For instance, three-quarters (76%) of the more than 1,500
Health, safety and the livelihood of store employees are also on consumers' minds, with 61% saying they plan to minimize in-store shopping to reduce health risks to essential workers. The same number said they'd be inspired to shop with retailers that demonstrate visibly high commitments to health, safety and hygiene practices. In addition, 41% said they won't shop with retailers that have laid off staff or reduced employees' benefits because of the pandemic, whereas 57% would be inspired to shop with a retailer that supported their staff and customers during the crisis.
"The pandemic has reinforced, even strengthened, the social consciousness and call for transparency we've been seeing over the past few years," said
Retail supply chains under pressure
Not surprisingly, the pandemic has further accelerated the shift to online shopping, with 75% of consumers saying they will do at least some of their holiday shopping online, up from 65% last year, while 43% of shoppers plan to shop exclusively online this holiday season.
Even though many retailers have been offering curbside and other contactless options at their stores due to the pandemic, 77% of shoppers still want their purchases delivered directly to their homes, with only 11% willing to pick up purchases in-store and the same percentage willing to use contactless options like locker or curbside pick-up. Further, consumer patience is waning, as more than half (56%) of respondents said they won't shop with a retailer again after an unsatisfactory delivery experience.
"Given the pandemic is still making consumers wary about visiting stores, retailers must ensure that their ecommerce capabilities are up to the task and that they have transparency into demand changes and inventory - with a laser focus on seamless experiences and fulfillment efficiency," said
One way that retailers could get consumers back in stores for the holidays is through appointment-based shopping. In fact, nearly two-thirds (62%) of consumers said that booking a time to shop in person could inspire them to physically return to a department store, consumer electronics retailer or homewares retailer.
The survey also revealed that apparel retailers could regain some ground this holiday season after a tough retail period. Six in 10 consumers (61%) said they would purchase as many or more clothing gifts than last year, making clothing the second-most-likely purchase this season, behind only gift cards (cited by 64% of respondents).
"With total retail sales down significantly for the year across most retail sectors, peak season represents a crucial time for companies to capture lost revenue," Standish said. "This year's holiday season will be characterized by unique challenges that will require retailers to focus on augmenting and sustaining digital assets, spreading the peak over numerous weeks, and quickly responding to market changes by flexing inventory across the supply chain or shaping demand through promotions and pricing actions."
Some other findings from the survey:
- Shoppers are likely to spend less this year. Although 44% of consumers plan to spend the same amount on holiday shopping this year as they did last year, 41% said they expect to spend less - nearly triple the number from last year - and only 15% said they plan to spend more. On average, respondents said they expect to spend approximately
- Consumers will start their holiday shopping earlier this year, as Black Friday and Cyber Monday continue to lose their shine. Nearly one-third (30%) of consumers said they plan to start their holiday shopping earlier this year for fear of not getting what they want if they wait until after
- Support for minority-owned businesses. Four in 10 respondents (40%) said they plan to support and shop at minority-owned businesses, and 39% said they will shop with retailers that support the
About the Survey
The Accenture Holiday Shopping survey offers insights into consumer buying patterns during the holiday time period, providing an indication of retail performance expectations both in-store and online at a key time for the sector. For this year's study, Accenture surveyed 1,517
About Accenture
Accenture is a leading global professional services company, providing a broad range of services in strategy and consulting, interactive, technology and operations, with digital capabilities across all of these services. We combine unmatched experience and specialized capabilities across more than 40 industries - powered by the world's largest network of Advanced Technology and Intelligent Operations centers. With 506,000 people serving clients in more than 120 countries, Accenture brings continuous innovation to help clients improve their performance and create lasting value across their enterprises. Visit us at www.accenture.com.
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