Deloitte Annual Holiday Survey: Seattle Shoppers Feeling Optimistic and Generous

Seattleites are more likely than the average respondent to use technology to make savvy purchases and to ask for technology-related gifts

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Deloitte

Nov 19, 2012, 11:56 ET

SEATTLE, Nov. 19, 2012 /PRNewswire/ -- Deloitte annual holiday survey highlights:

Among Seattle consumers surveyed:

57 percent expect the economy to improve in 2013 compared to 50 percent of national respondents
Local shoppers plan to spend 32 percent more than the national average ($1,366 compared to $1,034)
Seattleites plan to spend more on gifts than the national average ($474 versus $386)
The most popular gift to give is clothing (49 percent) but the most popular gift to receive is electronics (42 percent)
Seattle shoppers are seven percentage points more likely to ask for electronics and six percentage points more likely to ask for "computers/tablets" this holiday season than the national average
Seattle shoppers are much more likely to shop online than the national average (55 percent compared to 45 percent)
One quarter (25 percent) of Seattle respondents expect to shop on "Black Friday"

Spirits are bright and spending intentions are strong among Seattle shoppers this holiday season, according to Deloitte's 27^th annual survey of holiday spending intentions and trends.

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More than half (57 percent) of Seattle consumers surveyed expect the economy will improve next year, compared to 50 percent of the national average.

This optimism could translate into strong holiday spending, with Seattle respondents expecting to spend 32 percent more than the national average ($1,366 compared to $1,034). Close to two-thirds (63 percent) of Seattleites indicate they will spend the same or more this holiday season compared to 2011.

Among shoppers planning to spend more, 48 percent indicated an improvement in household finances while 34 percent cited less concern about the economy and job market, which is significantly higher than the 21 percent of national respondents who cited less concern about the economy.

"Seattle shoppers are demonstrating a real sense of economic optimism this holiday season," said Lynnette Frank, partner, Deloitte & Touche LLP, serving the retail & distribution sector. "They are more confident about the economy as well as their personal finances, which could translate into a major opportunity for smart retailers who are able to harness the strong spending intentions of local consumers."

Technology-related gifts top local wish lists

Seattle consumers plan to spend $474 on an average of 13 gifts, compared to the national average of $386 on 12.8 gifts.

The most popular gifts to give in Seattle are clothing (49 percent), books (43 percent) and gift cards/gift certificates (41 percent).

However, electronics tops the list of items local shoppers wish to receive at 42 percent, followed by clothing (39 percent) and gift cards/gift certificates (38 percent). One-quarter (25 percent) of Seattle shoppers would like to receive computers/tablets, compared to the national average of just 19 percent.

"Omnichannel" shoppers could bring retailers the most holiday cheer

More than 30 percent of Seattle shoppers plan to hit multiple channels – the Internet, their smartphones and stores - this holiday season, the highest percentage of any surveyed metro area.

"Omnichannel shoppers represent a significant opportunity for retailers because they tend to spend more than other shoppers," said Frank. "Retailers are able to reach these consumers through multiple channels including smartphones, keeping promotions fresh and enticing throughout the season."

Average holiday gift spend among consumers surveyed who plan to hit the Internet, their smartphones and stores this holiday season is $530 compared to $384 for those who plan to spend only in stores.

Seattle Consumers Will Shop Throughout the Holiday Season…and Beyond

Although the shopping season will be longer this year with five weekends between Thanksgiving and Christmas, shoppers do not expect to lose steam as the season wears on. One-quarter (25 percent) of Seattle respondents expect to participate in Black Friday shopping, though the majority of their purchases will come later. More than 6-in-10 (62 percent) plan to shop in December, and 17 percent of Seattle shoppers say they will do some holiday shopping in January, the highest percentage of any surveyed metro.

For more information about Deloitte's annual holiday survey, including additional statistics, historical data and useful links, please visit http://www.deloitte.com/us/2012HolidaySurvey.

About the Survey

The survey was commissioned by Deloitte and conducted online by an independent research company between September 14 and 24, 2012. The survey polled a sample of 5,089 consumers, with a Seattle sample size of 500 and has a margin of error for the entire sample of plus or minus one percentage point.

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 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