The recent influx of holiday décor, music, promotions and increased traffic volumes seem to indicate that the holiday shopping season is already in full swing. Even so, reports are mixed in terms of what retailers should expect this year.
Even while the 28th Holiday Survey from Deloitte predicts lots of shopping activity via smartphones and tablets, there is still big anticipation for in-store shopping on Black Friday. According to a recent Forbes article, even smaller local stores are hopeful about increasing shopper activity during Small Business Saturday.
In order to get a better understanding of how shoppers will approach this year’s holiday shopping season, AchieveGlobal conducted a consumer survey to help identify retail holiday activities and expectations. Our discoveries, detailed in our report titled, They’re Making a List and Checking It Twice: What 2013 Holiday Shoppers Know, Expect, and Want, point to several important lessons for retailers who want to get shoppers through their doors, or to visit their online portals.
- Holiday shoppers will spend an average of $500 this holiday season.
- Just under 20% of the participants said they’ll spend more this year than last year.
- Customers who said they will spend more this year also said they anticipate spending a higher percentage in brick-and-mortar stores.
- Shoppers who are optimistic about a positive customer experience plan to spend more.
Only time will tell how the reality of the 2013 holiday season shapes up, but consumer sentiments seem to indicate that this season offers the promise of positive performance for retailers who are ready to accommodate shoppers.
In next week’s post, I’ll look at what shoppers are expecting from the holiday shopping experience this year, and what one thing would make their holiday shopping experience ideal.
Sharon Daniels is CEO of AchieveGlobal in Tampa, Florida