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Key findings from the 2016 Retail Holiday Shopping Survey

10th annual Accenture Holiday Shopping Survey finds consumers are looking for deals this year.
They will be shopping
around for the best price.

OVERVIEW

Accenture Holiday Shopping Survey

While holiday spending is likely to increase again this year, frugality will be the theme this holiday season, as shoppers want more for their money and are willing to put in the extra work to get the best deals.

The Accenture Holiday Shopping Survey offers insights into consumer buying patterns during the holiday period. It gives an indication of retail performance expectations both on the high street and online at a key time for the sector.

VIEW INFOGRAPHIC TO SEE THE KEY FINDINGS IN THE US [PDF]

VIEW INFOGRAPHIC TO SEE THE KEY FINDINGS IN THE UK [PDF]

VIEW INFOGRAPHIC TO SEE THE KEY FINDINGS IN FRANCE [PDF]

KEY FINDINGS

Consumers are willing to give more to receive more. This is a clear opportunity for retailers to learn all they can about their customers and use these insights to provide the personalized and timely deals consumers are seeking this holiday season.

Below are some of the key findings from the research. These numbers represent the percentage of shoppers who said they…

Plan to check Amazon before looking or buying elsewhere:

  • US: 84% will check Amazon.com
  • UK: 8 out of 10 will check Amazon.co.uk
  • France: 70% will check Amazon.com

Plan to spend more on their holiday shopping in 2016:

  • US: 44%
  • UK: 31%
  • France 40%
  • Canada: 39%

Will be enticed by promotions or coupons to shop at a store they have not used in the last year:

  • US: 72%
  • UK: 54%
  • France: 48%
  • Canadians over 60: 45% will do the majority of their shopping with local brands

Will be influenced by the following when making their purchase decisions:

  • Canada: 77% said it’s important the retailer has a good reputation
  • France: 77% said social networks

Intend to webroom (shop online buy in store) and/or showroom (shop in store buy online) this year:

  • US: 81% for both
  • UK: 75% Showroom; 72% Webroom
  • Canada: 74% Showroom; 76% Webroom

Will purchase online with in-store delivery/pick up and intend to purchase additional items during their in-store visit:

  • US: 71%
  • UK: 56%

Are primarily frustrated with purchasing more goods online because:

  • US: 62% said shipping costs
  • Canada: 55% said not being able to handle the product first (44% said shipping costs)

Plan to shop on this particular day:

  • US (Thanksgiving Day/Night): 72% online; 47% in store
  • US (Black Friday): 64% online; 65% in store
  • US (Cyber Monday): 57% online
  • France: 44% will do the majority of their shopping between December 1st and December 15th
  • Canada (Boxing Day/Black Friday): 37% online; 70% in store (Note: more than US respondents)
  • Canada: 28% don’t plan to start until December 1st

Have been influenced by the Brexit vote (UK shoppers only):

  • 57% said their shopping has been entirely unaffected by the vote
  • 11% said they’ll be more cautious on essentials and won’t spend on non-essentials

See the findings from these countries where we surveyed holiday shoppers:

LEARN MORE ABOUT THE SURVEY RESULTS IN THE US

LEARN MORE ABOUT THE SURVEY RESULTS IN THE UK

LEARN MORE ABOUT THE SURVEY RESULTS IN CANADA

In the News: Read more about the US findings in this Chain Store Age article.


Results for the United States, United Kingdom and Canada are based on a web survey of 1,500 people in each country; results in France are based on the survey results of 1,000 people in France

DYNAMICACTION RESEARCH

DynamicAction Retail Index: Fall 2016

In August, Accenture formed an alliance with DynamicAction, provider of the most advanced analytics solution specifically designed for retailers. DynamicAction recently released its Retail Index: Fall 2016. In this research, they analyzed more than £6.6 Billion (or $8.7 Billion) in consumer transactions in North America and Europe.

While their research focused on the transaction side (versus surveying consumers), their findings validate the consumer sentiment going into the holiday shopping season.

For example, in Europe, retailers are pulling their promotional lever more than ever in the lead up to Christmas, with orders using promotions up 144 percent year-over-year. According to their findings, Brexit certainly played a big role in that shift, however the research showed a 65 percent increase in North America as well. Both of these numbers are sending a clear message to retailers.

View the findings from DynamicAction’s research for North America and Europe below.

VIEW INFOGRAPHIC TO SEE KEY FINDINGS IN NORTH AMERICA [PDF]

VIEW INFOGRAPHIC TO SEE KEY FINDINGS IN EUROPE [PDF]

"Retailers are facing a reality where selling at full price is not only a difficulty, it is a fallacy."
JOHN SQUIRE
CEO and co-founder DynamicAction