德勤-2019年感恩节报告-2019.12-32页_807kb

报告摘要

Deloitte's 2019 Pre-Thanksgiving Pulse Survey Summary

Core Content Overview

Deloitte's 2019 pre-Thanksgiving pulse survey provides insights into consumer shopping behavior during the Thanksgiving period (Thanksgiving Thursday through Cyber Monday). The survey highlights key trends in shopping preferences, spending patterns, and generational differences.

Main Findings

Holiday Shopping Intentions

79% of respondents plan to do their holiday shopping during the Thanksgiving period.
The average household spend is expected to be $415.
87% of shoppers plan to shop in-store, and 94% plan to shop online.
91% of respondents plan to spend the same or more than they did two months ago, with 33% planning to spend more.

Shopping Start Times

39% of respondents had not started holiday shopping by the time of the survey (October 31 to November 5).
On Thanksgiving Day, 60% of in-store shoppers plan to visit stores by 6 p.m., but big spenders are likely to shop after 7 p.m..
50% of shoppers will hold back on shopping if their favorite retailers are closed on Thanksgiving Day.

Channel Preferences

Online shopping continues to garner more traffic than in-store during the Thanksgiving period.
Cyber Monday is expected to be the busiest online shopping day, accounting for over 40% of online spend.
Black Friday will be the busiest in-store shopping day, with 82% of shoppers being active on this day.

Shopping Categories

Clothing & accessories (69%) are the top category for Thanksgiving shopping.
Electronics & accessories (52%) and Toys & hobbies (51%) follow closely.
Food & beverage (43%) and Health & beauty (31%) are also popular.
Home & kitchen (30%) and travel/dining (24%) are other notable categories.

Retailer Preferences

Mass merchants are the most preferred retail venues, followed by online retailers.
Price, product availability, and convenience are key factors influencing shopper decisions.

Shoppers' Expectations

Better deals/ lower prices, better advertising, and product availability are the top priorities for improving the shopping experience across channels.
In-store shoppers prioritize ease of checkout, staffing, and organized store layout.
Online shoppers focus on website performance, better website experience, and free/fast delivery/return options.

Generational Insights

Spending by Generation

Millennials and Gen X are likely to spend the most during the Thanksgiving period.
Gen Z and Baby Boomers have lower average spending compared to these groups.

In-Store Shopping with Family/Friends

Younger generations are more likely to shop in-store with family or friends, turning shopping into a social event.
This trend is especially notable among Gen Z and Millennials.

Cyber Monday and Black Friday Highlights

Black Friday

In-store shoppers are expected to spend an average of $128.
78% of in-store shoppers plan to shop on Black Friday to take advantage of sales and deals.
46% enjoy shopping with family or friends, and 31% are excited about the day.

Cyber Monday

Online shoppers are expected to spend an average of $126.
77% of online shoppers plan to shop on Cyber Monday for the best deals.
46% believe Cyber Monday has the best online deals of the season.
44% prefer online shopping to avoid crowded retail stores.

Resale Trends

25% of holiday shoppers plan to gift resale products.
Clothing & accessories are the most sought-after items at resale retailers.
Younger generations are more open to gifting resale products.
While fewer shoppers are delighted about receiving resale products, the majority are forming opinions about this market.

Survey Methodology

The survey was conducted online by an independent research company from October 31 to November 5, 2019.
It polled a national sample of 1,200 adults (age 18+) aligned with the US Census for age and household income.
The survey has a margin of error of ±3 percentage points for the entire sample.

Key Takeaways

The Thanksgiving period is a peak shopping time with a high percentage of shoppers planning to spend the same or more.
Online shopping is growing in popularity, with Cyber Monday being the busiest online day.
Black Friday is the busiest in-store shopping day.
Clothing, electronics, and toys are the top categories for holiday shopping.
Social aspects and deals are key motivators for in-store shopping, while deals and convenience drive online shopping.
Resale shopping is gaining traction, especially among younger generations.
Experience and convenience are critical factors influencing shopper decisions across all channels.