Deloitte's 22nd annual survey cuts through typical Big Four stodginess with a refreshing headline:
Yes, Virginia, There is a Santa Claus; Gift Buying is Expected to Hold Steady, Although Consumers Will Spend Less Overall Here's what Virginia needs to know about the American consumer: While 4 of 10 have intentions to spend less this year than last, they may end up spending almost the same amount. And why do people want to spend less? Lower income households cite higher food and fuel costs as reasons, while those at higher income levels point to volatility in the stock market and declining home values.
Consumers expect to buy an average of 23 gifts, up from 22 last year and the highest in the last six years. Deloitte finds women plan to buy even more, with an average of 26 gifts.
Only 57% of consumers say the economy will improve or remain the same next year. But 85% say they feel secure about their jobs, about the same % as last year.
And now to verify something that everyone is getting more aware each year - Christmas gifts are coming in small packages, including tiny envelopes....
Deloitte finds that for the fourth straight year, gift cards are expected to be the top gift purchase, with more than 69% planning to buy, compared with 66% last year. It appears that Americans are drawn in by their convenience and that it perhaps eliminates the hassle of deciding what to buy, leaving it to the recipient. 16% plan to buy a whopping 10 or more cards - one of each of their family member and an average of $36.25 per card on average compared with $30.22 last year.
On the flip side, 39% would rather get a gift card than merchandise, an increase from last year’s 35%, with resistance to giving gift cards falling from 19% saying they don’t like to give gift cards because they’re too impersonal down from 22% last year).
“Again, convenience is key,” said Deloitte's Janiak. “A gift card to a store that the recipient enjoys is a thoughtful gift that accommodates Americans’ limited time to shop. As gift cards continue to grow in popularity, retailers need to be even more creative in their redemption programs, so that they can quickly recognize the dollars in their revenues and potentially capture additional spend beyond the value of the card. As we approach the holidays, retailers could encourage consumers to redeem their unused gift cards for this year’s gift purchases by offering a dollar amount or percentage off the purchase, free gift wrap, or some other bonus.” According to the survey, nearly half of consumers (49 percent) have at least one partially or completely unused gift card; on average, these consumers have 3.7 unused cards.
Also, with all the recent recalls of toys and concern about lead paint, consumers are increasingly wary of safety of imported products. Almost 38% said they feel food products imported from other countries are not safe, and 35% said the same for non-food products. 58% say the recent news stories about product recalls will influence some of their purchase decisions this holiday season.
OK, the gist of this survey, expect people to throng the registers to buy slim gift cards, buying locally made products and much against their instinct buying a ton of gifts for their near and dear.
Yes Virginia, Santa Claus does exist, but has a much easier time coming down the chimney this year without much of his voluminous gifts.
Here's the full report
www.deloitte.com/us/2007HolidaySurvey.