德勤：2019年假日购物零售报告_28页_11mb

Deloitte 2019 Holiday Retail Survey Summary

Core Content

The Deloitte 2019 Holiday Retail Survey provides insights into consumer behavior and trends during the holiday season. The report outlines key findings that retailers should consider to optimize their strategies and enhance customer experiences.

Main Insights

1. Consumer Sentiment and Spending

• Holiday spending is projected to remain stable at around $1,496 per household, slightly down from 2018 but still showing positive growth since the Great Recession.
• Consumer confidence is generally positive, with many expecting to spend more despite some uncertainty about the future economy.
• High spenders (those spending over $2,100) make up 20% of all shoppers but account for 60% of total holiday spend.
• These high spenders are more likely to prioritize experiences over traditional gifts, with 31% of their budget going to travel and socializing away from home.

2. Preferences for Shopping

• Online shopping is the preferred channel, with 59% of consumers planning to shop online for the holidays.
• Smartphones are becoming the go-to platform for holiday shopping, with 62% of high spenders planning to use them, compared to 45% of the general population.
• Convenience is a growing differentiator, with 85% of consumers preferring free shipping over fast shipping, even if it means waiting up to three days.

3. Gift and Spending Trends

• Clothing, gift cards, and toys remain the top gift categories.
• Experiences such as socializing and dining out are becoming more popular, with over 25% of holiday spending going to these activities.
• Free shipping is the top preference, and buy-online-pick-up-in-store (BOPIS) is gaining traction, with 45% of consumers planning to use it.

4. Online Retail Dominance

• Online retailers are the most preferred source of inspiration for holiday shopping, with nearly two-thirds of consumers planning to browse them.
• Mass merchants are also highly preferred, with over 50% of consumers planning to visit them.
• E-commerce sales are expected to grow by 14-18%, significantly higher than the previous year's 11.2%.

5. Shopping Timing and Behavior

• Holiday shopping is expected to peak in early December, with 70% of consumers planning to shop during this period.
• Cyber Monday has surpassed Black Friday in importance, especially among Gen Z and millennials.
• Pre-Thanksgiving shoppers tend to spend 25% more than those who start shopping later.

6. Retailer Strategies

• Retailers should focus on high spenders, especially those who prioritize experiences.
• Digital innovation is crucial, particularly with store apps that provide a seamless online-to-in-store experience.
• Data privacy is a concern, but consumers are more willing to share data if it leads to better pricing or discounts.

Key Information

• Survey Methodology: Conducted by an independent research company from September 6–13, 2019, with a sample of 4,410 US consumers.
• Margin of Error: ±1–2 percentage points for the entire sample.
• Report Highlights:
  • Online sales are expected to grow significantly.
  • Smartphone use is increasing for holiday shopping.
  • Free shipping is a major preference, even with longer delivery times.
  • Experiences are becoming a key component of holiday spending.
• Consumer Behavior:
  • High spenders are more likely to use technology and prefer convenience.
  • In-store experiences still play a vital role, especially for products that require tactile evaluation.

Conclusion

The 2019 Deloitte Holiday Retail Survey underscores the importance of adapting to changing consumer preferences. Retailers should focus on digital innovation, convenience, and personalized experiences to attract and retain high-spending customers. As the holiday season evolves, the integration of online and in-store shopping will continue to shape consumer behavior and retail strategies.