德勤-2019年假日购物零售报告28页_11mb

报告摘要

Deloitte 2019 Holiday Retail Survey Summary

Core Content

The Deloitte 2019 Holiday Retail Survey provides insights into consumer behavior and trends during the holiday season, emphasizing the importance of adapting to evolving preferences and technological advancements. The survey, conducted with a national sample of 4,410 consumers, highlights key areas such as consumer sentiment, shopping preferences, and the role of technology in shaping the retail experience.

Main Insights

1. Positive Consumer Sentiment with Emerging Concerns

Holiday spending per household is projected to be US$1,496, slightly down from US$1,536 in 2018, but still showing positive growth since the post-Great Recession recovery began.
Consumer confidence remains strong, but there are signals of uncertainty about the future economy, with less than 40% of consumers expecting the economy to improve in 2020.
High spenders (top 20%) will account for 60% of total holiday spend, indicating the importance of targeting this group.

2. Consumer Priorities: Products, Deals, and Convenience

Price is an important factor in purchasing decisions, with 75% of consumers citing it as significant.
Product quality and variety are also crucial, with 85% of consumers valuing great products and brands.
Convenience is becoming a key differentiator, especially with the rise of buy-online-pick-up-in-store (BOPIS), which 45% of consumers plan to use.

3. Preference for Free Shipping

85% of consumers prefer free shipping over fast shipping, with over 80% willing to wait three days or more for delivery.
BOPIS is gaining traction, with almost half of consumers planning to use it.

4. Experience Spending as a Leading Category

Experience spending (e.g., travel, dining, socializing) is rising, with 40% of total holiday spend allocated to this category.
High spenders allocate 31% of their budget to socializing away from home.
The top gifts remain clothing, gift cards, and toys, though the average number of gifts given has decreased over time.

5. Growth of Online Shopping

E-commerce sales are projected to grow 14-18% this holiday season, up from 11.2% in 2018.
Smartphone usage for holiday shopping is increasing, with 6% growth in usage compared to other devices.
Two-thirds of consumers plan to research online and buy in-store, indicating a blend of digital and physical shopping experiences.

6. High Spenders Beyond Income

High spenders come from higher-income households (65%), but also include middle-income (25%) and lower-income (10%) households.
They are more likely to use smartphones for shopping, with 62% planning to do so, compared to 45% of the general population.
They tend to spend more on clothing, gift cards, and books, and are more inclined to spend on experiences.

7. Smartphones as the Go-To Platform

Smartphones are becoming the primary platform for holiday shopping, with a 6% increase in usage over the past two years.
Technology continues to drive the shopping experience, with new gadgets and in-store innovations shaping consumer behavior.
5G may play a significant role in the future of mobile shopping.

8. Preferred Retail Formats

Online retailers and mass merchants are the most preferred formats for holiday shopping, with 65% and 55% of consumers planning to shop at them, respectively.
The supermarket/grocery store format is seeing a 10% increase, likely due to the rising trend of gifting food and liquor.
The toy store format has declined, but toys remain a top gift category, with online retailers and mass merchants stepping in to fill the gap.

9. Holiday Shopping Peaks in Early December

Holiday shopping is expected to peak in early December, influenced by the late Thanksgiving and shifted Black Friday and Cyber Monday dates.
Cyber Monday has become more significant than Black Friday, with Gen Z and millennials being the most reliant on Cyber Monday deals.
Pre-Thanksgiving shoppers plan to spend 25% more on average than those who start shopping later.

10. Online Retailers as Primary Inspiration Source

Online retailers are the number one source of inspiration for most shoppers, with 63% planning to browse them for ideas.
Social and print media are not as influential as they once were in product research.
In-store experiences remain valuable, especially for products that require tactile interaction.

Key Information

Consumer sentiment is positive but shows signs of economic uncertainty.
Online shopping is growing, with smartphones playing a crucial role.
Free shipping is preferred over fast shipping, with BOPIS gaining popularity.
Experience spending is increasing, especially among high spenders.
High spenders are a key target for retailers, with preferences including convenience, technology, and experiences.
Retail formats like online retailers and mass merchants are leading the holiday shopping trend.

Authors and Contributors

Rod Sides: Vice chairman and US leader | Retail, Wholesale & Distribution | Deloitte LLP
Stephen Rogers: Managing director | Deloitte Insights Consumer Industry Center | Deloitte Services LP
Bryan Furman: US sector specialist | Retail, Wholesale & Distribution | Deloitte Services LP
Nithya Swaminathan: Senior manager | Deloitte Insights Consumer Industry Center | Deloitte Services LP
Rama Krishna V Sangadi: Executive manager | Retail, Wholesale & Distribution | Deloitte Support Services India Pvt. Ltd.
Arun Tom: Manager | Retail, Wholesale & Distribution | Deloitte Support Services India Pvt. Ltd.

Acknowledgments

Contributions from: Anisha Sharma, Courtney Flaherty, Courtney Smith, Kim Chook, Michele Stoffel, and Nilesh Phillips.

About Deloitte Insights

Deloitte Insights provides thought leadership, research, and industry collaboration to help businesses and organizations navigate complex challenges.
It is an imprint of Deloitte Development LLC, and focuses on topics relevant to executives and government leaders.