Deloitte Annual Holiday Survey: Los Angeles Shoppers Show Positive Outlook Heading Into Holiday Season

Los Angeles Consumers to Spend 19 Percent More During Holiday Season than National Average

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Nov 21, 2013, 12:00 ET

LOS ANGELES, Nov. 21, 2013 /PRNewswire/ -- Los Angeles shoppers are ready to spread holiday cheer this season as they focus on offers like free shipping, free returns, price matching and extended store hours this fall. They will spend about the same amount as last year on holiday gifts, according to Deloitte's 28th annual survey of holiday spending intentions and trends.

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Los Angeles shoppers surveyed plan to shell out an average of $428 on holiday gifts this year, on pace with the $430 average last year. Los Angeles respondents also plan to spend more on socializing away from home and on entertaining at home versus 2012. The increase in discretionary spending to celebrate the holidays is a positive sign for the Los Angeles economy. Their overall holiday spending is $1,372 which is almost 19 percent above the national average of $1,154.

Los Angeles consumers are also more confident in the economy's prospects heading into 2014. Nearly 6 in 10 (58 percent) believe the economy is on the rebound, an increase of 4 percentage points versus their outlook late in 2012.

"While Angelenos will spend about the same amount on holiday gifts as last year, they are showing a more positive economic outlook than in previous years as the economy continues to recover from the downturn," said Jackie Fernandez, partner, Deloitte & Touche LLP, serving the retail & distribution sector. "Los Angeles shoppers will spend about 8 percent less on the holidays versus 2012, but they still spend 19 percent more than the national average of our respondents showing the continued importance of the holiday season to consumers in Southern California."

Internet tops shopping destinations, and Los Angeles shoppers use social media for deals
For the second straight year, the Internet sits in the top spot among holiday shopping destinations for Los Angeles shoppers, once again bumping discount/value department stores from the No. 1 position. More than 4 in 10 (42 percent) of consumers in Los Angeles plan to purchase items online, followed by 34 percent at discount/value stores. Nearly 8 in 10 (78 percent) of Los Angeles consumers will spend more or about the same as 2012 on online shopping.

More than 7 in 10 (71 percent) of Los Angeles shoppers own smartphones compared to 61 percent of respondents nationally, and 70 percent of smartphone owners in Los Angeles plan to use their devices for holiday shopping. Almost half (49 percent) of consumers in Los Angeles intend to use social media as part of their holiday shopping process to find discounts (51 percent), research gift ideas (41 percent), browse products (40 percent) and to research reviews (41 percent).

Shopping experience important to Los Angeles consumers
Los Angeles shoppers are looking for convenience this holiday season in the form of free shipping (71 percent), free returns (48 percent), price matching (40 percent) and extended store hours (36 percent). If a product is not available on a store's website, 80 percent will go to another store's website, a search engine or another store in-person.

Timing is also a factor heading into the holiday shopping experience as 36 percent of consumers will do the majority of their shopping in December or later. Specifically, 33 percent will do it before Thanksgiving and 9 percent will handle the majority of their holiday shopping on Black Friday.

Additionally, 67 percent of Los Angeles shoppers plan to take their business to local retail stores and more than half (51 percent) will do so to support the local economy.

For more information about Deloitte's annual holiday survey, including additional statistics, historical data and useful links, please visit http://www.deloitte.com/us/2013HolidaySurvey.

About the Survey
The Holiday Survey was commissioned by Deloitte and conducted online by an independent research organization between September 13 and 23, 2013. The survey polled a national sample of 5,018 consumers, with a Los Angeles sample size of 506 and has a margin of error for the entire sample of plus or minus four percentage points.

About Deloitte's Retail & Distribution Practice
Deloitte is a leading presence in the retail and distribution industry, providing audit, consulting, risk management, financial advisory and tax services to nearly 80 percent of the Fortune 500 retailers. With more than 1,400 professionals, Deloitte's retail & distribution practice provides insights, services and solutions assisting retailers across major subsectors including apparel, grocery, food and drug, wholesale and distribution and online. For more information about Deloitte's retail & distribution sector, please visit www.deloitte.com/us/retail-distribution.

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.

SOURCE Deloitte