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1、US Q4 shopper trends reportEssential insight for Black Friday and the holidaysIntroductionThe data in this report comes from a nationally representative survey of 2,000 working age US consumers,conducted on the Attest platform during October 2023.View the survey.SampleAfter a robust summer,economist
2、s have warned that US consumers now face a number of economic challenges.These include further tightening of monetary policy and tougher lending standards,both of which could curb consumer spending.So what can retailers expect in Q4?We wanted to explore the outlook for two big upcoming events that a
3、re crucial in retail:Black Friday and the holidays.Comparing data from this year with data from 2022,weve been able to benchmark changes in planned spending,what people intend to buy and where they will shop.Thankfully,the report contains plenty of good news for brands and retailers,alongside insigh
4、t that will really help you make the most of the trading period.So dont delay;put this data to work today!Jeremy King CEO&Founder,AttestPart 1:Black FridayBlack Friday spending remains consistentBlack Friday spending will look very similar to last year.While we dont see any real growth,its not bad n
5、ews Black Friday 2022 was the biggest day for in-store and online shopping in the US,reaching a combined 160 million consumers(according to the National Retail Federation).People are most likely to say they will spend between$101-$200 this Black Friday(17.7%),although nearly as many will spend betwe
6、en$201-$300(16.1%).The West will be the highest spending region,where 30.5%of shoppers will spend more than$300.By contrast,in the South,only 23.8%of consumers plan to spend in excess of$300.Only 13.6%of US consumers dont plan to participate this Black Friday so be sure to cash in by creating some t
7、empting offers.Planned Black Friday spendingTip$50$202220222023202320232023$101$200$201$300More than$30010.5%11.9%17.9%17.7%16.9%16.1%29.9%26.1%Clothing is most in-demand category Theres increased demand across all of the most popular categories this Black Friday.Clothing remains the most
8、 favored category with demand soaring by more than 9 percentage points to 54.1%.Gen Z in particular will be scouting out deals on clothing:71.3%plan to shop in the category.Meanwhile,the percentage of consumers hoping to bag a tech bargain has also increased by+7.7 percentage points to 49.5%.Shopper
9、s are much more decisive this Black Friday:only 23.1%dont know what they want to buy yet versus 33.2%last year.Survey your customers now to get more intel!TipTop Black Friday purchasesTechnologyClothingBeauty productsHome goods44.9%54.1%41.8%49.5%28.5%31.6%21.8%24.0%20222023202220232022202320222023A
10、 return to stores for Black Friday 23It looks like retailers are finally shaking off the legacy of COVID,with consumers returning to stores in their droves.Last year,35.8%of Black Friday shoppers said they would shop exclusively online but in 2023 that figure has declined to 19.9%.We see an uptick o
11、f almost+16 percentage points in the number of Americans planning to do at least some Black Friday shopping in stores(to 80.1%).Gen Z are the least likely to shop exclusively online this Black Friday(13.5%),and will therefore be looking for in-store experiences.TipWhere consumers will shop on Black
12、Friday2022 20232022 20232022 2023Exclusively onlineOnline and in storeExclusively in store35.8%19.9%44.4%66.1%19.8%14.0%Gen Z shoppers over-index for strongly agreeing Black Friday is the best day to bag a bargain(30.3%)making them a prime demographic to target.Tip“Black Friday is the best day to bu
13、y heavily discounted products”Boomers doubtful about Black Friday savingsPositive sentiment around Black Friday appears to have waned slightly since last year.While the majority of Americans still agree that Black Friday is the best day of the year to buy heavily discounted products(67.1%),theres be
14、en a small increase in consumers who arent sure(to 24.7%).Boomers are the demographic most likely to doubt the legitimacy of Black Friday deals.With 35.0%unsure if its the best day to purchase,theyll need a little extra reassurance.202220232022202320222023AgreeDisagreeNeither agree or disagree68.2%6
15、7.1%21.7%24.7%10.1%8.2%Gen Z are as equally interested in treating themselves as they are in buying Christmas gifts for others.Bear this in mind when crafting your messaging.TipReasons for Black Friday purchasesChristmas presents are top of Black Friday shopping listBlack Friday plays a major role i
16、n kicking off the holiday shopping period.Our data shows that more than 81%of shoppers are on the lookout for Christmas gifts.Meanwhile,25.4%are thinking about finding someone a bargain birthday present.But shopping plans for the day are far from entirely altruistic,with almost 62%of Americans also
17、wanting to treat themselves.ChristmaspresentTreat for selfBirthdaypresent81.2%61.5%25.4%Gain an understanding of what your customers are waiting to buy so you dont run out of stock.Tip“I put off purchases until Black Friday”Pent up demand for Black FridayIf you experienced a lull after Labor Day sal
18、es that could be because consumers are already starting to think about Black Friday.Our data shows 42.0%of shoppers say they delay making purchases in the run up to the event,revealing that Black Friday creates a reasonably high level of pent up demand.Millennials are especially likely to put off pu
19、rchases in anticipation of the shopping holiday,whereas Boomers are least likely to hold out.AgreeDisagreeNeither agree or disagree42.0%32.0%26.0%Part 2:Holiday shoppingHoliday spending is on iceJust like Black Friday,holiday spending looks set to remain consistent with last year.The average America
20、n will spend around$200-$250 on Christmas presents(18.4%),with the next largest percentage of consumers spending$100-$150(16.2%).However,at the other end of the scale,is a similarly large group of high spenders:15.3%of shoppers plan to spend$1,000 or more.Likelihood to spend such an amount increases
21、 with age(17.6%of Boomers will spend at least$1,000).Make sure you know your regional customer demographics.Northeasterners will spend the most on Christmas presents:nearly 29%will spend at least$600 compared to 23.2%in the lowest spending region,the West.Planned spending on Christmas giftsTipUp to$
22、50$100$200$300$400$500$600+202220232022202320222023202220232022202320222023202220238.5%5.0%15.9%16.2%17.2%18.4%9.2%11.2%6.4%6.4%11.2%11.6%27.5%25.8%Christmas shoppers will buy for fewer recipients Although consumers will spend around the same on gifts this Christmas,theyll buy for fewer people.All r
23、ecipient types see a decline,with kids bearing the biggest brunt.We see a-10.2 percentage point decrease in people buying gifts for their children(to 54.2%),although they remain the largest group to receive presents.Meanwhile,parents have slipped in priority below significant others.Just over 48%of
24、shoppers will buy for a parent,whereas nearly 50%will buy for a partner.More than 44%of Gen Z and a third of Millennials are planning to buy holiday gifts for themselves making self-indulgence a theme to explore.TipWho consumers will buy Christmas gifts forParent/s64.4%54.2%2022202320222023202220232
25、022202320222023202220232223Kid/sSignificant otherSibling/sFriendsExtendedfamilyWork colleagues50.1%49.8%51.1%48.3%41.0%39.3%39.7%36.4%33.2%31.6%13.1%8.8%Tech more popular this ChristmasElectrical items are more likely to be gifted this Christmas:we see a+9 percentage point increase in shoppers plann
26、ing to give tech/appliances(to 38.3%).Millennials will be the biggest givers of tech and appliances,with 43.7%planning to shop in the category.Perhaps in line with the decline in giving gifts to kids,toys and games have fallen in popularity by-3.5 percentage points.This move puts gift cards in secon
27、d place as the category most likely to be gifted(52.7%)behind clothing/shoes(60.2%).Gen Z significantly over-index for planning to buy gifts in beauty/grooming,jewelry,and bags/accessories.TipTop Christmas giftsClothingBeauty/groomingToys/gamesGift cards2022202357.460.2%2022202352.1%52.7%2022202353.
28、4%49.9%2022202329.9%38.3%2022202330.5%29.3%2022202328.5%28.9%Tech/appliancesJewelryHoliday shopping will start earlier this year The holiday shopping season looks set to kick off much earlier this year,with a nearly+31 percentage point increase in Americans planning to start before December(to 82.6%
29、).The percentage of consumers commencing shopping in October has more than doubled(up from 9.3%to 23.0%).However,November is the most popular month,when 43.8%will begin(up from 30.9%).Fewer people will be leaving purchasing until the last minute,with just 5.4%waiting until the second week of Decembe
30、r or later(versus 17.6%in 2022).Boomers over-index for starting holiday shopping prior to September worth remembering when planning promotions earlier in the year.TipWhen consumers start Christmas shoppingPrior to SeptemberSeptemberOctoberNovemberFirst week of DecemberSecond week of DecemberThird we
31、ek of DecemberChristmas Eve202220232022202320222023202220232022202320227.6%9.0%234.0%6.8%9.3%23.0%30.9%43.8%30.7%12.0%12.2%3.3%4.0%1.3%1.4%0.8%Boomers show the highest intent to shop in store this Christmas(24.4%).Consider running festive events to help get them through your door(and not your compet
32、itors).TipWhere consumers will shop for Christmas giftsHoliday shopping spread across online and in store Holiday shopping will take place more evenly across online and in store in 2023.Nearly 56%of consumers plan to shop equal amounts online and in store,which is a+13 percentage point increase on l
33、ast year.Meanwhile,the number of shoppers who favor stores has declined from 30.5%to 21.8%and the percentage who favor online has dropped from 27.0%to 22.8%.Millennials are the demographic most likely to favor shopping online for holiday gifts(25.1%).Only online4.3%Only online3.1%Mostly online19.6%E
34、ven split between online and in store55.5%Mostly in store14.6%Only in store7.2%Mostly online22.7%Even split between online and in store42.5%Only in store12.3%Mostly in store18.2%20222023In conclusionThese survey results point to a positive trading period in Q4.Spending will be consistent with last y
35、ear,with high demand for clothing and shoes in particular.The tech category will also get a noticeable boost.The advancement of the holiday shopping season is really quite striking,with consumers primed to start spending much earlier than last year-and both online retailers and Main Street should fe
36、el the benefit.Another exciting theme to emerge is the desire among younger consumers to splurge on themselves this Black Friday and holiday period.Gen Z,especially,show a lot of enthusiasm for shopping in Q4-something thats worth further exploration!Want to understand what the upcoming trading period has in store for your brand?Get the insights you need