Deloitte Etude Consommation Noel 2012
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    Deloitte Etude Consommation Noel 2012 Deloitte Etude Consommation Noel 2012 Presentation Transcript

    • Deloitte’s 2012 AnnualHoliday SurveyWill retailers’ registersjingle this holiday season?October 2012
    • 2012 holiday survey themes• There is a clear rise in optimism in 2012 versus 2011 -- on the economy, household finances and job security.• Despite this brighter outlook, shoppers are still being cautious about their amount of holiday spending. Further, the number of gifts consumers plan to buy continues to decline.• The presidential election is also a factor as nearly one-quarter say they are waiting for it to happen before they spend.• Clothing and gift cards/certificates remain the top gift idea, yet respondents are most likely wanting to receive gift cards/certificates and cash.• Half of respondents will begin shopping before Black Friday, the majority of purchasing is planned for late November and on; five percent of all spending will be after December 25th.• Forty-five percent of respondents will shop online this holiday season; 11 percent will shop online with a tablet device.• As smartphone incidence increases, so too does the number who feel they will use a smartphone to help them in holiday shopping, now 68 percent of all owners.• In store, sales associates are sought for their knowledge of the products they are selling – but their ability to also get the consumers checked out quickly is valued.• Over one-quarter prefer “social shopping” with others – and this level increases to 38 percent among women.1 Deloitte’s 2012 Annual Holiday Survey Copyright © 2012 Deloitte Development LLC. All rights reserved.
    • General economic attitudesand concerns
    • Consumers’ intentions to spend “more or the same”continues to increase from a low point in 2008 Consumers’ expected holiday spending change from prior year90% Recession 82%80% 71% 71% 66% 67% 68%70% 64% 63% 62% 59% 59% 59%60% 51%50% 49%40% 41% 41% 42%30% 36% 38% 37% 34% 33% 32% 29% 29%20% Recession10% 18% 0% 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Spend more/same Spend less3 Deloitte’s 2012 Annual Holiday Survey Copyright © 2012 Deloitte Development LLC. All rights reserved.
    • Optimism is on the rise, with fewer respondents feelingwe are “still in a recession” Opinion of current economy 49% 50% 37% 32% 16% 11% 2% 3% Healthy Weak/slowly Weak, and heading Still in a recession; recovering from a back into recession there’s been no recession recovery 2011 20124 Deloitte’s 2012 Annual Holiday Survey Copyright © 2012 Deloitte Development LLC. All rights reserved.
    • Fifty percent believe the economy will improve next year Outlook for economy in coming year 50% 39% 37% 37% 33% 30% 26% 24% 24% Improve significantly/modestly Remain the same Weaken 2010 2011 20125 Deloitte’s 2012 Annual Holiday Survey Copyright © 2012 Deloitte Development LLC. All rights reserved.
    • More respondents believe their personal financialsituation is improving over last year Thinking about your current financial situation, is it …45% 42%40% 37% 37% 35%35%30% 28%25% 21%20%15%10% 5% 0% Better than last year Same as last year Worse than last year 2011 20126 Deloitte’s 2012 Annual Holiday Survey Copyright © 2012 Deloitte Development LLC. All rights reserved.
    • Holiday shoppingexpectations and plans
    • Expected holiday spending is down versus last year.Predicted gift spending shows minimal change Consumers’ expectations for holiday spending on: 2011 2012 % change Gifts $395 $386 -2.3% Socializing away from home $250 $242 -3.2% Entertaining at home $153 $149 -2.6% Non-gift clothing for family or yourself $135 $119 -11.9% Home/holiday furnishings $88 $65 -26.1%Any other holiday-related spending not $81 $74 -8.6% listed above Total $1,102 $1,035 -6.1% 41% of all consumers surveyed say they have a specific budget in mind for the holiday season8 Deloitte’s 2012 Annual Holiday Survey Copyright © 2012 Deloitte Development LLC. All rights reserved.
    • Almost one-quarter claim they will delay some holidayshopping until after the election Are you going to hold off or delay any holiday shopping until you see who wins the election? Yes 24% No 76% Gender Income Total Male Female <$100K $100K+ % going to hold off or delay holiday spending until they see who wins Yes 24% 29% 20% 23% 28% No 76% 71% 80% 77% 72%9 Deloitte’s 2012 Annual Holiday Survey Copyright © 2012 Deloitte Development LLC. All rights reserved.
    • The expected number of gifts has declined for the fifthstraight year Average number of gifts, including gift cards, expected to be purchased 25 23.1 22.0 21.5 20 18.2 16.8 14.7 15 12.8 10 5 0 2006 2007 2008 2009 2010 2011 2012 47% will purchase gift cards; they expect to spend $132 on average on them this season.10 Deloitte’s 2012 Annual Holiday Survey Copyright © 2012 Deloitte Development LLC. All rights reserved.
    • Smartphone usage and omni-channel shopping (mobile,store and Internet) lead to higher spending expectations Consumers’ expectations for holiday spending on: Respondents that own and Will not use smartphone to will use smartphones to assist in holiday shopping & assist in holiday shopping all non-smartphone owners Gifts $498 $328 Total $1,428 $830 Shop mobile, store, Internet Shop stores only combined Gifts $600 $350 Total $1,585 $88811 Deloitte’s 2012 Annual Holiday Survey Copyright © 2012 Deloitte Development LLC. All rights reserved.
    • Almost two-thirds (63%) say they will change the way they shop tosave money; top strategies are to look for sales and lower prices,but shopping online and using coupons will also be utilized How will this 63% of respondents change to save money? Buy more items "on sale" 66% Buy more lower-priced items 51% Go online more to find better prices, coupons, deals, etc. 49% Use more store coupons 49% Spend less on myself 42% Buy only what my family needs 42% Before shopping, Ill likely make more lists of things to buy so that I dont overspend 41% Buy more items that qualify for free shipping 40% Consolidate shopping trips to save on gas 38% Shop more retailers that offer free shipping 34% Shop at less expensive stores than I did in the past 29% Responses under 25% not shown12 Deloitte’s 2012 Annual Holiday Survey Copyright © 2012 Deloitte Development LLC. All rights reserved.
    • What shoppers are planningto buy (and when)
    • Clothing is the top gift consumers expect to purchase.Consumers want gift cards, certificates or cash Percentage of consumers surveyed who expect to purchase each item this holiday season Top 10 gifts they want to Top 10 gifts plan on buying receive Clothing 51% 35% 3rd Technology (NET)* Gift cards or gift certificates 47% 45% 1st 35% Books 34% 29% Games, Toys, Dolls, etc. 29% 4% CDs or DVDs or Blu Rays for movies or music 27% 18% Food/Liquor 27% 20% Money (Cash or check) 23% 43% 2nd Cosmetics/fragrances/health & beauty aids 18% 13% Jewelry 18% 16% Games - Computer/video only 17% 9%*Technology comprised of home/personal/car electronics, computers, game consoles and video games14 Deloitte’s 2012 Annual Holiday Survey Copyright © 2012 Deloitte Development LLC. All rights reserved.
    • Over a third spend money on themselves and a quarter feel holiday shopping is a social activity – both higher among females and younger respondents 36% Claim to also buy gifts for themselves when shopping for others 27% Prefer shopping with others for holiday gifts, rather than shopping alone, to make it more of a social activity Gender Age Income Male Female 18–24 25–34 35–44 45–54 55+ <$100K $100K+Also buy gifts for themselves 33% 38% 42% 39% 35% 35% 31% 35% 40%Prefer shopping with others 25% 29% 37% 30% 27% 23% 23% 27% 26% 15 Deloitte’s 2012 Annual Holiday Survey Copyright © 2012 Deloitte Development LLC. All rights reserved.
    • Consumers are more likely to buy gifts with debit orcredit cards than with cash or check Likely to pay for a majority of holiday purchases via … Debit card(s) 42% Credit card(s) 29% Cash/check 25% Redemption of loyalty program points or 3% previously received gift cards Percent agreeing “I’ll buy more gifts with cash (not credit cards) this year than I have in the past.” 2010 2011 2012 46% 41% 38%16 Deloitte’s 2012 Annual Holiday Survey Copyright © 2012 Deloitte Development LLC. All rights reserved.
    • Many will begin shopping in November or earlier,however predict December will be the busiest month. When are you likely to begin your holiday shopping this year? 19% 15% 17% 17% 12% 13% 4% 3%Have already October Early Black Friday Cyber Monday Late December January started November November On which one of these days or months do you expect to do any of your holiday shopping this year? 58% 45% 37% 26% 28% 26% 19% 12%Have already October Early Black Friday Cyber Monday Late December January started November November Among the total, 5% of all shopping will occur after Dec. 25th17 Deloitte’s 2012 Annual Holiday Survey Copyright © 2012 Deloitte Development LLC. All rights reserved.
    • Survey respondents are using many different strategiesto save money this holiday season71% I’m more likely to buy from retailers who offer free shipping 44% I know things are going to eventually go on sale so I’ll only buy sale items while holiday shopping 32% Believe they get the best deals if they shop late in the season 29% Believe they get the best deals if they shop early in the season 14% Expect to use layaway this holiday season18 Deloitte’s 2012 Annual Holiday Survey Copyright © 2012 Deloitte Development LLC. All rights reserved.
    • Where are shoppersplanning to buy andhow will they research?
    • Discount and value department stores are likely to attractthe most shoppers; close to half say that online is wherethey will most likely shop Percentage of consumers surveyed who expect to shop at each venue this holiday season Discount/Value department stores 51% Internet (including auction sites) 45% + 10 vs. 2010 Traditional department stores 27% Electronics/Office supply/Computer stores 26% Outlet stores/centers 21% Off-price stores 20% Toy stores 20% Warehouse membership clubs 19% Restaurants/fast food establishments 15% Home improvement stores 14% Sporting goods stores 14% Low-price dollar stores 13% Drug stores 13%20 Deloitte’s 2012 Annual Holiday Survey Copyright © 2012 Deloitte Development LLC. All rights reserved.
    • Nearly one-quarter will do the majority of their shoppingonline this holiday season What percentage of your total holiday spending do you expect to purchase online? 27% 25% 24% 23% will spend majority online 12% 11% None 1–25% 26–50% 51–75% Over 75% • 11% of respondents will shop online with a tablet this holiday season • 56% of respondents are more likely to shop from online retailers who offer free returns21 Deloitte’s 2012 Annual Holiday Survey Copyright © 2012 Deloitte Development LLC. All rights reserved.
    • Sources of information about products will come mainlyfrom digital, particularly among younger shoppers Where will you hear about items Age you intend to purchase this holiday season? 18–24 25–34 35–44 45–54 55+ Digital (online or social media or 67% mobile phone) 77% 73% 68% 64% 59% Traditional (TV or magazine or 60% 53% 54% 59% 62% 68%newspaper or radio) Friends or family 57% 59% 58% 57% 55% 59% Catalogs 34% 21% 23% 30% 35% 48%22 Deloitte’s 2012 Annual Holiday Survey Copyright © 2012 Deloitte Development LLC. All rights reserved.
    • Nearly half of all respondents will use social media toassist with their holiday shopping; they will be lookingfor deals, ideas and reviews Will social media be part of your Of those planning to use social media for holiday shopping process? holiday shopping: Why? To find discounts 54% YES = 48% Research gift ideas Read reviews 53% 47% Check what gifts family/friends want 43% Browse products 41% Post comments/share links 28% Go to retailer’s fan page 26%23 Deloitte’s 2012 Annual Holiday Survey Copyright © 2012 Deloitte Development LLC. All rights reserved.
    • Nearly seven in 10 smartphone owners will use theirdevice for holiday shopping Total own a smartphone: 50% + 8 vs. 2011 Among those who will use a smartphone for holiday shopping — In which of the following ways will you use? Get store locations 62% Check/compare prices 58% Get product information 50% Among owners: Will use a smartphone for Shop/browse online 45% holiday shopping: Read reviews 44% Check product availability in a YES = 68% store or website 42%Get/use discounts, coupons, sales information 39% Scan product barcodes to find more product information 38% Access social networks 29% Make a purchase online 29% Get text messages or exclusive deals from retailers 25% Responses under 25% not shown24 Deloitte’s 2012 Annual Holiday Survey Copyright © 2012 Deloitte Development LLC. All rights reserved.
    • When in the physical store, the top use for a smartphonewill be to check prices Among the 68% of smartphone owners who will use their device for holiday shopping — In which of the following ways will you use it in-store? Check/compare prices 58% Get product information 39% Scan product barcodes to find more product information 39% Get/use discounts, coupons, sales information 36% Read reviews 34% Check product availability in a store or website 24% Shop/browse online 19% Get text messages or exclusive deals from retailers 16% Access social networks 14% Use location-based applications to check into the retailers sites 11% Responses under 10% not shown25 Deloitte’s 2012 Annual Holiday Survey Copyright © 2012 Deloitte Development LLC. All rights reserved.
    • Sales associates should be knowledgeable aboutproducts and offers . . . and consumers look for the mosthelp in electronics and office supply stores During the holidays, Expectations of interactions more likely to seek help with store associates from store associates in these store types … Is knowledgeable Electronics/Office about products 63% 43% supply Helps me check out Traditional department quickly 58% 26% stores Lets me know about Discount/Value discounts/offers 56% 22% department stores Greets me promptly with a welcoming 42% Furniture/Home stores 21% attitudeHas the ability to match any other retailers 38% Book stores 17% pricesAssists me with finding gifts 28% Sporting goods stores 17% Responses under 25% not shown Responses under 15% not shown26 Deloitte’s 2012 Annual Holiday Survey Copyright © 2012 Deloitte Development LLC. All rights reserved.
    • About the surveyThe survey was commissioned by Deloitte and conducted online by anindependent research company between September 14–24, 2012. Thesurvey polled a national sample of 5,089 consumers and has a margin oferror for the entire sample of plus or minus one percentage point.27 Deloitte’s 2012 Annual Holiday Survey Copyright © 2012 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 meansof this presentation, rendering business, financial, investment, or other professional advice or services. This presentation is not a substitute for suchprofessional advice or services, nor should it be used as a basis for any decision or action that may affect your business. Before making any decisionor taking any action that may affect your business, you should consult a qualified professional advisor. Deloitte, its affiliates, and related entities shallnot be responsible for any loss sustained by any person who relies on this presentation.As used in this document, "Deloitte" means Deloitte Consulting LLP, a subsidiary of Deloitte LLP. Please seewww.deloitte.com/us/about for a detailed description of the legal structure of Deloitte LLP and its subsidiaries. Certainservices may not be available to attest clients under the rules and regulations of public accounting.Copyright © 2012 Deloitte Development LLC. All rights reserved.Member of Deloitte Touche Tohmatsu Limited