Deloitte: Self-Purchasing To Surge During Holidays

According to Deloitte’s 30th annual holiday survey of spending intentions and trends, consumers plan to spend 12.5% more on the holidays overall this year but a lot of the dollars will go to treat the purchaser. In its research, gains in non-gift spending should substantially outpace gift spending, Deloitte reported.

In the holiday season, shoppers surveyed plan to spend $1,440 across product designations including gifts, socializing away from home, entertaining at home, non-gift clothing for family or self, home/holiday furnishings, and other holiday-related spending, the market research firm found.

The largest increases versus 2014 will occur in the non-gift clothing and home/holiday furnishings categories, Deloitte determined. Spending on holiday furnishings should gain 33% to $124 from last year while the market research firm sees non-gift clothing sales advancing 26%.

Shoppers do plan to spend on gifts, with the intended outlay up 6% to $487 this year from $458 in 2014, the firm noted, but that represents the smallest increase among all holiday-spending categories. By comparison, consumers surveyed plan to spend $976 on non-gift categories, an increase of 16% from 2014.

Half of shoppers surveyed said they would buy gifts for themselves when shopping for others, up seven percentage points from 2014.

In other survey results:

  • About 69% of shoppers plan on webrooming, or looking at items online first, then going to a store to see the item before completing a purchase, up from 58% in 2014.  
  • In contrast, 52% of shoppers expect to engage in showrooming: going first to a store to look at an item, then search online for the best price before completing a purchase.
  • As they contemplate shipping, 43% of shoppers expect to buy products online and pick them up at a store instead of having the items shipped to them, primarily to save on shipping charges, 67%, to get the item faster, 49%, and to pick up other items on the same trip, 35%.

In all, 82% of consumers plan to do research online before making a purchase this holiday season. Shoppers who visit stores, online and mobile destinations expect to spend 75% more on holiday purchases this year than those who shop stores alone.

Not beholden to particular Internet-based retailers, 72% of consumers this year plan to try new or different stores or sites, including those of local stores/businesses, 67%, never before visited websites, 54%, festivals and fair operations, 26%, and temporary/seasonal stores and pop-up shops, 26%.