2018 holiday survey of consumers - Deloitte - Digital Marketing Community

RESEARCH

2018 Holiday Survey of Consumers | Deloitte

| USA

A recent study launched by Deloitte demonstrates that US shoppers are expected to spend $1,536 per household during the holiday season 2018. Gifts and gift cards will likely account for one third (34%) of holiday budgets. Read more and explore how US consumers shop online for the holiday season 2018:

Preferred Channels and Formats for the Holiday Season 2018

  • US shoppers are more likely to spend online than in-store during this holiday season (57% vs. 36%). Most of them are Millennials and Gen-Xers.
  • Convenience (77%), free shipping (72%), time-saving (67%) and home delivery (66%) are the top reasons for shopping online.
  • Internet/online retailers (60%) and mass merchants (52%) the top destinations for shopping online across income levels and are increasing in popularity.
2018 holiday survey of consumers - Deloitte - Digital Marketing Community

A Figure Show the Share of Spend by Online and In-Store Channels in 2018

Digital Influence on Holiday Shopping Season 2018

  • Desktop/laptop is the most used device for purchasing online (79%), followed far by Tablet (69%), and then (67%).
  • Just 23% of US shoppers use social media platforms to assist with holiday shopping.
  • 66% of US shoppers research online and make a purchase in-store, while 54% research in-store and make a purchase online, and 45% buy online and pick up in-store.
  • In terms of holiday shopping research, online retailers, retail stores, and search engines are the top preferred sources for inspiration with rates of 66%, 56% and 56%, respectively.

US Consumer Preferences

  • 82% of US consumers will be influenced by promotions, and 36% of purchases will be influenced by promotions.
  • Price discounts (95%), free shipping (75%) and free gifts (75%) are the most appealing promotional offers for US consumers.
  • Holiday shoppers expect 77% of their spend will be at the same retailers they shopped last year, compared to 75% of shoppers are open to trying new retailers this season.
  • Better prices (75%) are the top reason for trying new store/online retailer, followed far by greater selection (48%).
2018 holiday survey of consumers - Deloitte - Digital Marketing Community

A Figure Shows the Main Sources of Holiday Shopping Research in the US in 2018

Methodology:

Data was driven from a national sample of 4,036 US consumers. The survey was conducted online between September 6-13, 2018. The survey has a margin of error for the entire sample of plus or minus one to two percentage points.

Deloitte

Deloitte is one of the "Big Four" accounting organizations and the largest professional services network in the world by revenue and number of professionals. It's a multinational professional services network. Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited (DTTL), its global network of member firms, and their related entities. DTTL also referred to as “Deloitte Global” and each of its member firms are legally separate and independent entities. Deloitte's firms around the world help clients become leaders wherever they choose to compete.

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