With the holiday shopping season around the corner, Accenture’s 2013 holiday shopping survey brings much needed good news for retailers. The results suggest that we are on the path to recovery, and it really shows, as consumers are feeling more comfortable spending this season. Here are 7 key facts from the survey to help retailers build their marketing strategy for the upcoming holidays.
1 in 5 consumers plans to spend more this season (compared to 2012). The average spending on gifts this year is planned for $646, an 11% increase over the $582 last year.
2. Consumers mindset shifts from ‘cautious’ to ‘sensible’
Consumers are feeling more optimistic compared to last year, shifting the shopping mindset to ‘sensible’.
3. Gift Cards at the top of the shopping list
The number one item on the consumers’ shopping list is gift cards with 56%. Followed by Apparel(54%), Toys(44%) and Electronics(39%)
4. Black Friday shopping has reached a five-year high
Black Friday is becoming increasingly more important in the consumers’ minds, as 55% of the consumers surveyed expect to hit the stores on Black Friday.
5. Big discounts and deals crucial to more holiday shoppers in 2013
Although consumers’ outlook and spending are trending up, they are looking for major discounts, upwards of 30% throughout the season to make a purchase.
6. Discount retailers remain the top destination for shoppers
76% of consumers said that they will making their shopping rounds at the discount retailers.
7. Consumers will be shopping across channels through ‘Webrooming’ and ‘Showrooming’
63% of consumers will be “Showrooming” or browsing in store and then going online to get a better deal. 65% of consumers will be “Webrooming” or browsing online and then going to the store to buy the item.
Check out the full survey here. What did you think about Accenture’s findings? Did anything surprise you?