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Deloitte’s 2013 Pre-Thanksgiving Shopping Survey Results
 

Deloitte’s 2013 Pre-Thanksgiving Shopping Survey Results

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How will you be shopping on Thanksgiving?

How will you be shopping on Thanksgiving?
Find out where others will be shopping - Deloitte's 2013 Pre-Thanksgiving Shopping Survey.

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    Deloitte’s 2013 Pre-Thanksgiving Shopping Survey Results Deloitte’s 2013 Pre-Thanksgiving Shopping Survey Results Presentation Transcript

    • Deloitte’s 2013 Pre-Thanksgiving Shopping Survey Results November 2013
    • About the survey The survey was commissioned by Deloitte and conducted online by an independent research company on Monday, November 18, 2013. The survey polled a sample of 1,000 consumers and has a margin of error for the entire sample of plus or minus three percentage points. 1 2013 Pre-Thanksgiving Shopping Survey Copyright © 2013 Deloitte Development LLC. All rights reserved.
    • Executive summary • Consumers who believe that the U.S. economy is recovering from recession has increased from 37% in 2011 to 63% in 2013 • A majority of consumers (80%) said that the recent U.S. government shutdown will not have a negative impact on their holiday spending plans • Compared to 2012, fewer consumers are expected to shop over the Thanksgiving weekend* (60% in 2012 vs. 53% in 2013) • Respondents plan to spend an average of $286 over the Thanksgiving weekend (consistent with 2012), and will evenly split that between store and online channels • Fewer consumers than last year expect to shop in-store on Thanksgiving Day (23% in 2012 vs. 13% in 2013) • In-store shopping is expected to be more on Black Friday and Saturday compared to the other days of the Thanksgiving weekend • Online shopping is expected to be more on Black Friday and Monday compared to the other days of the Thanksgiving weekend *References to “Thanksgiving weekend” throughout represent the period from Thanksgiving Thursday through Monday 2 2013 Pre-Thanksgiving Shopping Survey Copyright © 2013 Deloitte Development LLC. All rights reserved.
    • Nearly two-thirds (63%) of respondents believe the economy is slowly recovering In your opinion, the U.S. economy is: 2011 2012 2013 63% 48% 47% 37% 31% 25% 13% 3% 5% Healthy 3 4% Slowly recovering from a recession 2013 Pre-Thanksgiving Shopping Survey 16% 8% Heading back into recession Still in recession; there has been no recovery Copyright © 2013 Deloitte Development LLC. All rights reserved.
    • Eight in 10 respondents said the federal government shutdown will not impact their holiday spending plans Did the recent U.S. government shutdown negatively impact your holiday spending plans? Yes No 20% 80% 4 2013 Pre-Thanksgiving Shopping Survey Copyright © 2013 Deloitte Development LLC. All rights reserved.
    • 69% of respondents expect to spend more or the same on the holidays as compared to just a month or two ago How do your holiday spending plans compare to just a month or two ago? 49% 31% 20% I plan to spend more 5 2013 Pre-Thanksgiving Shopping Survey I plan to spend the same amount I plan to spend less Copyright © 2013 Deloitte Development LLC. All rights reserved.
    • A majority of respondents plan to shop in stores or online over the Thanksgiving weekend – down from 60% last year Do you expect to do any shopping for the December holiday(s) either online or in stores over the Thanksgiving period - including Thanksgiving Thursday through the following Monday? 2011 2012 2013 60% 51% 6 2013 Pre-Thanksgiving Shopping Survey 53% Copyright © 2013 Deloitte Development LLC. All rights reserved.
    • Respondents’ planned spending behavior over the Thanksgiving weekend Mean 2011 2012 2013 How much do you plan to spend on shopping from Thanksgiving Thursday through the following Monday? $224 $286 $286* What percentage of your holiday gift spending have you completed to date for the December holidays? 23% 19% 18% Considering the holiday gifts that you have already purchased, what percentage was bought “on sale” or with a coupon? 26% 23% 25% *26% of respondents’ Thanksgiving weekend expenditures will be spent in-store on Thanksgiving Day 7 2013 Pre-Thanksgiving Shopping Survey Copyright © 2013 Deloitte Development LLC. All rights reserved.
    • Respondents’ percentage of spend by channel over the Thanksgiving weekend Approximately, what percentage of your spending during the Thanksgiving weekend (from Thanksgiving Thursday through the following Monday) is expected to be through the following shopping channels? Online In-store Instore Catalog 4% 48% 48% 8 2013 Pre-Thanksgiving Shopping Survey Copyright © 2013 Deloitte Development LLC. All rights reserved.
    • In-store shopping is expected to be more on Black Friday and Saturday compared to the other days of the holiday weekend Of the 53% of respondents expecting to shop over the Thanksgiving weekend – On what days do you expect to shop in stores? Thursday (Thanksgiving Day, November 28) 13% -10 vs. 2012 53% -10 vs. 2012 Friday (Black Friday, November 29) Saturday (November 30) 46% Sunday (December 1) Monday (December 2) 9 2013 Pre-Thanksgiving Shopping Survey 32% 25% +2 vs. 2012 +5 vs. 2012 -6 vs. 2012 Copyright © 2013 Deloitte Development LLC. All rights reserved.
    • More online shopping is expected on Black Friday and Monday compared to the other days of the holiday weekend Of the 53% of respondents expecting to shop over the Thanksgiving weekend – On what days do you expect to shop online? Thursday (Thanksgiving Day, November 28) Friday (Black Friday, November 29) Saturday (November 30) Sunday (December 1) Monday (December 2) 10 2013 Pre-Thanksgiving Shopping Survey 19% -7 vs. 2012 44% -2 vs. 2012 39% +3 vs. 2012 34% +3 vs. 2012 47% +3 vs. 2012 Copyright © 2013 Deloitte Development LLC. All rights reserved.
    • For Black Friday shoppers, the primary reason for shopping in stores is to take advantage of sales For what reasons will you be shopping in stores on Black Friday? To take advantage of sales 91% 35% I want to complete my shopping before December 11 16% 2:00 AM 28% 1% 4:00 AM 5:00 AM 20% 2% 6% 8% 6:00 AM 9% 7:00 AM 18% 9% 8:00 AM 9% 9:00 AM 14% 2013 Pre-Thanksgiving Shopping Survey -6 vs. 2012 1% 3:00 AM Overall excitement of the day I prefer shopping in the store than online Midnight 1:00 AM I enjoy shopping with family and friends on this day Many stores are opening earlier which provides more hours in the day to shop What time do you expect to go to the store on the Friday after Thanksgiving? 10 AM or later 8% 32% +9 vs. 2012 Copyright © 2013 Deloitte Development LLC. All rights reserved.
    • Newspapers are the top source for where respondents expect to obtain Black Friday sales information Where do you expect to obtain information about Black Friday sales? Newspapers 32% Retailers’ websites 31% Websites dedicated to featuring Black Friday deals 27% -10 vs. 2012 Mailers/flyers 27% Email 24% TV or radio commercials 23% In retailers’ stores 15% Social media sites Mobile device (via app or text message) Other websites 12 2013 Pre-Thanksgiving Shopping Survey 15% 10% 9% Copyright © 2013 Deloitte Development LLC. All rights reserved.
    • More than half (51 percent) of consumers are expected to spend up to two hours researching Black Friday deals On average, how much time would you say you spend researching Black Friday deals? 0 hours 42% Less than 1 hour 28% 1-2 hours 23% 3-5 hours More than 5 hours 13 6% 2% 2013 Pre-Thanksgiving Shopping Survey Copyright © 2013 Deloitte Development LLC. All rights reserved.
    • Six in 10 (59%) respondents planning to avoid shopping in stores because of crowds during the Thanksgiving weekend; tablet use for holiday shopping increases 2012 2013 Change I plan to avoid shopping in stores during the Thanksgiving weekend to avoid crowds 49% 59% +10% I often find retailers offer similar deals online and in-stores during the Thanksgiving weekend 45% 48% +3% - 40% - I’ll likely purchase later in the holiday season because I anticipate better promotions 36% 39% +3% I plan to research online before shopping in stores on the Thanksgiving weekend 39% 35% -4% - 26% - 17% 24% +7% - 23% - 31% 23% -8% I don’t rely on Black Friday or Cyber Monday as much as I used to for holiday shopping I plan to research products in-store before buying them online over the Thanksgiving weekend I am likely to use a tablet device to shop this holiday season I plan to take advantage of early Black Friday deals online I find retailers offer the best deals on Black Friday I am more motivated to shop on Thanksgiving now that many retailers will be open 14 2013 Pre-Thanksgiving Shopping Survey 11% Copyright © 2013 Deloitte Development LLC. All rights reserved.
    • This presentation contains general information only and is based on the experiences and research of Deloitte practitioners. Deloitte is not, by means of this presentation, rendering business, financial, investment, or other professional advice or services. This presentation is not a substitute for such professional advice or services, nor should it be used as a basis for any decision or action that may affect your business. Before making any decision or taking any action that may affect your business, you should consult a qualified professional advisor. Deloitte, its affiliates, and related entities shall not be responsible for any loss sustained by any person who relies on this presentation. About Deloitte Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee, and its network of member firms, each of which is a legally separate and independent entity. Please see www.deloitte.com/about for a detailed description of the legal structure of Deloitte Touche Tohmatsu Limited and its member firms. Please see www.deloitte.com/us/about for a detailed description of the legal structure of Deloitte LLP and its subsidiaries. Certain services may not be available to attest clients under the rules and regulations of public accounting. Copyright © 2013 Deloitte Development LLC. All rights reserved. Member of Deloitte Touche Tohmatsu Limited