2022-12-13-益普索-2022年假日购物_消费者焦虑但渴望庆祝_心情复杂_29页_4mb

2022 Holiday Shopping Summary

Core Content

The 2022 holiday shopping initiative, conducted by Ipsos with Ipsos.digital and Synthesio AI-enabled consumer intelligence, provides insights into consumer behavior, emotions, and trends across 12 global markets. The research highlights the mixed feelings consumers have toward the economy and the holiday season, emphasizing anxiety and anticipation as dominant emotions.

Main Trends and Insights

1. Mixed Emotions and Anxiety

• Anxiety is prevalent due to rising inflation and economic uncertainty.
• Excitement and holiday spirit remain strong, especially in Germany, the US, and the UK.
• 44% of respondents have started, are almost done, or have finished their holiday shopping by November 10th.
• 87% feel stressed about rising costs, with 55% feeling more stressed than last year.

2. Inflation Impact on Shopping Behavior

• 47% believe inflation will significantly impact their holiday shopping.
• 43% say inflation will affect their holiday celebrations.
• Many are making budget cuts and looking for deals and discounts to manage costs.

3. Shift in Purchase Factors

• Discounts have become the most important purchase factor this year, surpassing availability from 2021.
• Black Friday and similar promotional days are still significant, with 33% of shoppers planning to use them.
• Convergent commerce is becoming more common as consumers adjust to new shopping habits.

4. In-Store Shopping Resurgence

• 23% of shoppers plan to increase their in-store holiday shopping.
• In countries with higher holiday excitement, in-store shopping increases more significantly.
• Fashion and apparel items remain a top in-store purchase category, especially in Latin countries, the Philippines, and the UK.
• Beauty items are also popular in-store, with 32% of shoppers planning to buy them.

5. Gift Preferences

• Fashion and apparel (45%) and Beauty items (32%) are the top gift categories.
• Gift cards and money are also highly desired, though they are seen as polarizing.
• Electronics are a major category, but 30% of shoppers are concerned about affordability.
• Books show significant cultural variation, with France and Spain leading at 42% and 35% respectively.

6. Gift Card Dynamics

• Amazon dominates gift card-related conversations in the US, UK, and Australia.
• Apple, Walmart, and Target are also top brands mentioned for gift cards.
• Gift cards are seen as both a practical and impersonal choice, with some preferring them to avoid wasting money.

7. Gift Disposal Behavior

• 70% in the Philippines and 42% in Italy will keep unwanted gifts.
• 49% in Romania and 45% in Singapore may regret receiving unwanted gifts.
• 35% in Singapore and 28% in the UK may donate unwanted gifts.
• 25% in France and 22% in Germany are more likely to sell unwanted gifts.

8. Holiday Spirit and Social Engagement

• Despite economic concerns, 85% of consumers feel excited about holiday celebrations.
• 34% feel more excited than last year.
• Many consumers are still eager to celebrate, visit with loved ones, and engage in holiday activities.

Key Information

• Global markets included: Australia, Brazil, Chile, France, Germany, Italy, Philippines, Romania, Singapore, Spain, USA, UK.
• Quantitative survey involved 10,000 respondents, with 800 in each market.
• Social intelligence via Synthesio AI provides context and sentiment analysis on online conversations.
• Inflation is a major concern, with consumers looking for discounts, coupons, and promotional days to save money.
• Gift cards and money are rising in popularity as gift options, but some consumers feel they are impersonal.
• Fashion and apparel continue to be a top gift category, with 45% of shoppers planning to purchase them.
• Books show cultural differences, with higher interest in France and Spain.
• In-store shopping is still preferred for tactile and experiential purchases, though online shopping is growing in some regions.

Conclusion

Consumers are navigating a complex emotional landscape, balancing anxiety over rising costs with excitement for the holiday season. While many are making budget-conscious choices, the desire to celebrate and give gifts remains strong. The focus on discounts and promotional events like Black Friday continues to shape shopping behavior, and gift cards are becoming a more common choice, especially in the US, UK, and Australia. Brands and retailers are encouraged to enhance the holiday experience by offering value, better deals, and a blend of in-store and online shopping options.