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2017 Deloitte holiday studyChicago market results
Get in touch
2017 holiday retail surveyAn annual analysis of the peak shopping season
Holiday retail spending is bucking trends this season with only one-third of holiday budgets going toward gifts.
Online spending is expected to exceed in-store for the first time. In addition to gifts for others this year, spending on experiences and self-gifting increased. Explore more consumer spending trends in our 32nd annual holiday survey.
Click here to read Deloitte’s national holiday retail study. study for 2017.
Stacy Kemp
Principal, Chicago retail sector leader, Deloitte Consulting LLP
stkemp@deloitte.com │ +1 312 486 2378
Copyright ©2017 Deloitte Development, LLC. All rights reserved. 2017 Deloitte holiday retail study – Chicago results
Get in touch
2017 Deloitte Holiday Study – Chicago resultsCopyright © 2017 Deloitte LLP. All rights reserved. 3
2017 Deloitte holiday retail study – Chicago resultsCopyright © 2017 Deloitte Development, LLC. All rights reserved.
Key insights – Chicago marketEconomic outlook & holiday spending
• Most (71%) of Chicago respondents believe the U.S. economy will remain the same (38%) or improve (33%) in 2018;however, Chicago respondents’ outlook on U.S. economy not quite as optimistic compared to last year
• Just over a quarter (26%) of Chicago respondents planning to spend less this holiday season compared to 2016; however,overall average expected spend for the 2017 holiday season increased to $1,220 per Chicago respondent from $1,125 in 2016
• Non-gift “experiences” now represent the largest portion (40%) of average holiday spend in Chicago
Holiday shopping: What, where & when?
• The number of gifts surveyed Chicago shoppers plan to buy has decreased from 15 in 2016 to 13 in 2017
• Internet sites and mass merchants remain the top shopping destinations, with internet sites showing largest increase from 2016 to 2017
• Clothing and toys comprise almost 50% of surveyed Chicago shoppers’ planned budget allocation
• Shopping skews late in the season, with many surveyed Chicago shoppers seeking post-holiday sales to buy non-holiday items
Digital influence: Use of online & mixed channels
• Expectations of surveyed Chicago shoppers’ online spending (50% of budget) exceed those of in-store spending (43%) for the first time
• The vast majority (91%) of surveyed Chicago shoppers will use a desktop/laptop during the shopping journey• Surveyed Chicago shoppers’ propensity to shop via smartphone is up, taking on a variety of mobile payment forms
Retailer policies: Shipping & returns
• Three quarters of surveyed Chicago shoppers plan to take advantage of free shipping, and almost 90% consider free more important than fast
• Still, there are high expectations around shipping speed, with surveyed Chicago shoppers expressing low willingness to pay for even expedited terms
• Expectations of flexible return policies remain higher and important to Chicago respondents
Shopping by age, income & education level
• Higher income shopper segments ($100K+) are expected to spend nearly double the market average ($2,429 vs. $1,220)• Spending on “experiences” also varies with age, greater with younger ages and then declining among older respondents• Internet leads among all income levels and younger age groups• Spend, device usage and web research increase with education level
Source: Unless otherwise indicated, all data in this presentation is from the 2017 Holiday Retail Study, Deloitte Consulting LLP, 2017
2017 Deloitte Holiday Study – Chicago resultsCopyright © 2017 Deloitte LLP. All rights reserved. 4
2017 Deloitte holiday retail study – Chicago resultsCopyright © 2017 Deloitte Development, LLC. All rights reserved.
Snapshot of Chicago respondent sample
The Chicago sample contained 428 respondents:
• 52% female, 48% male
• On average, 45.8 years of age
• 49% are married, 51% not married
• 49% have children, 51% do not have children
• Average annual household income before taxes of $73,300
• 43% with annual household income < $50K, 32% $50K - $100K, 25% > $100K
• 61% are Caucasian, 17% African-American, 16% Hispanic, 3% Asian, 3% other
Economic outlook & holiday spending
2017 Deloitte Holiday Study – Chicago resultsCopyright © 2017 Deloitte LLP. All rights reserved. 6
2017 Deloitte holiday retail study – Chicago resultsCopyright © 2017 Deloitte Development LLC. All rights reserved.
Less positive outlook on U.S. economy
Chicago respondents are less positive about the outlook for the U.S. economy compared to last year
“In your opinion, what is your overall outlook for the U.S. economy in the year 2018, compared with today? Would you say it will likely...?”
“Improve”Down from 45% in 2016
U.S. economy will…
“Weaken”Up from 20% in 2016
Improvesignificantly
Improvemodestly
Remain thesame
Weakenmodestly
Weakensignificantly
2017 9% 24% 38% 16% 13%
2016 5% 39% 36% 13% 6%
2017 2016
33% of Chicago respondents believe the U.S. economy will improve compared to 41% of national respondents
33% 29%
2017 Deloitte Holiday Study – Chicago resultsCopyright © 2017 Deloitte LLP. All rights reserved. 7
2017 Deloitte holiday retail study – Chicago resultsCopyright © 2017 Deloitte Development LLC. All rights reserved.
Chicago respondents planning to spend less (26%) this holiday season compared to 2016 (22%)
Top reason for spending less is saving more instead of spending
74% of surveyed Chicago shoppers expect to spend the same or more, with the top reasons being improved household finances and feeling more generous
“How will your total holiday spending compare with last year's holiday season? Please consider all holiday gifts, holiday entertainment/socializing, holiday decorations, holiday donations, etc.”
14% 16% 20% 16% 15% 19% 17% 18%
57%62% 58%
58%54%
56% 57%60%
29%22% 22% 26%
31%25% 26%
21%
2014
CHICAGO
2015
CHICAGO
2016
CHICAGO
2017
CHICAGO
2014
NATIONAL
2015
NATIONAL
2016
NATIONAL
2017
NATIONAL
Spend compared to last few holiday seasons
Spend more Spend same Spend less
2017 Deloitte Holiday Study – Chicago resultsCopyright © 2017 Deloitte LLP. All rights reserved. 8
Copyright © 2017 Deloitte Development, LLC. All rights reserved. 2017 Deloitte holiday retail study – Chicago results
Current household financial situation
29%
48%
23%
41%
38%
21%
37%
44%
19%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
A lot/somewhat better
The same
A lot/somewhat worse
National 2017 Chicago 2016 Chicago 2017
Though 77% of surveyed Chicago shoppers still perceive their financial situation as the same or better
Chicago respondents’ household financial situations worsening compared to last year and national respondents
“Thinking about your household's current financial situation, would you say it is...”
2017 Deloitte Holiday Study – Chicago resultsCopyright © 2017 Deloitte LLP. All rights reserved. 9
2017 Deloitte holiday retail study – Chicago resultsCopyright © 2017 Deloitte Development LLC. All rights reserved.
Experiences now represent largest portion of average holiday spend for surveyed Chicago shoppers
Anticipated average spend for Chicago (2017):
$1,220
Gifts projected to represent only one third of average holiday spend in Chicago
^ Actual products not gift cards.* Experiences - socializing & entertainment
◊2016 Chicago average gift spend ($1,125 or 8% less)
$446 ,
36%
$291 ,
24%
$484 ,
40%
Gift vs. non-gift spend
Gifts Non-gift Experience
$345 ,
28%
$101 ,
8%
$345 ,
28%
$139 ,
12%
$88 ,
7%
$124 ,
10%
$78 ,
7%
Category spend
Gifts^
Gift cards
Socializingoutside home*
Entertaining athome*
Homefurnishings
Non-giftclothing
Other (Misc.)
Holiday shopping:What, where and when?
2017 Deloitte Holiday Study – Chicago resultsCopyright © 2017 Deloitte LLP. All rights reserved. 11Copyright © 2017 Deloitte Development LLC. All rights reserved.
2017 Deloitte holiday retail study – Chicago results
“In total, what is the number of gifts, including gift certificates/cards that you expect to buy this holiday season?”
Decrease in number of gifts to be purchased by Chicago respondents driven by saving more, worse financial situation, paying down debt, and higher food prices
Chicago respondents plan to purchase two fewer gifts compared to last year and almost two fewer gifts than the national average
12.1 12.3
15.0
13.0
13.4
13.713.9
14.7
12
12.5
13
13.5
14
14.5
15
2014 2015 2016 2017
Number of gifts purchased
Chicago National
76% of Chicago respondents anticipate shopping at the same stores and online retailers as last year.
2017 Deloitte Holiday Study – Chicago resultsCopyright © 2017 Deloitte LLP. All rights reserved. 12Copyright © 2017 Deloitte Development LLC. All rights reserved.
2017 Deloitte holiday retail study – Chicago results
46%
45%
32%
28%
38%
48%
18%
24%23%
22%21% 19%
17%
15%
2014 2015 2016 2017
25%
“At which of the following retail sources or venues will you likely shop for holiday gifts?”“How many individual shopping trips do you expect to take when purchasing holiday gifts over the next several months? (A "trip“ is defined as a single outing to visit one or more physical stores.)”
Traditional Department Stores
Toy Stores
Off-Price Stores
Restaurants/Fast-Food
Warehouse membership clubs
Specialty Clothing
Internet (including auction sites)
Outlet stores
Mass Merchants(was Discount/Value pre-2017)
Internet sites and mass merchants remain top two destinations
In Chicago market, internet sees the largest increase from 2016 while traditional department stores see the largest decline from 2016
+6% since 2016
-9% since 2016
-1% since 2016
-3% since 2016
Chicago’s top shopping channels
2017 Deloitte Holiday Study – Chicago resultsCopyright © 2017 Deloitte LLP. All rights reserved. 13Copyright © 2017 Deloitte Development LLC. All rights reserved.
2017 Deloitte holiday retail study – Chicago results
Prefer shopping online rather than in-store
Agree48%
Neutral30%
Disagree22%
Reason for preferring online
64%
62%
58%
53%
51%
50%
44%
43%
42%
40%
39%
Convenience - comfort of shopping from home
Free shipping
Time saving
24X7 availability
Easy to compare prices
Home delivery
Prices are better
More merchandise or product selection
Access to customer reviews
Easy to compare products
Access to detailed product details
Top barriers to shop online are no free shipping, merchandise not available and prices not competitive enough
Almost half of Chicago respondents prefer shopping online
“I prefer shopping online rather than in the physical store during the holiday season.” “What are the reasons you anticipate shopping online instead of in a physical store?”
2017 Deloitte Holiday Study – Chicago resultsCopyright © 2017 Deloitte LLP. All rights reserved. 14Copyright © 2017 Deloitte Development LLC. All rights reserved.
2017 Deloitte holiday retail study – Chicago results
Prefer shopping in-store rather than online
Agree39%
Neutral34%
Disagree27%
Reason for preferring in-store
57%
45%
41%
36%
35%
30%
30%
30%
27%
21%
20%
Ability to interact with the product
Avoid shipping costs
Gives me gift ideas and inspiration
Easier to make returns later
Is festive & puts me more in holiday spirit
Need to acquire gifts immediately
More merchandise or product selection
Personal or family traditions
Better prices and promotions
It is more social to be with other people
Store associates' ability to assist me
Top barriers to shop in-store are crowds, long lines/slow checkout and items/sizes often out of stock
Just over a third of Chicago respondents still prefer shopping in-store
“I prefer shopping in the physical store rather than online for holiday products.” “What are the reasons you plan to shop in a physical retail store rather than online?”
2017 Deloitte Holiday Study – Chicago resultsCopyright © 2017 Deloitte LLP. All rights reserved. 15
2017 Deloitte holiday retail study – Chicago resultsCopyright © 2017 Deloitte Development LLC. All rights reserved.
Percent of average anticipated gift spend
Source: Deloitte surveyAvg. spend is calculated only for the respondents who plan to purchase at least one item from the above mentioned categories*Others include data plans, gift cards/gift certificates/money, tickets to events, and socializing experiences.
Clothing &
Accessories28%
Electronics &
Accessories12%
Toys & Hobbies
19%
Home &
Kitchen9%
Health &
Beauty12%
Others
(misc.)20%
Clothing and toys comprise almost half of surveyed Chicago shoppers’ planned budget for gifts
Change in preference: Clothes (52%), toys & hobbies (47%) and health & beauty (46%) are the top gifts to receive by Chicago respondents in 2017 compared to top three in 2016 of electronics (40%), cash (40%) and gift cards (40%).
Gifts represent 36% of respondents’ overall budget spend
2017 Deloitte Holiday Study – Chicago resultsCopyright © 2017 Deloitte LLP. All rights reserved. 16
Copyright © 2017 Deloitte Development, LLC. All rights reserved. 2017 Deloitte holiday retail study – Chicago results
EarlyBefore October/ October/November, before Thanksgiving Day
Late NovemberBlack Friday/ Weekend after Thanksgiving/Cyber Monday/Late November
December or LaterDecember/January
Most surveyed Chicago shoppers complete their shopping after Thanksgiving
Compared to 2016, surveyed Chicago shoppers expected to buy later in the holiday season
“By which one of these days or months do you expect to complete the majority of your holiday shopping this year?““Will any of your holiday shopping be after Christmas Day (December 25th)?”“Thinking about all of the holiday shopping you will be doing this holiday season, what percentage of your total holiday shopping will be done after Christmas Day - meaning December 26th through the 31st, or in January 2018?”“When you shop this year after Christmas day, will you still be buying items for this 2017 Holiday season, or for the next 2018 Holiday season?”
18%
31%
51%
38%
32%
16%
14%Buying for next2018 season
Buying for bothseasons
Still buying forthis 2017 season
Neither, I amtaking advantageof after-Holidaysales for non-holiday items
One in six shoppers will spend 25% of budget after December 25When shoppers will complete
majority of shopping Among those who shop after Christmas, reasons are:
82%
Chicago 2016 responses are shown in red
78%
42%
36%
21%
Digital influence: Use of online and mixed channels
2017 Deloitte Holiday Study – Chicago resultsCopyright © 2017 Deloitte LLP. All rights reserved. 18
2017 Deloitte holiday retail study – Chicago resultsCopyright © 2017 Deloitte Development LLC. All rights reserved.
Online spend pulls ahead in Chicago market for first time
OnlineDesktop/Laptop
Online
Mobile/Smartphone
2017
4%
8%
43%In-store
Online
Tablet
“What percentage of your total holiday budget do you expect to spend...?
50%Of dollars spent
Online
Other% S
pen
din
g
by P
urch
asin
gM
eth
od
10%
32%
Desktop/laptop is still the go-to method for online spending
43%of dollars spent
In store
46% in 2016
50% in 2016
3%
Catalog/Direct Mail
Chicago 2016 responses are shown in red
2017 Deloitte Holiday Study – Chicago resultsCopyright © 2017 Deloitte LLP. All rights reserved. 19Copyright © 2017 Deloitte Development LLC. All rights reserved.
2017 Deloitte holiday retail study – Chicago results
71%
65%
65%
56%
56%
52%
47%
41%
39%
26%
21%
19%
10%
Browse online
Make a purchase
Check/compare prices
Track order status
Read product reviews
Get product information: pricing and specifications
Check product availability in a store or website
Find and use discounts, coupons, sales information
Get store locations
Send/redeem gift cards
Accumulate loyalty points, 'badges,' etc.
Access social networks
Scan product barcodes to find more product information
91% of surveyed Chicago shoppers say they use a desktop or laptop for holiday shopping
“How do you plan to use desktop/laptop to assist you in your holiday shopping?”
The vast majority of Chicago respondents will use a desktop/laptop during their holiday shopping journeyHowever only one out of four respondents will use social media sites to assist in their holiday shopping
Planned desktop/laptop usage
2017 Deloitte Holiday Study – Chicago resultsCopyright © 2017 Deloitte LLP. All rights reserved. 20Copyright © 2017 Deloitte Development LLC. All rights reserved.
2017 Deloitte holiday retail study – Chicago results
48%
36% I prefer shopping in the physical store rather than online for holiday products (39% in 2016)
I prefer shopping online rather than in the physical store during the holiday season (40% in 2016)
33% It is important that the retailers I shop at have both a store I can visit and an online site (39% in 2016)
“Using a scale of 1 through 5, where 1 means you "Very much disagree" and 5 means you "Very much agree", please state how much you agree with each of the following statements.”
Holiday shopping preferences shifting to online
Chicago 2016 responses are shown in red
Only one third of Chicago respondents still prefer shopping in a physical store
2017 Deloitte Holiday Study – Chicago resultsCopyright © 2017 Deloitte LLP. All rights reserved. 21Copyright © 2017 Deloitte Development LLC. All rights reserved.
2017 Deloitte holiday retail study – Chicago results
71%
60%
60%
59%
58%
58%
56%
50%
41%
34%
32%
29%
27%
27%
Browse online
Track order status
Make a purchase
Check/compare prices
Get store locations
Read product reviews
Check product availability in a store or website
Get product information: pricing and specifications
Find and use discounts, coupons, sales information
Get text messages or exclusive deals from retailers
Access social networks
Accumulate loyalty points, 'badges,' etc.
Send/redeem gift cards
Scan product barcodes to find more product information
“How do you plan to use smartphones to assist you in your holiday shopping?”
Smartphones and tablets are widely used by Chicago respondents
Planned smartphone usage
41% in 2016
Significant increase from 2016 in smartphone and tablet use by respondents for browsing online, making purchases and reading product reviews
48% in 2016
37% in 2016
Chicago respondents’ planned tablet usage follows similar pattern as smartphones.
Retailer policies: Shipping & returns
2017 Deloitte Holiday Study – Chicago resultsCopyright © 2017 Deloitte LLP. All rights reserved. 23Copyright © 2017 Deloitte Development LLC. All rights reserved.
2017 Deloitte holiday retail study – Chicago results
69%
44%
44%
28%
30%
12%
Free shipping
Easy returns
Price matching
Extended holiday hours (open
early/close late)
Discounts on expedited shipping
Free layaway
The majority of surveyed Chicago shoppers plan to take advantage of free shipping
Chicago respondents say they will take advantage of…
“In general, what retail offerings will you take advantage of when spending this holiday season?” “What percentage of your total holiday purchases will be influenced by any coupons and promotional offers that you receive?”
Other preferred retailer policies include easy returns and price matching
2017 Deloitte Holiday Study – Chicago resultsCopyright © 2017 Deloitte LLP. All rights reserved. 24Copyright © 2017 Deloitte Development LLC. All rights reserved.
2017 Deloitte holiday retail study – Chicago results
More important…
Fast Shipping
14%
Free Shipping
86%
Perception of timeframe
100%
98%
89%
41%
11%
4%
Same day delivery
Next day delivery
Delivery within 2 days
Delivery within 3-4 days
Delivery within 5-7 days
Delivery within 1-2 weeks
The vast majority (89%) of Chicago respondents believe fast shipping means delivery within 2 days compared to only 53% in 2016
Free shipping is more important than fast shipping
“When you are shopping online, which of these two promises below would be more important to you?” “Which of the following would you consider to be ‘fast shipping’ and which would you not consider to be ‘fast shipping’?”
2017 Deloitte Holiday Study – Chicago resultsCopyright © 2017 Deloitte LLP. All rights reserved. 25Copyright © 2017 Deloitte Development LLC. All rights reserved.
2017 Deloitte holiday retail study – Chicago results
$5.40
$3.80
$1.70$0.80
On average, would pay an extra…
% respondents who would pay nothing extra
29% 34% 67% 86%
Think they could order sometime after December 17th and still get
free shipping
64%
Most expect fast shipping but are only willing to pay a few dollars for same or next day delivery
Chicago respondents’ willingness to pay for shipping remains low
“How much extra, might you be willing to pay above and beyond regular shipping costs to receive a standard-sized gift package (price defined as $50-$100 US) within the shipping timeframes below?”“What is the latest day you think you can order gifts this year and still receive them by December 24th, under two types of shipping below? Assume a standard sized package.”
$5.60 national average
$3.80 national average
$1.60 national average $0.60 nat. avg.
2017:
2017 Deloitte Holiday Study – Chicago resultsCopyright © 2017 Deloitte LLP. All rights reserved. 26Copyright © 2017 Deloitte Development LLC. All rights reserved.
2017 Deloitte holiday retail study – Chicago results
44% Likely to buy online and pick-up in store
59%
44%
31%
29%
18%
17%
I can save on shipping charges
I can get the item faster
I can shop for other items on the same trip
I can see the product first before I accept
Worried about shipping damage
Worried about theft or loss during shipping
“How likely will you be this holiday season to buy a product online and then instead of having it shipped to you, you will go to the store to pick up the item?”“Why are you likely to buy online but pick up at the store?”
Savings and speed compel Chicago shoppers to pick up items in store
51%Likely to go to store first to look for an item then search online for best price and purchase online (56% in 2016)
50% in 2016
65%Likely to look at items online, then go to store to see item, then make purchase at the store (66% in 2016)
Chicago 2016 responses are shown in red
2017 Deloitte Holiday Study – Chicago resultsCopyright © 2017 Deloitte LLP. All rights reserved. 27Copyright © 2017 Deloitte Development LLC. All rights reserved.
2017 Deloitte holiday retail study – Chicago results
66%
62%
52%
35%
29%
23%
9%
Can return item to any store, regardless ofpurchase location
Has refund options other than store credit
Accepts longer return window (30-90days)
No receipt required
Accepts longer return window (At least 30days)
Allow returns with scan of identification(e.g., loyalty card or credit card)
Returns policy is not important
Most desirable return policies are returns to any store, generous refund options and long return windows
“When holiday shopping in either an online or a physical store, which of these return policies are most important to you?”
Chicago respondents ranked their top three return policies
Return policy most important to Chicago respondents is “has refund options other than store credit.”
2017 Deloitte Holiday Study – Chicago resultsCopyright © 2017 Deloitte LLP. All rights reserved. 28Copyright © 2017 Deloitte Development LLC. All rights reserved.
2017 Deloitte holiday retail study – Chicago results
46% I know things will eventually go on sale so I only buy sale items when holiday shopping (44% in 2016)
Chicago respondents continue to seek out opportunities to save
“Using a scale of 1 through 5, where 1 means you "Very much disagree" and 5 means you "Very much agree", please state how much you agree with each of the following statements.”“What percentage of your total holiday purchases will be influenced by any coupons and promotional offers that you receive?”
42% I don’t rely on Cyber Monday shopping as much as I used to for the holiday season (51% in 2016)
80% of Chicago respondents will be influenced by coupons/promotional offers with women (87%) being more influenced compared to men (72%).
50% I don’t rely on Black Friday as much as I used to (54% in 2016)
44% I wait for holiday sales to buy other larger or big ticket items for myself or household (32% in 2016)
Chicago 2016 responses are shown in red
Shopping by age, income & education level
2017 Deloitte Holiday Study – Chicago resultsCopyright © 2017 Deloitte LLP. All rights reserved. 30Copyright © 2017 Deloitte Development LLC. All rights reserved.
2017 Deloitte holiday retail study – Chicago results
Higher income Chicago shopper segments ($100K+) are expected to spend double the market average
14%21%
11%4%
62%
66%
64%
54%
23%11%
25%
41%
Overall <$50K $50K-$99K $100K+
Prefer not to answer
Graduate-Professional degree
Four-year degree
High school or less
Average holiday
spend $1,220 $536 $1,192 $2,429
Education level of respondents by household income group (%) and anticipated 2017 holiday spend
Average holiday spend for respondents expected to increase 8% from $1,125 in 2016 to $1,220 in 2017
2017 Deloitte Holiday Study – Chicago resultsCopyright © 2017 Deloitte LLP. All rights reserved. 31Copyright © 2017 Deloitte Development LLC. All rights reserved.
2017 Deloitte holiday retail study – Chicago results
“Experiences” as holiday purchases are the future in Chicago
29%
41%
26%32%
16%
38%
36%
37%37%
43%
17%8%
18% 15%
27%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Overall 18-34 35-44 45-54 55+
Agree Neutral Disagree
“I plan to host or attend more holiday events with friends and/or family than participate in traditional gift exchange”
Younger respondents prefer gifting experiences and hosting/attending holiday events compared to older respondents who still prefer traditional gifts
26%33% 29% 25%
19%
41%41%
36% 45%
42%
32%26%
35% 30%39%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Overall 18-34 35-44 45-54 55+
Agree Neutral Disagree
“I prefer to buy gifts that are an experience (e.g., concert/show, vacation,
restaurant, etc.) for the recipient”
2017 Deloitte Holiday Study – Chicago resultsCopyright © 2017 Deloitte LLP. All rights reserved. 32
2017 Deloitte holiday retail study – Chicago resultsCopyright © 2017 Deloitte Development LLC. All rights reserved.
Spending also varies with age, with Chicago respondents >55 years of age expected to spend the most
$759
$1,465
$994
$1,722
$1,220
18-34 35-44 45-54 55+ Overall
Holiday season spending by age group Holiday season spending by gender
$985
$1,470
$1,220
Female Male Overall
According to Chicago respondents, males are expected to spend 50% more than females during the holiday season.64%
2017 Deloitte Holiday Study – Chicago resultsCopyright © 2017 Deloitte LLP. All rights reserved. 33
2017 Deloitte holiday retail study – Chicago resultsCopyright © 2017 Deloitte Development LLC. All rights reserved.
Males average 5.6 shopping trips vs 7.5 for females
Chicago respondents average 6.6 shopping trips during the 2017 season compared to 7.5 during the 2016 season
7.3
6.3
5.7
6.6
<$50K $50K-$99K $100K+ Overall
Average shopping trips by income
6.7
7.97.5
5.0
6.6
18-34 35-44 45-54 55+ Overall
Average shopping trips by age
“How many individual shopping trips do you expect to take when purchasing holiday gifts over the next several months?”
2017 Deloitte Holiday Study – Chicago resultsCopyright © 2017 Deloitte LLP. All rights reserved. 34
2017 Deloitte holiday retail study – Chicago resultsCopyright © 2017 Deloitte Development LLC. All rights reserved.
53% 53% 54%
41%40% 41% 41%
49%
7% 6% 5%
10%
18-34 35-44 45-54 55+
Percentage of budget spend by age group
An increase from 46% in 2016
Chicago shoppers expect to spend half of their budget online
Online
50%In-store
43%
Others*
7%
Percentage of total holiday budget
*Others include Catalogue or direct mail promotion
51%48% 50%
40%
47%43%
9%5% 7%
<$50K $50K-$99K $100K+
Percentage of budget spend online by
household income
Online In-store Other
“What percentage of your total holiday budget do you expect to spend (online vs. in-store vs. other)?”
2017 Deloitte Holiday Study – Chicago resultsCopyright © 2017 Deloitte LLP. All rights reserved. 35
2017 Deloitte holiday retail study – Chicago resultsCopyright © 2017 Deloitte Development LLC. All rights reserved.
61%
59%
63%
64%
Overall High school or
less
Four-year
degree
Graduate-
Professional
degree
Customers performing online research first before purchase
Spend, device usage and web research increase with education level
High school or less 45% 26%
Four-year degree 54% 38%
Graduate-Professional degree
64% 44%
Planned device usage for holiday shopping
1,220
838
1,135
1,985
Overall High school or
less
Four-year
degree
Graduate-
Professional
degree
Average holiday spend ($)
Chicago respondents with graduate/professional degrees spend 63% more on average and research many to all products before purchasing at a higher rate (64% vs. 61%)
Copyright © 2017 Deloitte Development LLC. All rights reserved. 362017 Deloitte holiday retail study – Chicago results
About the survey
This survey was developed by Deloitte and conducted online by an independent research company between September 6-18, 2017.
It polled a national sample of 5,038 consumers (428 in the Chicago area) and has a margin of error for the entire sample of plus or minus one to two percentage points.
As used in this document, “Deloitte” means Deloitte Consulting LLP, a subsidiary of Deloitte LLP. Please see www.deloitte.com/us/aboutfor a detailed description of our legal structure. Certain services may not be available to attest clients under the rules and regulations of public accounting.
This publication contains general information only and Deloitte is not, by means of this publication, rendering accounting, business, financial, investment, legal, tax, or other professional advice or services. This publication is not a substitute for such professional advice or services, nor should it be used as a basis for any decision or action that may affect your business. Before making any decision or taking any action that may affect your business, you should consult a qualified professional advisor. Deloitte shall not be responsible for any loss sustained by any person who relies on this publication.
Copyright © 2017 Deloitte Development LLC. All rights reserved.
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