《西顾蒙和：2024年购物季消费报告：消费者偏好、行为与计划分析（英文版）（42页）.pdf》由会员分享，可在线阅读，更多相关《西顾蒙和：2024年购物季消费报告：消费者偏好、行为与计划分析（英文版）（42页）.pdf（42页珍藏版）》请在三个皮匠报告上搜索。

1、Holiday Shopping Report 2024iStock/Vuk SaricIntroductioniStock/AleksandarNakicWelcome to Simon-Kuchers 2024 Holiday Shopping Report,a robust,industry-leading study offering a comprehensive look at the 2024 holiday retail landscape.The sixth annual report,based on insights from 1,000 US consumers,pro

2、vides a deep dive into consumer preferences,behaviors,and planned holiday spending and compares how these trends have evolved over recent years.Our research this year explores key themes such as budgeting,gift categories,purchase timing and behavior,and the growing role digital shopping platforms pl

3、ay in the consumer experience.In addition,we uncover how the upcoming election may impact holiday shopping.Whether youre a retailer,business leader,journalist,or curious consumer,we invite you to explore the findings and gain a clearer understanding of the key drivers shaping this years holiday shop

4、ping trends.Simon-Kucher|Holiday Shopping Report 20242A dramatic increase in year-over-year holiday spending by Gen Z illustrates Doom Spending,or the trend of consumers spending frivolously or with money they dont have for short-term gratification.Overall,consumers are also shifting their interest

5、from physical gifts to trips and experiences.3Executive Summary of Findings2024 trendsKey insightsOverall trend(5-year)Consumer holiday spending is expected to be up 8%over 2023.At the same time,consumers have tempered their expectations for minimum discount levels from retailers throughout the holi

6、day season.Holiday Spending&DiscountExpectations01Gen Z Doom Spending03Where consumers look for gift ideas versus where they actually purchase products is markedly different.Still,one retail giant leads for both the research and purchase phase:Amazon is expected to make a comeback from last years di

7、p due to consumer skepticism.Browsing vs.Purchasing(Amazon is back!)0420222023202420212020Consumers still believe Black Friday to be the day for the biggest deals of the season.However,consumers are pulling back from Black Friday and spreading out their dollars more evenly throughout the year.And fo

8、r the first time in years,Black Friday participation is expected to shrink in 2024(especially after the boom last year).Black Friday Participation Has Peaked02Half of Americans expect the outcome of the US Presidential Election to affect their holiday spending.These consumers are more inflation-wear

9、y and generally represent younger consumers and families.US Elections&Macroeconomic Outlook05-Simon-Kucher|Holiday Shopping Report 2024iStock/ArtistGNDphotographyiStock/MixmikeiStock/PekiciStock/RiskaiStock/VitaliiPetrushenko4Agenda01Holiday Spending&Discount Expectations02Black Friday Participation

10、 Has Peaked03Gen Z Doom Spending04Browsing vs.Purchasing(Amazon is Back!)05US Elections&Macroeconomic OutlookSimon-Kucher|Holiday Shopping Report 2024Holiday Spending&Discount ExpectationsChapter 1 Holiday Spending&Discount Expectations01Simon-Kucher|Holiday Shopping Report 20245iStock/ArtistGNDphot

11、ography6Q.What is your best estimate of what you spent last year and what you will spend this year during the holiday shopping season overall and per person?Holiday Spending&Discount Expectations 2024How much consumers will spend on 2024 holiday expensesiStock/SARINYAPINNGAMThe average US household

12、will spend$1,020.16 on holiday expenses in 20248.4%increaseover 2023A trend of higher holiday spending(more than$1,000)peaked in 2020,followed by a sharp decline.This years projections suggest a potential recovery.01Simon-Kucher|Holiday Shopping Report 2024iStock/svetikdKey InsightsHigher-income hou

13、seholds($75,000 annually)will spend$170 more this year compared to lower-income households($75,000 annually)that will spend roughly$40 more than in 2023.Thus,higher-income households will spend 4.25x more than lower-income households.Less than$25,000$25,000-$49,999$50,000-$74,999$75,000-$99,999$100,

14、000-$149,999$150,000-$199,999$200,000 or more7Holiday Spending&Discount ExpectationsSource:U.S.Census Bureau;Calculated average spend per HH income level using middle 80%of responsesQ:What is your approximate annual household income(before taxes)?What is your best estimate of what you spent last yea

15、r and what you will spend this year during the holiday shopping season overall and per person?Not all consumers spend alike;although spend is correlated with household income,it is not a linear relationship Less than$25,000$25,000-$49,999$50,000-$74,999$75,000-$99,999$100,000-$149,999$150,000-$199,9

16、99$200,000 or more$396$695$762$1,035$1,311$1,502$1,62914.1%17.2%15.7%12.1%17.0%9.5%14.4%Nearly half of American consumersHoliday spending expectations by income levelUS income distribution101Simon-Kucher|Holiday Shopping Report 2024Key InsightsIn 2024,consumers have lower expectations for steep holi

17、day discounts than in previous years.While consumers typically expect 40-60%off prices during holiday promotional events,a majority(60%)now anticipate discounts not exceeding 25%.8Holiday Spending&Discount ExpectationsQ:What do you expect the discounts to be during this years holiday shopping season

18、?Consumer expectations for discounts have tempered compared to last year Year-over-year expected discounts levels for holiday shopping season 2020-20245%25%27%29%13%5%37%40%15%5%15%33%24%24%4%9%27%34%19%11%22%38%26%10%5%More than 60%26%to 40%11%to 25%41%to 60%1%to 10%Discount%of Consumers85%expect 4

19、0%minimum discountOnly 15%expect 40%min.discount2020202120222023202401Simon-Kucher|Holiday Shopping Report 2024Holiday Spending&Discount ExpectationsQ:What do you expect the discounts to be during this years holiday shopping season?Expected discounts during 2024 holiday shopping season are convergin

20、g this yeariStock/Edwin-TanItems priced atLess than$100$100-$250$250&upLess than 10%26%18%21%10%-25%40%42%32%26%-40%22%28%27%41%-60%7%9%14%More than 60%5%4%6%Less than 25%(vs.2023 result)66%(+14%pts.)60%(+29%pts.)53%(+28%pts.)More than 25%34%40%47%Discount expectationKey InsightsIn 2024,consumers in

21、dicate lower discount expectations overall compared to 2023.While discount expectations(in percentages)remain lower for lower-cost items(below$100)than for more expensive items($250+),this gap has narrowed in 2024.901Simon-Kucher|Holiday Shopping Report 2024Key InsightsJust half of a consumers holid

22、ay budget goes toward gifts for others.And while experiences,decorations,and outfits still command consumer budget,many shoppers direct their holiday dollars at gifts and treats for themselves.10Holiday Spending&Discount ExpectationsQ:How do you allocate your holiday shopping budget across the follo

23、wing categories?Holiday spending:What are consumers spending on this holiday season?Holiday expense categories6%7%9%10%11%14%49%Gift to OthersGift to MyselfExperiencesDecorationsOutfits for EventsDonationsOtherTop product categories for holiday gifts1Electronics60%2Fashion products51%3Gift cards50%4

24、Beauty&care products43%5Fashion&lifestyle accessories41%6Video games41%7Small household appliances38%8Childrens toys&baby items37%9Furniture&home dcor31%10 Household durables31%11 Pet food&accessories29%12 Household consumables29%13 Books&magazines22%14 Services20%15 Trips&experiences18%16 Large hou

25、sehold appliances 18%17 Garden&home improvement supplies15%01Simon-Kucher|Holiday Shopping Report 2024Key InsightsMore than 70%of consumers reported spending over$100 on:Trips and experiencesLarge household appliancesElectronicswith significantly more spend exceeding$1,000 for trips and experiences

26、and large household appliances than any other gift categories.In contrast,consumers primarily spent between$101 to$200 on other gift categories.11Holiday Spending&Discount ExpectationsHow much consumers spend on different gift typesQ:How much do you plan to spend on each of the following product cat

27、egories during this holiday shopping season 2024 in total?21%0%10%20%30%40%50%60%70%80%90%Books and magazinesBeauty and care productsHousehold consumablesPet food and accessoriesServicesVideo gamesGarden tools and home improvement suppliesGift cardsHousehold durablesSmall household appliancesChildre

28、ns toys and baby itemsFashion and lifestyle accessoriesFashion productsFurniture,home dcor,and decorative itemsElectronicsLarge household appliancesTrips and experiences%of total respondentsMore than$1,000Between$501 and$1,000Between$201 and$500Between$101 and$200Reading example:21%of consumers plan

29、 on spending between$201 to$500 on gift cards77%73%70%61%53%52%48%44%43%40%37%37%36%35%31%28%13%01Simon-Kucher|Holiday Shopping Report 202412Holiday Spending&Discount ExpectationsTop ways consumers can save money this holiday season01Simon-Kucher|Holiday Shopping Report 20241.Do your research Keep i

30、n mind that where you browse(comparing products and reading reviews,etc.)does not need to be where you buy(find the product at the best price).3.Set your budget Have a clear idea of what youre willing to spend(both per person and overall)and stick to it.5.Find coupons&“trade down”where appropriateLo

31、ok for coupons for retailers and brands you like and dont hesitate to“trade down”or buy basic/generic versions of lower-value items like gift wrap.7.Consider alternatives Buy gifts in bulk for a better price per item,try shopping at secondhand stores,or give a homemade gift or planned outing/experie

32、nce.9.Be mindful of how you payBe intentional with how you choose to pay and leverage options available to you smartly,such as buy now/pay later programs andcredit limits.Make a gift idea list and plan your shopping to take advantage of the best deals and avoid additional hurdles,such as rush shippi

33、ng costs or out-of-stock items.2.Start early Set alerts for price drops of favorite products and keep them in your cart to get the best prices and be“ready for checkout.”4.Wait for the sale Be creative with your search especially online.For example,try a reverse Google image search to locate the exa

34、ct product you like to compareits cost on various websites.6.Think outside the boxAs monetary value doesnt always match the recipients level of appreciation,choose gifts with a meaningful sentiment rather than one with a high price tag.8.Be aware of value perception misalignmentSales are not purely

35、limited to major events and often continue even past the holiday season.10.Shop throughout the season&beyond13Agenda01Holiday Spending&Discount Expectations02Black Friday Participation Has Peaked03Gen Z Doom Spending04Browsing vs.Purchasing(Amazon is Back!)05US Elections&Macroeconomic OutlookSimon-K

36、ucher|Holiday Shopping Report 2024Black Friday Participation Has PeakedChapter 2Black Friday Participation Has Peaked1402Simon-Kucher|Holiday Shopping Report 2024iStock/MixmikeKey InsightsBig promotional events,like Black Friday and Cyber Monday,are still perceived to provide the best deals,but part

37、icipation has peaked.In 2024,consumer participation in Black Friday is expected to be down 6%from 2023.On the other hand,smaller events like Shop Small Saturday and Tax-Free Day/Back-to-School Day display highest levels of growth.15Black Friday Participation Has PeakedQ:When do you think the best de

38、als are offered?Please indicate your participation in the following promotional events and/or sales.Holiday deal days:Black Friday,Amazon Prime Day,and Cyber Monday still lead the promotions calendar Event participation 2024 and change relative to 2023EventBlack FridayAmazon Prime DayCyber MondayWal

39、mart Deals EventLabor Day salesTax-free/Back-to-school4th of July salesMemorial Day salesTarget Circle WeekShop Small SaturdayVeterans Day sales27%28%33%34%36%36%36%48%51%54%60%#1#2#3#4#5#6#7#8#9#10#11Participation in 2024(in%)-5.7%-3.6%-4.3%+1.5%+5.8%+16.9%+4.1%-9.2%+6.5%+21.6%+10.3%vs.2023(in%pts)

40、02Simon-Kucher|Holiday Shopping Report 202416Black Friday Participation Has PeakedQ:Do you know how much you plan to spend for this upcoming holiday season(on gifts and other holiday/seasonal expenses)?When do you plan to start your shopping this Holiday shopping season?Spending and participation ac

41、ross events(both in participation of select events and average number of events participated in)heavily depends on income bracketIncome bracket breakdownEvent participation by income brackets(grouped)Holiday spending changes from 2023-2024Less than$25,000$25,000-$49,999$50,000-$74,999$75,000-$99,999

42、$100,000-$149,999$150,000-$199,999$200,000 or more+13.9%+12.7%+14.7%+17.5%-1.2%+12.7%-2.0%Participation relative to the average within the column:BelowAbove02Simon-Kucher|Holiday Shopping Report 202450%39%26%56%4.260%51%35%28%4.365%60%33%27%4.569%69%36%43%4.9Black FridayAmazon Prime DayTax-Free/Back

43、-to-School DayShop Small Saturday#of events attendedKey InsightsMost consumers who have no budget and primarily seek holiday deals will wait until November or December to shop for gifts.Consumers who start their holiday shopping earlier are less likely to shop on Black Friday or Cyber Monday and bel

44、ieve those days do not offer the best deals.Instead,early holiday shoppers favor Labor Day sales,Veterans Day sales,and Shop Small Saturday sales.17Black Friday Participation Has PeakedQ:Do you know how much you plan to spend for this upcoming holiday season(on gifts and other holiday/seasonal expen

45、ses)?When do you plan to start your shopping this Holiday shopping season?When consumers start holiday shopping with or without budgetsHoliday shopping budget plan and when consumers begin holiday shoppingWhen consumers start shoppingDo they have a budget?YesHave range in mindNo,will budget laterNo,

46、will search for dealsSeptemberOctoberNovemberDecemberAugust or earlier21%14%28%32%6%29%13%25%29%4%21%17%28%29%5%17%12%33%35%3%17%8%21%40%14%02Simon-Kucher|Holiday Shopping Report 202418Black Friday Participation Has PeakedConsumers are looking for dealsHow consumers stay on budget during holiday sho

47、ppingBuy products on saleShop at discount stores/sites Shop only on deal days/events Find coupon codes online Reduce the number of people they buy gifts forSet alerts for reduced product prices Keep products in cart and wait for discount Other68%54%48%48%37%31%30%3%iStock/yacobchuk02Simon-Kucher|Hol

48、iday Shopping Report 202419Family holiday shopping expenses&behaviorsBlack Friday Participation Has PeakediStock/SolStockOn average,households pay$381 per kid for holiday expenses.This varies,of course,by the size of the family,household income,and a handful of other costs.An only child in a househo

49、ld with 2 parents will add$311 to the household holiday bill,and an only child with 1 parent will add$469.When a second child comes into play,the cost per kid goes down 14%in a single-parent household but up 10%in a 2-parent household.In a 1-parent,2-child household,the holiday cost per kid is$403 a

50、nd in a 2-parent,2-child household,its$348.How do parents help their children when it comes to gift-giving?59%52%47%43%34%7%Buy their gifts for them Take them shopping Give them money/gift cards to spend on gifts Brainstorm ideas together to find in stores/onlineMake homemade gifts togetherDo not he

51、lp at all How much does your kid add to your holiday tab?02Simon-Kucher|Holiday Shopping Report 202420Agenda01Holiday Spending&Discount Expectations02Black Friday Participation Has Peaked03Gen Z Doom Spending04Browsing vs.Purchasing(Amazon is Back!)05US Elections&Macroeconomic OutlookSimon-Kucher|Ho

52、liday Shopping Report 2024Gen Z Doom SpendingChapter 3Gen Z Doom Spending2103Simon-Kucher|Holiday Shopping Report 2024iStock/PekicSimon-Kucher|Holiday Shopping Report 2024What is doom spending?Doom spending is a recent phenomenon in which young people,particularly Gen Z,use retail therapy as a copin

53、g mechanism because they feel pessimistic about the future due to excessive time spent online doom scrolling.Learn more:Psychology TodayiStock/Watcharin-panyawutso23Gen Z Doom SpendingQ:Do you know how much you plan to spend for this upcoming holiday season(on gifts and other holiday/seasonal expens

54、es)?When do you plan to start your shopping this Holiday shopping season?Gen Z have increased their holiday spending the most year over year and have the highest participation across deal days relative to other generationsGeneration breakdownHoliday spending changes from 2023-2024+6.0%+4.7%+15.2%+20

55、.6%Gen ZMillennialGen XBaby BoomerEvent participation by generation03Simon-Kucher|Holiday Shopping Report 2024Participation relative to the average within the column:BelowAboveBlack FridayAmazon Prime DayBack-to-schoolShop Small Saturday#of events attended64%61%46%34%5.264%54%45%31%4.861%56%30%23%4.

56、052%43%26%25%3.7Gen Z Doom SpendingQ:In which product categories do you normally look for offers and make purchases during the holiday shopping season?Gift category spend by generationIndex vs.average intended promotional spend for each category by generationGen ZMillennialsGen XBaby BoomerFashion p

57、roducts52%53%52%45%Beauty&care products55%48%39%33%Large household appliances21%29%12%8%Household durables32%36%32%21%Household consumables28%36%26%23%Small household appliances36%42%39%30%Furniture&home dcor43%38%25%19%Garden&home improvement supplies16%18%13%14%Fashion&lifestyle accessories51%47%3

58、9%28%Childrens toys&baby items35%52%30%31%Pet food&accessories34%31%27%24%Electronics61%66%63%46%Books&magazines26%20%20%22%Streaming services&media subscriptions28%29%16%9%Video games52%55%42%16%Gift cards46%45%53%58%Trips&experiences 25%19%17%12%Average Spend:BelowAboveKey InsightsGen Z will spend

59、 more on:BeautyFurnitureFashion accessoriesPetsBooks/magazinesTrips and experiencesduring this holiday season relative to other generations.Millennials lead spending for all other gift categories except gift cards.Baby Boomers lead spending in gift cards only.2403Simon-Kucher|Holiday Shopping Report

60、 202425Agenda01Holiday Spending&Discount Expectations02Black Friday Participation Has Peaked03Gen Z Doom Spending04Browsing vs.Purchasing(Amazon is Back!)05US Elections&Macroeconomic OutlookSimon-Kucher|Holiday Shopping Report 2024Browsing vs.Purchasing Chapter 4Browsing vs.Purchasing(Amazon is Back

61、!)04Simon-Kucher|Holiday Shopping Report 202426iStock/RiskaGift ideationWho Americans are shopping forKey InsightsWhile many consumers shop for holiday gifts with intention.For example,2 out of 3 of gift-givers ask the recipients what theyd like to receive as a gift.Many are open to influence:1 in 2

62、 consumers browse through sales to find gifts 1 in 3 will look up gift ideas online or in magazines 1 in 4 consumers will use social mediaFurther,Gen Z and millennial consumers are more likely to get gift ideas from online lists,magazines,and social media than older consumers.Ask people what they wa

63、ntBrowse through offers/sales Look up gift idea lists online/in magazinesLook for specific products already on shopping list that they havent bought yet due to costBuy gifts theyd like to receive themselvesLook for trends on social mediaPre-fill online shopping carts and wait for salesUse AI64%50%32

64、%29%27%25%22%8%Immediate familyFriendsSpouse/Significant otherMyselfExtended familyPetCo-workers/bossNeighborsPostal worker,house cleaner,nanny,and/or other service workers9%12%14%31%42%42%50%52%79%How they find gift ideas&plan shopping2704Simon-Kucher|Holiday Shopping Report 2024Browsing vs.Purchas

65、ing Key InsightsWhere consumers browse more than buy:Instagram/Social Media Brand stores Brand websites Independent boutiques Specialty stores/sites Multi-brand websites Department stores Brand outlet stores Drug stores Grocery storesWhere consumers buy more than browse:Big Box stores Superstores Di

66、scount storesAbout the same:Amazon Off-price retailers28Browsing vs.Purchasing Q:Which channels do you normally visit to browse(inform your purchasing decision)and which for actually making the purchase during the holiday shopping season?Browse vs.buy:where do consumers actually spend their dollars?

67、Channels used for browsing and purchasing products during holiday shopping season ChannelBrowsing vs.PurchasingDifferenceAmazon0%Big box store/website(e.g.Walmart,Target)3%Department store/website(e.g.Macys,Nordstrom)-14%Superstores(e.g.Costco,Sams Club)3%Brand website-26%Discount store(e.g.Dollar T

68、ree,Five Below)3%Off-price retailer(e.g.Ross,TJ Maxx)0%Specialty store/website-18%Brand outlet store-5%Grocery store(e.g.Kroger,WholeFoods)-4%Multi-brand ecommerce websites-18%Drug stores(e.g.CVS)-12%Independent boutique21%Instagram or other social media platforms-91%Brand flagship store-30%71%59%37

69、%31%40%31%32%30%26%23%24%20%19%27%17%70%61%33%32%32%32%32%26%25%22%20%18%16%14%13%BrowsingPurchasing04Simon-Kucher|Holiday Shopping Report 2024Key InsightsAmazon and Big Box stores are used as end-to-end channels for consumers while remaining channels are used for specific steps in the research and

70、purchasing journey.Brand flagship stores,independent boutiques,and drug stores have a small role in planned consumer holiday shopping.29Browsing vs.Purchasing Q:Which channels do you normally visit to browse(inform your purchasing decision)and which for actually making the purchase during the holida

71、y shopping season?Which role different channels play in the research and purchasing journeyChannels used for browsing and purchasing products during holiday shopping season Research&compareFull journeyPay&get itNoneUsed for purchasingUsed for browsingBrand websiteAmazonMulti-brand ecommerce websites

72、Brand flagship storeBrand outlet storeDepartment store/websiteSuperstoresSpecialty store/websiteBig box store/websiteDrug storesGrocery storeDiscount storeOff-price retailerIndependent boutiqueInstagram or other social media platforms04Simon-Kucher|Holiday Shopping Report 2024CashDebitGift cardSpend

73、 my own money but no more than I haveSaved money on non-essential spendingWork overtimeSeparate savings for holiday spendWork additional jobBuy now pay laterLoanPaycheck advanceBorrow from family/friends49%30%20%52%22%10%31%0%12%35%0%10%83%41%31%49%Key InsightsDue to concerns about cost of debt and

74、a desire for better financial control,consumers continue to use cash over credit and other borrowing tools for their holiday spending in 2024.Consumers also plan to use a lower number of payment methods in 2024 than they did in 2023,which could indicate a behavioral change such as a more disciplined

75、 approach to spending.30Browsing vs.Purchasing Q:How do you plan to pay for holiday gifts?How Americans will pay for holiday expensesPayment methods consumers plan to use for holiday shopping in 2024Cash onhandSavingsBorrowingCredit-2%+1%-2%-4%vs.2023(in%pts)3.17Average#of payment methods used04Simo

76、n-Kucher|Holiday Shopping Report 202431Agenda01Holiday Spending&Discount Expectations02Black Friday Participation Has Peaked03Gen Z Doom Spending04Browsing vs.Purchasing(Amazon is Back!)05US Elections&Macroeconomic OutlookSimon-Kucher|Holiday Shopping Report 2024US Elections&Macroeconomic OutlookCha

77、pter 5US Elections&Macroeconomic Outlook05Simon-Kucher|Holiday Shopping Report 202432iStock/VitaliiPetrushenko33The US presidential elections impact on holiday spendingUS Elections&Macroeconomic Outlook48%of Americans state that the election is having at least some impact on their holiday shopping b

78、ehavioriStock/frantic00COLOURBOX/PetraD43%no impact9%unsureYounger generations expect a greater impact from the election than older generations51%of men say there will be impact 46%of womenVS.Gen Z:63%say the election will impact their holiday spending Millennials:55%Gen X:46%Baby Boomers:31%05Simon

79、-Kucher|Holiday Shopping Report 2024iStock/adamkaz34US Elections&Macroeconomic OutlookUnderstanding the US presidential elections impact on holiday spendingBelieve the US is currently in a recessionResponded to inflation over past 1-2 years by changing shopping habitsHave a child/children in househo

80、ldWhen start holiday shoppingEarlier(65%shopping by October)Later(60%shopping by October)Priorities when it comes to holiday shoppingGetting it done as early in the season as possible so its one less thing to stress about;Shopping sustainably;Shopping locallyGetting everyone on their list a gift and

81、 staying within budgetStrategies for saving money during holiday seasonShop only on deal days/events(i.e.,Black Friday,Cyber Monday);Reduce number of people buying gifts for;Seek shopping cart discounts;Set alerts for reduced pricesBuy products on sale;Shop at discount stores/sites;Use online coupon

82、sWhere they browse and shopDiscount stores,off-price retailers,and drug and grocery storesAmazonPlan to make a campaign donation to support their political party in 2024 US Presidential Election63%89%56%40%71%44%23%10%Consumers who anticipate that the election will impact their holiday shoppingThose

83、 who dontPlus,of the US consumers who plan to make a donation to a US presidential election campaign,19%say they will use their holiday budget to do so.05Simon-Kucher|Holiday Shopping Report 2024US Elections&Macroeconomic OutlookEconomic confidence:Inflation&recession52%33%16%Spend more on essential

84、s(e.g.,groceries)and less on non-essentials Shop less frequently Rely more heavily on promotional events(e.g.,Black Friday and Cyber Monday)for purchasing nonessentialsRely more heavily on promotional events(e.g.,Black Friday and Cyber Monday)for purchasing my essentialsNo changes in shopping behavi

85、or37%34%29%26%20%Do you think we are currently in a recession?80%of Americans have changed their shopping habits over the past 1-2 years due to inflation.Dont know YesNo35How have consumers changed their shopping behavior in response to inflation?05Simon-Kucher|Holiday Shopping Report 2024iStock/gpo

86、intstudio9%20%41%20%10%US Elections&Macroeconomic OutlookQ:Given the current economic environment,how are you expecting your discretionary spending to change in the next 12 months?How are you expecting your essential spending to change in the next 12 months?Discretionary vs.essential spendingExpecta

87、tion of discretionary and essential spending in next 12 monthsSubstantialdecreaseSubstantialincreaseNo changeexpected12%26%38%14%10%Essential spendingDiscretionary spendingExpected change3 out of 41 out of 4Key InsightsIn the minds of most consumers,discretionary spending would include holiday expen

88、ses.As 3 out of 4 consumers are not planning to increase their discretionary spending or their essential spending in the upcoming year,we may expect a surge in late 2024 spending,followed by a more thrifty approach at the start of 2025.3605Simon-Kucher|Holiday Shopping Report 2024Key InsightsWhile o

89、lder consumers including Baby Boomers and Silent Generation consumers mostly expect rather moderate adjustments to their essential and discretionary spending,younger consumers expect more volatility.More Gen Z and millennials consumers expect to either increase or decrease essential and discretionar

90、y spending rather than maintain stable spending.Still,they are overall the most optimistic groups when it comes to increasing spending.37US Elections&Macroeconomic OutlookQ:Given the current economic environment,how are you expecting your discretionary spending to change in the next 12 months?How ar

91、e you expecting your essential spending to change in the next 12 months?Discretionary vs.essential spending plans by generationExpectation of discretionary and essential spending in next 12 months3 out of 4Essential spending1 out of 4Discretionary spendingExpected changeSubstantialdecreaseSubstantia

92、lincreaseNo changeexpectedGen ZMillennialGen XBaby BoomerSilent05Simon-Kucher|Holiday Shopping Report 202438US Elections&Macroeconomic OutlookSimon-Kucher|Holiday Shopping Report 20241.All respondents were excluded from remainder of survey.Complete survey represents 1,000 US consumers who are shoppi

93、ng for 2024 holiday season.Plus:who is NOT shopping for the holiday season and why?Key InsightsAmericans who are not planning to shop for the 2024 holiday season are either:Overly budget-constrained,preventing them from participating in the holiday shopping season as theyd want toOr.Looking for alte

94、rnatives to“just”spending money on gifts and instead finding a more meaningful way to experience the season1.My financial situation does not allow me to participate in holiday shopping the way I would want to 56%agree 2.I think the holidays are too“commercialized”56%agree 3.Im looking for alternativ

95、e gift categories such as homemade gifts and/or experiences 23%agree 4.I dont celebrate those holidays 21%agree 5.Someone else in my household does the shopping13%agree28%of US consumers initially surveyed said they were not planning on shopping for the 2024 holiday season.1They were asked only one

96、additional question:Why not?05Research Overview5+years of consumer shopping trends related to the Holiday Shopping seasonImpact of macroeconomic trends on shopping behaviorThe online study evaluatesSample Size 1,000 everyday consumersMethodologyBetween August 1-5,2024,Simon-Kucher conducted an anony

97、mous survey of 1,000 US consumers.In order to determine the most accurate holiday spending predictions,we analyzed holiday spend per household with respect to actual US population distribution by household income level(as published by the US Census:Household Income:HINC-06(census.gov).Further,for an

98、y income level,there are extreme outlier spenders,so to better represent the average US consumer,we examined the middle 80%of survey responses(excluding the top 10%and bottom 10%of responses)for each household income level.Using the dataWe invite you to explore Simon-Kuchers 2024 Holiday Shopping Re

99、port and to share,reference,and publish the findings with attribution to Simon-Kucher and a link to this page.For additional information,including strategic recommendations for retail industry executives and specific data requests,please contact pr-inquiriessimon-.46%54%MaleFemaleGender(%)17%30%29%2

100、3%1%Gen ZMillennialGen XBoomerSilentGeneration(%)United States19%21%14%16%19%7%4%$25k$25k-49.9k$50k-74.9k$75k-99.9k$100k-149.9k$150k-199.9k$200k+Income(%)39Simon-Kucher|Holiday Shopping Report 202440DisclaimerAbout the MaterialsThis presentation and associated services(Materials)have been prepared b

101、y theSimon-Kucher entity specified within the Materials(Simon-Kucher)for the recipientidentified in the Materials(Recipient).Purpose of the MaterialsThe Materials are intended solely to facilitate discussion,and should be consideredincomplete without accompanying verbal explanation.The Materials sho

102、uld not berelied upon as independent documentation.Simon-Kuchers Standard Terms andConditions(a copy is available upon request),or any existing agreements betweenSimon-Kucher and the Recipient,shall apply to these Materials.Informational NatureThe Materials,and any advice contained herein,are for in

103、formational purposesexclusively.They do not constitute legal,accounting,tax,or any other form ofprofessional advice.The Recipient is responsible for procuring independent advice onsuch matters.Reliability and Forward-LookingStatementsSimon-Kucherhasendeavoredtoincorporatereliable,current,andthorough

104、information and analysis,unless otherwise stipulated in an agreement between Simon-Kucher and the Recipient.Without any independent verification,Simon-Kucher hasrelied upon and assumed the accuracy and completeness of all information used inpreparation of the Materials.Any forward-looking statements

105、 or illustrative financialprojections are based on projections,estimates,and assumptions regarding the future,and uncertainties may affect their realization.Therefore,actual outcomes may differ,and there is no assurance of achieving the projected results.Simon-Kucher is under noobligation to update

106、the Materials following the current date,notwithstanding thepossibility of outdated or inaccurate information.Liability and WarrantiesTo the maximum extent allowed by applicable law,neither Simon-Kucher nor anyshareholders,directors,agents,or employees will bear liability,responsibility,or duty ofca

107、re for the actions or inactions of the Recipient,based on the information contained inthe Materials.The Materials are furnished without explicit or implied guarantees ofaccuracy,completeness,or timeliness.Simon-Kucher does not warrant or assurespecific results or performance resulting from use of th

108、e Materials.Third Party DisclosureThe Materials may not be shared with any party other than the Recipient(Third Party).No Third Party may rely on the Materials for any purpose.Simon-Kucher disclaimsliability towards any Third Party for losses,damages,or expenses stemming from theMaterials or their u

109、tilization.Intellectual Propertyand ConfidentialityUnless otherwise agreed in writing with the Recipient,Simon-Kucher retains allintellectual property rights in the Materials.The Materials are confidential andproprietary to Simon-Kucher.They are intended solely for the Recipients use,as setforth in

110、the Materials,or as mutually agreed in writing by Simon-Kucher and theRecipient.The Materials,or any portion thereof,may not be reproduced,transmitted,distributed or disclosed to any Third Party without the prior written consent of Simon-Kucher.Simon-Kucher|Holiday Shopping Report 20241985FOUNDED46O

111、FFICES31COUNTRIES2,000+EMPLOYEES190+PARTNERS41Simon-Kucheris the leadingglobal consulting firm specializing in unlocking better growth.GettyImages/oxygenOur people Specialists in Commercial Strategy&Pricing Consulting,Transaction Services&Private Equity,Digital and Software Our partners and experien

112、ced leadership team are hands on,delivering results at paceOur clients Our clients come from 120+industries and range from Fortune 500 and FTSE 100 firms to unicornsOur sector expertise Consumer Financial Services Healthcare&Life Sciences Industrials Technology Media and TelecomsOur reputation Pione

113、ering pricing for decades,Simon-Kucher defined the discipline its part of our DNASimon-Kucher|Holiday Shopping Report 2024Boston officeOne Boston PlaceSuite 3301Boston,MA 02108,USATel.+1 857 928 9151Shikha JainPartner Head of North America ConsumerHead of Boston OfficeBoston,MAShikha.Jainsimon-Maximilian WalterSenior ManagerNew York City,NYMaximilian.Waltersimon-iStock/ASIFEwww.simon-iStock/Vuk Saric