2018年-普华永道全球_2018_Holiday_Outlook_PwC_32页_2mb

2018 Holiday Outlook Summary

Core Content

The 2018 Holiday Outlook report from PwC provides insights into consumer behavior during the holiday season, highlighting trends in spending, shopping habits, and preferences across different demographic groups. It emphasizes the role of brand trust, technology, and social influences in shaping consumer choices.

Main Points

• Economic Growth and Consumer Sentiment: The US economy is experiencing its longest expansion on record, with 2018 expected to see the strongest growth since 2005. Consumer sentiment is positive, with 84% of consumers planning to spend the same or more this holiday season compared to last year.

• Average Spending: Consumers plan to spend an average of $1,250 this holiday season, up 5% from 2017. This includes gifts, travel, and entertainment.

• Millennial Dads as Top Spenders: Millennials with children (millennial dads) are the biggest spenders, with 61% planning to spend more than they did in 2017, compared to 31% of all other shoppers.

• High-Earning Millennials: High-earning millennials (aged 23-36 with $70K+ income) are more likely to spend on average $2,021 this holiday, more than double that of their lower-income peers. They are also more likely to use smart payment methods and are loyal to Amazon Prime.

• Streetwear Culture: Streetwear is a significant trend, valued at over $100 billion. Gen Z (17-22) is the most avid consumer of streetwear, with 73% wearing it some or all of the time. Millennials follow closely at 71%. Streetwear appeals to younger consumers for its cultural significance and personal connection.

• Hispanic Parents: Hispanic parents are true omnichannel shoppers, spending an average of $1,495 this holiday season, which is 20% more than the overall average. They are more likely to shop in stores, use smartphones and smart payment, and enjoy hosting family gatherings and movies.

• Gen Z Consumers: Gen Z (17-22) is more tech-savvy and socially connected, with a strong presence on social media. They are more likely to use "buy" buttons and shoppable photos for online shopping. They also show a higher interest in social experiences, both online and in real life.

• Shopping Preferences: Consumers prefer a stress-free, efficient shopping experience with a focus on convenience and speed. They are more likely to shop in stores and online, with 75% shopping both, and spend more on average when combining both channels.

• Smart Payment Trends: Smart payment methods are becoming more common, with 24% using smartphone payments and 16% using wearables. High-earning millennials are more likely to use these methods, with 50% using smartphones and 41% using wearables.

• Brand Trust and Loyalty: Brand trust is a key factor in consumer decision-making, with 70% of consumers citing it as influential. Amazon Prime members are more likely to use smart payment methods and are more open to new shopping experiences.

Key Information

• Demographics:

  • Gen Z (17-22): 73% wear streetwear, 50% shop via smartphone.
  • Millennials (23-36): 71% wear streetwear, 50% use smartphone payments, 42% are Prime members.
  • Hispanic parents: 61% wear streetwear, 21% use smartphone shopping, 57% prefer in-store shopping.

• Spending Trends:

  • 84% of consumers plan to spend the same or more.
  • High-earning millennials spend more than double the average.
  • Gen Z is more likely to spend more than other demographics.

• Shopping Behavior:

  • 91% of consumers will shop in stores, 84% online.
  • 75% will shop both, spending more on average.
  • 39% use "buy" buttons, 25% click on shoppable photos.

• Payment Methods:

  • 75% of consumers use credit cards.
  • 24% use smartphone payments, 16% use wearables.
  • High-earning millennials are more likely to use smart payment methods.

• Consumer Priorities:

  • Consumers prioritize brand trust, convenience, and speed over price.
  • They are more likely to spend on friends and family than on themselves.
  • Women are more likely to spend less on themselves than men.

Conclusion

The 2018 holiday season is expected to be one of robust consumer spending, driven by a strong economy, low unemployment, and positive sentiment. Millennials, particularly those with higher incomes, are the most active spenders, favoring tech-savvy shopping and smart payment methods. Gen Z and Hispanic parents are also key demographics with distinct preferences, especially in streetwear and omnichannel shopping. Overall, the report underscores the importance of adapting to changing consumer behaviors and leveraging technology and brand trust to enhance the shopping experience.