2021年假日购物季零售调查（英）-34页_3mb

2021 Deloitte Holiday Retail Survey Summary

Core Content

The 2021 Deloitte Holiday Retail Survey provides a comprehensive overview of consumer and retail executive behavior, sentiment, and challenges as the holiday season approaches during the ongoing pandemic. The survey includes data from 4,315 consumers and 30 retail executives, highlighting the evolving landscape of holiday shopping and its implications for retailers.

Main Findings

Overall Holiday Spend and Consumer Sentiment

• Average holiday spend increased by 5% YoY, reaching $1,463 (up from $1,387 in 2020).
• High-income consumers are driving the increase in average spend, with lower-income groups seeing a significant decline, representing 65% of non-spenders.
• 78% of households report a similar or better financial situation compared to last year (up from 71% in 2020).
• 73% of retail executives expect consumers to spend more this holiday season.

Consumer Behavior

• 62% of holiday spending is expected to occur online, with curbside pickup and BOPIS remaining popular.
• 40% of consumers are anxious about in-store shopping due to concerns over the pandemic, down from 51% in 2020.
• 42% of consumers prefer shopping at local retailers over national chains.
• 28% of consumers plan to use social media for holiday shopping research.
• Three key shopper types are identified:
  • Late, shorter-duration shoppers (40%): Start shopping on or after Thanksgiving, shop for less than five weeks, and prefer late promotions.
  • Early shoppers (52%): Begin shopping in or before October, less anxious about in-store shopping, and prioritize early deals and convenience.
  • Longer-duration shoppers (39%): Shop for nine weeks or more, support local businesses, and prioritize sustainability.

Supply Chain Challenges

• 75% of shoppers are concerned about stockouts, particularly in electronics, accessories, toys, and hobbies.
• 48% of consumers are at least somewhat concerned about shipping delays, and 89% of retail executives cite supply chain challenges as a key reason for ordering early.
• 64% of retail executives are worried about receiving inventory on time, and 40% expect a shift in shopping timing with the season starting one to two weeks earlier than in previous years.
• 43% of shoppers are likely to start shopping earlier this year due to potential shipping issues and stockout concerns.

Inflation Impact

• 68% of consumers expect higher prices this holiday season, with 50% blaming higher food costs for planned spending cuts.
• "Getting a great deal" is the top attribute for retailer selection, but higher prices and fewer promotions make deals harder to find.
• 53% of retail executives expect retail product prices to increase this holiday season.
• 57% of retail executives anticipate flat or lower promotional activity YoY.
• Higher MSRP prices due to increased raw material costs are expected to negate any promotions.

Key Insights

Consumer Sentiment

• High-income consumers are more likely to spend, with positive sentiment and confidence in the economy.
• Low-income consumers continue to struggle, with average holiday spend down over 20% YoY.
• 67% of consumers expect the economy to improve or remain the same in 2022.

Shopping Trends

• In-store shopping is regaining some ground as health and safety anxiety decreases.
• Online shopping remains dominant, with early shoppers prioritizing convenience and deals.
• Sustainability is becoming a more important factor, especially for longer-duration shoppers.
• Social media is increasingly used for shopping inspiration and product research.

Retailer Opportunities

• Early promotions and digital platforms can attract early shoppers who are planners and value convenience.
• Late shoppers may benefit from broad promotions and one-stop shopping.
• Longer-duration shoppers may be more receptive to sustainability-focused retailers and BOPIS options.

Conclusion

The holiday season is evolving, with digital shopping becoming a new normal and in-store shopping returning in part due to reduced health anxiety. While high-income consumers are driving spending, low-income groups remain disproportionately affected by inflation and supply chain issues. Retailers that adapt to these changes, embrace digital platforms, and address supply chain concerns are likely to perform well in the upcoming holiday season.