Deloitte’s 2013 Pre-Thanksgiving Shopping Survey Results

Deloitte’s 2013 Pre-Thanksgiving
Shopping Survey Results

November 2013

About the survey
The survey was commissioned by Deloitte and conducted online by an independent
research company on Monday, November 18, 2013. The survey polled a sample of 1,000
consumers and has a margin of error for the entire sample of plus or minus three
percentage points.

1

2013 Pre-Thanksgiving Shopping Survey

Copyright © 2013 Deloitte Development LLC. All rights reserved.

Executive summary
•

Consumers who believe that the U.S. economy is recovering from recession has
increased from 37% in 2011 to 63% in 2013

•

A majority of consumers (80%) said that the recent U.S. government shutdown will not
have a negative impact on their holiday spending plans

•

Compared to 2012, fewer consumers are expected to shop over the Thanksgiving
weekend* (60% in 2012 vs. 53% in 2013)

•

Respondents plan to spend an average of $286 over the Thanksgiving weekend
(consistent with 2012), and will evenly split that between store and online channels

•

Fewer consumers than last year expect to shop in-store on Thanksgiving Day (23% in
2012 vs. 13% in 2013)

•

In-store shopping is expected to be more on Black Friday and Saturday compared to the
other days of the Thanksgiving weekend

•

Online shopping is expected to be more on Black Friday and Monday compared to the
other days of the Thanksgiving weekend
*References to “Thanksgiving weekend” throughout represent the period from Thanksgiving Thursday through Monday

2



Nearly two-thirds (63%) of respondents believe the
economy is slowly recovering
In your opinion, the U.S. economy is:
2011

2012

2013

63%

48%

47%

37%
31%
25%
13%
3%

5%
Healthy

3

4%
Slowly recovering from a
recession


16%
8%

Heading back into
recession

Still in recession; there
has been no recovery


Eight in 10 respondents said the federal government
shutdown will not impact their holiday spending plans
Did the recent U.S. government shutdown negatively impact your
holiday spending plans?
Yes

No

20%

80%

4



69% of respondents expect to spend more or the same
on the holidays as compared to just a month or two ago
How do your holiday spending plans compare to just a month or two ago?
49%

31%
20%

I plan to spend more

5


I plan to spend the same amount

I plan to spend less


A majority of respondents plan to shop in stores or
online over the Thanksgiving weekend – down from 60%
last year
Do you expect to do any shopping for the December holiday(s) either
online or in stores over the Thanksgiving period - including
Thanksgiving Thursday through the following Monday?
2011

2012

2013

60%
51%

6


53%


Respondents’ planned spending behavior over the
Thanksgiving weekend
Mean
2011

2012

2013

How much do you plan to spend
on shopping from Thanksgiving
Thursday through the following
Monday?

$224

$286

$286*

What percentage of your holiday
gift spending have you completed
to date for the December holidays?

23%

19%

18%

Considering the holiday gifts that
you have already purchased, what
percentage was bought “on sale” or
with a coupon?

26%

23%

25%

*26% of respondents’ Thanksgiving weekend expenditures
will be spent in-store on Thanksgiving Day
7



Respondents’ percentage of spend by channel over the
Thanksgiving weekend
Approximately, what percentage of your spending during the
Thanksgiving weekend (from Thanksgiving Thursday through the
following Monday) is expected to be through the following shopping
channels?
Online

In-store
Instore

Catalog

4%

48%
48%

8



In-store shopping is expected to be more on Black Friday
and Saturday compared to the other days of the holiday
weekend
Of the 53% of respondents expecting to shop over the Thanksgiving
weekend – On what days do you expect to shop in stores?
Thursday (Thanksgiving Day, November 28)

13% -10 vs. 2012

53% -10 vs. 2012

Friday (Black Friday, November 29)

Saturday (November 30)

46%

Sunday (December 1)

Monday (December 2)

9


32%

25%

+2 vs. 2012

+5 vs. 2012

-6 vs. 2012


More online shopping is expected on Black Friday and
Monday compared to the other days of the holiday
weekend
Of the 53% of respondents expecting to shop over the Thanksgiving
weekend – On what days do you expect to shop online?
Thursday (Thanksgiving Day, November 28)

Friday (Black Friday, November 29)

Saturday (November 30)

Sunday (December 1)

Monday (December 2)

10


19%

-7 vs. 2012

44% -2 vs. 2012

39% +3 vs. 2012

34% +3 vs. 2012

47% +3 vs. 2012


For Black Friday shoppers, the primary reason for
shopping in stores is to take advantage of sales
For what reasons will you be
shopping in stores on Black Friday?
To take advantage of sales

91%

35%

I want to complete my
shopping before December

11

16%

2:00 AM

28%

1%

4:00 AM
5:00 AM

20%

2%
6%
8%

6:00 AM

9%

7:00 AM
18%

9%

8:00 AM

9%

9:00 AM
14%


-6 vs. 2012

1%

3:00 AM

Overall excitement of the
day

I prefer shopping in the
store than online

Midnight
1:00 AM

I enjoy shopping with family
and friends on this day

Many stores are opening
earlier which provides more
hours in the day to shop

What time do you expect to go to the
store on the Friday after
Thanksgiving?

10 AM or later

8%
32%

+9 vs. 2012


Newspapers are the top source for where respondents
expect to obtain Black Friday sales information
Where do you expect to obtain information about Black Friday sales?
Newspapers

32%

Retailers’ websites

31%

Websites dedicated to featuring Black Friday deals

27% -10 vs. 2012

Mailers/flyers

27%

Email

24%

TV or radio commercials

23%

In retailers’ stores

15%

Social media sites
Mobile device (via app or text message)
Other websites

12


15%
10%
9%


More than half (51 percent) of consumers are expected to
spend up to two hours researching Black Friday deals
On average, how much time would you say you spend researching
Black Friday deals?
0 hours

42%

Less than 1 hour

28%

1-2 hours

23%

3-5 hours

More than 5 hours

13

6%

2%



Six in 10 (59%) respondents planning to avoid shopping
in stores because of crowds during the Thanksgiving
weekend; tablet use for holiday shopping increases
2012

2013

Change

I plan to avoid shopping in stores during the Thanksgiving weekend to avoid crowds

49%

59%

+10%

I often find retailers offer similar deals online and in-stores during the Thanksgiving weekend

45%

48%

+3%

-

40%

-

I’ll likely purchase later in the holiday season because I anticipate better promotions

36%

39%

+3%

I plan to research online before shopping in stores on the Thanksgiving weekend

39%

35%

-4%

-

26%

-

17%

24%

+7%

-

23%

-

31%

23%

-8%

I don’t rely on Black Friday or Cyber Monday as much as I used to for holiday shopping

I plan to research products in-store before buying them online over the Thanksgiving weekend
I am likely to use a tablet device to shop this holiday season
I plan to take advantage of early Black Friday deals online
I find retailers offer the best deals on Black Friday
I am more motivated to shop on Thanksgiving now that many retailers will be open

14


11%


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.

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Deloitte’s 2013 Pre-Thanksgiving Shopping Survey Results

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