Holiday Retail Sales, Expectations and Delights
Robert Passikoff
President
Even in light of the small increase in anticipated consumer spending ($824.00, 2.9% more than last year), the holidays provide a traditional ‘reason to buy,’ and can be a relief valve for some good old-fashioned discretionary spending. That desire is showing up in the products and services consumers add to their shopping lists.
In this year’s Brand Keys’ Holiday Spending Survey consumers indicated they’d use the full range of retail channels. More people say they will go online to shop this holiday season, but that’s been a continuing trend for years.
Given that people are being careful about money, when it comes to bricks-and-mortar stores, shoppers will be looking for higher levels of customer service. Ten percent of shoppers indicated that customer service could be a real retail differentiator and a promotional deal-buster, so retailers need to think about delivering real delight this season – beyond “Free Shipping,” last year’s “delight,” but this year’s “expectation.”
What are people buying? Shopper responses were similar to last years’, with a slight downturn in electronics, computers, and phones. Also, it looks as if folks will be staying home for the holidays
November 17, 2011
