版权说明：本文档由用户提供并上传，收益归属内容提供方，若内容存在侵权，请进行举报或认领
文档简介
NowinRetail
2024U.S.HolidayPurchaseIntentions
KeyFindings
October2024
Circana,LLC|Forpublicuse
2
Tableofcontents
2024HolidayPurchaseIntentions
HolidayRetailOutlookbyMarshalCohen3
WhatConsumerSpendingWillLookLike6
ShoppingPlans10
InfluencersandPerceptions14
AbouttheStudy21
•ObjectivesandMethodology
•Notes
•Definitions
3
Circana,LLC|Forpublicuse
HolidayRetail
OutlookbyMarshalCohen
ChiefRetailAdvisor
4
Circana,LLC|Forpublicuse
Circana’sHolidayRetailOutlookByMarshalCohen
U.S.consumerintentionsforthe2024holidayseasonarebasedonablendofoptimismandpracticality.
Consumersentimentandintentionsrelatedtothe2024holidayshoppingseasonareimprovedcomparedtothelasttwoyears.
Mostshoppersplantospendaboutthesameaslastyear,butthereisanincreaseinthoseplanningtospendmore.Theaverageplannedholidayspendis2%higherthanlastyear.
Thekeyholidaydriversofclothing,technology,andtoyshaverenewed
opportunityforholidaysalesgrowth,withincreaseintheintenttopurchasebeauty,footwear,andluggage.
Planstogiveexperientialgiftslikefoodandbeverageexperiences,ticketstoanevent,oraspacertificatearehigherthanthey’vebeeninthreeyears.
Moreconsumersareplanningholidaygatheringswithfamilyandfriendsthisyear,andfewerpeopleplantohavetheirholidaymealsattheirownhome.
Aparticularlypositivesignforholidayretailisthatmoreconsumersplantoself-giftthanplannedtolastyear,thoughstillfewerthanplannedtotwoyearsago.
Consumersstillplantodomoreoftheirholidayshoppingonline,butmoreplantodosomeshoppinginstoresthaninthepastfewyears.
Financialconcerns—thoughtoalesserdegree—andotherdistractionsremain,keepingexpectationsbelow2021levels.
Amidalandscapeoffickletrendsthatdissipateasquicklyastheyappear,consumersaren’tinarushtopurchase.Theyarewillingtowaitforsales,evidencedbytheincreaseinthosewhoplantostartshoppingoverthe
Thanksgiving/BlackFriday/CyberWeekpromotionalperiod.
Convenienceandvalueareparamount.Mostconsumersprefertobuyasmany
giftsastheycanonline,andtheycomparepricesonlinebeforeshoppinginastore.
Whilevalueloomslarge,freeshippingremainsthetopinfluencerofwhere
consumerswillshopthisholidayseason,asminimumshippingthresholdsrise.
Socialmediaplaysanimportantroleinholidayshopping:76%ofholidayshopperssayproductreviewvideosarelikelytoinfluencetheirpurchases.
Foodandgrocerycostswillhaveanimpactonholidayshopping,butconsumersareadjusting.Two-thirdsofconsumerssaytheywillchangetheirshoppinghabitsinordertosavemoneythisholidayseason.
Holiday
Projections:
2024holidayspendingisexpectedtobeanimprovementfromlastyear’sresults,growingbetween1.5%and3%duringtheexpandedholidayshoppingperiodthatnowbeginsinOctoberandruns
throughearlyJanuary.
5
Circana’sHoliday
RetailOutlookByMarshalCohen
“Spiritsareupheadingintothefourthquarter,andconsumersarelookingtoholdontothatfeelingofpositivity.”
Asenseofretailstabilityhasbeenestablishedaheadofthisholidayseason
U.S.retailsalestrends,includingdiscretionarygeneralmerchandiseandconsumerpackagedgoods(CPG),havecontinuedtostabilizethisyear.Discretionaryspendingremainsatthenewspending
baselineestablishedin2023,andretailfoodandbeveragespendingincreaseshavesoftened.
Consumersareseekingaholidayescape—thatincludessomeretailtherapy
Thisyear,moreconsumersseetheholidaysasabreakfromeverythingthat’shappeningintheworld,andmoreplantobuymoregiftsforotherstobringthemjoyduringchallengingtimes.Addontheincreaseinplansforself-gifting,andyougetapictureofaconsumerprimedforholidayshoppingasanevent.
Theconsumer’squestforvalueisanopportunityforretailtoengage
Morethanhalfofholidayshopperssaytheywillspendlessthisholidayseasonbecauseother
costs/expenseshavegoneup.Manyholidayshopperssaytheywillbuymoreitemsthatareonsaleorpromotion.Moreconsumersdidsomeoftheirholidayshoppingduringthisyear’ssummerretail
promotionalevents,andmoreplannedtotakeadvantageoffallpromotionaleventsthanineitherofthepasttwoyears.Butnearlyaquarter(24%)saytheythinktheywillgetthebestdealsonBlackFridaythisholidayshoppingseason—thehighestinfouryears.
Circana,LLC|Forpublicuse
“Theholidayretailseasonhastakenonthenextgenerationofshopping.Consumersarenotastetheredtotheuncertaintyofthelastseveralyears,andtheyfinallyfeelstableenoughtoembraceholidayshoppingagain.”
MarshalCohen
ChiefRetailAdvisor,Circana
Source:Circana,point-of-salefirst-readdata,limitedrelease
6
Circana,LLC|Forpublicuse
What
Consumer
Spending
WillLookLike
Howmuchwilltheyspend?Whatwilltheybuy?
Circana,LLC|Forpublicuse
7
Intendedspendingisup2%,withmostplanningto
spendthesameaslastyear
2023$754
2024$771
PlantoSpendonHolidayShopping
(Meanamongtotalrespondents)
2022$760
HolidaySpendingIntentions
%AmongTotalRespondents
2022
2023
2024
MorethanlastyearSameaslastyearLessthanlastyear
57
58
57
25
26
24
18
18
18
MillennialshaveleaptaheadofGenX,planningtospendthemost($880).
Thosewithchildrenarealsobigspenderscomparedtothosewithoutkids($1014vs$651).
Q1.Howmuchdoyouplantospendonholidayshoppingthisyear? Q2.Comparedtolastyear,doyouplantospend…?Source:Circana,AnnualHolidaySurvey,September2024
8
Circana,LLC|Forpublicuse
Purchaseintentisverysteady,butwithincreased
spendinginsomekeyholidaycategories
%AmongTotalRespondents
1
Clothing/Accessories:56%
2
Tech/Electronics:35%
3
Entertainment:29%
4
Beauty:29%
5
Toys/Baby:29%
6
Home:27%
7
FoodorBeverages:22%
8
Liquor/Wine:19%
9
SportingGoods/SportEquipment:10%
TopTypesofPlannedPhysicalGifts
MeanSpend($)AmongPlannedPurchasers
1
Tech/Electronics:$910
2
Clothing/Accessories:$476
3
Home:$348
4
Entertainment:$211
5
Toys/Baby:$206
6
Beauty:$173
7
FoodorBeverages:$167
8
SportingGoods/SportEquipment:$164
9
Liquor/Wine:$143
Clothing41%
Q5.Whichoftheseproductsdoyouplantobuyasholidaygiftsthisyear?Q6.Howmuchdoyouplantospendon...?Source:Circana,AnnualHolidaySurvey,September2024
Circana,LLC|Forpublicuse
Experiencescontinuetobepopularforgiving
Food&beverageisthemostpopulartypeofexperienceatmorethan1.5timestheintendedgivingfortickets
Experiences/Intangibles
27
25
25
21
16+2pts15+3pts
14+3pts13
11
9
%AmongThoseWhoPlantoPurchaseanExperience/IntangibleGift
44
Food/Beverageexperiences
Ticketstoasportingevent,concertorothermusicevent,ortheater/play/musical SpacertificateCharitabledonationsTravel
InteractiveexperienceswheretheattendeesbecomepartoftheeventAdventureexperiences
Educational/Enrichmentexperiences
Tours Membershiptogym/fitnessclassesCertificatestoexperience-dedicatedwebsites
55%ofconsumersplantopurchaseanexperience/intangiblegift,up2ptsfromlastyear.
Meanwhile,subscriptionservicesreboundedslightly:16%plantogivethem,2ptsmorethanlastyear,thoughstilldown
comparedtotwoyearsago.
9
Q27.Which,ifany,experiencesorintangiblegiftsdoyouplantopurchasethisholidayseason?Q28.Thisholidayseason,doyouplantopurchaseasubscriptionboxorserviceasagiftforsomeoneelse(oryourself)?
Source:Circana,AnnualHolidaySurvey,September2024
10
Circana,LLC|Forpublicuse
ShoppingPlans
When,how,andwherewillconsumersdotheirholidayshoppingthisyear?
Circana,LLC|Forpublicuse
Consumersaremorelikelytostartshoppingearly,
butsincethepandemic,waitinghasincreased
PlantoSTARTShopping
60
50
40
30
20
10
0
%AmongTotalRespondentsProvidingaResponse
200720082009201020112012201320142015201620172018201920202021202220232024
Early
BeforeThanksgiving
Mid
ThanksgivingDay/BlackFriday/
Thanksgivingweekend/CyberMonday
Late
EarlyDecember/lastminute
11
Q12.Whenwillyoubeginyourholidayshopping?Source:Circana,AnnualHolidaySurvey,September2024
Circana,LLC|Forpublicuse
Thanksgivingweekendismorepopularforstarting
holidayshopping,up3ptsthisyear
45%ofconsumerswillstartshoppingbeforeThanksgiving
ButsomehaveshiftedtheirshoppingtotheThanksgivingholidayweekend(+3pts)
17%havealreadystarted
3%alreadyfinished
25%plantostartbeforeThanksgiving
5%willstarton
20%plantostartonBlackFriday
ThanksgivingDay
7%willstartover
3%willstart
onCyberMonday
Thanksgivingweekend
16%don’tplantostartuntil
5%willwaituntilthe
lastminute
earlyDecember
WhenWillEarlyShoppersStart?
%AmongConsumersPlanningtoStartShoppingBeforeThanksgiving
Septemberorearlier
October
Early
November
Weekof
Thanksgiving
37%33%(+6)24%(-7)4%
BlackFridaycontinuestogrowinimportance.24%ofconsumersstatedthisisthedaytheycanfindthebestdealsforholidayshopping.
12
Q12.Whenwillyoubeginyourholidayshopping?
Q12a.Specifically,whenbeforeThanksgivingdidyou/willyoubeginyourholidayshopping?Q12.dDuringwhichofthefollowingtimeperiodsdoyoufeelyouwillgetthebestdealspossible?Source:Circana,AnnualHolidaySurvey,September2024
Circana,LLC|Forpublicuse
Onlinegrowsinimportancetoconsumers
PlantoShopOnlineforHoliday
%AmongTotalRespondents
85
80
73
66
59
7776
8283
80
71
20142015201620172018201920202021202220232024
ShareofPlannedShopping:In-Storevs.Online
70
60
50
40
30
20
10
0
%AmongTotalRespondents
Online
In-Store
20142015201620172018201920202021202220232024
13
Q8a.Doyouplantodoanyofyourholidayshoppingonlinethisyear?
Q9b.Approximatelywhatpercentofyourholidayshoppingdoyouplantodo…?
Q9c.Whichtypeofdevicedoyouusemostoftenwhendoingyourholidayshoppingonline?Q10.Whichofthefollowingstatements,ifany,describeYOUwhenholidayshopping?Source:Circana,AnnualHolidaySurvey,September2024
14
Circana,LLC|Forpublicuse
InfluencersandPerceptions
Dotheeconomyandtoday’spoliticalenvironmentaffectconsumers?
Whatroledoessocialmediaplayinshoppingbehavior?
Areconsumersgettingintotheholidayspirit?
Circana,LLC|Forpublicuse
Consumers’perceptionoftheeconomyhas
improvedslightly,buttheimpactisunchanged
2019
2020
2021
2022
2023
2024
StateoftheEconomy
%AmongTotalRespondents
Excellent/VeryGoodGoodFair/Poor
30
18
21
15
17
19
64
65
19
18
57
56
37
30
22
61
15
17
PersonalFinancialSituation
%AmongTotalRespondents
2019
2020
2021
2022
2023
2024
Excellent/VeryGoodGoodFair/Poor
30
28
28
28
28
28
32
34
35
35
36
36
43
42
28
29
40
30
51
41
43
40
42
42
31
29
30
29
28
28
23
34
26
23
30
29
HowWillThisImpactSpending?
%AmongTotalRespondents
2019
2020
2021
2022
2023
2024
SpendMoreSpendtheSameSpendLess
15
Q11c.Basedonwherethingsaretoday,howwouldyouratethefollowing?Q11d.Thinkingaboutyourfinancialsituationandtheeconomy,whatimpactwilltheyhaveonyourspendingthisholidayseason?
Source:Circana,AnnualHolidaySurvey,September2024
16
Circana,LLC|Forpublicuse
Theelectionandrisingfoodcostscouldaffectholiday
shopping,especiallyamongGenZandmillennials
ImpactofElectiononHolidayPurchasing
%AmongTotalRespondents
nYes,theelectionwillimpactmyholidaypurchasing
No,theelectionwillnotimpactmyholidaypurchasing
17%
Willspendmore/lessdependingwhoiselected
32
GenZ=44%
Millennials=43%
16%
Willwaittostart
shoppinguntilafter
theelection
68
ImpactofFood/GroceryCostsonHolidayPurchasing
%AmongTotalRespondents
GenZ=73%
Millennials=73%
62
38
21
25
22
Willhaveanimpact(NET)
Buythesame
amountofgifts
butspendless
oneachone
BuylessgiftsBuymore'offNoimpact
overallbrand'items
T8Willtheupcomingelectionimpactyourpurchasedecisionsfortheholidayseason?T10.Thinkingaboutyourhousehold’sfood/grocerycoststhisyear,howwillthosecostsaffectyourholidayshopping?
Source:Circana,AnnualHolidaySurvey,September2024
17
Circana,LLC|Forpublicuse
Tosavemoney,twointhreeconsumerswillfind
waystotradedownthisholidayseason
PlanstoSaveMoneyThisHolidaySeason
%AmongTotalRespondents
Willchangehabits(NET) Iwillbuymoreitemsthatareonsale/promotionIwillpurchasemorestorebrandsthannamebrands
IwillsubstitutelessexpensiveproductsforthoseItypicallybuyIwillbuymorebundled/valuepackitemstogetabetterdealIwillpurchasesmallerpackagesizes/smallersizedproductsIdonotplanonchangingmyshoppinghabits
67
37
22
22
19
16
33
T11:Whichofthefollowingbehaviors,ifany,doyouplanondoinginordertosavemoneythisholidayseasons?
Source:Circana,AnnualHolidaySurvey,September2024
Circana,LLC|Forpublicuse
Attitudesandperceptionsimpactbehavior
Consumersseekeconomicreliefthisseason,buttheyarealsolookingforwardtothejoytheholidaysbring.
64%
ofconsumerslookforwardtotheholidayseason.4ptshigherthanlastyearandhighestinfiveyears
29%
ofconsumersdidn’tmakeapurchasethis
yearinhopestheywouldgetitasagiftorfinditonpromotionduringtheholiday.3pts
higherthanlastyear
66%
ofconsumerssaytheholidaysprovideabreakfromeverythinggoingoninthe
world.2ptshigherthanlastyear
28%
ofconsumersbuygiftsforthemselvesasakindofretailtherapy.3ptshigherthan
lastyear
52%
ofconsumerssaytheywillspendlessthisholidayseasonbecauseotherexpenses
havegoneup.3ptshigherthanlastyear
57%
ofconsumerssaygoingshoppingputs
themintheholidayspirit.4ptshigherthanlastyear
18
Q11.Whichofthefollowing,ifany,willinfluencewhereyoushopthisyearforholidaygifts?Q21.Howmuchdoyouagreeordisagreewiththefollowingstatements?QC1Pleasereadthestatementsthatfollowandtellushowmuchyouagreewitheach.Source:Circana,AnnualHolidaySurvey,September2024
Circana,LLC|Forpublicuse
Facebookreboundstobecomemorerelevantin
PlatformsPlantoUse
%AmongThosePlanningtoUseSocialMediaforPre-purchaseResearch
DOESWHOORWHATYOUFOLLOWMATTER?
Socialmedia’sinfluenceon
purchasebehavioratthe
holidaysissignificant.28%ofconsumerssaytheyfollow
brandsonsocialmedia.
Amongthosefollowers,threeinfourarelikelytomakea
purchasebecauseofthat.Thisisgreaterthantheinfluenceofretailers(66%)andproduct
reviews(66%).
Interestingly,only45%ofthosewhofollowa
celebritysaytheywouldbeinfluencedtomakeapurchase,comparedto57%ofthosewhofollowbloggers/influencers.
holidayshopping,drivenbyyoungergenerations
YouTubeFacebookInstagram TikTokPinterest
X(formerlyTwitter) RedditSnapchatLinkedIn
5649(+3)
27
27
21%
ofconsumerswill
24
21
usesocialmediaforpre-purchaseresearch thisholidayseason,
11
up1ptfromlastyear
66
65(+6)
19
Q11aa.Whichofthefollowingsocialmediaplatformsdoyouplantousetolearnmoreaboutaproductbeforeyoumakeapurchasethisholiday?Q11a1.Whichofthefollowingdescribeshowyoucurrentlyusesocialmediatolearnmoreaboutproducts?
Q11a2.Thisholidayseason,howlikelyareyoutomakeapurchase,ordecideagainstapurchase,basedonrecommendationsand/orreviewsfromeachofthefollowing?Source:Circana,AnnualHolidaySurvey,September2024
19
Circana,LLC|Forpublicuse
Mostconsumerswillhostorvisitothers
Intendedpurchasingofholiday-themeditemshasincreasedcomparedtolastyear.
PlannedSpendingComparedtoLastYear
%AmongThoseWhoPlantoBuy
SpendmoreSpendsameSpendless
25
34
61
54
14
32
55
13
12
HolidaythemedtablewareHolidaythemedHolidaythemedfoodor
itemsdecorationsbeverageitems
Plantobuy
68%72%83%
+4pts+2pts
58%ofconsumersplantoeattheirChristmasmealathome,down2ptsfromlastyear.
57%ofconsumerssaytheyplantohostorvisitfamily/friendsduringtheholidayseason,up2ptsfromlastyear.
39%ofconsumersplantohaveanovernightstayawayfromhomeovertheholidays,up2ptsfromlastyear.
20
Q.T7Thinkingaboutproductsthatyoumaybuyforentertainingduringtheholidays,doyouplantospendmoreorlessontheseitemscomparedtolastyear?Q.17Wherewillyoueatyourholidaymeal(s)?Q18.Doyouplantotravelsomewhererequiringanovernightstayduringtheholidayseason?QC6.Howlikelyareyoutovisitorhostfamily/friendsthisholidayseason?
Source:Circana,AnnualHolidaySurvey,September2024
21
Circana,LLC|Forpublicuse
AbouttheStudy
ObjectivesandMethodology
Notes
Definitions
Circana,LLC|Forpublicuse
Studyobjectivesandmethodology
Objectives
温馨提示
- 1. 本站所有资源如无特殊说明，都需要本地电脑安装OFFICE2007和PDF阅读器。图纸软件为CAD,CAXA,PROE,UG,SolidWorks等.压缩文件请下载最新的WinRAR软件解压。
- 2. 本站的文档不包含任何第三方提供的附件图纸等，如果需要附件，请联系上传者。文件的所有权益归上传用户所有。
- 3. 本站RAR压缩包中若带图纸，网页内容里面会有图纸预览，若没有图纸预览就没有图纸。
- 4. 未经权益所有人同意不得将文件中的内容挪作商业或盈利用途。
- 5. 人人文库网仅提供信息存储空间，仅对用户上传内容的表现方式做保护处理，对用户上传分享的文档内容本身不做任何修改或编辑，并不能对任何下载内容负责。
- 6. 下载文件中如有侵权或不适当内容，请与我们联系，我们立即纠正。
- 7. 本站不保证下载资源的准确性、安全性和完整性, 同时也不承担用户因使用这些下载资源对自己和他人造成任何形式的伤害或损失。
最新文档
- 中国税制试题及答案
- 云南红河州第一中学2025年物理高二第二学期期末复习检测模拟试题含解析
- 云南省元江一中2025届高二物理第二学期期末统考模拟试题含解析
- 云南省建水第六中学2024-2025学年高二化学第二学期期末质量跟踪监视模拟试题含解析
- 仓储物业服务租赁合同
- 场地环境修复与治理工程合同模板
- 塔吊设备安装与操作人员责任保险合同
- 车辆贷款反担保抵押担保合同
- 家政服务合同范文集合（19篇）
- 公司锅炉运输合同（4篇）
- 2025年无人机操控师考试试题及答案
- 2025年苏州市中考英语二模模拟试题（六）（含解析）
- 2025年耐热玻璃器皿行业深度研究报告
- 2025年中考物理答题技巧与模式专题08压强与浮力的常考难点综合计算(学生版+解析)
- 中国兽药典三部 2020年版
- 2025年六五环境日生态环保常识及法律知识有奖竞答题库及答案（共90题）
- 上海市社区工作者管理办法
- 国开（甘肃）2024年春《地域文化（专）》形考任务1-4终考答案
- 湖南师范大学学位英语历年考试真题
- 日本語総まとめN3語彙文法 一日目
- 新人教版五年级数学下册第四单元教案
评论
0/150
提交评论