TORONTO, Nov. 19, 2020 /CNW/ - Although online shopping is
on the rise due to the COVID-19 pandemic, two-thirds (68 per cent)
of Canadians still plan to visit stores during the holiday shopping
season, according to the 2020 Holiday Shopping Report from
Accenture (NYSE: ACN).
Of those shopping in stores, 71 per cent said stores offering
safety products like hand sanitizer and masks for public use is a
key factor for their comfort. Enabling social distancing by
limiting the number of people allowed inside a store at one time is
also important for 67 per cent of consumers.
Many Canadians plan to shop in stores and online. Indeed, 71 per
cent of respondents to the ninth annual online survey of 1,500
Canadian consumers said they plan to shop online.
"In an extraordinary year that has affected businesses across
the country, the good news is that Canadians are still looking to
celebrate and plan to buy gifts and retailers can still expect both
in-store and online traffic," said Robin
Sahota, a managing director at Accenture who leads its
Retail industry in Canada. "With
consumers paying close attention to health and safety precautions
in stores, it will be important for adaptive retailers to be
diligent in their efforts to help shoppers feel safe amidst the
hustle and bustle of the season."
Despite Canadians heading to stores to prepare for the holidays,
more than half (58 per cent) of those surveyed said they would be
less inclined to venture out on Boxing Day because they feel unsafe
in large crowds. In addition, one in four (25 per cent) Canadians
said Boxing Day is no longer one of the biggest shopping days of
the year.
This year, Canadians expect to spend just $516 versus $721
last year, as their budgets have reduced by about 30 per cent. The
good news for retailers, however, is that couples with kids expect
to spend $701, on average.
Loyalty at stake as retailers look to meet holiday shopping
preferences
The e-commerce experience also matters to consumers. Top
frustrations include high shipping costs (62 per cent) and delivery
delays (52 per cent). Two in five (40 per cent) shoppers expect
fast and free shipping, and nearly two-thirds (63 per cent) said an
unsatisfactory delivery experience would discourage them from
shopping with a retailer again.
"Many retailers rushed to set up new or better e-commerce
platforms in March at the start of the pandemic, and they've had
time to iron out kinks," Sahota said. "The holidays will be a true
test of their ability to provide a secure and seamless shopping
experience that is memorable for the right reasons. Retailers who
intend to lead now and in the future should scale e-commerce to
cater to consumers' digital experiences and must be prepared to
communicate transparently about the state of inventory while
addressing rising delivery costs to avoid negative experiences that
could hurt long-term loyalty."
Buying local and ethical shopping still on-trend
The survey also found that Canadians support local and ethical
shopping. For instance, 57 per cent are looking to buy more locally
sourced products; 54 per cent said they would be inspired to shop
with a retailer who responded well to and supported their staff
during the COVID-19 pandemic. Half (51 per cent) of Canadians
surveyed also plan to make eco-friendly or ethical purchases. In
addition, 71 per cent said they would welcome a donation to a
charity on their behalf.
"There has never been a more important time for retailers to
demonstrate their commitment to their people, their customers and
the wider community," said Grace
Ayoub, a managing director for Accenture's Consumer Goods
and Retail industry, based in Montreal. "Our report this year confirms
Canadians prefer retailers that are truly focused on social
responsibility. With the rise of the conscious consumer, retailers
need to build sustainability into the core of their businesses and
look for new ways to grow."
Less holiday travel means more time for self-care
Regardless of the types of gifts Canadians will give this year,
celebrations will look different with 56 per cent planning to
connect with family and friends over video chat instead of in
person. Less travel means more time at home with more than half (57
per cent) planning to focus on self-care and mental wellbeing,
trying new recipes (52 per cent) and enjoying hobbies (48 per
cent).
Some other key findings from the survey include:
- Opting out of wrapping: Nearly half (45 per cent) of
Canadians plan to forego gift wrapping this year to avoid wasting
paper.
- Physical gifts inch ahead: Just over half (54 per cent)
of Canadians plan to give physical gifts instead of experience
gifts this year.
- Subscriptions rising in popularity: More than one-third
(37 per cent) of Canadian shoppers with a preference for
experiential gifts will give entertainment subscriptions that can
be enjoyed over time, such as video streaming services.
About the Survey
The Accenture Holiday Shopping Survey offers insights into
consumer buying patterns during the holiday time period, providing
an indication of retail performance expectations both in-store and
online at a key time for the sector. For this year's study,
Accenture surveyed 1,537 Canadian consumers online, each of whom
had purchased an item for personal use either online or in a store
within the previous six months. Respondents represented a variety
of age groups, with 10 per cent Gen Zers (aged 18-24), 13 per cent
younger millennials (25-31), 16 per cent older millennials (32-39),
25 per cent Gen Xers (40-55), 21 per cent baby boomers (56-69) and
15 per cent aged 70+. The survey was conducted in October 2020.
About Accenture
Accenture is a global professional services company with leading
capabilities in digital, cloud and security. Combining unmatched
experience and specialized skills across more than 40 industries,
we offer Strategy and Consulting, Interactive, Technology and
Operations services—all powered by the world's largest network of
Advanced Technology and Intelligent Operations centers. Our 506,000
people deliver on the promise of technology and human ingenuity
every day, serving clients in more than 120 countries. We embrace
the power of change to create value and shared success for our
clients, people, shareholders, partners and communities. Visit us
at www.accenture.com.
The Retail industry group helps retail and their
ecosystem partner companies adapt to change, remain resilient and
stay true to their purpose in a responsible way. To learn
more,
visit https://www.accenture.com/ca-en/industries/retail-index.
The Consumer Goods & Services industry group helps
businesses innovate and grow — from enabling front-office
transformation to building intelligent enterprises underpinned by
technology and analytics — to help them achieve consumer
relevance. To learn more,
visit https://www.accenture.com/ca-en/industries/consumer-goods-and-services-index.
SOURCE Accenture