The 2020 holiday shopping research highlights a significant rise in online shopping due to the COVID-19 pandemic, with 75% of consumers planning to shop online and a preference for fast and flexible home delivery options. Shoppers are increasingly conscious of delivery experiences, favoring retailers that offer contactless and environmentally friendly options, while many express willingness to start shopping earlier to avoid shortages. The findings emphasize the need for retailers and delivery organizations to innovate and adapt to changing consumer expectations to enhance delivery efficiency and customer satisfaction.

1. 2020 US holiday
shopping research
Implications for Post and
Parcel organizations
October 2020

2. Overview of findings
Due to the COVID-19
pandemic, online
shopping is on the rise
Most people want
home delivery of their
purchases
Shoppers want fast,
flexible and inexpensive
delivery options
Consumers want to
shop early this
holiday season
75% of the respondents
indicate they will be doing at
least some of their shopping
online this holiday season.
53% will buy more online to
some extent or significantly
while 12% will make all their
purchases online.
40% want fast and free
delivery while 18% are willing to
pay reasonable shipping costs
for personalized options.
20% indicate that return
shipping are a big challenge.
More than 80% want to shop
with retailers who have flexible
delivery and contactless
delivery options.
30% will start shopping earlier
for fear of not getting what they
want in time.
Many are not interested to shop
on typical shopping/ discount
days such as Black Friday, Cyber
Monday, Thanksgiving day.
Consumers may gift and be
gifted e-cards/ gift certificates
that will be redeemed post the
holiday season.
77% prefer home delivery
when shopping online.
50% get one to three deliveries
of online purchases every week.
27% want to avoid using
plastics while 18% want to
opt for greener packaging
for deliveries.

3. Key trends
& imperatives
for delivery

4. IMPERATIVES FOR DELIVERY
Integrate with retailers as they
localize inventories and partner
with delivery startups
Stress test systems to prepare
for increased load
Augment delivery workforce and
train them to meet increased
safety and hygiene mandates
01
02
03
The digital shift continues
The pandemic has fast-tracked the shift
to online. This is visible across age
groups and shopping categories.
75% will buy online (compared
to 65% in 2019).
43% will shop exclusively online
and 12% now buy everything
they can online and actively
avoid going into stores.
About 50% get one to three deliveries
of online purchases every week.
New purchasing habits adopted during
the pandemic are expected to continue.
Increasing online sales for fashion and
beauty retailers, department stores,
electronics and homeware retailers.

5. IMPERATIVES FOR DELIVERY
Accelerate move towards
automated micro-fulfilment
centers
Leverage Continuous Delivery
to increase route density and
reduce the cost of last-mile
delivery
Explore innovative pricing models
as retailers seek to offset increase
in delivery costs (and consumers
are not always willing to pay)
01
02
03
Conscious consumers,
expecting immediacy
Fast and free delivery that is reliable and
predictable is now expected, by default.
40% consumers expect fast
and free delivery.
Only 8% expect to have to
wait for their items.
27% want to avoid using plastics
while 18% want to opt for greener
packaging for deliveries.
57% find green delivery preferable,
and 48% are willing to pay for
environmentally friendly delivery
options (not only US, from October
2019 survey).

6. IMPERATIVES FOR DELIVERY
Enhance and communicate safe
handling and contactless
delivery of packages
Reinforce real-time track and
trace capabilities, delivery
notifications, flexible delivery
windows
Ramp-up customer support
(including bots) to address
increased consumer queries
01
02
03
Delivery is the deal
maker/breaker
Consumers tend to be unforgiving of a bad
delivery experience. This leaves retailers
with one chance to make a first impression.
56% will not shop with a
retailer again following an
unsatisfactory delivery.
77% of shoppers want their
purchases delivered directly
to their homes.
Just 11% are willing to pick up
purchases instore. And only the
same number are happy to use
contactless options like locker or
curbside pick-up).

7. IMPERATIVES FOR DELIVERY
Enhance analytics capabilities to
measure delivery performance
and identify opportunities to
further increase efficiency
Prepare for multiple ‘peaks’
even beyond the holiday
season (as gift cards are
redeemed)
Incentivize off-peak deliveries
with differentiated pricing
options
01
02
03
Everyday is “prime” day
Retailers will offer holiday deals early and for
longer as consumers seek to beat the rush.
30% will start shopping earlier
for fear of not getting what they
want in time.
Consumers are no longer
waiting for special days to shop -
45% are less inclined to shop as
they believe they can get equally
good discounts on other days.
Customers may gift and be gifted
e-cards/ gift certificates that will be
redeemed post the holiday season –
23% plan to buy more gift cards than
last year.

8. Appendix:
Select survey
findings

9. Clear shift in favor of online shopping
Q. Has Covid-19 changed your online buying behavior?
People are scared to physically shop from shops for fear of getting infected. More and more people are
resorting to online shopping. The demand is driven by urban neighborhoods of big cities.
Big city: suburban
areas
Big city:
urban areas
Rural area
Small/medium
town

10. Returned shipping costs perceived too high
Q. What poses the biggest challenge when trying to return an item you ordered online?

11. Consumers want fast and free shipping
Q. When shopping online, which one of the following is closest to your delivery expectations?

12. Majority get at least one (online purchase)
delivery every week
Q. On average, how many deliveries of online purchases do you get per week?

13. Customers don’t forget or forgive
unsatisfactory experiences
Q. When you have an unsatisfactory experience, how likely are you to shop with that retailer again?

14. Most people want their orders home delivered
Q. When buying online, what is your preferred method to receive the item?

15. Flexible, contactless delivery and commitment
to environment and sustainability important
parameters of choice
Q. Consumers will prefer to shop with those who offer the following

16. Rise of the ‘conscious consumer’
Q. Thinking about how you live and shop today, do you do any of the following?

17. Contact us for
more insights
Robert B. Buhler Andre Pharand
It's time to reinvent the delivery experience.
Read more here.
About Accenture
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Visit us at www.accenture.com.
robert.b.buhler@accenture.com andre.pharand@accenture.com
/brodybuhler /andre-pharand

18. Thank You