德勤：2019感恩節消費者調查（英文版）(32頁).pdf

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1、2019 pre-Thanksgiving pulse survey November 2019 2 Deloittes 2019 pre-Thanksgiving pulse survey: Key findings As of survey fielding period (October 31November 5, 2019) Thanksgiving period (Thanksgiving ThursdayCyber Monday) trends 79% of respondents said they plan to do their holiday shopping over t

2、he Thanksgiving period Shoppers are expected to spend an average of $415 per household 87% of shoppers plan to shop in-store and 94% plan to shop online 91% of respondents said they planned to spend the same or more when compared to two months ago; with a third of them planning to spend more compare

3、d to two months ago When surveyed (between Oct 31 and Nov 5), 39% of respondents had not started holiday shopping Top shopping days during Thanksgiving period On Black Friday, 70% of consumers plan to shop in-store, and 54% plan to shop online. On Cyber Monday, 72% of consumers plan to shop online a

4、nd 36% plan to shop in-store On Thanksgiving day, those who plan to shop before 7 p.m. plan to spend an average of $115; however, late shoppers (those who are likely to start after 7 p.m.) plan to spend $154 Black Friday will be a busy day for shopping, with 82% of shoppers being active on this day

5、Nearly three-quarters (73%) plan to go online or into stores on Cyber Monday Cyber Monday is likely to be the busiest online shopping day and accounts for over 40% of online spend 3 Thanksgiving period is likely to be busy, with 79% of holiday shoppers planning to spend an average of $415 79% % of s

6、hoppers who will shop during the Thanksgiving period *Budget spent as of survey fielding period (October 31November 5, 2019) Question “Do you expect to do any shopping either online or in-store over the Thanksgiving periodincluding Thanksgiving Thursday, Nov 28, 2019, through the following Monday, D

7、ec 3, 2019?” (n=1,200) $415 Average Thanksgiving period (Thanksgiving ThursdayCyber Monday) spend 39% % of shoppers who have not yet started their holiday shopping* 4 * Question: “How do your overall holiday spending plans compare to just a month or two ago?” (n=1,200) * Multiselect question Questio

8、n: “On which of the following will you spend more than you planned you would a month or two ago?” (n=450) Over 90% of holiday shoppers expect to spend the same or more than they did a month or two ago*, with gifts leading the way Expect to spend more 38% Expect to spend the same 53% Expect to spend

9、less 9% How do your holiday spending plans compare to just a month or two ago?* (Among all Thanksgiving period shoppers) On what will shoppers spend more? (Among the 38% who plan to spend more) 80% 44% 41% 28% 24% 23% Gifts Gift cards/gift certificates Entertaining at home Socializing away from home

10、 Nongift clothing for yourself or family Home/holiday furnishings Top reasons for spending more* Things cost more this year (36%) Personal item needs to be updated (33%) More people to buy gifts for (28%) THANKSGIVING DAY THROUGH CYBER MONDAY: CHANNEL PREFERENCES 6 Online continues to garner more tr

11、affic than in-store during the Thanksgiving period 87% 91%91% 94% 84% 85% 89% 87% 2016201720182019 OnlineIn-store Thanksgiving period: Shopper participation (%) by channel (Among all Thanksgiving period shoppers) Question: “Which of the following channels will you use for shopping during the Thanksg

12、iving period (Thanksgiving Thursday through the following Monday)?” (n=947) 94% plan to shop online 87% plan to shop in-store 7 With share of spend, online continues to grow as in-store loses share 51% 51% 50% 53% 45% 46% 45% 43% 2016201720182019 OnlineIn-store Share of spend by channel: Online vs i

13、n-store (Among all Thanksgiving period shoppers) Online $234 (Avg. spend 2019) Other retail channels (e.g., catalog or direct mail promotion) not included in the chart (Share of spend = 4% in 2016; 3% in 2017; 5% in 2018; and 4% in 2019) Question(1): “Approximately how much do you plan to spend on s

14、hopping from Thanksgiving Thursday through the following Monday?” (n=947) Question(2): “Approximately what percentage of your spending during the Thanksgiving weekend is expected to be through the following shopping channels online, in-store, catalog/other?” (n=947) In-store $204 (Avg. spend 2019) 8

15、 $126 $128 $73 $51 $84 $99 $121 $63 $50 $139 Thanksgiving DayBlack FridaySaturdaySundayCyber Monday In-storeOnline Average spend by shopping day: In-store vs. online (Among all Thanksgiving period shoppers) Question(1): “On what days do you expect to shop in-store or online?” (n=947) Question(2): “O

16、ut of your plan to spend in-store or online during Thanksgiving period, how much do you plan to spend shopping in-store or online on following days (on nongrocery items)?” (n=947) Average online spend during Thanksgiving period is likely to peak on Cyber Monday Avg. spend by channel ($) 9 36% 32% 48

17、% 70% 26% 72% 29% 33% 54% 33% 94%plan to shop Thanksgiving Day Black Friday Saturday Sunday Cyber Monday In-storeOnline 87% plan to shop Question(1): “On what days do you expect to shop in-store?” (n=821) Question(2): “On what days do you expect to shop online?” (n=892) In-store traffic to peak on B

18、lack Friday; Cyber Monday will see maximum online activity (Among in-store Thanksgiving period shoppers) (Among online Thanksgiving period shoppers) THANKSGIVING DAY THROUGH CYBER MONDAY: SHOPPING PREFERENCES 11 Clothing, electronics, and toys are likely to top Thanksgiving shopping lists Popular Th

19、anksgiving categories (Among all Thanksgiving period shoppers) 69% Clothing GenZ n=62, Millennial n=265, GenX n=286, Baby Boomer n= 296, Senior n = 38) (ages 1822) (ages 2338)(ages 3954) (ages 5573)(ages 74 and above) 18 Younger shoppers likely to drive store traffic as they turn shopping into a soc

20、ializing event Respondents (%) who plan to shop in-store with family/friends (Among all Thanksgiving period shoppers) # Sample size less than 30 respondents Single-select question Question: “Do you expect to shop together with other family members or friends in-store over the Thanksgiving period?” (

21、n=947; GenZ n=62, Millennial n=265, GenX n=286, Baby Boomer n= 296, Senior n = 38) 82% 60% 49% 41% 50% 52% Gen ZMillennialsGen XBaby BoomersSeniorsOverall (ages 1822)(ages 2338)(ages 3954) (ages 5573) (ages 74 and above) SHOPPING ON THANKSGIVING DAY 20 About 60% of the Thanksgiving Day shoppers will

22、 hit stores by 6 p.m., but the big spenders are likely to shop after 7 p.m. 15% 27% 19% 31% 2% Before 3 p.m. 3 p.m. to 5 p.m. 6 p.m. 7 p.m. to 10 p.m. 11 p.m. or later # Avg. spend $115 # Sample size less than 30 respondents *In-store shoppers on Thanksgiving Day who are “Unsure” about start time (6

23、%) not shown in the graph Question: “What time do you expect to go to the store on Thanksgiving Day?” (n=215) 61% Thanksgiving Day: Traffic by start time* (Among in-store shoppers on Thanksgiving Day) $126 Avg. in-store spend on Thanksgiving Day 50%of the shoppers will hold back on shopping if their

24、 favorite retailers are closed on Thanksgiving Day 33% Avg. spend $154 21 Shoppers are drawn to stores on Thanksgiving Day by the social aspects Top reasons for shopping in-store on Thanksgiving Day (Among in-store shoppers on Thanksgiving Day) Enjoy shopping with family/friends or part of Thanksgiv

25、ing ritual 59% Do not want to miss the best deals 43% Retailers offer better deals on Thanksgiving Day than on Black Friday 39% After Thanksgiving celebration, its something/somewhere to do/go 27% Question: “Why will you be shopping in-store on Thanksgiving Day?” (n=215) SHOPPING ON BLACK FRIDAY 23

26、Shoppers are likely to spend an average of $128 in-store on Black Friday, with nearly two-thirds of consumers expecting to start shopping by 9 a.m. 10% 16% 13% 27% 21% Midnight 1 a.m. to 5 a.m. 6 a.m. 7 a.m. to 9 a.m. 10 a.m. or later Black Friday: In-store shopping by start time* (Among in-store sh

27、oppers on Black Friday) Question: “What time do you expect to go to the store on the Friday after Thanksgiving day (Black Friday)? (n=577) *In-store shoppers on Black Friday who are “Unsure” about start time (13%) not shown in the graph 66% Avg. spend $147 Avg. spend $99 21% $128 Avg. in-store spend

28、 on Black Friday 24 Deals and promotions remain a major driver of foot traffic to stores on Black Friday To take advantage of sales or best deals of the season 78% Enjoy shopping with family/friends or as part of Black Friday ritual 46% Overall excitement of the day 31% I prefer shopping in the stor

29、e rather than online 21% Question: “Why will you be shopping in-store on Black Friday?” (n=577) Top reasons for shopping in-store on Black Friday (Among in-store shoppers on Black Friday) SHOPPING ON CYBER MONDAY 26 Online traffic on Cyber Monday driven by shoppers quest for deals and promotions To

30、take advantage of sales or best deals of the season 77% Free shipping 44% Avoid crowded retail stores 37% Cyber Monday has best online deals of the season 46% Question: “Why will you be shopping in-store on Cyber Monday?” (n=638) Top reasons for shopping online on Cyber Monday (Among online shoppers

31、 on Cyber Monday) RESALE DURING HOLIDAY 28 About a quarter of holiday shoppers plan to gift resale products, mostly to those near and dear Recipients of resale gifting for holiday season (Among those planning to gift resale products) 68% 37% 28% 17% 11% Family Friends Self Work colleagues Others Yes

32、 27% No 73% Planning to gift resale products for holidays (Among all holiday shoppers) Reasons for buying resale Save money (50%) Afford a premium brand (24%) Being ethical (13%) Question: “Are you planning to gift a resale item(s) this holiday season?” (n=1,200) Resale data covers planned shopping

33、intentions Thanksgiving Day through January 1, 2020 29 Younger generations are more open to gifting resale products 61% 43% 25% 13% 9% 27% 39% 57% 75% 87% 91% 73% Gen ZMillennialsGen XBaby BoomersSeniorsOverall YesNo Planning to gift resale products for holidays (Among all holiday shoppers) (ages 18

34、22)(ages 2338)(ages 3954)(ages 5573)(ages 74 and above) Question: “Are you planning to gift a resale item(s) this holiday season?” (n=1,200) Resale data covers planned shopping intentions Thanksgiving Day through January 1, 2020 30 Clothing Consumer Products; Retail, Wholesale and Transportation, Ho

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