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19 October 2021
2021 survey findings
Holiday retail | Insights | Read | Listen
Pre-Thanksgiving

| 2021 Deloitte pre-Thanksgiving survey

Travel

| 2021 Deloitte holiday travel survey

Holiday retail

2021 Deloitte holiday retail survey

    2021 survey findings

  • Holiday retail

    2021 Deloitte holiday retail survey

    Key insights

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  • Pre-Thanksgiving

    2021 Deloitte pre-Thanksgiving pulse survey

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    2021 Deloitte travel survey

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Holiday shopping—establishing the next normal

Holiday shopping—establishing the next normal

Consumers and retail executives have adapted to the next normal. Four key insights emerged from our survey. Spending is up YoY, buoyed by high-income households. Digital remains strong, and as health- and safety-related anxiety lowers, consumers are returning to experiences. However, supply chain concerns and inflation expectations are casting a shadow on holiday cheer.

Consumers and retail executives have adapted to the next normal. Four key insights emerged from our survey. Spending is up YoY, buoyed by high-income households. Digital remains strong, and as health- and safety-related anxiety lowers, consumers are returning to experiences. However, supply chain concerns and inflation expectations are casting a shadow on holiday cheer.

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INSIGHT 1 OF 4

Sentiment: All is bright … for high income

Sentiment
All is bright … for high income

Consumers in stable financial situations and retail executives plan for a comeback

Average holiday spend increased to $1,463, up 5% YoY, aided by a return to experiences. High-income households are driving the uptick in holiday spend while lower-income households continue to struggle. Of those planning to skip shopping, 65% are from low-income households.

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INSIGHT 2 OF 4

Consumer behavior: Dashing through the stores

Consumer behavior
Dashing through the stores

Consumers in stable financial situations and retail executives plan for a comeback

In-store shopping regains some lost ground, but digital adoption is now a holiday habit. Consumers continue to seek out conveniences, with 73% choosing standard delivery, and BOPIS and curbside pickup exceeding prepandemic levels.

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INSIGHT 3 OF 4

Supply chain: Delivery time is frightful

Supply chain
Delivery time is frightful

Consumers in stable financial situations and retail executives plan for a comeback

Shipping delays and stockout concerns are prevalent, with 64% of retail executives worried about not receiving inventory on time and 75% of shoppers concerned about stockouts.

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INSIGHT 4 OF 4

Inflation: It’s beginning to look a lot like markups

Inflation
It’s beginning to look a lot like markups

Consumers in stable financial situations and retail executives plan for a comeback

Getting a great deal is a top driver for 60% of consumers but bargains may be hard to find with 5 in 10 retail executives expecting prices to increase this holiday season. Almost 7 in 10 consumers hold the same expectation.

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DI_Holiday-retail_charts_Chart DI_Holiday-retail_charts_Chart
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Sentiment

All is bright… for high income

Consumers: Although 78% reporting stable financial situations, high income groups responsible for nearly all gains in average spend (+5% yoy); low- income groups spend decreases for 2nd year

Retail executives: Upbeat outlook with 7 in 10 expecting consumers to spend more YoY

Consumer

Evolving into the next normal

Consumers: Pre-pandemic behavior is on the rise including socializing away from home (up 28% YoY), but digital trends here to stay



Retail executives: Betting on consumer returning; holiday inventory orders up single digits for 4 in 10, up double digits for 3 in 10

Supply chain

Delivery time is frightful

Consumers: Concern for stockouts (75%) and shipping delays will likely motivate shoppers to start earlier YoY



Retail executives: 6 in 10 worried about receiving holiday orders on time; majority expect holiday shopping to start 1-2 weeks earlier

Inflation

It’s beginning to look a
lot like markups

Consumers: 68% expect higher prices this season, hitting lower income groups especially hard



Retail executives: Consumers should expect higher prices as depth of promotions won’t negate higher prices (5 in 10)

R e a d

Shopping preferences are shifting as consumers and retailers navigate the second holiday season of the pandemic. Average holiday budget has increased, but lower-income shoppers are dropping out. What does this mean for retailers?

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L i s t e n

High-income shoppers are ready to spend, but will the products they want be there for them? Deloitte’s Rod Sides and Stephen Douglas share what to expect from this year’s holiday shopping season.

Shopping traditions
revisited

2021 Deloitte Pre-Thanksgiving pulse survey

Shopping traditions
revisited

2021 Deloitte Pre-Thanksgiving pulse survey

Holiday shopping: Establishing the new normal

Seven in 10 are preparing to shop the Thanksgiving period and consumers are enthusiastic to return to in-store events. Spend is planned to be up 12% largely aided by the middle-class. As pandemic anxieties recede, supply chain and inflation concerns come to the forefront.

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Cleared for
take off

2021 Deloitte holiday travel survey

Cleared
for take off

2021 Deloitte holiday
travel survey

How Americans plan to explore
and reconnect

This holiday season, 42% of Americans plan to travel, even as health and financial concerns continue to be top of mind.

Our new report delves into holiday traveler behavior, including air travel intent, lodging choices, remote workers’ emerging habits, demographic findings and much more.

travel_chart Two-thirds OF HOLIDAY TRAVELERS WILL TAKE A FLIGHT AND/OR STAY IN PAID LODGING One-third OF HOLIDAY TRAVELERS WILL ONLY DRIVE TO VISIT FAMILY OR FRIENDS
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Get connected

Contact industry leaders

Get
connected

Deloitte Consumer Industry Center

The Deloitte Consumer Industry Center is the research division of Deloitte LLP’s Consumer and Industrial Products practices. The center’s goal is to inform stakeholders of critical business issues, including emerging trends, challenges, and opportunities. Using primary research and rigorous analysis, the center provides unique perspectives and seeks to be a trusted source for relevant, timely, and reliable insights.

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Contact our industry leaders

contactUS

Rodney R. Sides

Vice chairman & US leader

Retail & Distribution

Deloitte LLP

rsides@deloitte.com
contactUS

Stephen Rogers

Executive director

Consumer Industry Center

Deloitte Services LP

stephenrogers@deloitte.com
contactUS

Lupine Skelly

Retail, wholesale & distribution
research leader

Consumer Industry Center

Deloitte Services LP

lskelly@deloitte.com

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