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1、Copyright 2024 Deloitte Development LLC.All rights reserved.2024 Deloitte Black Friday-Cyber Monday survey.2024 Deloitte Black Friday-Cyber Monday(BFCM)survey2024 Deloitte Black Friday-Cyber Monday(BFCM)surveyA desire for dealsCopyright 2024 Deloitte Development LLC.All rights reserved.2024 Deloitte

2、 Black Friday-Cyber Monday survey.Table ofcontentsTable ofcontents3 3Authors4 4BFCM breakdown5 5Cheat sheet6 6Spending trends1919Survey methodologyCopyright 2024 Deloitte Development LLC.All rights reserved.2024 Deloitte Black Friday-Cyber Monday survey.AuthorsBrian McCarthyPrincipal Retail,Wholesal

3、e&Distribution and Consumer Products Deloitte Consulting LLP Stephen RogersExecutive directorConsumer Industry CenterDeloitte Services LPLupine SkellyRetail research leaderRetail,Wholesale&Distribution Consumer Industry Center Deloitte Services LPKusum Manoj RaimalaniRetail,Wholesale&DistributionCon

4、sumer Industry CCopyright 2024 Deloitte Development LLC.All rights reserved.2024 Deloitte Black Friday-Cyber Monday survey.BFCM breakdownBFCM breakdownDemand for deals drives BFCM spending upDemand for deals drives BFCM spending upSeeking ways to get the most bang for their holiday buck,80%of those

5、surveyed plan to shop during Black Friday-Cyber Monday(BFCM)similar to 2023but spending is set to reach a new high of$650(+15%versus 2023).Seeking value onlineSeeking value onlineBFCM has evolved into an omni-channel event,but the growth is coming from e-commerce with 69%of respondents planning to s

6、hop at online-only retailers(versus 57%in 2023).In addition,consumers expect to increase their online spending by 15%YoY.Capitalizing on discounted giftsCapitalizing on discounted giftsConsumers surveyed plan to spend in four categories this year versus three in 2023 and are seeking out apparel and

7、accessories(77%),electronics(57%),and toys(54%)as top gifts.In addition,48%plan to take advantage of bargains to self-gift.Copyright 2024 Deloitte Development LLC.All rights reserved.2024 Deloitte Black Friday-Cyber Monday survey.Cheat sheetCheat sheetBFCM spending risesBFCM spending risesShoppers s

8、urveyed plan to spend a record$650(+15%year over year YoY)during the upcoming BFCM week.Overall BFCM participation holds steady YoY,as eight in 10 plan to shop during the BFCM week.The$200K income group(+20%YoY)and$50K and below group(+22%YoY)plan to increase their spending the most.Gen Z and millen

9、nial shoppers are largely responsible for a BFCM compounded annual growth rate(CAGR)of 13.2%since 2021.62%of respondents plan to stretch their BFCM budgets through credit cards or“buy now pay later”(BNPL)offers.Channel and format preferencesChannel and format preferencesOnline-only merchants take ov

10、er as the most preferred retail format for BFCM(69%versus 54%in 2023);mass merchants come in second at 55%.Black Friday in-store and online participation planned is at parity as interest for in-person doorbusters fades.Black Friday spending online is expected to continue to grow as shoppers plan to

11、spend$195 online this Black Friday versus$169 in 2023.Gifting trendsGifting trendsConsumers surveyed plan to purchase gifts in four categories versus three in 2023.Apparel and accessories(77%),electronics(57%),and toys(54%)continue to be top sought-after BFCM items.48%of respondents plan to buy gift

12、s for themselves during BFCM with an average planned spend of$280.Gen Z(69%)and millennials(64%)plan to self-gift at higher rates.Value-seeking behaviorValue-seeking behavior45%of respondents said they have already experienced higher prices on holiday goods.32%of those surveyed noted retailers seem

13、to be discounting less this holiday season.58%have already put items in their cart in anticipation of BFCM discounts.Over a third of respondents(37%)only plan to purchase during BFCM if items are at least 50%off.34%said they will likely make a purchase while at work.Copyright 2024 Deloitte Developme

14、nt LLC.All rights reserved.2024 Deloitte Black Friday-Cyber Monday survey.Spending trendsSpending trendsCopyright 2024 Deloitte Development LLC.All rights reserved.2024 Deloitte Black Friday-Cyber Monday survey.The BFCM period spending is likely to hit a new high The BFCM period spending is likely t

15、o hit a new high Surveyed consumers are looking to spend big during the promotional week to get the most bang for their holiday buckAverage expected BFCM spend120192024 CAGR 9.4%$415$401$448$500$567$650-3%YoY+12%YoY+12%YoY+13%YoY+15%YoY201920202021202220232024Reasons for uptick in BFCM spend56%56%of

16、 consumers holiday budgets are likely to be spent during the BFCM period,1 versus 47%in 2023 and 48%in 201945%45%have experienced higher prices for holiday gifts this season2The$200K+$200K+income group plans to increase spending by 20%YoY20%YoY1Notes:(1)These are Deloitte calculations based on annua

17、l consumer survey projections;(n=1,200).Average expected BFCM spend includes spending on gifts(for others and self)during the Black Friday-Cyber Monday shopping period.BFCM stands for Black Friday-Cyber Monday(BFCM)shopping period which begins on Thanksgiving Thursday(November 28)and ends on Cyber M

18、onday(December 2).CAGR stands for compound annual growth rate.All currency values are in US dollars.Question:(2)“Considering the holiday gifts that you have already purchased,how have prices been this holiday season compar ed to last years(2023)holiday season?In my experience,prices(after discounts

19、and promotions)are”Percentage who selected somewhat higher/significantly higher(n=843).Copyright 2024 Deloitte Development LLC.All rights reserved.2024 Deloitte Black Friday-Cyber Monday survey.$345$551$735$1,046$422$571$786$1,257 Less than$50K$50K to$99K$100K to$199K$200K+$77+22%+$20+4%+$53+7%+$211

20、+20%20242023 and all income groups are planning to allocate more funds for BFCM spending and all income groups are planning to allocate more funds for BFCM spendingRespondents with a household income of less than$50K and over$200K plan to spend significantly more than the other income groupsWeakness

21、 in the$50K to$99K income group was observed in both Deloittes annual back-to-school and holiday surveys earlier this year.2Average expected BFCM spend of those surveyed,by household income1Notes:(1)These are Deloitte calculations based on annual consumer survey projections;n=1,200.Average expected

22、BFCM spend includes spending on gifts(for others and self)during the Black Friday-Cyber Monday shopping period.(2)This is based on 2024 Deloitte holiday retail survey and 2024 Deloitte back-to-school survey.Copyright 2024 Deloitte Development LLC.All rights reserved.2024 Deloitte Black Friday-Cyber

23、Monday survey.BFCM spend has accelerated since 2021 as inflation took hold BFCM spend has accelerated since 2021 as inflation took hold Younger generations are likely to drive the expected growth in spendingAverage expected BFCM spend$415$448$650 2019202120242019-2021 CAGR 3.9%2021-2024 CAGR 13.2%$3

24、13$480$506$386$607$749$702$487 Gen ZMillennialsGen XBaby boomersCAGR25%CAGR16%CAGR12%CAGR8%Average expected BFCM spend,by generation20242021Notes:These are Deloitte calculations based on annual consumer survey projections;n=1,200.Average expected BFCM spend includes spending on gifts(for others and

25、self)during the Black Friday-Cyber Monday shopping period.CAGR stands for compound annual growth rate.All currency values are in US dollars.Our classification of generations is as follows:Gen Z(18 to 27 years),millennials(28 to 43 years),Gen X(44 to 59 years),and baby boomers(60 to 78 years),seniors

26、(79+years).Copyright 2024 Deloitte Development LLC.All rights reserved.2024 Deloitte Black Friday-Cyber Monday survey.Respondents are looking for bargains to offset higher pricesRespondents are looking for bargains to offset higher prices45%45%experienced higher prices on gifts purchased so far comp

27、ared with last year132%32%say retailers are discounting less this holiday season2Those surveyed are showing a desire for deals,priming their carts and waiting for discounts58%37%34%Have already put items in their cart to purchase during BFCMWill only purchase items during BFCM that are at least 50%o

28、ff Will likely make a BFCM purchase while at workDesire for deals 354%of the$200K+group plan to purchase while at work.3Questions:(1)“Considering the holiday gifts that you have already purchased,how have prices been this holiday season compared to last years(2023)holiday season?,In my experience,pr

29、ices(after discounts and promotions)are”Percentage who selected somewhat higher/significantly higher;(n=843);(2)“Considering the holiday gifts that you have already purchased“on sale,”on promotion or with a coupon,which of the below statements best reflects your experience this year compared to last

30、 holiday season?”(n=607);(3)“To what extent do you agree or disagree with the following statements?”Percentage who agree/strongly agree(n=1,200).Copyright 2024 Deloitte Development LLC.All rights reserved.2024 Deloitte Black Friday-Cyber Monday survey.Many surveyed look tofinancing methods to stretc

31、h BFCM budgets Many surveyed look tofinancing methods to stretch BFCM budgets 62%62%plan to use financing methods to stretch their BFCM budgets1By generation:60%60%Gen Z72%72%Millennials58%58%Gen X55%55%Baby boomers35%24%53%29%Credit cardsBNPL servicesYounger generations are more likely to rely on c

32、redit cards or“buy now pay later”(BNPL)offers to make their BFCM budgets go furtherMethods used to stretch BFCM budgets2BNPL usage is highest among Gen Z(42%).20242023Respondents using financing to stretch BFCM budgetsare less likely to stick to their budgets135%of respondents using financing method

33、s plan to spend more than they budgeted in September,versus 19%of othersCredit card usage is highest among millennials(72%).Note:(1)These are Deloitte calculations based on annual consumer survey projections(n=940).Question:(2)“To what extent do you agree or disagree with the following statements?”P

34、ercentage who agree/strongly agree(n=940).Copyright 2024 Deloitte Development LLC.All rights reserved.2024 Deloitte Black Friday-Cyber Monday survey.Online-only retailers Online-only retailers take the top spot for take the top spot for BFCM shoppingBFCM shoppingAs respondents plan to shop online mo

35、re,pure e-commerce players gain ground54%54%54%54%57%Internet/online retailers 69%64%61%57%63%60%Mass merchants 65%32%30%29%35%35%Department stores 39%22%25%25%27%28%Off-price retailers 32%31%28%28%28%33%Electronics retailers 31%201920202021202220232024Top five preferred retail formats1Question:(1)“

36、Where will you likely shop during this Black Friday-Cyber Monday period?”(multiselect);n=940.Copyright 2024 Deloitte Development LLC.All rights reserved.2024 Deloitte Black Friday-Cyber Monday survey.BFCM week has evolved into a hybrid eventBFCM week has evolved into a hybrid event17%45%36%24%25%19%

37、46%35%28%28%Top reasons to shop in-store on Black Friday253%plan to take advantage of doorbuster deals48%say in-store deals are best on Black Friday45%enjoy shopping with family/friendsTop reasons to shop online on Cyber Monday353%want to avoid crowded retail stores48%are looking to save time and ef

38、fort46%say the best tech deals of the season are on Cyber MondayOmni-channel services are a draw as consumers plan to shop both online and in-storeExpect to shop on these event days,by channel1Thanksgiving DayBlack FridaySaturdaySundayCyber Monday26%43%26%21%52%26%46%29%23%50%In-storeOnline20242023I

39、ncrease is driven by Gen Z and Gen X.Notes:(1)“On what days do you expect to shop online/in-store?”(In-store n=848,Online n=916);(2)“Why will you be shopping in-store on Black Friday?”(n=554);(3)“Why will you be shopping online on Cyber Monday?”(n=603).#multiselectCopyright 2024 Deloitte Development

40、 LLC.All rights reserved.2024 Deloitte Black Friday-Cyber Monday survey.Black Friday in-store Black Friday in-store growth is expected to be stagnant growth is expected to be stagnant 66%66%plan to shop on Black Friday148%31%40%46%45%40%43%38%40%43%46%201920202021202220232024In-storeOnlineThis year,

41、online growth has been observed across all income groups,except for those with household income between$50K and$99K.4In 2023,six in 10 said Black Friday doorbuster deals had lost their appeal.3This year,only a quarter plan to take advantage of doorbuster deals.4Though similar to 2023,Black Friday pa

42、rticipation has recovered from a low of 56%in 2021,and is back to pre-pandemic levels.By household income:60%Less than$50K(64%in 2019)65%$50K to$99K(68%in 2019)69%$100K to$199K(61%in 2019)78%$200K+(65%in 2019)Online participation on Black Friday is expected to be stronger as doorbuster deals lose th

43、eir appealShopper participation on Black Friday,by channel157%discover deals on retailers websites and apps2Questions:(1)“On what days do you expect to shop in-store/online?”Percentage who selected Friday(Black Friday,November 29)(n=1,200);(2)“Where do you typically search for Black Friday and Cyber

44、 Monday deals?”(n=940).Notes:(3)“To what extent do you agree or disagree with the following statements?”Percentage who agree/strongly agree(n=1,200);(4)These are Deloitte calculations based on annual consumer survey projections(n=1,200.Copyright 2024 Deloitte Development LLC.All rights reserved.2024

45、 Deloitte Black Friday-Cyber Monday survey.with incremental dollars likely coming from online with incremental dollars likely coming from online 47%47%of respondents say the best deals of the season are on Black Friday2Planned online spending on Black Friday is expected to grow at a much higher pace

46、 than in-storeAverage expected Black Friday spend,by channel1$121$128$111$125$140$135$160$145$169$138$195$150 OnlineIn-store2019202020212022202320242019-2024 CAGR 10.0%2019-2024 CAGR 3.2%+15%YoY+9%YoYNotes:(1)These are Deloitte calculations based on annual consumer survey projections.Average expecte

47、d Black Friday spend includes spending on gifts(for others and self).CAGR stands for compound annual growth rate.All currency values are in US dollars.Question:(2)“To what extent do you agree or disagree with the following statements?”Percentage who agree/strongly agree(n=1,200).Copyright 2024 Deloi

48、tte Development LLC.All rights reserved.2024 Deloitte Black Friday-Cyber Monday survey.70%53%53%33%27%24%19%2%77%57%54%38%34%34%29%2%Clothing&accessoriesElectronics&accessoriesToys&hobbiesHome&kitchenFood&beverageHealth&wellnessPet productsOthers2024As respondents plan to capitalize on discounted gi

49、fts,all categories are expected to riseAs respondents plan to capitalize on discounted gifts,all categories are expected to riseHealth&wellness and pet products to see a double-digit increase from 2023 BFCM shoppers plan to buy 220234Average number ofcategories shopped,1versus 3 in 2023Note:(1)These

50、 are Deloitte calculations based on annual consumer survey projections.Question:(2)“Which of the following do you plan to buy during the Black Friday-Cyber Monday shopping period?”(multiselect);n=940.Copyright 2024 Deloitte Development LLC.All rights reserved.2024 Deloitte Black Friday-Cyber Monday

51、survey.Consumers plan to Consumers plan to spend more on themselves this BFCMspend more on themselves this BFCM$280$280Average spend planned on self-gifts during the BFCM period,1 versus$236 in 202364%say BFCM is a good time to splurge on something nice2Nearly half of the consumers surveyed plan to

52、buy gifts for themselves with younger generations and higher-income households participating more frequently2023202448%Plan to buy a gift/gifts for themselves during the BFCM period,3same as 2023Plan to self-gift,by generation:365%69%Gen Z68%64%Millennials46%44%Gen X32%29%Baby boomersPlan to self-gi

53、ft,by household income:344%41%Less than$50K50%47%$50K to$99K54%53%$100K to$199K64%64%$200K+Note:(1)These are Deloitte calculations based on annual consumer survey projections.Questions:(2)“Why are you planning to buy a gift/gifts for yourself this Black Friday-Cyber Monday period?”(n=576);(3)“Do you

54、 plan to buy a gift/gifts for yourself this Black Friday-Cyber Monday period?”(n=1,200).Copyright 2024 Deloitte Development LLC.All rights reserved.2024 Deloitte Black Friday-Cyber Monday survey.October promotional events are seen by many as the kickoff to the holiday season,but lose some luster Oct

55、ober promotional events are seen by many as the kickoff to the holiday season,but lose some luster Surveyed consumers are primarily using the October events to stock up on necessities70%60%20232024Percentage who shopped during the October promotional events165%say the October promotional events are

56、the start of the holiday season2Only Only 32%32%say October promotion events have the best deals of the year,2versus 49%in 202358%of those who shopped during the October promotions stocked up on necessities,2while,31%of those who plan to shop during BFCM expect to buy necessities3Questions:(1)“Did y

57、ou shop on any October promotional event days for holiday items(for others or yourself)?”(n=1,200);(2)“To what extent do you agree or disagree with the following statements in regard to October promotional events?”Percentage who agree/strongly agree(n=715);(3)“Why are you planning to buy a gift/gift

58、s for yoursel f this Black Friday-Cyber Monday period?”(n=576).Copyright 2024 Deloitte Development LLC.All rights reserved.2024 Deloitte Black Friday-Cyber Monday survey.About thesurveyAbout thesurveyConsumer surveyConsumer surveyTimingTimingOctober 16 to October 22,2024Sample Sample The survey was

59、rolled out to a national sample of 1,200 consumers in the United States and has a margin of error of plus or minus one to two percentage points for the entire sample.Methodology Methodology The surveys were developed by Deloitte and conducted online by independent research companies.Thank youThank y

60、ouThe authors would like to thank Sanjay Mallik Vadrevu,Abrar Khan,and Negina Rood for their contributions to this survey.Consumer Industry Center Retail teamConsumer Industry Center Retail teamLupine SkellyResearch leaderRam SangadiAssociate vice presidentKusum RaimalaniSenior analystSangharsh Shin

61、deAnalystDeloitte Consumer Industry CenterThe Deloitte Consumer Industry Center provides premiere insights based on primary research on the most prevalent issues facing the consumer industry to help our clients run effectively and achieve superior business results.The center is your trusted source f

62、or information on leading trends and research that connect insights,issues,and solutions for Deloittes four consumer sectors:automotive;consumer products;retail,wholesale,and distribution;and transportation,hospitality,and services.About the Deloitte Retail practiceThe retail industry is transformin

63、g at lightning speed,and retailers are being forced to find ways to grow profitably while also meeting rising consumer expectations.Todays customers dont just expect the retail industry to operate efficiently,but empathetically too.They are buying into better and are demanding that brands share thei

64、r values around purpose,inclusion,trust,transparency,and innovation.Leaders in this rapidly shifting industry should have better insight,better innovation,and a better connection to their customers.Thats why they turn to Deloitte.Driven by a relentless pursuit of innovation and the pulse of the cons

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