In 2013, the travel industry is monitoring the confidence of consumers to book a holiday very closely. The economic uncertainty does impact on consumer’s confidence to book a holiday, as for many this can be a substantial spend and investment. However, a recent report from Deloitte now revealed that US consumers confidence is up and they are expected to spend more this year in comparison to last year. Many holiday bookings are expected to happen online with around 47% of respondents expected to shop online tis year (eMarketer 2013).
Interestingly, US consumers are mostly booking their holiday online which is an increase to 47% in comparison to 44% of consumers shopping in discount or value department stores for a holiday. Traditional department stores still account for 28% of holiday bookings in the US. with regards to overall holiday budgets being spend between offline and online channels, 38% of US consumers will spend around half of their holiday budget online. One third of consumers are predicted to spend between one quarter or one half of their holiday budget online. This is very good news, as US consumers are increasingly getting confident to use digital channels for all their holiday bookings.
The role of mobile is one aspect that cannot be left out when looking at consumers confidence with regards to holiday bookings and shopping. In the US mobile devices are an essential device during the holiday shopping process:
- 1 in 10 will use Smartphone during holiday shopping season
In the US, 56% of consumers use their Smartphones to find store locations during the holiday shopping season. 54% use Smartphones to research prices or specific products and another 45% browse for products on their Smartphones.
Social media is also an integral part in US consumers holiday booking and shopping process. Especially when consumers are still in the stage of considering certain purchases, 48% of consumers search for gift ideas on social media. Discounts was another reason for US consumers using social media channels and due to the social nature of the networks, 40% of consumers are reading reviews and consumer recommendations on social media.
This year, the US holiday season will trigger spendings of $61.8billion in November and December which is an increase of 15% from last year. This means the last two months of 2013 will actually account for one quarter of all ecommerce spending.
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