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Shoppers More Likely To Shop Both Online And Offline This Holiday Season: Study

Published on Nov 12 2019 7:00 AM in Retail tagged: shopping / Christmas / McKinsey / Periscope

Shoppers More Likely To Shop Both Online And Offline This Holiday Season: Study

Close to two thirds (62%) of shoppers in Germany, the UK, the US and Canada are likely to do their festive purchasing both online and offline in the run up to Christmas, a new study by Periscope by McKinsey has found.

The report, 2019 Holiday Season Shopping Report: Shoppers are ready to spend but retailers need to personalise, surveyed 2,500 shoppers across the four countries to determine their shopping behaviours at this time of year, and the subsequent implications for retailers.

As well as adopting a more omnichannel approach, consumers expect more digitally-enhanced shopping experiences, the study found, such as the ability to browse products from a digital panel (24%), self-checkout (11%), and offers sent directly to their phone (10%).

What To Spend, What To Buy

Elsewhere, the study also found that many consumers don't have a defined budget in mind for their festive shopping – 13% in Canada; 13% in the UK; 12% in Germany; and 10% in the US – while 'not knowing what to buy' is a key concern for 47% of respondents.

Female consumers tend to drive both spend and planning at this time of year, the study found, with women tending to focus on gift purchases for the household and children, while male consumers shop primarily for their partner/significant other (and for themselves).

Some 60% of shoppers in the US stated that they are likely to take advantage of Black Friday sales, compared to 55% in Canada, 51% in the UK and 40% in Germany.

German shoppers are more likely to leave their shopping to the last minute, however, with 52% of male consumers and 40% of female consumers in Germany saying they plan to do their holiday shopping in November-December.

The report can be found here.

German Consumers Move Online


Elsewhere, a separate study by financial services provider Deloitte has found that a majority of German consumers plan to buy presents online this Christmas.

According to the study, 67% of German consumers plan to buy at least some of their gifts online.

Department stores are set to see a fall in shoppers this year, the study also found, while trade at specialty stores and local stores will remain consistent with previous years, the study found.

Private household spend in Germany this Christmas is likely to average at €488, two euros less than in 2018. Most participants also said that they are glad with their financial situation and purchasing power

© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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