Accenture conducted an online survey of over 4,500 consumers in October 2015 across the United States, Canada and China. Overall, consumers are showing an increase in their spending expectations this holiday season, with 40 percent of US consumers planning to spend more on holiday shopping although they are still enticed by a good deal.
Sparked by ongoing optimism around consumers’ personal financial situations across each of the five markets, consumers remain enthusiastic about Holiday Shopping–both in-store and online, although the majority of shoppers would prefer the online option over physical stores where a retailer sells their product using both channels.
And despite increased instances of cybersecurity breaches across multiple industries in recent times, consumers are increasingly open to sharing personal information with retailers in order to receive personalized offers. Privacy and security concerns are the number one reason in all markets for consumers when shopping on a mobile phone, smartphone or tablet.