Retailers in for a Very Digital Holiday Season, According to National Retail
Federation Survey
Consumers eager for offers like buy online
pick up in store, free shipping
Top findings of consumers surveyed:
| ● Average spending per person
reaches $805.65, comparable with spending last year ($802.45).
|
| ● Spending on gifts for family
members will total $462.95, up from $458.75 last year and a survey
high. |
| ● Almost half of holiday shopping
will be done online: Average consumers say 46 percent of their
shopping this holiday season will be conducted online, up from 44.4
percent last year. |
| ● 21.4 percent of smartphone owners
will use their device to purchase holiday merchandise this year, the
highest seen since NRF first asked in 2011. |
| ● Nearly half (46.7%) said free
shipping/shipping promotions are important factors in their decision
on where to shop. |
| ● 55.8 percent of holiday shoppers
will splurge on themselves and/or others for non-gift items, and
will spend an average of $131.59, up from $126.37 last year.
|
WASHINGTON,
October 20, 2015 - It's the most wonderful time of the year for
millions of Americans and this year, holiday shoppers have already added their
family members to the 'nice list.'" According to the National Retail
Federation's Holiday Consumer Spending Survey conducted by Prosper Insights and
Analytics, consumers celebrating Christmas, Hanukkah and/or Kwanzaa will spend
an average of $805.65 on food items, decorations, gifts and more over the
holiday season, the highest amount in the survey's 14-year history and in line
with last year's $802.45. Spending on gifts for family members will total
$462.95, up from $458.75 last year and also a survey high.
"Despite the challenges that still exist in our economy, it looks as if
consumers are eager to celebrate the holidays with friends and family this
year," said NRF President and CEO Matthew Shay. "We expect consumers will tackle
their holiday shopping lists with a healthy dose of optimism, tempered by a hint
of caution as they look for ways to find the perfect, practical gift."
"We continue to see positive momentum in retail sales growth, giving us reason
to believe consumers will show up this holiday season as they look to take
advantage of all of retailers' promotional offerings," continued Shay. "In an
effort to attract all shoppers - from the extremely price sensitive to the
online millennial, retailers will be offering exclusive incentives, low prices,
price-matching, top toys and everyone's favorite - free shipping and buy online
pick up in store offers."
Those celebrating the holidays will also spend on gifts for friends ($77.85),
co-workers ($25.95) and others, such as pets and babysitters ($28.05). Average
spending on decorations will reach $53.02, and $28.67 on greeting cards and
postage; shoppers will also spend an average of $107.80 on food.
Buy online pick up in store, free shipping high on busy shoppers list
Savvy holiday shoppers will shop around to find the perfect gift this year with
most saying they will shop at discount (55.9%) and department stores (55.6%),
and online (52.9%). Two in five (44.1%) will shop at grocery stores and
one-third (33.4%) will shop at clothing or accessory stores.
Of those who plan to shop online, 46.5 percent say they will take advantage of
retailers' buy online pick up in store or ship-to-store options. Free shipping
seems to be the most anticipated promotion however: 93.1 percent of online
shoppers say they will use a free shipping offer when shopping for holiday
merchandise.
Almost half of holiday shopping (browsing and buying) will be done online
More of shoppers' time this holiday season will be spent browsing and buying
online compared to last year - and the 10 years NRF has been tracking this. The
survey found nearly half (46.1%) of holiday shopping will be conducted online,
up from 44.4 percent last year and the highest recorded since NRF first asked in
2006.
Read more here.
