embracing retail disruption 2015 pre-thanksgiving …...embracing retail disruption 2015...

Embracing retail disruption

2015 pre-Thanksgiving

pulse survey

November 23, 2015

2 Copyright © 2015 Deloitte Development LLC. All rights reserved.

Black Friday is expected to surpass Cyber Monday as the most popular online shopping

day.

More than half (58%) of consumers surveyed have started their holiday gift spending,

and on average have completed 20% of their holiday purchases (compared to 18% in

2014). About half (46%) of these holiday purchases were bought on sale or with a

coupon (up from 41% in 2014).

Over half of respondents (57%) plan on shopping over the Thanksgiving weekend.

Consumers continue to shift their Thanksgiving weekend spending toward online

channels.

Retailer and Deal websites will be the primary information sources for Black Friday

sales.

More than half (51%) of in-store Thanksgiving shoppers will start shopping by 6 pm;

and 62% of Black Friday shoppers will start shopping by 9 am.

Nearly one third (30%) of respondents plan to shop the Saturday after Thanksgiving to

support local businesses.

63% of consumers surveyed disagree with stores being open on Thanksgiving, with

56% feeling more loyal to those who close on Thanksgiving. Additionally, 50% will hold

off purchasing if their preferred store is not open on either Thanksgiving or Black Friday.

Executive summary

Spending pulse check


30%

51%

18%

I plan to spend more

I plan to spend the same amount

I plan to spend less

81 percent of respondents expect to spend the same

or more as compared with their spending plans a few

months ago (same as last year)

How do your holiday spending plans compare to just a month or two ago?

+2 vs. 2014

-2 vs. 2014

-2 vs. 2014

Note: Percentages may not add up to 100 due to rounding

Shopping timing &

venue plans


14%

44%

35%

19%

10%

Thursday (Thanksgiving Day, November 26)

Friday (Black Friday, November 27)

Saturday (November 28)

Sunday (November 29)

Monday (November 30)

In-store

Black Friday and Saturday will remain the most

popular in-store shopping days

48% in 2014


24%

66%

49%

37%

52%

14%

Thursday (Thanksgiving Day, November 26)

Friday (Black Friday, November 27)

Saturday (November 28)

Sunday (November 29)

Monday (November 30)

None of the above

Online

Black Friday to surpass Cyber Monday as the most

popular online shopping day

51% in 2014

48% in 2014


Consumers continue to shift their Thanksgiving

weekend spending to online channels

Among the 57% planning on shopping over the Thanksgiving weekend, 87% plan to shop online, while 53% plan to

shop in-stores

59%

36%

5%

Online In-store Catalog

What percentage of your spending during the Thanksgiving weekend is expected

to be through the following shopping channels?

(Base: 57% shopping over the Thanksgiving weekend)

+7 vs. 2014- 9 vs. 2014

+2 vs. 2014


More than half (51%) of Thanksgiving shoppers will

start shopping by 6 pm; and 62% of Black Friday

shoppers will start shopping by 9 am

23%

10%

19%

8%

17%

3%

5%

8%

6%

Earlier than 5 pm

5 pm

6 pm

7 pm

8 pm

9 pm

10 pm

11 pm or later

Unsure

12%

2%

1%

2%

4%

8%

9%

7%

10%

7%

22%

16%

Midnight

1 am

2 am

3 am

4 am

5 am

6 am

7am

8 am

9 am

10 am or later

Unsure

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

:Base)‏ 14% shopping in stores on Thanksgiving Day) ?What time do you expect to go to the store on the Friday after Thanksgiving‏

:Base)‏ 44% shopping in stores on Thanksgiving Day)

Deal perceptions:

When and where


62%

58%

41%

38%

36%

29%

26%

24%

20%

18%

3%

Retailers’‏websites

Websites dedicated to featuring Black Friday deals

Newspapers

Email

Mailers / flyers

TV or radio commercials

Mobile device (via app or text message)

Social media sites (blogs, discussion groups, orsocial networks)

In‏retailers’‏stores

Other websites

None‏of‏the‏above;‏I‏won’t‏be‏looking‏for‏…

Retailer and Deal websites will be the primary

information sources for Black Friday sales

Almost half (46%) of shoppers will spend no more than 1 hour researching Black Friday deals;

another 40% expect to spend 1-2 hours researching deals

Percentages based on weekend holiday shopper base‏

Consumer perceptions


Half of consumers find in-store & online deals to be

comparable (up from 45% in 2014); 37% consumers

say‏Black‏Friday‏deals‏aren’t‏as‏good‏as‏they‏were

10%

25%

26%

27%

33%

35%

37%

50%

Black Friday deals are better than they used to be

I’ll‏likely‏purchase‏earlier‏in‏the‏holiday‏season‏because‏of‏concerns that merchandise may run out

The best deals of the season are still on Black Friday

I expect retailers will offer better deals online than in the store onBlack Friday

I prefer the early Black Friday promotions that retailers offerbefore Thanksgiving versus shopping on Black Friday

I’ll‏likely‏purchase‏later‏in‏the‏holiday‏season‏because‏I‏anticipate better promotions

The Black Friday deals are not as good as they used to be

I often find retailers offer comparable deals online and in storesduring the Thanksgiving weekend

Consumer perceptions

+11 vs. 2014

+5 vs.2014

Percent of respondents who agree/ strongly agree

Store hour impact on

loyalty & perceptions


7%

14%

29%

50%

56%

63%

I feel more loyal to a retailer that opens its doors onThanksgiving Day and allows me to shop

I will make a purchase at a non-preferred retailer onThanksgiving to avoid waiting for Black Friday

I feel more loyal to retailers who close on Black Friday

I will hold out to shop at my preferred retailer(s) (even) if they‏aren’t‏open‏on‏Thanksgiving‏Day‏or‏Black‏Friday

I feel more loyal to retailers who close on Thanksgiving

I disagree with stores being open on Thanksgiving

Store hour impact on consumer perceptions & loyalty

A majority (63%) of consumers disagree with stores

being open on Thanksgiving, with 56% feeling more

loyal to those who close on Thanksgiving.


About the survey

This survey was commissioned by Deloitte and

conducted online by an independent research

company between November 16-17, 2015.

It polled a national sample of 1,000 consumers and

has a margin of error for the entire sample of plus

or minus three percentage points.

This publication contains general information only and is based on the experiences and research of Deloitte practitioners. Deloitte is not, by means of this publication, rendering business, financial, investment, or

other professional advice or services. This publication 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 publication.

Copyright © 2015 Deloitte Development LLC. All rights reserved.

Member of Deloitte Touche Tohmatsu Limited

As‏used‏in‏this‏document,‏“Deloitte”‏refers to Deloitte LLP. Please see www.deloitte.com/us/about for a detailed description of the legal structure of Deloitte LLP and its subsidiaries. Certain services may not be

available to attest clients under the rules and regulations of public accounting.

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