Most U.S. Shoppers Planning To Maintain Or Increase Holiday Spending


New York — Among U.S. shoppers, 57 percent plan to spend at least as much as they did during 2018 on holiday shopping, while 28 percent anticipate spending more during the upcoming season, according to the 13th annual Holiday Shopping Survey from Accenture plc.

The survey of 1,500 U.S. consumers finds that most are planning to spend $637, on average, this holiday season.

While spending is anticipated to remain steady, there was a slight year-on-year uptick in shoppers that plan to spend less, with rising food bills and desire to limit credit card debt the leading factors, according to the research company.

Although ecommerce is expected to play a big role in the season, consumers are indicating they will do about half their shopping in brick-and-mortar outlets, Accenture reports. Lower prices and special discounts/offers were the top reasons shoppers chose to visit physical stores.

“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. “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.”