德勤-2020年假日零售报告（英文）-2020.10-42页_1mb

2020 Deloitte Holiday Retail Survey Summary

Core Content

The 2020 Deloitte Holiday Retail Survey highlights the evolving consumer behavior and retail strategies during the holiday season, influenced heavily by the ongoing effects of the COVID-19 pandemic. This report, marking 35 years of tracking holiday shopping trends, provides insights into how consumers are adapting their shopping habits, preferences, and priorities in response to economic and health-related concerns.

Main Findings

• Consumer Behavior Shifts:

  • Consumers are prioritizing price, product, and convenience over safety precautions.
  • 60% of shoppers prefer online shopping over physical stores.
  • 73% of shoppers are not making any product returns, indicating a shift toward minimalist shopping.
  • 65% of shoppers are open to trying new retailers this season, up from 79% in 2019.

• Spending Trends:

  • Average expected spend per household is $1,387, down 7% YoY.
  • 38% of shoppers plan to spend less this holiday season due to economic instability.
  • Non-gift items are seeing an increase in spending, with a +500 bps YoY rise in non-gift purchases.
  • Clothing and accessories are expected to account for 21% of total holiday retail spend, while gift cards and other items make up 19%.

• Shopping Formats:

  • Contactless shopping is in high demand, with 73% planning to have items delivered vs. 62% in 2019.
  • Curbside pickup has become a preferred option, with its usage more than doubling YoY.
  • Online retailers and mass merchants are the top destinations for holiday shopping.

• Consumer Preferences:

  • 69% prefer to shop at a store closer to their residence.
  • 58% are willing to travel 10 miles or less to purchase a gift.
  • 43% prefer local retailers over national chains.
  • Free shipping is highly valued, with 70% preferring it over faster delivery options.

• Shopping Events:

  • Cyber Monday has surpassed Black Friday in importance for all generations.
  • Nonshopping event shoppers are expected to spend $1,291 during the holiday season.
  • 45% of shoppers wait for holiday sales to purchase big-ticket items.

• Demographic Insights:

  • Francesca (festive shopper): Spends $1,652 and focuses on gifts for others, with 85% not buying anything for self.
  • Chloe (conscious shopper): Spends $1,530 and values socially responsible products, with 47% open to gifting resale items.
  • David (deal-seeker): Spends $1,268 and is interested in browsing and deals, with 98% planning to shop at new/different retailers.
  • Eddie (efficient shopper): Spends $1,061 and prefers task-driven shopping, with 50% planning to shop at 1-4 stores.

Key Trends

• Shift from travel to home-based spending:

  • 34% decline in travel spend is expected.
  • Non-gift items such as home furnishings and seasonal décor are on the rise.

• Economic Impact:

  • 60% of US shoppers are concerned about their family's health.
  • 34% are worried about upcoming payments, up from 26% a month prior.
  • Lower-income groups are more affected by economic instability, with 42% planning to spend less.

• Safety and Convenience:

  • 51% are anxious about in-store shopping due to COVID-19.
  • BOPIS (Buy Online, Pick Up In-Store) has evolved from a safety measure to a convenience preference.

• Digital Influence:

  • Online retailers dominate as the top research source for holiday shopping.
  • Social media is increasingly used by younger shoppers for inspiration.

Conclusion

Despite the challenges posed by the pandemic, the holiday shopping season remains a key time for retailers, with consumers showing resilience and adaptability. Retailers must focus on convenience, safety, and competitive pricing to meet evolving consumer demands. The survey underscores the importance of digital integration, local engagement, and non-gift category growth as critical strategies for success this season.