Average holiday season spending is expected to rise by 5% – a KPMG LLP survey found – in an environment where retailers will be seen melding “bricks and mortar” with online convenience.
"Retailers of all sizes, categories and channels will compete fiercely during the lucrative 2019 holiday shopping season by offering early sales to seamless in-store and online customer experiences,” said Scott Rankin, principal, Consumer and Retail Strategy practice leader. “Although shoppers will make most of their purchases online, in-store shopping remains significant this season, with mass merchants being particularly strong.
“Holiday shoppers will continue to seek value and convenience, and increasingly use digital tools to guide their decision making,” Rankin added.
Average spending per person this holiday season is expected to increase to $768, compared to $730 in 2018, with the majority of consumers (57%) starting to shop before Black Friday. Convenience and value are expected to drive online shopping growth this holiday season, with nearly three-quarters (73%) of consumers expected to do the majority of their shopping online, compared to just 64% last year, according to KPMG’s 2019 holiday shopping report, “Prepping for the Holidays – How Retailers Can Make This Year’s Critical Shopping Season Merry.” Click here for a video commentary.
Shoppers are starting to spend their holiday budget earlier this year:
Increase in online shopping will significantly boost 2019 sales growth:
Where and what to buy this year remains consistent with last year:
What is driving consumers’ decision making this year?
This survey was conducted in October 2019, and it polled more than 500 U.S. holiday shoppers.
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