假日购物零售报告（范文推荐）

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　Contents

　Introduction 3 Short-term consumer sentiment is positive, 4 but headwinds are forming Shoppers want great products, good deals, 6 and more convenience Consumers want their holiday gifts delivered for free 8 The experience of celebrating the season with others is 10 the leading type of holiday spend Online shopping is looking even stronger this holiday season 12 There’s more to holiday high spenders than income alone 14 Smartphones are becoming the go-to platform for 16 holiday shopping Online retailers and mass merchants are the most preferred 18 formats for holiday shopping Holiday shopping is expected to peak in early December 20 this year Online retailers are the No. 1 source of inspiration 22 for most shoppers It’s time to jingle all the way 24

　2

　Deloitte 2019 holiday retail survey

　3

　RIntroduction

　Top 10 insights

　ETAIL IS LOOKING to enjoy another cheerful holiday season. Deloitte’s annual holiday economic forecast estimates that holiday retail sales will increase 4.5–5 percent this year. E-commerce holiday sales are projected to grow 14–18 percent over 2018.

　Our 34th annual holiday retail survey findings corroborate this forecast: Consumers seem bullish about the economy this year and their household financial situation, as reflected in their spending plans for the coming holiday season. And consumers again plan to shop online as their preferred holiday channel, with online purchases expected to account for 59 percent of consumer holiday spending.

　Consumers want to keep the good times rolling. In this year’s survey, we explore consumer sentiment and planned shopping behaviors to understand what consumers seek in this holiday shopping season. The 20 percent in the high-spender category (those spending US$2,101 or more) will account for 60 percent of the total holiday spend, and is especially keen on experiences. In order to win the holidays this year, high spenders should be a priority for retailers—especially those offering experiences.

　From a digital shopping perspective, smartphone use for purchases is rising while other digital devices remain constant. This is the season, then, for retailers to continue to innovate with individual store apps, creating seamless experiences from online to in-store.

　Data privacy remains a concern, but our study results show that consumers are more open to sharing data if retailers provide them with data access and control. This willingness to share increases when offered better pricing or discounts.

　In order to win the holidays this year, high spenders should be a priority for retailers—especially those offering experiences.

　What follows is a summary of our findings. We hope these insights will help guide retailers to capitalize on a cheerful holiday season and build deeper relationships with consumers to keep the momentum going well into the new year.

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　1

　Deloitte 2019 holiday retail survey

　Short-term consumer sentiment is positive, but headwinds are forming

　4

　C

　 ONSUMERS PLAN TO spend US$1,496 per household this year. While this is a slight drop from 2018 (US$1,536), there is a positive growth trajectory since the post-Great Recession recovery began. Since 2012, projected consumer holiday spend has grown at a 5.4 percent compound annual growth rate, slightly outpacing overall retail sales of just over 4 percent during this same period.

　Consumer confidence and their personal financial situation are important determinants heading into the holiday season. While consumers are still Top 10 insights

　 expecting to spend, there are signals of uncertainty. For the first

　time since 2012, fewer than 40 percent of consumers expect the economy to improve in 2020. This is a 13 percent drop from 2018.

　One in five consumers—the same as the last two years—say they plan to spend less this year. They cite a number of reasons, leading with the need to save more. Only 7 percent of all respondents cite general concern about the economy as a reason.

　Despite potential future headwinds, the holiday season should be cheerful. FIGURE 1 Shopper sentiment

　Holiday spend to be the same or more than last year Household fi nances better than last year

　Holiday spending is projected to be the same as last year despite

　a weaker outlook for future household fi nances.

　 51%

　 62%

　 58% 63% 71% 70%

　75% 74% 78%

　78%

　 43%

　78%

　 41%

　15% 24% 21%

　28% 29% 31% 33% 36% 37%

　2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

　 Note: Figure indicates percentage of US holiday shoppers, n=4,140. Source: Deloitte 2019 Holiday Retail Survey.

　FIGURE 2 Economic outlook for the upcoming year

　Improve signif i cantly/modestly Remain the same Weaken signif i cantly/modestly

　 18%

　2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

　Fewer than 40 percent of consumers expect the economy to improve in 2020.

　 Note: Figure indicates percentage of US holiday shoppers, n=4,140. Source: Deloitte 2019 Holiday Retail Survey.

　 5

　54% 28% 34% 22% 44% 47% 26% 27% 41% 33% 26% 45% 33% 22% 42% 33% 25% 43% 32% 25% 46% 29% 25% 50% 24% 26% 33% 30% 37% 39% 37% 24%

　2

　Deloitte 2019 holiday retail survey

　 Shoppers want great products, good deals, and more convenience

　6

　TTop 10 insights

　 Finding the perfect item—and getting a great deal on that item—is always on shoppers’ minds, and this holiday season is no different.

　 HREE-QUARTERS OF CONSUMERS call price an important factor in their purchasing decisions—something that retailers should keep in mind when rolling out holiday deals and promotions.

　But price isn’t everything: Consumers continue to focus on retailers’ product quality and variety. In fact, having great products and brands scored highest among all consumers (85 percent) when asked about their key preferences. With ever more consumer choices of where and how to shop, maintaining quality stock should be high on retailers’ “shopping list.”

　Great deals and assortment will likely always be key drivers. As competition increases in those areas—particularly from online merchants— consumers may be shifting to convenience aspects in choosing where to shop, meaning that convenience is growing as a potential differentiating factor.

　FIGURE 3 Products, deals, and convenience are top of mind for consumers

　Note: Figure indicates percentage of US holiday shoppers, n=4,140. Source: Deloitte 2019 Holiday Retail Survey.

　7

　PRODUCT 76%

　PRICE 75%CONVENIENCE 64%

　3

　Deloitte 2019 holiday retail survey

　 Consumers want their holiday gifts delivered for free

　8

　I

　 NCREASINGLY, CONSUMERS WANT their holiday shipping to be fast and/or free, and options have grown, with many retailers offering fast or free shipping—or the alternative of buying online and picking up at the store. Consumers have made their choice: Fully 85 percent prefer free shipping over fast shipping.

　This has stayed consistent over the last three to five years. Among those shoppers who prefer free shipping, over 80 percent are willing to wait three Top 10 insights

　days or more for order delivery. And almost half of consumers plan to use the buy-online-pick-up-in- store option this holiday season.

　Retailers understand that convenience enhances the customer experience and can be a key differentiator. This last-mile supply chain, or how the product is delivered to consumers, has become another key battleground. In early communications and advertising for the 2018 and 2019 holiday seasons, delivery and fulfillment

　communications are moving to the forefront.

　Apart from last-minute gift purchases, consumers have clearly shown that free over fast for the holidays is their preferential delivery option.

　FIGURE 4 Free vs. fast shipping: Timeframe shoppers are willing to wait for

　Free shipping ^

　Fast shipping *

　 40%

　27% 41%

　18% 9%

　1% 3%

　 15%

　21%

　 10%

　 13%

　2%

　 Same-day Next-day 2 days 3–4 days 5–7 days 1–2 weeks

　67% of shoppers who opt for

　fast shipping want delivery in

　less than 2 days

　68% of shoppers who opt

　for free shipping are willing to wait 3–7 days

　 ^ Share of shoppers opting for “free shipping”: 85% of national sample * Share of shoppers opting for “fast shipping”: 15% of national sample Note: Figure indicates percentage of US holiday shoppers, n=4,140. Source: Deloitte 2019 Holiday Retail Survey.

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　4

　Deloitte 2019 holiday retail survey

　 The experience of celebrating the season with others is the leading type of holiday spend

　10

　W

　HILE THERE IS a relatively even split in the high-level categories of where people are looking to spend, there is more than meets the eye with this one.

　item people report buying for themselves is food and drink—it is a festive season, after all.

　Travel and entertainment experiences are a key aspect of holiday intent and spend. Consumers Top 10 insights Over the last five years, we have seen a modest increase in “experience” spending, growing from 38 percent to 40 percent of total spend.

　While people are still planning to give, they also intend to travel, dine out, and spend more time socializing this season. Perhaps that is why the top planning on “socializing” through travel, staying at hotels, or dining in restaurants account for over a quarter of holiday spending. In fact, two-thirds of holiday shoppers plan on socializing away from home, spending an average of US$391.

　As we have seen in past years, the top gifts remain clothing, gift cards or certificates, and toys. However, the average number of gifts given has fallen to 15 from a peak of 21 in 2007. With spouses and children as the top gift recipients, it should still be a cheerful holiday season.

　FIGURE 5 Categories of spend

　Experiences *

　 40%

　$596

　 26%

　$389

　Gifts ^

　34%

　 $511

　 ^ Gifts include gift cards/gift certif i cates Nongifts

　* Experiences include socializing away from home/entertaining at home Note: Figure indicates percentage of US holiday budget, 100 percent = US$1,496. All dollar amounts are in US dollars. Source: Deloitte 2019 Holiday Retail Surv...

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