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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. 26
Key store attributes driving retail format preferences
(% very/extremely important)
Online is winning by outperforming in-store venues in five key
areas
31%
41%
62%
64%
64%
56%
57%
76%
76%
79%
Variety of delivery options available
Availability of hard-to-find/unique products
Variety of products/styles available
Products - high quality/trusted
Ease of searching
Internet/online only retailers In-store retail formats
Note: The above chart depicts findings related to top 3 of 28 retail formats and 5 of 18 store attributes evaluated in Deloitte’s 2017 holiday survey.
In-store retail formats include traditional department stores, mass merchant department stores, warehouse membership clubs, supermarkets, etc.
* Findings from 28 retail formats

Published in: Business, Marketing
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