埃森哲-2019年第13个年度假日购物调查（英文）-2019.11-22页_784kb

2019 Annual Holiday Local Shopping Survey Summary

Core Content Overview

The 2019 Annual Holiday Local Shopping Survey, conducted by Coleman Parkes Research on behalf of Accenture, gathered insights from 500 consumers in 17 U.S. cities. The survey also included a national average based on 1,500 U.S. consumers. The main focus areas were shoppers' budgets, retail channel preferences, sustainability considerations, apparel shopping trends, and security concerns.

Main Findings

1. Shoppers' 2019 Budgets

• Spending Plans: 28% of shoppers planned to spend more than in 2018, while 57% intended to spend as much as in 2018.
• Budget Reduction: 15% of shoppers expected to spend less than in 2018.
• Trend: A majority of U.S. shoppers showed a cautious approach, spending as much or more than the previous year, indicating a stable or slightly increased holiday shopping budget.

2. Consumers Still Love Stores

• In-Store Preference: Most shoppers planned to shop both in-store and online during the holiday season.
• Key Insight: While online shopping has become standard, physical stores continue to play a vital role in the future of retail.

3. Sustainability Factoring into Shopping Decisions

• Environmental Awareness: Over half (54%) of shoppers were willing to choose greener delivery options, such as slower shipping or in-store pickup, to reduce environmental impact.
• Awareness Gap: 46% of shoppers were unaware of the negative environmental impact of fast delivery.
• Gift Wrapping: 63% of respondents were open to giving non-wrapped gifts to reduce paper usage.
• Brand Responsibility: 72% of shoppers considered it extremely or very important for retailers to demonstrate environmental awareness when deciding where to shop.

4. Not Your Grandparents' Apparel Shopping

• Fashion Rental Trend: Millennials, in particular, showed interest in renting clothes for holiday parties.
• Likelihood of Renting: 58% of shoppers were likely or extremely likely to rent clothes for holiday events.
• Second-Hand Fashion: 100% of respondents were willing to give second-hand apparel as gifts, and 89% welcomed receiving it.

5. Physical and Online Security Concerns on the Rise

• Porch Pirates: 30% of shoppers in these cities reported being victims of package theft.
• Security Concerns: 68% of shoppers were concerned about the security of their personal information during online purchases.
• Mitigation Strategies:
  • 42% used delivery tracking notifications and apps.
  • 35% scheduled deliveries when someone was home.
  • 21% opted for buy-online, pick-up-in-store (BOPIS) to avoid theft.
  • 12% were concerned but did not take any specific action.

Key Insights

• Consumer Behavior: Shoppers are becoming more conscious of their environmental impact, with a growing preference for sustainable practices.
• Retail Evolution: The concept of "responsible retail" is gaining traction, where consumers favor brands that actively demonstrate environmental and social responsibility.
• Security Awareness: There is a rising concern about both package theft and the security of personal information, leading to increased adoption of protective measures.

Quote from Jill Standish

"We have entered the era of 'responsible retail,' where consumers are becoming more environmentally and socially conscious and will increasingly turn to brands that not only talk about responsibility, but demonstrate it through their business practices."

Conclusion

The 2019 survey highlights a shift in consumer behavior towards sustainability and security, alongside a continued reliance on both in-store and online shopping. Retailers must adapt to these changing expectations by offering eco-friendly options and enhancing security measures to meet the needs of modern shoppers.