Deloitte Annual Holiday Survey: Seattle Shoppers Optimistic, Planning to Spend

Seattleites expected to spend a total of 23 percent more than the national average this holiday season

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Nov 21, 2013, 12:00 ET

SEATTLE, Nov. 21, 2013 /PRNewswire/ -- Seattle shoppers are optimistic about the economy and intend to spend more on the holidays this season than their national counterparts, according to Deloitte's 28^th annual survey of holiday spending intentions and trends.

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More than six in 10 (61 percent) Seattle consumers surveyed believe the economy is slowly recovering – compared to the national average at 54 percent– and an overwhelming majority (81 percent) say they will spend the same or more this holiday season, up 18 percentage points from 2012.

Such optimism could translate into strong holiday spending, with Seattle respondents expected to spend 23 percent more than the national average ($1,420 versus $1,154), including nine percent more on gifts ($460 versus $421).

Increased confidence in their personal finances may be fueling the willingness of consumers to spend. According to this year's survey, 72 percent of Seattleites say their current household financial position is the same or better than last year.

"Seattle shoppers are optimistic about the economy and their ability to spend this holiday season," said Alana Hoskin Smith, senior manager, Deloitte & Touche LLP, serving the retail and distribution sector. "Since Seattle shoppers have consistently reported spending more during the holidays than the national respondents -- who are also increasing their spending this year -- these results could foretell a strong holiday season for retailers, both locally and across the country."

Internet tops shopping destinations
Nationally, the Internet moved into the top spot among holiday shopping destinations for the first time in its 15 years represented in the survey, bumping discount/value department stores from the No. 1 position. Seattle shoppers helped lead that push, with more than half (54 percent) of local respondents saying they planned to purchase items online, compared to the national average of 47 percent.

Not surprisingly, three in 10 (30 percent) Seattle respondents indicated they would do at least half, or more, of their shopping online this holiday season. Convenience was the primary reason cited (85 percent), followed by the ease of researching products/comparing prices (68 percent).

In addition to going online, Seattle shoppers are relying on their mobile devices to complete their shopping lists. Among local smartphone owners, 72 percent say they plan to use their smartphone to assist in holiday shopping, primarily to get store locations (75 percent), to shop/browse online (60 percent), to get/use discounts, coupons and sales information (54 percent) and to check/compare prices (54 percent).

Among tablet owners in Seattle, 63 percent say they plan to use their tablets for holiday shopping, primarily to check/compare prices (77 percent), to shop/browse online (74 percent) and to get product information (71 percent).

What Seattle consumers want
Given Seattle's strong tech industry, it's not surprising that local respondents are most interested in receiving general electronics this holiday season; as four in 10 (40 percent) cited this as a gift they would want to receive. Also ranking high on local wish lists are gift cards/gift certificates (37 percent), clothing (34 percent), money (34 percent) and books (32 percent).

When asked what gifts they plan to give this holiday season, however, Seattle respondents most often said clothing (49 percent), followed by gift cards/gift certificates (45 percent), books (36 percent), food/liquor (34 percent) and general electronics (29 percent).

Seattle consumers shopping local
Nationally this year, two-thirds (66 percent) of shoppers plan to shop locally at small businesses, independent retailers or boutique shops which are not part of national chains. That number is even higher in Seattle, however, where nearly three of every four (72 percent) shoppers say they will do the same.

The survey indicates that more than one-third (35 percent) of Seattle consumers' budgets will be spent at local stores. Among the reasons for shopping locally, Seattle respondents cite a desire to support the local economy (72 percent), to find one-of-a-kind gifts (61 percent) and because it is critical to the overall health of the U.S. economy (38 percent).

Retailers, both locally and nationally, may have good reason to roll out the promotions early this year: the number of consumers nationally who say they expect to complete the majority of their shopping by early November (30 percent) rose five percentage points from last year. And among Seattleites, more than half (55 percent) say they plan to start their holiday shopping before Thanksgiving, up from only 45 percent last year.

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 Sept. 13-23, 2013. The survey polled a national sample of 5,018 consumers, with a Seattle 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