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Carson College of Business Holiday Retail Study 2019

Holiday Retail Study 2019

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

Consumer IconGeneral Population consumers 15+ y/o in the Pacific Northwest

Clock Icon15-minute online survey

Marker IconTotal Audience (N=1750)

Washington State (N=931)
Oregon (N=254)
Idaho (N=565)

Marker IconMetro Oversample/Total Fallout (N=1109)

Seattle Metro (N=383)
Portland/Vancouver Metro (N=423)
Spokane/Coeur d’Alene (N=303)

Calendar IconOctober 18th – 30th 2019

Key Findings:

PNW consumers prefer shopping on Cyber Monday.

76% of PNW consumers plan to shop on Cyber Monday.
56% of PNW consumers plan to shop on Black Friday.
63% agree Black Friday sales and promotions are overwhelming.

PNW consumers continue to prioritize family on Thanksgiving.

Only 26% of consumers are likely to shop on Thanksgiving.
57% of those who plan who shop on Thanksgiving say they will shop online.

PNW consumers appreciate the benefits of in-store shopping.

43% do most or all of their retail shopping in-store.
81% say local/small businesses provide better service.
44% find inspiration for gift buying by walking around a store or mall.

PNW residents are thrifty and budget-conscious, but may splurge more for the holidays.

51% will likely go beyond their budget for holiday gifts.
90% of consumers think you don’t need to spend a lot on gifts, but only 49% have a strict budget.
54% of PNW shoppers say you can’t put a price on holiday happiness.

Washington State University