2023年假日零售调查报告（英）-29页_2mb

2023 Deloitte Holiday Retail Survey Summary

Overview

The 2023 Deloitte holiday retail survey provides insights into consumer behavior and trends during the holiday season, showing a return to pre-pandemic levels in spending and participation, despite economic challenges like inflation and recession concerns. Average expected holiday spending reached $1,652, surpassing pre-pandemic figures for the first time since the pandemic began, with a modest 2.5% compounded annual growth rate (CAGR) since 2019. Consumer confidence is rising, particularly in middle and high-income groups, but inflation and student loan repayments are influencing budget adjustments.

Key Findings

• Spending Trends: Total average spending on gifts, nongifts, and experiences increased by 14% year-over-year to $1,652. Participation in holiday shopping reached 95%, up from 92% in 2022, indicating a rebound after pandemic lows. Higher-income groups ($200K+) show increased spending (+22% YoY), while middle-income groups ($50K-$99K) also saw a rise (+26% YoY).
• Inflation and Price Expectations: 74% of consumers expect higher prices year-over-year, leading to strategies like buying fewer gifts (average eight gifts, down from nine in 2022) and increased use of gift cards ($300 average, up from $217 in 2022). Consumers are budgeting more carefully to manage costs.
• Gift-Giving and Self-Gifting: Self-gifting is popular, with 75% of consumers planning to buy gifts for themselves, but this is tempered by budget constraints. Preferences shifted toward experiences and nongift items like clothing, home furnishings, and decorations.
• Promotional Events: Retailers see high engagement with events like Black Friday-Cyber Monday (BFCM), with 66% of shoppers intending to shop during this week, up from 49% in 2022. Early shopping is increasing, and participation is concentrated in late November, with an average shopping duration of 5.8 weeks.
• Channel and Format Preferences: In-store shopping is returning to 2019 levels, with 37% of budgets allocated to physical stores. Online shopping remains dominant, with a focus on buy-online, pick-up-in-store (BOPIS), and low purchase thresholds for free shipping. Sustainability and AI trust are emerging factors, with younger consumers driving demand for eco-friendly products.
• Retail Strategies: Retailers should focus on value-driven promotions for inflation-wary customers, targeting high spenders (top 20% of shoppers responsible for 68% of spending), and leveraging digital and physical integration to capture market share.

Consumer Behavior Details

• Budget Adjustments: 95% of consumers plan to shop, but only 63% expect to stay within a fixed budget. Students (17% repaying loans) may cut back on spending.
• Channel Shifts: Online-only retailers and mass merchants are preferred by consumers for maximum spending. Social media usage for shopping is moderate, with a focus on research.
• Future Trends: Spending is balancing budgets, with an emphasis on quality and sustainable products. Trust in AI for responsible use is low, though some retailers pilot new AI tools.

Summary highlights the resilience of holiday spending amid economic headwinds, with retailers needing to adapt to changing consumer priorities and timing.