2019年假日购物零售报告（英文）-德勤-201911_28页_11mb

Deloitte 2019 Holiday Retail Survey Summary

Core Content

The Deloitte 2019 Holiday Retail Survey provides insights into consumer behavior and trends during the holiday shopping season. It highlights key areas such as consumer sentiment, spending preferences, online shopping growth, and the role of technology in shaping the retail experience. The survey was conducted from September 6-13, 2019, and included a national sample of 4,410 consumers, with a margin of error of ±1-2 percentage points.

Main Insights

• Consumer Sentiment and Spending:

  • Consumers plan to spend an average of $1,496 per household this holiday season, slightly down from 2018 but still showing a positive growth trajectory since the Great Recession.
  • Despite some uncertainty about the future economy, holiday spending is expected to remain the same or increase.
  • The top 20% of high spenders (those spending $2,101 or more) will account for 60% of total holiday spend.
  • High spenders are more likely to prioritize experiences over traditional gifts, with 31% of their holiday budget allocated to socializing away from home.

• Shopping Preferences:

  • Smartphones are becoming the go-to platform for holiday shopping, with 62% of high spenders planning to use them for shopping, compared to 45% of low spenders.
  • Online retailers and mass merchants are the most preferred formats for holiday shopping, with 65% of consumers planning to shop at online retailers and 58% using online search engines for research.
  • Free shipping is preferred over fast shipping by 85% of consumers, with over 80% willing to wait three days or more for delivery.
  • Buy-online-pick-up-in-store (BOPIS) is also gaining popularity, with almost half of consumers planning to use this option.

• Digital Shopping Trends:

  • E-commerce sales are projected to grow between 14-18%, surpassing the 11.2% growth in 2018.
  • Smartphone usage for holiday shopping is expected to increase by 6%, while usage of other devices remains flat.
  • The average spend online is $879, while in-store spending is $541.
  • Consumers are increasingly blending online and in-store experiences, with over two-thirds researching online and purchasing in-store, and more than half doing in-store research and buying online.

• Holiday Shopping Timing:

  • Holiday shopping is expected to peak in early December, with 70% of consumers planning to shop during this period.
  • Cyber Monday has surpassed Black Friday in importance across all generations, especially for Gen Z and millennials, who rely heavily on Cyber Monday deals to stretch their budgets.

• Data Privacy and Consumer Trust:

  • Data privacy remains a concern, but consumers are more open to sharing data if they receive value in return, such as better pricing or discounts.

• Gift Trends:

  • The top gifts remain clothing, gift cards, and toys.
  • The average number of gifts given has decreased from 21 in 2007 to 15.
  • Spouses and children are the top gift recipients.

Key Information

• High spenders are more likely to be from higher-income households, with 65% from households earning $100,000 or more.
• Smartphone use for holiday shopping has increased by 11% since 2017, indicating a shift in consumer behavior.
• Free shipping is preferred by 85% of consumers, and BOPIS is becoming a common practice.
• Cyber Monday is now the most important shopping event for Gen Z and millennials, with 65% and 61% respectively interested in its deals.
• In-store experiences remain important, especially for products that require physical inspection.
• Consumer confidence is positive, with 65% of consumers expecting to spend more than last year.

Conclusion

The 2019 holiday season presents both opportunities and challenges for retailers. While consumer sentiment is generally positive, there are signs of economic uncertainty. Retailers must focus on high spenders, online shopping experiences, and convenience to succeed. The role of smartphones and data privacy is also critical in shaping consumer behavior and trust. As the holiday season evolves, retailers should adapt to changing consumer preferences, technological advancements, and new shopping formats to remain competitive.