EXCLUSIVE: Survey reveals positive holiday shopping trends
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The survey also revealed trends in consumer sentiment in several areas beyond holiday shopping:
Where, why and how consumers shop
- Amazon, Walmart, and Target remain the dominant preferred retailers for consumers and also lead in shopping app popularity.
- Key drivers for choosing online shopping include overall convenience (46%), free shipping, which has increased to 45% from 39%, and lower prices, which have risen to 36% from 31%.
Delivery
- There has been a notable increase in consumers selecting the cheapest delivery option, rising to 40% from 26% in 2023.
- The preference for home delivery has declined to 39%, down from 58% in 2023.
Economy/inflation
- Consumer sentiment about the U.S. economy has improved, with positive perceptions rising to 24% from 17% in 2023, and negative sentiment decreasing from 59% to 48%.
- Among older respondents, boomers have shown a year-over-year reduction in negative sentiment from 68% to 49%, while the silent generation's pessimism has dropped significantly from 66% to 33% since 2023.
- Contrary to trends among older respondents, Gen Z (ages 18-27) negative sentiment has risen to 49% from 39% in 2023.
- Fewer respondents now report that their family economic situation has worsened, with this figure decreasing to 29% from 47% in 2023
- Expectations for personal economic situations over the next 12 months have significantly improved, with optimism rising to 37% from 26% in 2023. Gen Z stands out as an exception, with their outlook becoming more negative, increasing to 37% from 28% in 2023.
- Inflation continues to be the main reason for those planning to reduce their spending. Food prices remain a significant concern, though the impact of fuel prices has lessened.
- Among Gen Z respondents, housing costs are the top concern at 41%, followed by inflation at 37% and reduced income at 32%.
"Based on our findings, the 2024 holiday shopping season is shaping up to be quite dynamic for retailers," said Chris Ventry, managing director in Ankura’s performance improvement practice, in commentary emailed to Chain Store Age. "Several key trends have emerged surrounding consumer economic sentiment, online versus in-store preferences, payment methods, and overall spending decisions."