A new holiday shopping survey reveals major disruptions in holiday shopping traditions, largely due to E-commerce and the convenience of shopping online. Deloitte’s 30th annual holiday survey of consumer spending intentions and trends found that some shopping traditions are losing their luster. Key findings from the survey of more than 4,000 U.S. consumers include:
Shoppers are planning to spend $1,440 across categories including gifts, socializing away from home, entertaining at home, non-gift clothing for family or self, home/holiday furnishings, and other spending. Forty-three percent of shoppers said they expect to buy a product online and pick up the item from the store instead of having the item shipped to them – primarily to save on shipping charges (67%), to get the item faster (49%) and pick up other items on the same trip (35%).
“We’re noticing more retailers in our area who are offering store pick ups,” said Craig Barrett, co-founder of NBI Properties in Fort Walton Beach. “Just like drive through windows at fast food restaurants, time- pressed consumers like the option of placing orders and having them ready to pick up at the store when they arrive. And, on the national level, retailers such as Wal Mart are testing home deliveries with drones.”
More than half (52%) of surveyed consumers say they do not rely on Black Friday as much as they did in the past; 41% say the same of Cyber Monday, up 5 percentage points from last year.
Nearly 7 in 10 (69%) plan to do “webrooming” – look at items online first, then go to a store to see the item before completing a purchase – jumping from 58 percent last year.
Roughly half (52%) expect to engage in “showrooming” – going first to a store to look at an item, then search online for the best price before completing a purchase. Free shipping is the most preferred retail offering this year with 72% of shoppers planning to take advantage of free shipping, followed by easy returns (55%) and price matching among 51%, up 6 percentage points from 2014.