Forecast Predicts Strong Holiday Sales, With Online Growing



Forecast Predicts Strong Holiday Sales, With Online Growing




by , November 14, 2019

A strong labor market and rising consumer confidence point to strong holiday sales. There could be a hangover from weak sales in 2018, not to mention a compressed holiday period, according to 2019 Holiday Shopping Trends, a study by Morning Consult.


But Morning Consult believes other forecasts are lowballing it. Of the consumers polled, 34% plan to buy online during the holidays, versus 22% who do so at other times in the year. Only 31% plan to shop in-store, compared to 44% in general. And 30% plan to do both for this season. So get those emails ready.


Young people prefer the in-store experience — 75% of the Gen Z crowd will walk around stores, compared with 64% who will browse online.


Millennials prefer to shop online by a sight margin — 79% to 77%.


Gen Xers come in at an even split, at 77% apiece for online and in-store. Boomers are only slightly more in favor of shopping in-store — 71% to 70%.


What are they buying? Here’s the shopping list:



  • Clothing — 73%
  • Gift card — 69%
  • Food — 60% 
  • Book — 48%
  • Video game — 41%
  • Makeup/beauty product — 37% 
  • Jewelry — 37%
  • Kitchenware — 37%
  • An experience or activity — 34%
  • Headphones — 33% 
  • Sporting goods — 28%
  • Gaming console — 24% 
  • Travel — 23% 
  • Television — 22%
  • Tablet — 22% 
  • Smartphone — 22%
  • Computer — 21% 
  • Watch — 21%
  • Speakers — 18%
  • Furniture — 17%
  • A subscription service — 15% 

Shoppers are not as ready to make large household purchases as they were last year. But people in the $150K bracket are feeling more upbeat, and they comprise a high percentage of such buys. 


The study also found that:



  • 70% plan to spend at least $100during Black Friday —  flat with last year
  • 52% expect to shop during Cyber Mondayand 45% say they will shop on Black Friday
  • 77% plan to shop at Walmartand 74% at Amazon. Amazon has the edge among more prosperous people and millennials

Morning Consult surveyed 2,200 consumers.


 


 

MediaPost.com: Search Marketing Daily

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