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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. 38
67%
63%
51%
41%
32%
22%
7%
Can return item to any store, regardless of
purchase location
Has refund options other than store credit
Accepts longer return window (30-90
days)
No receipt required
Accepts longer return window (At least 30
days)
Allow returns with scan of identification
(e.g., loyalty card or credit card)
Returns policy is not important
Most desirable return policies are returns to any store, generous
refund options and long return windows
“When holiday shopping in either an online or a physical store, which of these return policies are most important to you?”

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