2019年第13个年度假日购物调查.pdf

12019ANNUAL HOLIDAY LOCAL SHOPPING SURVEY2DEMOGRAPHICSColeman Parkes Research, on behalf of Accenture, conducted an online survey of 500 consumers in each of the following 17 cities:The national average is based on a separate survey of 1,500 U.S. consumers, also conducted by Coleman Parkes for Accenture with respondents split evenly between genders and by age groups.Respondents each had purchased an item for personal use online or in a store within the previous six months. They represented:The survey was conducted in August and September 2019.AustinDallasHoustonBoston New York CityPhiladelphiaChicagoColumbusDetroitLos AngelesSan FranciscoSeattleAtlantaCharlotteWashington D.C.MinneapolisSt. Louis50% Female 49% Male 1% Non-binary20%20%20%20%20%Generation ZYounger MillennialsOlder MillennialsGeneration XBaby Boomersaged 18-20aged 21-27aged 28-37aged 38-54aged 55+32019 Annual Holiday Shopping Survey From AccentureEXECUTIVE SUMMARYShoppers 2019 budgetsConsumers still love storesSustainability factoring into shoppers decisionsNot your grandparents apparel shoppingPhysical and online security concerns on the rise123454SHOPPERS 2019 BUDGETS1$6375HOW MUCH WILL SHOPPERS SPEND?Majority of U.S. shoppers will spend as much or more this year, but with a sign of caution.$673Seattle$751San Francisco$706Los Angeles$677Austin$667Dallas$681Houston$652Atlanta$623Charlotte$701Washington D.C.$695Boston$781New York$673Philadelphia$634Chicago$670Minneapolis$654Detroit$669Columbus$649St. LouisMore than last yearAs much as last yearLess than last year201928%57%15%201836%53%11%National AverageQ: How much money do you plan to spend on holiday purchases this year?Q: Do you plan to spend more / same / less on holiday purchases in this year vs. last year?6Most shoppers plan to shop in-store and online this holiday season.CONSUMERS STILL LOVE STORES277275 7580 80 8077 7778777476747779807679657270737270 70687071747570716872 72650102030405060708090100NationalAverageLosAngelesSanFranciscoSeattleAustinDallasHoustonAtlantaCharlotteWashingtonD.C.BostonNewYorkPhiladelphiaChicagoColumbusDetroitMinneapolisSt.LouisVS. ONLINEIN-STOREQ: HOW DO YOU ANTICIPATE YOU WILL DO YOUR HOLIDAY SHOPPING?% of shoppers who plan to shop % of shoppers who plan to shopSenior Managing Director and Head of Accentures Global Retail Practice8WHILE HAVING A STRONG ONLINE PROPOSITION HAS BECOME TABLE-STAKES, PHYSICAL STORES WILL STILL PLAY AN IMPORTANT ROLE IN THE FUTURE.Jill Standish9SUSTAINABILITY FACTORING INTO SHOPPERS DECISIONS310Some shoppers have not heard of the negative environmental impact of fast delivery options. More than half of shoppers are willing to opt for greener delivery options (e.g. slower shipping, in-store pick-up) in the name of the environment. THE DARK SIDE OF NEXT-DAY SHIPPING?505967636162645661656661626059646362344654535148 485053465344554550495254020406080100NationalAverageLosAngelesSanFranciscoSeattleAustinDallasHoustonAtlantaCharlotteWashingtonD.C.BostonNewYorkPhiladelphiaChicagoColumbusDetroitMinneapolisSt.Louis% of people who would opt for green shipping% of people who were unaware of the negative environmental impact Q. Faster shipping is said to cause greater environmental impact for various reasons, such as the use of planes rather than ground transportation and the shipping of multiple items separately rather than together to expedite delivery. Are you aware of such impact and would you opt for greener options to reduce your environmental impact this holiday season?