"Holiday shopping often kicks in a little later during election years when the media is dominated by those ads rather than the early holiday promotional push," said Rod Sides, vice chairman, Deloitte LLP and U.S. retail, wholesale and distribution leader. "However, elections typically bear little impact on holiday spending, and this year should be no different. Consumer fundamentals are strong and retail sales have been healthy this fall."
Sides added, "The vast majority of shoppers indicate they'll head both online and to the stores over the Thanksgiving holiday weekend, and nowadays, they really look at those experiences as one. While digital and physical tactics should work in concert, it's critical that retailers' digital influence fits specific purposes and shopping days this week. Before Thanksgiving, the experience should be informational and inspirational, to influence the consumer in the research phase. Black Friday requires nimble and feature-rich mobile formats while people browse reviews and compare information at the point of purchase. Cyber Monday is purely transactional, where features like prices, free shipping and online return policies move into focus."
For additional findings, view Deloitte's 2016 Pre-Thanksgiving Survey results here.
Deloitte retail professionals will be live-Tweeting from stores and malls across the country from Thanksgiving Day through Cyber Monday, Nov. 24-28, 2016. Follow the conversation @DeloitteCB, #Holiday2016.
About the Survey
This survey was commissioned by Deloitte and conducted online by an independent research company Nov. 8-13, 2016. It polled a national sample of more than 1,200 consumers and has a margin of error for the entire sample of plus or minus three percentage points.
About Deloitte's Retail, Wholesale and Distribution Practice
Deloitte is a leading presence in the retail and distribution industry, providing audit, consulting, risk management, financial advisory and tax services to more than 75 percent of the Fortune 500 retailers. With more than 2,400 professionals, Deloitte's retail and distribution practice provides insights, services and approaches designed to assist retailers across all major subsectors including apparel, grocery, food and drug, wholesale and distribution and online. For more information about Deloitte's retail and distribution sector, please visit www.deloitte.com/us/retail-distribution or follow @DeloitteCB on Twitter.
As used in this document, "Deloitte" means Deloitte LLP and its subsidiaries. Please see www.deloitte.com/us/about for a detailed description of the legal structure of Deloitte LLP and its subsidiaries. Certain services may not be available to attest clients under the rules and regulations of public accounting.
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