2019年感恩节报告.pdf

2019 pre-Thanksgiving pulse surveyNovember 20192Deloittes 2019 pre-Thanksgiving pulse survey: Key findingsAs 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 the 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 compared to two months ago When surveyed (between Oct 31 and Nov 5), 39% of respondents had not started holiday shoppingTop 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 and 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 whoare 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 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 spend3Thanksgiving period is likely to be busy, with 79% of holiday shoppers planning to spend an average of $41579% of shoppers 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 period including Thanksgiving Thursday, Nov 28, 2019, through the following Monday, Dec 3, 2019?” (n=1,200)$415Average Thanksgiving period (Thanksgiving ThursdayCyber Monday) spend39% 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 Question: “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 wayExpect to spend more38%Expect to spend the same53%Expect to spend less9%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%GiftsGift cards/gift certificatesEntertaining at homeSocializing away from homeNongift clothing for yourselfor familyHome/holiday furnishingsTop 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 PREFERENCES6Online continues to garner more traffic than in-store during the Thanksgiving period87%91% 91%94%84% 85%89%87%2016 2017 2018 2019Online In-storeThanksgiving period: Shopper participation (%) by channel(Among all Thanksgiving period shoppers)Question: “Which of the following channels will you use for shopping during the Thanksgiving period (Thanksgiving Thursday through the following Monday)?” (n=947)94%plan to shoponline87%plan to shopin-store7With share of spend, online continues to grow as in-store loses share51% 51%50%53%45% 46% 45%43%2016 2017 2018 2019Online In-storeShare of spend by channel: Online vs in-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 shopping 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$126 $128 $73 $51 $84 $99 $121 $63 $50 $139 Thanksgiving Day Black Friday Saturday Sunday Cyber MondayIn-store OnlineAverage spend by shopping day: In-store vs. online(Among all Thanksgiving period shoppers)Question(1): “On what days do you expect to shop in-store or online?” (n=947)Question(2): “Out of your plan to spend in-store or online during Thanksgiving period, how much do you plan to spend shopping in-store or online on following days (on nongrocery items)?” (n=947)Average online spend during Thanksgiving period is likely to peak on Cyber MondayAvg. spend by channel ($)936%32%48%70%26%72%29%33%54%33%94% plan to shopThanksgiving DayBlack FridaySaturdaySundayCyber MondayIn-store Online87% plan to shopQuestion(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 Black 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