Deloitte2016HolidaySurvey-DeloitteUnitedStates.pdfVIP

2016 Holiday Survey Ringing in the retail Contents Economic outlook and spending 5 Where consumers shop and why 13 Digital impact on holiday shopping 26 Retailer policies and practices 36 When consumers plan to shop 42 Copyright © 2016 Deloitte Development LLC. All rights reserved. 2016 Holiday Survey 2 Holiday highlights Consumers generally upbeat about economy, but many plan to rein in non-gift holiday spending Consumers surveyed remain positive about the US economy and continue to report improved personal financial situations. Expect gift spending to be comparable to the 2015 season, with shoppers planning to spend roughly $430. Many, however, plan to rein in the non-gift spending, including holiday travel and expenses tied to social events. Only 27% of respondents say that the upcoming presidential election will impact their holiday spending. Online channels set to make holiday history More consumers plan to shop online this holiday season than ever before. Half plan to shop online, significantly more than those who plan to visit popular store destinations such as discount department stores (43%), traditional department stores (32%) and outlet stores (26%). More importantly, shoppers anticipate spending more online too. In fact, for the first time this holiday season, consumers plan to spend just as much online as they will in stores. Online to steal foot traffic from all popular shopping venues Online channels will continue to take foot traffic away from all popular store formats. Fewer holiday shoppers plan to visit “big box’ retailers, traditional malls, local independent stores, strip malls and mini-malls compared to 2015. Consumers continue to seek out stores for a complete experience While digital will influence the lion’s share of holiday purchases this season, shoppers will continue to blend both