2022-12-08-德勤-2022年假日零售调查报告_32页_1mb

2022 Deloitte Holiday Retail Survey Summary

Core Content

The 2022 Deloitte Holiday Retail Survey provides insights into how American consumers are navigating the holiday season amidst economic pressures, particularly inflation and supply chain disruptions. The survey highlights a shift in consumer priorities, with a focus on maintaining holiday traditions while adjusting spending habits. Despite financial challenges, holiday spirit remains strong, and consumers are finding ways to adapt their shopping behaviors to keep the season festive.

Main Findings

Consumer Spending Trends

• Overall Spending: Expected to remain flat at $1,455 per consumer, similar to 2021.
• Financial Situation: 37% of households report their financial situation is worse than last year, up from 22% in 2021.
• Price Expectations: 73% of consumers expect higher prices this year due to inflation, up from 68% in 2021.
• Gift Purchases: Consumers plan to buy 9 gifts (vs. 16 in 2021) and shift more of their budget to gift cards.
• Non-Gift Purchases: Consumers are reducing non-gift spending by 12% to prioritize gifts and experiences.
• Low-Income Shoppers: Regaining holiday cheer with a 25% increase in spending year over year, while high-income shoppers are cutting back by 7%.

Shopping Timing and Behavior

• Early Shopping: 38% plan to start shopping earlier than last year.
• Shopping Window: Consumers are expected to complete their shopping by the end of October, with 23% of the holiday budget likely spent by then.
• Shopping Duration: Expected to be 5.8 weeks, down from 6.4 weeks in 2021.
• Shopping Channels: Online shopping remains dominant with a 63% share, while in-store shopping rebounds to 35% from 28% in 2020.
• Preferred Retail Formats: Online retailers and mass merchants are the top choices, with 34% and 15% respectively.

Technology and Social Media

• Social Media Usage: 35% of shoppers plan to use social media for holiday shopping, up from 28% in 2021.
• Influencer Engagement: 30% of holiday shoppers follow influencers, indicating a growing trend in influencer-driven purchasing.
• Emerging Retail Tech: 35% of shoppers plan to use at least one emerging retail technology, up from 25% in 2021.

Gift Preferences and Sustainability

• Gift Cards: Becoming a go-to gift option, with 7% growth in spending.
• Sustainable Shopping: 14% more than average spending by sustainable shoppers, with 41% preferring retailers with sustainable practices.
• Resale Items: 32% of shoppers plan to buy resale items, up from 30% in 2021, driven by cost savings and environmental concerns.

Supply Chain and Delivery Expectations

• Stockout Expectations: 77% of consumers expect stockouts, up from 75% in 2021.
• Delivery Preferences: 85% prefer free shipping over fast shipping, with a strong demand for faster delivery options.
• Fast Delivery Expectations: 44% of shoppers expect delivery within 2 days, and 60% are willing to trade brands if their preferred brand is not in stock.

Key Insights

• Economic Impact: Inflation is a major factor influencing consumer behavior, with 73% expecting higher prices.
• Consumer Priorities: Consumers are shifting spending from non-essential items to gifts and experiences, reflecting a desire to maintain holiday traditions.
• Retailer Strategies: Retailers are adapting by starting promotions earlier and focusing on in-store and online experiences.
• Sustainability and Resale: A growing number of shoppers are embracing sustainable and resale options as cost-saving measures.
• Delivery Expectations: Shoppers are demanding faster and more reliable delivery services, with a notable preference for free shipping and same-day delivery.

Conclusion

Despite economic pressures, consumers are determined to keep the holiday spirit alive. Retailers who adapt to changing consumer priorities, enhance their online and in-store experiences, and offer sustainable and cost-effective options are likely to succeed in this season. The survey underscores the importance of agility, innovation, and customer-centric strategies for retailers to thrive during the 2022 holiday season.