埃森哲-2019年假期购物报告（英文）22页_1006kb

2019 Annual Holiday Shopping Survey Summary

Core Content Overview

This document presents the findings of the 2019 Annual Holiday Shopping Survey conducted by Coleman Parkes Research on behalf of Accenture, focusing on consumer behavior, preferences, and concerns during the holiday shopping season.

Demographics

The survey was conducted in 17 cities in the U.S., including:

• Los Angeles
• San Francisco
• Seattle
• Austin
• Dallas
• Houston
• Atlanta
• Charlotte
• Washington D.C.
• Boston
• New York City
• Philadelphia
• Chicago
• Columbus
• Detroit
• Minneapolis
• St. Louis

A total of 500 consumers were surveyed in each city, with a national average based on a separate survey of 1,500 U.S. consumers. The respondents were evenly split by gender and represented the following age groups:

• 50% Female
• 49% Male
• 1% Non-binary
• 20% Generation Z (18-20)
• 20% Younger Millennials (21-27)
• 20% Older Millennials (28-37)
• 20% Generation X (38-54)
• 20% Baby Boomers (55+)

The survey was carried out in August and September 2019.

Main Points and Key Findings

1. Shoppers' 2019 Budgets

• Majority of U.S. shoppers plan to spend as much or more this year compared to 2018.
• However, there is a sign of caution in spending habits.

2. Consumers Still Love Stores

• Most shoppers plan to shop both in-store and online during the holiday season.
• While online shopping has become a standard, physical stores will continue to play an important role in the future of retail.

3. Sustainability Factors into Shoppers' Decisions

• Over 50% of shoppers are willing to choose greener delivery options, such as slower shipping or in-store pick-up, to reduce their environmental impact.
• 15% of shoppers were unaware of the environmental impact of fast delivery options.
• Many are open to giving non-wrapped gifts to reduce paper use.
• 85% of respondents said it is extremely or very important for retailers to demonstrate environmental awareness when deciding where to shop.

4. Not Your Grandparents' Apparel Shopping

• The fashion rental trend is extending to the holidays, with millennials being more likely to rent clothes for holiday parties.
• 40% of older millennials (ages 28-37) and 35% of younger millennials (ages 21-27) are likely or extremely likely to rent clothes.
• 100% of respondents are willing to give or receive second-hand apparel as gifts.

5. Physical and Online Security Concerns on the Rise

• Up to 30% of people in these cities have been victims of "porch pirates" (package theft).
• 70% of shoppers are concerned about package theft.
• 50% of concerned shoppers are using delivery tracking notifications and apps.
• 40% of concerned shoppers are scheduling deliveries when someone is home.
• 25% of concerned shoppers are buying online and picking up in-store.
• 5% of concerned shoppers are not taking any action to prevent package theft.

Key Takeaways

• Online shopping remains popular, but in-store shopping is still a significant part of the holiday shopping experience.
• Sustainability is becoming a more important factor in consumer decision-making, with a clear preference for greener options.
• Millennials are driving trends in sustainable fashion, including renting clothes and giving second-hand gifts.
• Security concerns around package theft are increasing, prompting consumers to adopt new shopping strategies to protect their purchases and personal information.