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Shoppers will spend just as much, possibly more this holiday season

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October 17, 2019

This holiday season U.S. consumers are expected to spend as much, or more, than they did in 2018 and they're projected to hit brick-and-mortar retail locations for gift inspiration.

Those are findings from Accenture's 13th annual holiday shopping survey.

The study also reveals a growing trend of "responsible retail," in which shoppers will be more focused on the social and environmental impact of their purchases, according to a press release on the survey.

The online survey of 1,500 U.S. consumers found that Americans expect to spend $637 on holiday shopping this year, on average, with approximately six in seven respondents planning to spend either the same or more than last year. On average, men expect to spend approximately 15% more than women — $685 versus $588.

Gift cards and clothing/footwear topped the list of planned purchases, according to the release.

Those polled expect to conduct half of their holiday shopping in a store or mall.

"While having a strong online proposition has become table-stakes, physical stores will still play an important role in the future," said Jill Standish, senior managing director and head of Accenture's global Retail practice, in the release. "With consumers planning to do half of their holiday shopping in-store, retailers need to carefully plan their strategy for customer service, including labor, assortment and allocation of inventory. With creativity and ingenuity around the store footprint, retailers have an opportunity to leverage the surge in holiday foot traffic not only to increase holiday revenues but also to find those special customers who will be the loyal ones they depend on all year."

Of those polled, 82% cited lower prices as the top factor tempting them to make an in-store purchase, followed by special offers/discounts (77%).