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Deloitte’s 2015 pre-Thanksgiving survey results

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Deloitte’s pre-Thanksgiving survey offers a “pulse check” on the market just before the start of the traditional holiday shopping season. This survey was commissioned by Deloitte and conducted online by an independent research company between November 16-17, 2015. It polled a national sample of 1,000 consumers and has a margin of error for the entire sample of plus or minus three percentage points. http://bit.ly/1OWiMnA

Published in: Business, Retail
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Deloitte’s 2015 pre-Thanksgiving survey results

  1. Embracing retail disruption 2015 pre-Thanksgiving pulse survey November 23, 2015
  2. 2 Copyright © 2015 Deloitte Development LLC. All rights reserved. Black Friday is expected to surpass Cyber Monday as the most popular online shopping day. More than half (58%) of consumers surveyed have started their holiday gift spending, and on average have completed 20% of their holiday purchases (compared to 18% in 2014). About half (46%) of these holiday purchases were bought on sale or with a coupon (up from 41% in 2014). Over half of respondents (57%) plan on shopping over the Thanksgiving weekend. Consumers continue to shift their Thanksgiving weekend spending toward online channels. Retailer and Deal websites will be the primary information sources for Black Friday sales. More than half (51%) of in-store Thanksgiving shoppers will start shopping by 6 pm; and 62% of Black Friday shoppers will start shopping by 9 am. Nearly one third (30%) of respondents plan to shop the Saturday after Thanksgiving to support local businesses. 63% of consumers surveyed disagree with stores being open on Thanksgiving, with 56% feeling more loyal to those who close on Thanksgiving. Additionally, 50% will hold off purchasing if their preferred store is not open on either Thanksgiving or Black Friday. Executive summary
  3. Spending pulse check
  4. 4 Copyright © 2015 Deloitte Development LLC. All rights reserved. 30% 51% 18% I plan to spend more I plan to spend the same amount I plan to spend less 81 percent of respondents expect to spend the same or more as compared with their spending plans a few months ago (same as last year) How do your holiday spending plans compare to just a month or two ago? +2 vs. 2014 -2 vs. 2014 -2 vs. 2014 Note: Percentages may not add up to 100 due to rounding
  5. Shopping timing & venue plans
  6. 6 Copyright © 2015 Deloitte Development LLC. All rights reserved. 14% 44% 35% 19% 10% Thursday (Thanksgiving Day, November 26) Friday (Black Friday, November 27) Saturday (November 28) Sunday (November 29) Monday (November 30) In-store Black Friday and Saturday will remain the most popular in-store shopping days 48% in 2014
  7. 7 Copyright © 2015 Deloitte Development LLC. All rights reserved. 24% 66% 49% 37% 52% 14% Thursday (Thanksgiving Day, November 26) Friday (Black Friday, November 27) Saturday (November 28) Sunday (November 29) Monday (November 30) None of the above Online Black Friday to surpass Cyber Monday as the most popular online shopping day 51% in 2014 48% in 2014
  8. 8 Copyright © 2015 Deloitte Development LLC. All rights reserved. Consumers continue to shift their Thanksgiving weekend spending to online channels Among the 57% planning on shopping over the Thanksgiving weekend, 87% plan to shop online, while 53% plan to shop in-stores 59% 36% 5% Online In-store Catalog What percentage of your spending during the Thanksgiving weekend is expected to be through the following shopping channels? (Base: 57% shopping over the Thanksgiving weekend) +7 vs. 2014 - 9 vs. 2014 +2 vs. 2014
  9. 9 Copyright © 2015 Deloitte Development LLC. All rights reserved. More than half (51%) of Thanksgiving shoppers will start shopping by 6 pm; and 62% of Black Friday shoppers will start shopping by 9 am 23% 10% 19% 8% 17% 3% 5% 8% 6% Earlier than 5 pm 5 pm 6 pm 7 pm 8 pm 9 pm 10 pm 11 pm or later Unsure 12% 2% 1% 2% 4% 8% 9% 7% 10% 7% 22% 16% Midnight 1 am 2 am 3 am 4 am 5 am 6 am 7am 8 am 9 am 10 am or later Unsure ‫‏‬What time do you expect to go to the store on Thanksgiving Day? ‫‏‬(Base: 14% shopping in stores on Thanksgiving Day) ‫‏‬What time do you expect to go to the store on the Friday after Thanksgiving? ‫‏‬(Base: 44% shopping in stores on Thanksgiving Day)
  10. Deal perceptions: When and where
  11. 11 Copyright © 2015 Deloitte Development LLC. All rights reserved. 62% 58% 41% 38% 36% 29% 26% 24% 20% 18% 3% Retailers’‫‏‬websites Websites dedicated to featuring Black Friday deals Newspapers Email Mailers / flyers TV or radio commercials Mobile device (via app or text message) Social media sites (blogs, discussion groups, or social networks) In‫‏‬retailers’‫‏‬stores Other websites None‫‏‬of‫‏‬the‫‏‬above;‫‏‬I‫‏‬won’t‫‏‬be‫‏‬looking‫‏‬for‫‏‬… Retailer and Deal websites will be the primary information sources for Black Friday sales Almost half (46%) of shoppers will spend no more than 1 hour researching Black Friday deals; another 40% expect to spend 1-2 hours researching deals ‫‏‬Percentages based on weekend holiday shopper base
  12. Consumer perceptions
  13. 13 Copyright © 2015 Deloitte Development LLC. All rights reserved. Half of consumers find in-store & online deals to be comparable (up from 45% in 2014); 37% consumers say‫‏‬Black‫‏‬Friday‫‏‬deals‫‏‬aren’t‫‏‬as‫‏‬good‫‏‬as‫‏‬they‫‏‬were 10% 25% 26% 27% 33% 35% 37% 50% Black Friday deals are better than they used to be I’ll‫‏‬likely‫‏‬purchase‫‏‬earlier‫‏‬in‫‏‬the‫‏‬holiday‫‏‬season‫‏‬because‫‏‬of‫‏‬ concerns that merchandise may run out The best deals of the season are still on Black Friday I expect retailers will offer better deals online than in the store on Black Friday I prefer the early Black Friday promotions that retailers offer before Thanksgiving versus shopping on Black Friday I’ll‫‏‬likely‫‏‬purchase‫‏‬later‫‏‬in‫‏‬the‫‏‬holiday‫‏‬season‫‏‬because‫‏‬I‫‏‬ anticipate better promotions The Black Friday deals are not as good as they used to be I often find retailers offer comparable deals online and in stores during the Thanksgiving weekend Consumer perceptions +11 vs. 2014 +5 vs.2014 Percent of respondents who agree/ strongly agree
  14. Store hour impact on loyalty & perceptions
  15. 15 Copyright © 2015 Deloitte Development LLC. All rights reserved. 7% 14% 29% 50% 56% 63% I feel more loyal to a retailer that opens its doors on Thanksgiving Day and allows me to shop I will make a purchase at a non-preferred retailer on Thanksgiving to avoid waiting for Black Friday I feel more loyal to retailers who close on Black Friday I will hold out to shop at my preferred retailer(s) (even) if they‫‏‬aren’t‫‏‬open‫‏‬on‫‏‬Thanksgiving‫‏‬Day‫‏‬or‫‏‬Black‫‏‬Friday I feel more loyal to retailers who close on Thanksgiving I disagree with stores being open on Thanksgiving Store hour impact on consumer perceptions & loyalty A majority (63%) of consumers disagree with stores being open on Thanksgiving, with 56% feeling more loyal to those who close on Thanksgiving.
  16. 16 Copyright © 2015 Deloitte Development LLC. All rights reserved. About the survey This survey was commissioned by Deloitte and conducted online by an independent research company between November 16-17, 2015. It polled a national sample of 1,000 consumers and has a margin of error for the entire sample of plus or minus three percentage points.
  17. This publication contains general information only and is based on the experiences and research of Deloitte practitioners. Deloitte is not, by means of this publication, rendering business, financial, investment, or other professional advice or services. This publication 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 publication. Copyright © 2015 Deloitte Development LLC. All rights reserved. Member of Deloitte Touche Tohmatsu Limited As‫‏‬used‫‏‬in‫‏‬this‫‏‬document,‫“‏‬Deloitte”‫‏‬refers to Deloitte LLP. 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.

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