NEW YORK — Nearly one-third of consumers still have up to half of their holiday shopping left to do, with only five shopping days remaining, according to a survey by KPMG LLP, the audit, tax and advisory firm.
According to the survey of more than 1,000 consumers taken on December 11-12, 32 percent reported to have 25 to 49 percent of their shopping left to do this year, while 37 percent of holiday shoppers still have up to 24 percent of their shopping to finish.
The majority (59 percent) of the holiday shopping left will be done both online and in-store; 15 percent of consumers will do the rest of their shopping only online.
“As we get down to the last few holiday shopping days, consumers focus on convenience, including last minute delivery, and personalized products and services,” said Mark Larson, national leader of KPMG’s Consumer & Retail practice.
Fifty-nine percent of holiday shoppers said gift cards were the most common item left to shop until the last minute, followed by clothing and accessories at 44 percent and toys and games at 38 percent.
More than two-thirds (69 percent) of consumers shopped on Cyber Monday this holiday season compared to 58 percent last year. The survey also found that spending soared this Cyber Monday with 59 percent of shoppers spending up to $250, and 24 percent spending between $250 and $500.
2018 Black Friday shopping:
- Fifty-seven percent of 2018 Black Friday shoppers said that they spent money both online and in-store, while 30 percent shopped only online.
- Seventy-two percent of survey participants said that they shopped on 2018 Black Friday versus 63 percent from last year.
- Forty nine-percent spent between $1 and $250 on holiday shopping on 2018 Black Friday; 28 percent of holiday shoppers spent between $251 and $500.
Spending on 2018 Holiday Shopping Season:
- On total holiday spending in 2018, the majority of consumers (32 percent) plan to spend between $251 and $500; 26 percent plan to spend between $1 and $250 this holiday season; 20 percent plan to spend between $501 and $750.
Online Shopping on 2018 Holiday Shopping Season:
- On total holiday shopping, 51 percent of consumers expect to do up to 50 percent of their shopping entirely online.
About the Survey:
This survey was conducted Dec. 11-12, 2018, and it polled 1,011 consumers nationwide. KPMG plans to conduct a similar survey in early 2019, examining customer insights and experiences around the entire 2018 holiday shopping season, and determining trends in 2019 and beyond.
KPMG conducted a similar survey prior to the 2018 holiday shopping season. Please click on this link for the survey results: https://home.kpmg.com/us/en/home/media/press-releases/2018/11/consumers-to-spend-more-online-this-holiday-season-millennials-to-drive-increase-in-online-shopping-cyber-monday-favored-kpmg-survey.html
About KPMG LLP
KPMG LLP is the independent U.S. member firm of KPMG International Cooperative (“KPMG International”). KPMG International’s independent member firms have 197,000 professionals working in 154 countries.
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SOURCE KPMG LLP
