Same traditions. Different me.
As consumers look to rediscover festive traditions and adapt to new circumstances, they are in a generous mood this holiday season.
The holidays are back!
Accenture’s Annual Holiday Shopping Survey finds that consumers are hoping to put the disruption of 2020 behind them and are looking forward to a generous, sharing and celebratory holiday season.
With social occasions imminent, a sense of positive anticipation is in the air. Over three-quarters of shoppers say they’re looking forward to the holidays. And many will be visiting loved ones, heading out to parties, or hosting social occasions at home.
Four consumer trends for a season of sharing
In fact, this year’s Holiday Shopping Survey reveals the four key consumer trends that will characterize this holiday season and beyond for consumer-facing industries.
Generosity
Sharing gifts and spending time with loved ones, while also supporting charitable, environmental, and social causes.
Celebration
Rediscovering the fun of face-to-face occasions and festive traditions.
Experience
Meeting post-pandemic consumer expectations for seamless and channel-less shopping.
Getting 2022 ready
Capitalizing on consumer optimism and excitement for the year ahead.
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HOLIDAY TRENDS
Generosity
Consumers will spend more this year, especially younger shoppers. But they’ll also give more—to family, friends, neighbors, colleagues, and charities too. This spirit of sharing is about more than money of course.
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The spirit of giving is alive and well
Seven in ten consumers are looking forward to spending time at home with loved ones. In fact, generosity will characterize the whole holiday season and will influence consumer attitudes to brands’ environmental and social responsibility too.
75%
of consumers are likely/highly likely to buy gifts for close family
39%
of under 40s (vs 18% of over 40s) say they will be spending more this year than last year
35%
of shoppers will choose environmentally friendly packaging and deliveries
HOLIDAY TRENDS
Celebrations
With a more sociable season in the offing, consumers are feeling optimistic and in the mood for celebration. Over three-quarters say they’re looking forward to the holidays.
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Parties are back in all shapes and sizes
Large numbers of consumers will be traveling to visit loved ones or hosting holiday events at home. Festive traditions—including food and gift choices—will remain core to the season with the holiday dining table at the center of celebrations.
59%
of consumers will be visiting friends and family this holiday season
51%
of consumers will be heading out to parties
37%
of consumers are planning to host social occasions at home
HOLIDAY TRENDS
Experience
The great ecommerce acceleration triggered by the pandemic isn’t going away. But stores remain an essential part of the consumer experience, especially for younger shoppers.
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There are surprises in store
This holiday season, consumers are looking for something different—an omnichannel experience that offers seamless integration across digital and physical shopping. At the same time, supply and sustainable shopping are rising up the consumer agenda.
70%
of those aged 18–24 anticipate doing the majority of their shopping in store this year
43%
of consumers expect online home deliveries to be fast and free (up from 40% last year)
1 in 3
consumers are worried about stock availability over the holidays
HOLIDAY TRENDS
Get 2022 ready
Retailers have taken measures to shore up supply chains and are ready to capitalize on the holiday season. Beyond the holidays, consumers are already looking ahead and making plans for next year.
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A new year's resolution
Yes, many are focused on fixing their finances in 2022. But our survey finds there’ll be room for fun, indulgence and big-ticket spending too. One of the biggest priorities? Making up for missed vacations by saving for trips away.
40%
will prioritize saving for a vacation or trip away
36%
are planning to take a local trip or vacation in the next year
1 in 3
will prioritize spending on new clothes
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