helped along by a massive advertising push. Not only did Temu purchase multiple Super Bowl ad slots in 2024, but it also continues to be a huge player in Google and Meta advertising.
Have you ever purchased apparel from Temu? (Share who responded yes.)
Asked how they felt about the quality of the apparel products they’d purchased through Temu, 72% said they were satisfied, compared to 28% who were not. Among those respondents who said they haven’t purchased from Temu, 37% said they’ve refrained from doing so for fear of low-quality products, the most popular reason. Despite its recent marketing push, more than a quarter of respondents who haven’t purchased from Temu said they’d never heard of it.
Which of the following best describes why you haven't purchased from Temu? (Among respondents who had not purchased apparel from Temu)
To date, Temu has had better luck reaching younger generations with 52% of Gen Z apparel shoppers saying they had purchased apparel from Temu. For baby boomers, that rate was just 21%. In fact, 22% of all baby boomers said they had never heard of the ecommerce site, compared to just 10% of Gen Z.