埃森哲-2019年第13个年度假日购物调查（英文）-2019.11-22页_852kb

2019 Annual Holiday Shopping Survey Summary

Core Content

The 2019 Annual Holiday Shopping Survey, conducted by Coleman Parkes Research on behalf of Accenture, surveyed 500 consumers in 17 U.S. cities, including Los Angeles, San Francisco, Seattle, Austin, Dallas, Houston, Atlanta, Charlotte, Washington D.C., Boston, New York City, Philadelphia, Chicago, Columbus, Detroit, Minneapolis, and St. Louis. A separate national survey of 1,500 U.S. consumers was also conducted to provide broader insights. The survey aimed to understand consumer behavior, preferences, and concerns during the holiday shopping season.

Main Findings

1. Shoppers' 2019 Budgets

• Majority of U.S. shoppers plan to spend as much or more this year compared to 2018, despite a cautious outlook.
• 28% of shoppers expect to spend more than last year.
• 57% plan to spend the same amount as last year.
• 15% anticipate spending less than last year.

2. Consumers Still Love Stores

• Most shoppers plan to shop both in-store and online during the holiday season.
• While online shopping has become standard, physical stores are expected to remain a key component of the retail experience.
• Jill Standish, Senior Managing Director of Accenture’s Global Retail Practice, emphasizes that physical stores will still play an important role in the future of retail.

3. Sustainability Factoring into Shopping Decisions

• Over half of shoppers are willing to choose greener delivery options (e.g., slower shipping, in-store pickup) to reduce environmental impact.
• 100% of respondents are open to the idea of giving and receiving second-hand apparel as gifts.
• Sustainability is becoming a key factor in consumer decision-making, with 67% of shoppers indicating that it is extremely or very important for retailers to demonstrate environmental awareness.

4. Not Your Grandparents' Apparel Shopping

• Fashion rental is gaining popularity, especially among millennials.
• 28% of older millennials (ages 28-37) are likely or extremely likely to rent clothes for holiday parties.
• 24% of younger millennials (ages 21-27) are similarly inclined.
• This trend reflects a shift towards more sustainable and cost-effective shopping habits.

5. Physical and Online Security Concerns on the Rise

• Up to 30% of people in these cities have been victims of "porch pirates", i.e., package theft.
• Security concerns have increased significantly, with 100% of shoppers in 2019 expressing concern about the security of their personal information during online purchases.
• Actions taken to combat security issues include:
  • Using delivery tracking notifications and apps: 68%
  • Scheduling deliveries when someone is home: 47%
  • Buying online and picking up in-store: 33%
  • Not taking any particular action: 12%

Key Insights

• Consumer behavior is evolving with a focus on sustainability, cost-effectiveness, and responsibility.
• Online and in-store shopping are being used in tandem, indicating a hybrid shopping model is emerging.
• Security concerns, both for package delivery and personal information, are increasing, prompting actionable steps from shoppers.
• Millennials are leading the shift towards eco-friendly practices, including renting clothes and opting for second-hand gifts.
• The survey highlights the transition to a "responsible retail" era, where consumer values are influencing brand choices.

Conclusion

The 2019 Annual Holiday Shopping Survey reveals a dynamic shift in consumer behavior, with increased awareness of environmental impact, greater reliance on both online and in-store shopping, and heightened security concerns. These trends suggest that retailers must adapt to meet the evolving expectations of modern consumers, particularly millennials, who are driving the sustainability and responsibility movement.