2023-11-07-德勤-2023年假日零售调查报告_29页_2mb

Executive Summary

The 2023 Deloitte Holiday Retail Survey indicates a return of holiday spending to pre-pandemic levels, with consumers expected to spend an average of $1,652 YoY, driven by robust participation in promotions and budget adjustments for inflation. Key factors include higher expectations for price increases (72%), a shorter shopping window (5.8 weeks), and increased spending in middle-income groups (+26%). Retailers should focus on value-driven promotions, especially during BFCM week, and appeal to high-spenders by emphasizing quality and self-gifting opportunities.

Key Consumer Trends

• Spending Behavior: Average holiday spend rises by 14% YoY, totaling $1,652, with gifts, nongifts, and experiences increasing. Consumers expect higher prices, leading to reduced gift purchases (8 gifts vs. 9YoY) and increased use of gift cards.
• Inflation Impact: 17% of consumers face student loan repayments, potentially cutting back holiday expenditures by up to 48%; budgeting focuses on fewer stores and delayed purchases.
• Demographic Shifts: Middle-income group (+26%) sees renewed confidence, while high-income spenders (+22%) allocate more to non-gifts like electronics. Younger shoppers lead the preference for sustainable products, with nearly 50% expressing concern about packaging.
• Shopping Timing and Channels: Participation in October and BFCM events is high (66% YoY), with a shopping duration shrinking to 5.8 weeks. In-store preference rebounds near 2019 levels, but online retailers and BOPIS remain key for younger demographics.
• Emerging Issues: Trust in AI for retail use is low (79% distrust), and while AI adoption by retailers may be limited, social media usage for research remains stable.

Retailer Recommendations

Focus on value promotions, sustainable offerings, and efficient customer experiences to capture high-spenders and counter inflation pressures. Tailor strategies to income groups and leverage data on short shopping windows for timely marketing.