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2017 holiday survey
Retail in transition
Economic outlook
& holiday spending
2017 holiday surveyCopyright © 2017 Deloitte LLP. All rights reserved. 3
Holiday shopping season accounts for more than on...
2017 holiday surveyCopyright © 2017 Deloitte LLP. All rights reserved. 4
82%
66%
64%
67%
71%
68%
71%
59%
41%
51%
62%
59%
6...
2017 holiday surveyCopyright © 2017 Deloitte LLP. All rights reserved. 5
Current Household Financial Situation
15%
24%
21%...
2017 holiday surveyCopyright © 2017 Deloitte LLP. All rights reserved. 6
Gifts only represent one third of average holiday...
Holiday shopping:
What, where and when?
2017 holiday surveyCopyright © 2017 Deloitte LLP. All rights reserved. 8
22.0
23.1
21.5
18.2
16.8
14.7
12.8 12.9 13.4 13.7...
2017 holiday surveyCopyright © 2017 Deloitte LLP. All rights reserved. 9
27% I prefer to buy gifts that are an experience ...
2017 holiday surveyCopyright © 2017 Deloitte LLP. All rights reserved. 10
51%
49%
47% 49%
35%
40%
29%
39%
27%
33%34%
36%
2...
2017 holiday surveyCopyright © 2017 Deloitte LLP. All rights reserved. 11
Percent of average anticipated gift spend
Source...
2017 holiday surveyCopyright © 2017 Deloitte LLP. All rights reserved. 12
Give indulgent
gifts 53%
Prefer to buy gifts tha...
2017 holiday surveyCopyright © 2017 Deloitte LLP. All rights reserved. 13
51%
44%
27% 28%
45%
55%
24%
21%
20%
20%
15%
19%
...
2017 holiday surveyCopyright © 2017 Deloitte LLP. All rights reserved. 14
Early
Before October/ October/
November, before
...
Shopping by age,
income & education
level
2017 holiday surveyCopyright © 2017 Deloitte LLP. All rights reserved. 16
Higher income shopper segments ($100K+) are expe...
2017 holiday surveyCopyright © 2017 Deloitte LLP. All rights reserved. 17
Spending also varies with age, rising through th...
2017 holiday surveyCopyright © 2017 Deloitte LLP. All rights reserved. 18
GenXers and higher income households (>$100K) pl...
2017 holiday surveyCopyright © 2017 Deloitte LLP. All rights reserved. 19
61%
58%
52%
48%
33%35%
38%
43% 46% 46%
4% 4% 5% ...
2017 holiday surveyCopyright © 2017 Deloitte LLP. All rights reserved. 20
Internet leads among all income levels and age g...
2017 holiday surveyCopyright © 2017 Deloitte LLP. All rights reserved. 21
Ability to interact with product, avoid shipping...
2017 holiday surveyCopyright © 2017 Deloitte LLP. All rights reserved. 22
69%
63% 65%
74% 71% 71%
78% 80%
70%
Convenience ...
2017 holiday surveyCopyright © 2017 Deloitte LLP. All rights reserved. 23
54%
39%
55%
64%
Overall High school or
less
Four...
Digital influence:
Use of online and mixed channels
2017 holiday surveyCopyright © 2017 Deloitte LLP. All rights reserved. 25
Online pulls ahead as the destination for spend ...
2017 holiday surveyCopyright © 2017 Deloitte LLP. All rights reserved. 26
Key store attributes driving retail format prefe...
2017 holiday surveyCopyright © 2017 Deloitte LLP. All rights reserved. 27
50%
36% I prefer shopping in the physical store ...
2017 holiday surveyCopyright © 2017 Deloitte LLP. All rights reserved. 28
75%
75%
68%
62%
61%
59%
52%
48%
40%
32%
20%
19%
...
2017 holiday surveyCopyright © 2017 Deloitte LLP. All rights reserved. 29
67%
65%
63%
60%
59%
57%
56%
54%
48%
36%
35%
30%
...
2017 holiday surveyCopyright © 2017 Deloitte LLP. All rights reserved. 30
64%
67%
68%
67%
67%
69%
60%
61%
67%
Browse onlin...
2017 holiday surveyCopyright © 2017 Deloitte LLP. All rights reserved. 31
Smartphone shoppers most often turn to dedicated...
Retailer policies:
Shipping & returns
2017 holiday surveyCopyright © 2017 Deloitte LLP. All rights reserved. 33
72%
44%
42%
31%
30%
13%
Free shipping
Easy retur...
2017 holiday surveyCopyright © 2017 Deloitte LLP. All rights reserved. 34
More Important…
Fast
Shipping
12%
Free
Shipping
...
2017 holiday surveyCopyright © 2017 Deloitte LLP. All rights reserved. 35
$5.6
$3.8
$1.6
$0.6
On average, would pay an ext...
2017 holiday surveyCopyright © 2017 Deloitte LLP. All rights reserved. 36
43%
Likely to do store pick-up for
certain items...
2017 holiday surveyCopyright © 2017 Deloitte LLP. All rights reserved. 37
Home appliances, electronics and clothing top th...
2017 holiday surveyCopyright © 2017 Deloitte LLP. All rights reserved. 38
67%
63%
51%
41%
32%
22%
7%
Can return item to an...
2017 holiday surveyCopyright © 2017 Deloitte LLP. All rights reserved. 39
42% I know things will eventually go on sale so ...
2017 holiday surveyCopyright © 2017 Deloitte LLP. All rights reserved. 40
About the survey
This survey was developed by De...
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2017 holiday surveyCopyright © 2017 Deloitte LLP. All rights reserved. 10
51%
49%
47% 49%
35%
40%
29%
39%
27%
33%34%
36%
23% 24%
18%
29%
18%
26%
2012 2013 2014 2015 2016 2017
Clothing
Gift cards or gift certificates
Electronics (net)*
Books
Games, Toys, Dolls, etc.
Food/Liquor
Money (Cash or check)
Jewelry
Electronics and games & toys rise in popularity and luxury categories continue
to climb
Clothing and gift cards tie for the top gift giving spot
Cosmetics/fragrances/
health & beauty aids
“Which of the following types of gifts do you plan to buy this holiday season? And which of the following gifts would you like to receive this holiday season?”
*Games, Toys, Dolls, etc. (excluding computer games or video games)
Electronics (42%), gift cards (39%) and cash (36%) are the top gifts to receive

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