德勤-2019年感恩节报告32页_1mb

Deloitte's 2019 Pre-Thanksgiving Pulse Survey Summary

Core Content

Deloitte's 2019 pre-Thanksgiving pulse survey provides insights into consumer behavior during the Thanksgiving shopping period (Thanksgiving Thursday to Cyber Monday). The survey highlights the trends, preferences, and expectations of shoppers across different demographics and channels.

Key Findings

Overall Shopping Trends

• 79% of respondents plan to do their holiday shopping during the Thanksgiving period.
• The average household spend is expected to be $415.
• 87% of shoppers plan to shop in-store, and 94% plan to shop online.
• 91% of respondents expect to spend the same or more compared to two months ago, with 33% planning to spend more.
• 39% of respondents had not started their holiday shopping by the time of the survey (October 31 to November 5).

Shopping Preferences by Day

• Black Friday is the busiest shopping day in-store, with 82% of shoppers active.
• Cyber Monday is the busiest online shopping day, accounting for over 40% of online spend.
• Thanksgiving Day sees 60% of in-store shoppers arriving by 6 p.m., but big spenders are likely to shop after 7 p.m.
• On Thanksgiving Day, early shoppers spend an average of $115, while late shoppers spend $154.

Channel Preferences

• Online shopping continues to grow in popularity, with 72% of shoppers planning to shop online on Cyber Monday.
• In-store shopping is still preferred, with 70% of shoppers planning to shop in-store on Black Friday.
• Mass merchants are the most preferred retail venues, followed by online retailers.

Shopping Categories

• Clothing & accessories (69%) are the top category for Thanksgiving shopping.
• Electronics & accessories (52%) and Toys & hobbies (51%) follow closely.
• Food & beverage (43%) and Health & beauty (31%) are also popular.
• Home & kitchen (30%) and Travel/dining (24%) are less dominant but still significant.

Retailer Selection Factors

• Price, product availability, and convenience are key factors in retailer selection.
• In-store shoppers prioritize better deals, organized store layouts, and crowd management.
• Online shoppers focus on website performance, better website experience, and free or fast delivery.

Generational Insights

• Millennials and Gen X are the top spenders, with higher average spending compared to other generations.
• Younger generations are more likely to shop in-store with family and friends, making it a social event.
• Gen Z and Millennials are more open to gifting resale products, especially to family and friends.

Resale Shopping

• 25% of holiday shoppers plan to gift resale products.
• Clothing & accessories are the most sought-after items at resale retailers.
• While fewer shoppers are delighted about receiving resale products, majority are forming opinions on the market.

Survey Methodology

• The survey was conducted online by an independent research company between October 31 and November 5, 2019.
• It included a national sample of 1,200 adults (18+), aligned with the US Census for age and household income.
• The survey has a margin of error of ±3% for the entire sample.

Conclusion

The Thanksgiving shopping period is expected to be highly active, with a strong mix of in-store and online shopping. Millennials and Gen X are the primary drivers of spending, while younger generations are more inclined to use shopping as a social activity. Online shopping is growing, particularly on Cyber Monday, and resale products are becoming an increasingly accepted option, especially for clothing and accessories. Retailers must focus on deals, convenience, and customer experience to meet the evolving expectations of shoppers.