Almost half of U.S. consumers to spend less this holiday season: PWC

By

Jennifer Braun

Published
Oct 13, 2020

It’s been a tough year for retailers and the holiday season will likely not provide the relief many are looking for. 

According to a new PWC report, while the majority of U.S. consumers will spend the same or more as they did last year, a sizeable portion - 40 percent - are expected to spend less.

Millennial shoppers (25-38 years old) are expected to spend the most money this holiday, with an average of $1,367.

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Among consumers watching their spending this holiday season, the report found that 51 percent of respondents are facing altered income levels due to the pandemic. With these changes, consumers will require trust with retailers as they shop this season. 

To earn their trust, retailers should note that health and safety is what matters most to consumers and pandemic-related safety procedures should be put in place and advertised. 

Eighty-eight percent of consumers said masks for workers and other shoppers top the list of desired safety measures for in-store shopping, followed by capacity restrictions, the availability of hand sanitizer, regular store cleanings and temperature checks.

Though 61 percent of the consumers surveyed said they will do most of their holiday shopping online this holiday season, consumers are planning to do more targeted shopping when they choose to go to stores.

Local or independent stores rank high on shoppers’ lists, as well as loyalty programs and health and wellness offerings.

While overall spending is down this year, young consumers are expected to spend more than double on entertainment this holiday season, when compared to adults over 38 years old. 

Moreover, after months of being home, 54 percent of young consumers are ready for holiday travel. In fact, 16 percent of consumers would like to receive a gift of travel this year, compared to 9 percent last year.

Over 1,000 consumers nationwide were surveyed for PWC’s latest report, for what is shaping up to be a holiday season unlike any other in recent history.