益普索：2022年假日购物报告_29页_4mb

2022 Holiday Shopping Summary

Core Content

This document provides an analysis of global holiday shopping trends and consumer behavior in 2022, highlighting the mixed emotions surrounding the holiday season due to economic concerns such as inflation, while also noting the continued enthusiasm for celebration and gift-giving.

Main Trends and Insights

Holiday Shopping Inititative – 2022 Wave

• Research Methodology: A quantitative survey conducted by Ipsos with 10,000 respondents across 12 global markets (Australia, Brazil, Chile, France, Germany, Italy, Philippines, Romania, Singapore, Spain, USA, UK), with 800 respondents per market.
• Survey Duration: 5 minutes per respondent (LOI).
• Field Date: November 10th.
• Focus Areas: Shopping wish lists, in-store vs. online shopping, holiday stress, and the impact of rising prices on celebrations.

Consumer Sentiment

• Mood: The 2022 holiday season is described as a mix of anxiety and anticipation.
• Shopping Start: On average, 44% of respondents have started, are almost done, or have finished their holiday shopping.
• Stress Levels: 87% of consumers feel stressed about rising costs, with 55% feeling more stressed than in 2021.
• Impact on Spending: 47% believe rising costs will significantly impact holiday shopping, and 43% say the same for celebrations.

Changes in Spending Habits

• Budget Cuts: On average, 29% of consumers plan to reduce their holiday shopping budget.
• Compromises: Despite economic challenges, many still plan to celebrate and buy gifts, with some making adjustments to their spending.
• Key Spending Cuts:
  • 34% will spend less on holiday decorations.
  • 31% will spend less on holiday food and beverages.
  • 30% will buy fewer presents per person.

Purchase Factors

• Discounts: "Discounts" is now the most important purchase factor, surpassing "availability" from 2021.
• Black Friday: 33% of respondents plan to shop on Black Friday or other promotional days.
• Convergent Commerce: Retailers are adapting to "convergent commerce," which combines online and in-store experiences.

Gift Preferences

• Top Gift Categories:
  • Fashion & Apparel: 45% of respondents
  • Beauty Items: 32%
  • Toys & Games: 35%
• Gift Cards & Money: These top gifts on wish lists, but are seen as polarizing.
  • Some consumers prefer them for their flexibility.
  • Others view them as impersonal or careless.

Regional Variations

• In-Store Shopping: In some countries (Italy, Spain, Chile, Brazil, Romania, Australia), in-store shopping is preferred, while in the UK and Germany, online shopping is the first choice.
• Books: The Books category shows significant cultural variation, with percentages ranging from 15% to 42% planning to buy books.
• Gift Disposal: If a gift is not liked or needed, consumers may:
  • Keep it: Majority in Philippines (70%), Romania (49%), Italy (42%), Chile (41%), Brazil (39%).
  • Donate it: Singapore (35%), UK (28%).
  • Sell it: France (25%), Germany (22%).

Online Conversations

• Social Intelligence via Synthesio: Online conversations reveal the emotional tone and key topics related to holiday shopping.
• Top Topics: "Inflation during the holiday season," "Rising costs of Thanksgiving dinner," and "Can't afford Christmas presents."
• Gift Card Mentions: Amazon dominates gift card conversations in the US, UK, and Australia, followed by Apple, Walmart, and Target.
• Emotion Analysis: Fear is strongly associated with conversations about electronics, indicating concerns over affordability.

Key Findings

• Despite economic anxiety, 85% of consumers feel excited about holiday celebrations.
• Inflation is the main concern, influencing both shopping behavior and gift selection.
• Gift cards are becoming a more common gift choice, especially as a way to save time and money.
• Fashion and apparel remain the top gift category globally, driven by both in-store and online shopping.
• Electronics is the most discussed retail category, with consumers relying on discounts and promotions to afford them.
• Books are a popular and thoughtful gift option, particularly in France and Spain.

Conclusion

The 2022 holiday shopping season reflects a mix of anxiety and anticipation, with consumers adapting their spending habits to inflation while still seeking ways to celebrate. Retailers and brands are encouraged to leverage discounts and promotions, especially during Black Friday, and to focus on in-store and online experiences that align with consumer preferences.