Nearly one in five holiday shoppers will rely on digital advancements such as social media and mobile phones for help with holiday shopping this year, according to Deloitte’s 24th Annual Holiday Survey of retail spending and trends.
Nearly 17% of consumers will use social media this year to guide their shopping. Among those shoppers:
- 60% will find discounts, coupons, and sale information.
- 53% will research gift ideas.
- 52% will check gift wish lists of friends and family.
Consumers from all age groups plan to use social media over the holidays:
- 52% are 18-29 years old.
- 33% are 30-44 years old.
- 12% are 45-60 years old.
Some 19% of consumers will use their mobile phones to get shopping information:
- 55% of them will look for store locations.
- 45% will research prices.
- 40% will seek product information.
- 32% will look for discounts and coupons.
- 31% will read reviews.
- 25% will use mobile phones to make a purchase.
Online Shopping Growth Continues
More than one in five (22%) consumers will shop primarily online this year, with 44% of shoppers expecting to use a coupon they obtained online.
Nearly half of consumers (48%) like the convenience of shopping with multi-channel retailers, and this year more than three-quarters (78%) have purchased an item in a retailer's store after viewing or researching the product on that same retailer's website or catalog. Some 65% have done the opposite, purchasing an item on a retailer's website after viewing in the store or catalog.
Nearly four in 10 consumers (39%) read consumer-generated reviews of stores or products online, and one-quarter (25%) say they will likely purchase a product this holiday season based on an online recommendation. Some 34% say online consumer reviews and ratings influence their buying decisions more than advertising.
Shopping Attitudes Altered
Some consumers report they have permanently changed their shopping habits:
- More than one-quarter (26%) say they have permanently changed the amount of money they spend while shopping and will not go back to pre-recession spending levels.
- One-third (33%) say they have become less loyal to certain retailers.
- 44% say they have remained loyal to favorite stores, but make fewer trips or purchase less at them.
Women Less Optimistic Than Men, Spending Less
Women are less optimistic about the economy, with a greater number of women than men looking for ways to save while shopping this year:
- More than half (53%) of women will spend less this holiday season, compared with 43% of men.
- Nearly half (46%) of women say their household financial situation is worse than last year, compared with 41% of men.
- Looking ahead, 50% of women say the economy will improve next year, compared with 58% of men.
This year, the expected average dollar spend is 13% higher for men than women ($483 for men compared with $427 for women), the highest reported divergence between genders since 2005.
In addition, 65% of women expect that all or nearly all of the gifts they purchase will be bought on sale, compared with 48% of men. Men also plan to spend 53% more than women on their total holiday spending, which includes gifts, non-gift clothing, socializing away from home, entertaining at home, and home-holiday furnishings.
Sustained Interest in Green
One in five consumers (20%) plans to purchase more eco-friendly products this holiday season, and 18% will shop at more environmentally responsible retailers than they did in the past. Some 47% are willing to pay more for a green gift; 36% are willing to pay 5-10% more.
About the Survey: The survey was commissioned by Deloitte and conducted online by an independent research company between September 24 and October 2, 2009. The survey polled a sample of 10,878 consumers.
