Making spirits bright: Deloitte’s 2014 holiday shopping survey

Making spirits bright
Deloitte’s 2014 holiday
shopping survey
October 2014

2014 holiday survey themes
Economic outlook
and spending
Holiday shopping:
how, what, where
and when
Mobile device and
social media
influence
In-store: advantages,
barriers and data
security
• Continued rise in
confidence in 2014;
fewer believe we are still
in a recession.
• Consumers predicting
they will increase their
total holiday spending by
13%; gifts alone will rise
by 9%.
• For the first time in 8
years, a measurable
increase in the actual
number of gifts (from
12.9 to 13.4).
• The top two gifts remain
clothing and gift cards.
• Most popular locations will
be the Internet and
discount/value dept. stores
– equally noted.
• Over 4 in 10 will do the
majority of shopping
December or later (and
16% after Christmas).
• Two-thirds will specifically
look for free shipping.
• 72% of smartphone
owners and 69% of tablet
owners will use their
devices to help them shop
this holiday season.
• Smartphones will be used
more for finding store
locations and price checks;
tablets more to
shop/browse.
• Almost half (45%) will use
social media to assist in
shopping.
• Barriers to store trips are long
lines, traffic and less
merchandise on hand.
• In fact, 28% will visit malls
less this year, mainly due to
crowds and high prices.
• Data security is a concern for
76%, yet 56% will continue to
shop a retailer that has
experienced a data breach.
• 68% will shop ‘local’, to
support the local economy
and find unique gifts.
1 Copyright © 2014 Deloitte Development LLC. All rights reserved.

Economic outlook
and spending

Consumers’ plans to spend “more” trends higher
“How will your total holiday spending compare with last year's holiday season?”
82%
Recession
66%
64%
67%
71%
68%
71%
59%
59%
41%
51%
8%
Spend more
2009 2010 2011 2012 2013 2014
62%
11% 10%
59%
63%
13% 13% 15%
71%
69%
18%
34%
36%
33%
29%
32%
29%
41%
49%
38%
42%
37%
29%
31%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Recession
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Spend more/same Spend less

Optimism in the economy is on the rise
3%
“Do you believe the U.S. economy currently is ...”
49%
11%
37%
4%
54%
10%
32%
8%
53%
11%
29%
Healthy Slowly recovering from
a recession
Heading back into
recession
Still in recession; there
has been no recovery
2012 2013 2014

Confidence is resulting in higher expected spending
“How much do you expect you will spend during the upcoming
year-end holiday season on each of the following items?”
2013 2014 % change
Gifts $421 $458 +9%
Socializing away from home $270 $310 +15%
Entertaining at home $159 $194 +22%
Non-gift clothing for family or yourself $136 $144 +6%
Home/holiday furnishings $81 $93 +15%
Any other holiday-related spending
not listed above
$87 $100 +15%
Total $1,154 $1,299 +13%
42% of respondents have a specific budget in mind they plan on spending this holiday season

Omni-channel shoppers (mobile, store, Internet)
expect to spend 66% more than store-only shoppers
on gifts
Consumers’ expectations for holiday spending on:
Omni-channel
(shop mobile, store,
Internet combined)
Shop stores only
Gifts $592 $357
+6% vs. 2013
Total* $1,768 $836
+8% vs. 2013
Smartphone owners will spend 27% more on gifts this holiday
season than non-smartphone owners and those who will not use a
smartphone to assist in holiday shopping (no change vs. 2013)
*Total includes the following categories: “gifts,” “socializing away from home,” “entertaining at home,”
“non-gift clothing for family or yourself,” “home/holiday furnishings,” and “any other holiday-related spending not listed.”

Total gifts given expected to slightly increase
22.0
certificates/cards that you expect to buy this holiday season?”
23.1
“In total, what is the number of gifts, including gift
21.5
18.2
16.8
14.7
12.8 12.9 13.4
25
20
15
10
5
0
2006 2007 2008 2009 2010 2011 2012 2013 2014
$159 is average spend on gift cards this holiday season (-$5 vs. 2013)
43% will purchase gift cards (no change vs. 2013, but down from a high of 69% in 2007)

Holiday shopping:
how, what, where and
when

Clothing and gift cards remain the top gifts
consumers expect to purchase
“Which of the following types of gifts do you plan to buy this holiday season?”
45%
43%
31%
29%
28%
Top 10 gifts consumers plan on buying
27%
21%
20%
19%
15%
Clothing
Gift cards or gift certificates
Books
Games, Toys, Dolls, etc.
Food/Liquor
Money (Cash or check)
Electronics
(NET)*
CDs or DVDs or Blu Rays for movies or
music
Jewelry
Cosmetics/fragrances/health & beauty
aids
Games - Computer/video only
33%
*Electronics category is comprised of home/personal/car electronics, computers and tablets,
game consoles and video games
Gift cards (37%) and cash (35%)
rank No. 1 and 2 as the gifts
respondents would like to receive

Top venues respondents expect to shop
45%
44%
“At which of the following retail sources will you likely shop for holiday gifts?”
30%
22%
22%
22%
21%
21%
17%
16%
15%
15%
15%
14%
14%
Internet (including auction sites)
Discount/Value department stores
Traditional department stores
Toy stores
Off-price stores
Warehouse membership clubs
Outlet stores/centers
Electronics/Office supply/Computer stores
Restaurants/fast food establishments
Home improvement stores
Sporting goods stores
Specialty clothing stores
Drug stores
Low-price dollar stores
Supermarkets
47% in 2013
44% in 2013
4.6 — average number of venues
consumers expect to shop this year
(4.5 in 2013)*
2.1— average number of loyalty
programs consumers use
*Among those who expect to shop at venues
Responses under 14% not shown

Over half (52%) of holiday spending is planned for
in-store and 40% is expected to be online
"What percentage of your total holiday budget do you expect to spend ...?”
(Among total)
52%
40% will be spent online
33%
7% 8%
In-store Online via desktop / laptop Online via mobile / tablet
device
Other

Consumers seeking convenience and lower costs
“In general, what retail offerings will you take advantage of
when spending this holiday season?”
68%
52%
45%
35%
34%
16%
Free shipping
Free returns
Price matching
Extended holiday hours
(open early/close late)
Order online/pick up in-store
Free layaway
74% of respondents will be influenced by coupons/promotional offers (unchanged vs. 2013)

43% will do the majority of their holiday shopping in
December or later, an increase versus 2013
“Which one of these days or months do you expect to do the majority of your
5% 5%
15%
holiday shopping this year?"
9%
4%
18%
38%
5%
Have already
started
October Early November Black Friday Cyber Monday Late November December January
25%
31%
43%
Early Late November December or
Later
-5 vs. 2013 +6 vs. 2013
16% -- Percent of households
planning to shop after Christmas
Day, December 25th (13% in 2013)

Showrooming vs. webrooming this holiday season
“How likely will you be this holiday season to … ”
Showrooming
… first go to a store to look for an item, then
search online for the best price, and then
purchase online
49%
Webrooming
… first look at items online, then go to a
store to see the item, then make
purchase at store
68%
Percentages combine those respondents who selected answer choices “Very likely” and “Somewhat likely”

Consumer technologies,
digital influence and
social media

Smartphone and tablet ownership is rising
50%
61%
+ 17 vs. 2012
+ 6 vs. 2013
67%
Own smartphone
2012 2013 2014
38%
+ 12 vs. 2013
50%
Own tablet
2013 2014
41% are concerned about their privacy as a result of retailers accessing information about them
through their smartphone

Smartphone owners are more likely to use their
device to get store locations and compare prices
“In which of the following ways, if any, do you plan to use your smartphone to assist
you in your holiday shopping?”
(Among the 72% who will use a smartphone for holiday shopping)
+5 vs. 2013
58%
52%
48%
47%
44%
41%
41%
36%
35%
32%
31%
Get store locations
Check/compare prices
Shop/browse online
Get product information
Read reviews
Check product availability in a store or website
Get/use discounts, coupons, sales information
Access social networks
Make a purchase online
Get text messages or exclusive deals from
retailers
Scan product barcodes to find more product
information
+3 vs. 2013
+7 vs. 2013
+4 vs. 2013
+8 vs. 2013

Tablet owners are more likely to use their tablets for
shopping/browsing and making a purchase
“In which of the following ways, if any, do you plan to use your tablet to assist you in
your holiday shopping?”
(Among the 69% who will use a tablet for holiday shopping)
65%
57%
57%
56%
54%
46%
39%
36%
35%
Shop/browse online
Make a purchase online
Get product information
Read reviews
Check/compare prices
Check product availability in a store or
website
Get store locations
Access social networks
Get/use discounts, coupons, sales
information
+6 vs. 2013
+5 vs. 2013
+5 vs. 2013

Digital devices are significantly influencing the
shopping journey this holiday season
Digital devices* will influence 50 percent, or $345 billion,
of in-store retail sales this holiday season
Tablet Smartphone Desktop Laptop
*Digital devices are defined in the survey as meaning laptops, desktops, smartphones and tablets

45% of respondents are using social media to assist
in holiday shopping
Of those planning to use social media for holiday shopping: Why?
Activity Percentage
Get gift ideas 47%
Find discounts, coupons, sale information 45%
Read reviews, "likes," or recommendations for products/stores 41%
Browse products 40%
Check with family/friends on gifts they want 32%
Post comments or share links about stores, sales, products 21%
72% of all respondents use social media sites (blogs, discussion groups, or social networks)

In-store shopping:
advantages, barriers
and data security

Long lines are the biggest deterrent to shopping in
stores this holiday season
“What, if anything, might prevent you from shopping in-store this holiday season?”
Top 10 reasons
40%
26%
25%
24%
19%
16%
16%
13%
10%
6%
5%
Long lines
Too much traffic
Doesn't carry merchandise I want
Slow checkout
Too far away
Lack of parking
Items/sizes often out of stock
Gas prices
Store hours inconvenient
Limited number of store associates
Store associates knowledge/ability to assist

More than half (55%) of respondents are shopping at
malls* this holiday season
Nearly 3 in 10 (28%) respondents expect to shop at malls less this year compared to 2013
Reasons for shopping less at malls:
23 *Malls are defined as classic indoor or outdoor shopping establishments that have large anchor stores at the end
Copyright © 2014 Deloitte Development LLC. All rights reserved.
49%
42%
36%
26%
23%
17%
17%
6%
They are too crowded
I can find better prices elsewhere
Don't have to deal with traffic
It's faster to purchase elsewhere
Lack of parking / Hard to park
Malls usually don't have what I am looking for
Too far away
They feel old-fashioned or outdated

Personal data protection is a concern among
respondents shopping online and in-store
Percent who agree with the following …
(Among total)
I am concerned about the protection of my personal data when shopping online 55%
I am more concerned about the protection of my personal data when shopping
online than one year ago
51%
I am concerned about the protection of my personal data when shopping in the
physical store
42%
I am concerned about my privacy as a result of retailers accessing information
about me through my smartphone
41%
I will use a different form of payment when shopping as a result of a data breach 27%
76% of all respondents are concerned about retailers that have experienced a data breach

The majority of respondents are not dissuaded from
shopping at retailers that have experienced a breach
56% 36%
“I am more likely to shop at a retailer who
provides me education surrounding the
security of my personal data”
“I am concerned about retailers that have
experienced a data breach but will still
continue to shop at them this holiday season”

The sales associate can still make a difference
“During the holiday season, I am more likely to complete an in-store purchase from a retailer that offers ...”
48%
24%
23%
21%
17%
17%
Knowledgeable store associates
Self-service/mobile checkout
Barcode scanners to confirm product prices and
features
Personalized coupons/offers through my
smartphone
Personalized coupons/offers through social
networking sites
WiFi access for comparison shopping
33% feel store associates can provide customers a better shopping experience when equipped
with the latest mobile technologies

Respondents prefer flexible return policies
“When holiday shopping, which of these return policies do you find most desirable?”
Most desirable return policies
25%
23%
18%
18%
Can return item to any store, regardless of
purchase location
Has refund options other than store credit
No receipt required
Allows returns in January for items purchased
in October through December

More plan to use self-help technology, the most
popular being “price checkers” and “self-checkout”
Will use self-help technologies: 63% + 5 vs. 2013
“Which of the following self-help technologies, if any, do you plan on using during
your in-store holiday shopping this year?”
59%
56%
20%
16%
16%
11%
11%
11%
11%
Price checker
Self-checkout payment lanes
Retailer's mobile app
Mobile payment (e.g., paying via a phone,
tablet or laptop)
Information kiosks (e.g., access to the retailer's
website)
Handheld product scanner
Video screens demonstrating products
Electronic shelf labeling
Digital signage

If a product is not available in-store, 51% will still try
to buy from that same store somehow
“If a product wasn’t available in the store, which would you most likely do first?”
29%
22%
20%
16%
6%
4%
4%
Go to another location of the same store (same
chain/name) or ask a store associate if another location
has the item
Go online to the same store's website
Go to another store (different chain/name)
Go online to another website (search engines, price
comparison sites)
Go online to another store's website
Would not continue shopping for the product
Would not shop at a store in-person
51%
Store Loyalty
42%
No Store Loyalty
47% in 2013
45% in 2013
Gender
Male Female
Store Loyalty 45 56

If a product is not available on a store’s website, the
majority will look at a different store or website
“If the product wasn’t available on a store’s website,
which would you most likely do first?”
34%
29%
14%
11%
6%
5%
Go online to another store's website
Go online to another website (search engines, price
comparison sites)
Go to same store in-person (same chain/name)
Go to another store in-person (different chain/name)
Would not shop online
Would not continue shopping for the product
74%
Go elsewhere

Three-quarters (68%) of respondents will shop local*
this holiday season
“For what reasons will you be shopping at local retail stores (including small businesses and
boutiques) this holiday season instead of somewhere else?”
(Among the 68% shopping local)
62%
53%
43%
38%
30%
30%
25%
18%
18%
To support the local economy
To find one-of-a-kind gifts
It is more convenient
Excellent customer service
It is critical to the overall health of the U.S.
economy
Greater loyalty to the local retail store
Special deals or offers from these local
retailers
Free services (i.e., gift wrapping)
Personal relationship with store owner
On average, respondents expect to spend 35% of their holiday budget on local stores
*Local retail stores are defined as small businesses, independent retailers, or
boutique shops which are not part of national chains.

66% are looking to buy items “on sale” this holiday
season and 29% consider shopping a social activity
66%
47% Plan to use store coupons this holiday season
43%
29%
Plan to buy items “on sale” this holiday season
Claim to also buy gifts for themselves when shopping for others
40% in 2013
Prefer shopping with others for holiday gifts, rather than
shopping alone, to make it more of a social activity
27% in 2013
35% Often purchase online vs. in-store when getting a sales tax
advantage online (or when the sales tax charge is cheaper)
Seeking Value
and Discounts
Shopping for
Themselves and
Others
Going Online for
Sales Tax Breaks

Download now: Deloitte’s 2014 holiday survey report
Follow @DeloitteCB , @DU_Press
and #Holiday2014 to learn more!

About the survey
The survey was commissioned by Deloitte and
conducted online by an independent research
company between September 13–24, 2014. It
polled a national sample of 5,033 consumers and
has a margin of error for the entire sample of plus
or minus one percentage point.

This presentation contains general information only and is based on the experiences and research of Deloitte practitioners. Deloitte is not, by means
of this presentation, rendering business, financial, investment, or other professional advice or services. This presentation 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, its affiliates, and related entities shall
not be responsible for any loss sustained by any person who relies on this presentation.
As used in this document, "Deloitte" means Deloitte LLP and its subsidiaries. Please see www.deloitte.com/us/about for a
detailed description of the legal structure of Deloitte LLP and its subsidiaries. Certain services may not be available to attest
clients under the rules and regulations of public accounting.
Copyright © 2014 Deloitte Development LLC. All rights reserved.
36 USC 220506
Member of Deloitte Touche Tohmatsu Limited

Making spirits bright: Deloitte’s 2014 holiday shopping survey

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