^{Carson College of Business} _{Holiday Retail Study 2018}

Holiday Retail Study 2018

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OBJECTIVES

As WSU’s Carson College of Business looks to strengthen their position as a thought leader within retail-industry research, this survey aims to:

Identify the factors that drive online and/or in-store shopping preferences
Assess the sentiments and behaviors around shopping on Thanksgiving, Black Friday, Small Business Saturday, and Cyber Monday
Understand decision-making behavior while holiday shopping and explore how consumers plan to shop this holiday season, as well as how that compares to last year
Complement existing research done by Carson College of Business professors within the retail industry

METHODOLOGY

General Population consumers 15+ y/o in the Pacific Northwest

15-minute online survey

Total Audience (N=999)

Washington State (N=400)
Oregon (N=400)
Idaho (N=199)

Metro Oversample/Total Fallout (N=750/ 1107)

Seattle Metro (N=250/380)
Portland Metro (N=250/426)
Spokane/Eastern Washington (N=250/301)

October 19th – 26th 2018

Key Findings:

IN-STORE LEADS IN SPEED BUT ONLINE IS MORE CONVENIENT

43% of people state they do more online shopping, compared to last year
70% of people appreciate the ability to try on items in-stores
70% of people enjoy the ability to shop whenever they need to online

CYBER MONDAY ALLOWS CONSUMERS TO ENJOY FAMILY TIME

78% of people appreciate stores that stay closed on Thanksgiving
60% of people prefer shopping Cyber Monday
84% of people feel like Black Friday used to be an event

HOLIDAY SHOPPING WILL BE COST EFFECTIVE AND LOCAL

89% of people think there’s no need to spend a fortune for holiday gifts
66% of people will shop locally in store
73% of people will only drive up to an hour to shop this holiday season<

GEN Z MAY KEEP BLACK FRIDAY & BRICK-AND-MORTAR ALIVE

68% say in-store shopping is fun
67% plan to shop Black Friday this year