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 shopping season amid economic pressures, inflation, and supply chain disruptions. The survey highlights a shift in consumer behavior, with a focus on cost-saving strategies, earlier shopping timelines, and a growing interest in sustainable and resale options.

Main Findings

• Holiday Spirit Endures: Despite economic challenges, overall holiday spending is expected to remain flat at $1,455 per consumer, matching 2021 levels.
• Consumer Priorities Shift: Shoppers are reducing non-gift purchases by 12% to prioritize gifts and shared experiences. Gift cards and other are up by 7%, while gift purchases are down by 1%.
• Low-Income Consumers Regain Confidence: Low-income shoppers are spending 25% more than last year, driven by wage growth and a return to pre-pandemic spending levels. In contrast, high-income consumers are cutting back on non-gift purchases by 7%.
• Inflation Affects Spending Behavior: 73% of consumers expect higher prices this year due to inflation. This has led to a shorter shopping window, with 23% of holiday budgets likely to be spent by the end of October.
• Early Shopping Trends: 38% of shoppers plan to start shopping earlier than last year, reflecting a desire to avoid stockouts and manage rising costs.
• Online Shopping Dominates: Online shopping accounts for 63% of holiday spending, with no significant change from the previous two years. However, in-store shopping is rebounding, increasing from 28% in 2020 to 35% in 2022.
• Mobile and Social Media Usage: 56% of shoppers plan to use smartphones for holiday shopping, up from 54% in 2021. Social media usage is at a decade high, with 35% of shoppers planning to use it, and 30% following influencers.
• Resale and Sustainability: 32% of shoppers plan to buy resale items, and 41% of holiday shoppers are willing to pay more for sustainable products. Sustainable shoppers spend 14% more than the average.
• Delivery Expectations: Shoppers are increasingly expecting faster delivery, with 49% planning to shop on key event days like Black Friday and Cyber Monday. 85% prefer free shipping over fast shipping, but 15% prefer the opposite.
• Consumer Loyalty in Question: 60% of shoppers are willing to switch brands if their preferred brand is not in stock, and 65% would switch if prices are too high. 44% are likely to shop at online retailers for same-day delivery, while 34% may choose another retail store.

Key Insights

Spending Trends

• Overall Spending: Flat year over year at $1,455 per consumer.
• Non-Gift Purchases: Reduced by 12% due to inflation.
• Gifts and Experiences: Increased by 1% and 7%, respectively.
• Income Groups:
  • Lower-income shoppers: Spending increases by 25%.
  • Middle-income shoppers: Spending up by 3%.
  • Higher-income shoppers: Spending cuts by 7% on non-gift items.

Shopping Behavior

• Shopping Window: Shortened to 5.8 weeks from 6.4 weeks in 2021.
• Early Shopping: 23% of holiday budgets will be spent by the end of October.
• Preferred Retail Formats:
  • Online-only retailers: 34%
  • Mass merchants: 15%
  • Department stores: 5%
  • Local independent stores: 5%
  • Warehouse clubs: 5%
  • Off-price stores: 4%

Supply Chain and Inventory

• Stockout Expectations: 77% of shoppers expect stockouts, but retailers are confident in full inventory and on-time delivery.
• Consumer Perception vs. Retailer Confidence: While consumers are worried, retailers are optimistic about inventory availability and delivery timelines.

Retailer Expectations

• Promotion Timing: 66% of retailers expect online traffic to grow by at least single digits, and 73% expect in-store traffic to do the same.
• Price Expectations: 43% of retailers expect single-digit price increases, while 20% expect double-digit increases.
• Consumer Loyalty: Retailers anticipate that lower prices and better availability will attract shoppers away from their usual brands and retailers.

Conclusion

Despite inflation and economic pressures, consumers remain committed to celebrating the holidays. They are adapting their spending habits by prioritizing gifts and shared experiences, reducing non-essential purchases, and turning to online platforms and social media for guidance. Retailers are encouraged to anticipate earlier shopping trends, optimize delivery options, and embrace sustainable and resale offerings to meet evolving consumer needs.