News • 02.11.2018

Holiday shoppers planning to make retailers' spirits bright

Seasonal celebrations to account for 40 percent of holiday spending

Christmas decorations; Copyright: iXtenso/Pott
Source: iXtenso/Pott

Shoppers may be writing longer "nice" lists for gifts and gatherings this holiday season, according to Deloitte's 33rd annual "Holiday Survey" of consumer spending intentions and trends.

First a toast, then the gifts and a little something for oneself

Celebrating the season with others – including entertaining at home and socializing away from home – accounts for 40 percent, or 611 Dollar, of survey respondents' holiday-related spending. That outpaces gifts, which make up 34 percent.

Shoppers plan to purchase an average of 16 gifts and spend 525 Dollar on them, up 20 percent from 430 Dollar last year. Gift cards/certificates top the list with 54 percent of shoppers planning to make this purchase, while clothing comes in at a very close second (53 percent).

In the spirit of self-gifting, just over half (51 percent) of respondents say they'll buy for themselves while shopping for others – an increase of 15 percentage points over the last five years. This group also appears to be festive, making food and liquor (42 percent) the No. 1 item they'll buy for themselves, followed by clothing (40 percent).

Households plan to spend a total of 1,536 Dollar on the holidays this year, across all categories surveyed. The categories are gifts, seasonal entertaining at home or out with others; and non-gift holiday purchases such as holiday décor, home furnishings, non-gift apparel and other holiday-related spending.

Online spending set to capture the most dollars, with help from the stores

This holiday season, 57 percent of total spend is expected to be online compared with 36 percent in stores, a drop of 10 percentage points for stores in the last four years.

People will look for inspiration both in the stores and online. Two-thirds (66 percent) say they'll head to online retailers to do their research, and retail stores and online search engines tied for second place at 56 percent each.

Online retailers (60 percent of shoppers) and mass merchant stores (52 percent) remain the top two shopping destinations, and are growing their lead year over year. They are followed by department stores (32 percent) and off-price retailers (28 percent).

While more online shoppers plan to make purchases on their PCs (79 percent), the number buying on their phones jumped to 67 percent this year from 59 percent last year among mobile shoppers.

Holiday bargains keep shoppers merry and bright

More than 4 in 5 people surveyed (82 percent) say promotions influence their holiday shopping. Nearly all (95 percent) said price discounts are the most appealing promotional offers, followed by free shipping (75 percent).

Although more than three quarters of consumers (77 percent) plan to shop at the same retailers as last year, nearly the same amount (75 percent) are open to trying new ones. Better prices are the No. 1 reason they'd make a switch to a new retailer.

A lot of purchases may be up for grabs among retailers this season. Nearly half (49 percent) of respondents say they don't yet have specific items in mind that they plan to buy, whether shopping in-store or online.

Early shoppers are the gift that keeps on giving

"Early shoppers" – those who begin holiday shopping before Thanksgiving – account for 60 percent of respondents and are expected to spend 28 percent, or 370 Dollar, more than those who start shopping later.

Retailers will likely see traffic peak in late November (Nov. 16 – 30) with 72 percent of consumers planning to make purchases during this time.

Looking ahead to traditional shopping days, 44 percent of people say they'll rely on Black Friday as they did in the past, while more (53 percent) will continue to count on Cyber Monday to do their holiday shopping. Reliance on these shopping days is down from last year.

"Almost half the people we surveyed said they think the economy will improve, the highest number we've seen in years," said Rod Sides vice chairman, Deloitte LLP and U.S. retail and distribution leader. "Strong sentiment is a great start, but if you're a retailer, it doesn't guarantee a record season. Respondents indicate they're shopping for a variety of reasons and occasions for themselves and others, and many shoppers remain uncertain about what they'll buy or where they'll buy it. Consumers are making several stops online and in the stores along the way to figure it out. Inspiration and influence are the notes retailers should try to hit this year to stand apart from their competitors."

Sides added, "Although the rate of online sales growth is accelerating faster than that of physical stores, retailers should put resources behind both to be relevant. Online convenience is a way of life for most people, but what a person buys is still influenced by what happens in the store. Shoppers also made it clear that promotions matter this time of year: More than 80 percent of consumers note their shopping will be influenced by promotions. The deals are always attractive, but there are a lot of other points of inspiration that can drive the sale."

Source: Deloitte

related articles:

popular articles:

Thumbnail-Photo: German drinks retailer utilising facial analysis for automatic age checks...
28.07.2023   #brick and mortar retail #Tech in Retail

German drinks retailer utilising facial analysis for automatic age checks

Stand-alone solution MyCheckr for age verification by using cameras

A German liquor store franchisee operating in Pinneberg and Tornesch near Hamburg, has installed Innovative Technology's age verification technology. Innovative Technology (ITL), a provider of AI-powered biometric solutions, works with several ...

Thumbnail-Photo: Nike launches Airphoria in Fortnite
26.06.2023   #digitization #omnichannel

Nike launches Airphoria in Fortnite

Access open from June 20 at 12 pm ET through June 27 at 8 pm ET

Nike is launching “Airphoria” in Fortnite, a first-of-its-kind gaming experience. Building on a multiyear partnership with Epic Games, Airphoria brings to life the future of sport experiences at the intersection of games and culture, ...

Thumbnail-Photo: Toshiba Launches New ELERA™ Security Suite to Address the Industry’s...
22.09.2023   #cashpoints #customer experience

Toshiba Launches New ELERA™ Security Suite to Address the Industry’s Challenges Around Shrink

Toshiba’s A.I.-powered solution empowers retailers across the globe to better manage loss prevention and protect profits

Security Suite from Toshiba Global Commerce Solutions empowers retailers to minimize shrink...

Thumbnail-Photo: Enhance inventory management and loss prevention – with Zebra...
12.06.2023   #e-commerce #brick and mortar retail

Enhance inventory management and loss prevention – with Zebra SmartCount solution

Now available in DACH, this accurate, easy-to-use solution provides time and cost savings and better inventory management

Zebra Technologies Corporation (NASDAQ: ZBRA), a leading digital solution provider enabling businesses to intelligently connect data, assets, and people, will present Zebra SmartCount™,  a proven, comprehensive solution now ...

Thumbnail-Photo: Aldi and (e-)commerce in China
26.06.2023   #online trading #e-commerce

Aldi and (e-)commerce in China

How the discounter is positioning itself in East Asia and what others can learn from it

"China is a highly competitive market," says Renata Thiébaut. Nevertheless, the company, headquartered in the Ruhr region, seems to have shown elbows and is now selling successfully there. The professor of e-commerce and China expert ...

Thumbnail-Photo: With chatbots on the winning side?
02.08.2023   #online trading #e-commerce

With chatbots on the winning side?

How Google wants to promote productivity and creativity with Bard

Chatbots and other AI tools have been the talk of the town since the release of ChatGPT last year. In many industries, discussions are being held about the quality, reliability and actual usefulness of the programmes. With Bard, Google has thrown ...

Thumbnail-Photo: Tiedt celebrates quarter century milestone with ITL...
05.07.2023   #Tech in Retail #cash handling systems

Tiedt celebrates quarter century milestone with ITL

Marcus Tiedt marks 25 years with the cash handling and biometrics solutions provider

Marcus Tiedt, Innovative Technology’s Sales & Marketing Director, marks 25 years with the cash handling and biometrics solutions provider. Based in ITL’s German office in Pinneberg just outside Hamburg, Marcus has been an integral ...

Thumbnail-Photo: Toshiba launches powerful and compact TCx® 900 point-of-sale system...
22.08.2023   #brick and mortar retail #epos systems

Toshiba launches powerful and compact TCx® 900 point-of-sale system

POS system TCx 900 is designed for retail requirements and equipped with 13th generation Intel Core processors

The TCx® 900 is the newest point-of-sale (POS) system from global retail technology leader Toshiba Global Commerce Solutions. It provides advanced technology offerings through a powerful modular system in a compact design built to last and ...

Thumbnail-Photo: Puma reimagines omnichannel shopping experience through metaverse...
21.06.2023   #omnichannel #customer experience

Puma reimagines omnichannel shopping experience through metaverse platform

Sports company expands its metaverse web destination, Black Station, with immersive digital retail experience

Sports company Puma has launched Black Station 2, a metaverse platform that bridges the digital and physical worlds, allowing users to purchase phygital footwear. Black Station 2 is an expansion to its initial Black Station debut last September as ...

Thumbnail-Photo: Help yourself!: Are self-checkouts the next big thing in retail?...
14.06.2023   #brick and mortar retail #self-checkout systems

"Help yourself!": Are self-checkouts the next big thing in retail?

Efficient everyday business, efficient shopping

In the face of the digital age (and the rush just after the end of the workday or the day right before a holiday), retailers are looking for innovative technologies to continuously improve shopping experiences. Self-service checkouts (SCOs) allow ...

Supplier

Innovative Technology Ltd.
Innovative Technology Ltd.
Innovative Business Park
OL1 4EQ Oldham
Zebra Technologies Germany GmbH
Zebra Technologies Germany GmbH
Franz-Rennefeld-Weg 2-6
40472 Düsseldorf
Reflexis Systems GmbH
Reflexis Systems GmbH
Kokkolastr. 5-7
40882 Ratingen