2025年假日零售调查报告_29页_5mb

2025 Deloitte Holiday Retail Survey Summary

Key Trends:

• Spending Decline: Average expected holiday spending drops to $1,595 (down 10% YoY), driven by higher prices and economic uncertainty. Experiences ($694 YoY) saw a steeper decline than retail goods ($690 YoY). Lower-income groups cut back more, while higher-income consumers ($100K+) protect value-driven spending.
• Generational Shifts: Gen Z and Millennials reduce spending the most (down 34% and 13% YoY respectively), prioritizing deals and frugal strategies like reusing items or DIY gifts.
• Channel Preferences: Digital-first and big-box retailers capture most budgets, with higher-income groups favoring online channels (56%). Omnichannel integration is critical.

Consumer Behavior:

• AI & Digital Tools: Adoption of generative AI in shopping jumps to 43% (up 271% YoY). Social media (74%) and digital tools for price comparison drive discovery.
• Experiential Gifts: 54% prefer experiences (e.g., tickets, spa days), while gift cards (47%) edge out electronics. DIY and thrifting gain traction.
• Friction Reduction: Frustrations include delayed shipping (77%) and stock issues. Wish lists and seamless tech are key for loyalty.

Retailer Implications:

• Focus on value, seamless experiences, and targeted digital engagement to attract cost-conscious shoppers.
• Leverage AI and social media for discovery.
• Hosteregation spending remains strong but constrained; offering easy solutions for hosting guests.
• Provide transparency and clear labeling to boost American-made product appeal.

Overall Outlook:
Holiday shopping remains a key spending period amid economic headwinds. Retailers must balance online/offline strategies, address value-seeking behaviors, and simplify the shopping journey to retain customers.