Natal 2015
Um otimismo contido
Consumer Business
Novembro 2015
Contents
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Prefácio
Sumário
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1 Inside consumer mindset
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2 2015 Christmas budget
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3 Most desired and most popular holiday gifts
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4 Purchasing strategies
5 The Omni-channel Consumer
6 Physical stores
7 Assessments of retailers
8 Survey methodology
Contactos
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Deloitte 2015 Christmas survey
Prefácio
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É com grande entusiasmo que a Deloitte publica e dá a conhecer a 18ª
edição do estudo sobre as tendências de consumo para o Natal.
Esta edição do estudo abrange 14 países. O estudo foi desenvolvido
com base numa amostra representativa de consumidores europeus,
num total de 14.065 inquiridos, dos quais 761 portugueses.
No presente ano, à data em que publicamos o estudo, vivemos um
cenário de incerteza. Pela sua relevância, sublinhamos, desde já, que
as conclusões do estudo têm de ser contextualizadas no período
de tempo em que o trabalho de campo foi realizado, o qual
decorreu entre os dias 28 de Setembro e 5 de Outubro.
Deste modo e em consequência dos recentes desenvolvimentos
políticos poderá eventualmente ser alterado o sentido de algumas das
conclusões.
Tendo em consideração a informação disponível à data do trabalho
de campo, e comparando com os resultados das últimas edições,
constatamos existir uma enorme consistência por parte dos inquiridos
na avaliação do contexto passado, presente e expetativas futuras.
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Deloitte 2015 Christmas survey
A recorrência do presente estudo e a sua representatividade paneuropeia permite conhecer a evolução das tendências dos hábitos e
atitudes de consumo a nível europeu e, em particular, em Portugal.
Importa realçar que a relevância do estudo não se esgota no tema
do consumo na quadra festiva, já que o estudo de Natal permite
igualmente a formulação de hipóteses representativas, quer a nível dos
hábitos e atitudes dos consumidores na sua relação com a evolução
digital, quer a nível da forma como o contexto económico afeta o
comportamento das famílias.
Estamos convictos de que o estudo pode constituir uma ferramenta
relevante no apoio à decisão por parte das equipas de gestão,
empresários, etc., contribuindo para que as estratégias empresariais
estejam cada vez mais centradas nas necessidades dos consumidores
e, consequentemente, para fortalecer a sustentabilidade dos seus
modelos de negócio.
Em traços gerais, na sequência dos resultados obtidos no ano
anterior, confirma-se que os consumidores ajustaram o seu
padrão de consumo, mostrando realismo face à evolução do
contexto económico do país. Notámos que existe a expetativa de
que maiores dificuldades e desafios estarão ultrapassados e, por
isso, o futuro é encarado de uma forma significativamente mais
otimista.
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Prefácio
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O ano de 2015 foi o primeiro ano completo após o final do programa
formal de assistência liderado pela Troika. O duro programa de
ajustamento a que a sociedade portuguesa foi sujeita parece ter
alterado de forma estrutural alguns dos hábitos e atitudes de consumo
e também o próprio modelo de desenvolvimento da economia.
A este respeito, o modelo privilegiado tem sido o do crescimento via
exportações de forma a compensar o menor investimento público e a
tímida evolução do consumo interno. Segundo o boletim económico
do Banco de Portugal (BdP), de outubro de 2015, estima-se este ano
um crescimento do PIB de 1,7% em Portugal e que seja possível atingir
o desafio de 3% do défice. Este cenário permitiria a Portugal sair do
grupo de países sob vigilância apertada no contexto de procedimento
de défice excessivo. Em todo o caso, é realçado no boletim do BdP
que, para atingir os objetivos propostos, “é crucial manter um quadro
institucional previsível e promotor da estabilidade macroeconómica”.
Em qualquer cenário, persistem diversos desafios estruturais para a
economia portuguesa.
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Deloitte 2015 Christmas survey
O presente ano foi acompanhado de um conjunto de eventos
relevantes e com impacto direto na evolução da economia, tais como
a significativa queda do preço do barril de petróleo, a evolução
negativa das economias de Angola e Brasil, a crescente complexidade
política da Europa, a qual ficou bem patente, entre outras questões, na
gestão da crise na Grécia, que já vai no terceiro resgate, e na recente
crise dos refugiados.
Em todo o caso, numa tendência de continuada melhoria, os europeus
sentem mais confiança na economia do que em 2014. Em Portugal, a
evolução da tendência de melhoria do sentimento face à economia é
mais acentuada do que a média europeia. Quanto às expetativas para
2016, estas melhoram para a média dos europeus. Portugal tem a
expetativa de melhoria mais significativa em toda a Europa.
Esta tendência é corroborada pela evolução do índice de confiança
dos consumidores, medido pelo Instituto Nacional de Estatística
(INE), cujo valor, em Setembro, atingiu o máximo de 14 anos, o nível
mais elevado desde Junho de 2001. Porém os resultados divulgados
em outubro já demonstraram uma queda do índice de confiança,
invertendo a tendência de crescimento desde o início de 2013.
Na Europa e, em Portugal, mantém-se a perceção de diminuição do
poder de compra, muito embora se note uma inversão da tendência.
Refletindo o sentimento geral europeu mais positivo, este ano a
expetativa é a de que os gastos se mantenham face a 2014, ao
contrário do sucedido em 2014 face a 2013, em que havia a expetativa
de redução do orçamento em 3%. Os países com evolução mais
negativa são a Grécia (-8,6%) e a Rússia (-7%); por outro lado o país
com expetativa de evolução mais positiva é a Dinamarca (+5,2%).
Os portugueses, à semelhança do ano passado, num contexto
de perceção de perda de poder de compra, mas de significativa
melhoria de expetativas para a economia em 2016, demonstram
prudência na alocação do seu orçamento durante a quadra
natalícia.
Em 2015 e em Portugal, está previsto um gasto total de 315€ (-5,6%)
por lar, repartido da seguinte forma: 143€ em presentes (-11,5%); 118€
em alimentação e bebidas (4,8%) e 54€ em socialização (-8,9%).
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Prefácio
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De realçar que as expetativas de orçamento para a quadra natalícia
têm vindo a diminuir em Portugal, desde 2008. No entanto, em 2014,
o orçamento real de gasto inverteu a trajetória de queda, tendo-se
verificado um aumento real face ao ano de 2013, acompanhando a
evolução positiva das expetativas relativamente ao futuro. Em 2015, é
possível que a tendência se mantenha, ou seja, apesar das expetativas
de orçamento conservador, é provável que se concretize um aumento
real dos gastos face ao ano anterior, uma vez que as perspetivas
futuras são mais risonhas, tal como se verificou no período homólogo
em 2014. Em qualquer cenário, surge a evidência de um novo padrão
de gasto na quadra natalícia, passando dos 600€, do período préajustamento, para um novo padrão, cujo valor total varia entre os
300€ e 400€.
Relativamente ao processo de compra, as tendências dos últimos
anos mantêm-se, designadamente a crescente influência do digital no
processo de compra, o foco dos consumidores no preço e promoções,
assim como a gestão criteriosa do orçamento do lar por parte das
famílias portuguesas.
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Deloitte 2015 Christmas survey
Também se confirma que a estratégia de compra omnicanal é uma
realidade generalizada no processo de compra dos consumidores
e, em Portugal, cresce simultaneamente de forma significativa a
utilização, para o efeito, do mobile. Em Portugal, destacam-se
igualmente os 61% de consumidores que afirmam ter a intenção de
utilizar no futuro smartphones no processo de compra, o registo
mais elevado em toda a Europa. A economia digital é, sem dúvida,
uma janela de oportunidade para um país em que recorrentemente
se discute a (des)vantagem competitiva do seu posicionamento
geográfico e demográfico.
Em suma e abstraindo-nos do presente momento de incerteza política,
que implica um elevado grau de complexidade na elaboração de
orçamentos e decisões de investimento, os desafios estruturais
que destacamos para as empresas são, entre outros: como
capitalizar em oportunidades de negócio a evolução do digital e,
em particular, os temas do mobile e da estratégia omnicanal; a
eficiente gestão das variáveis preço e promoções, em particular,
no atual ambiente de proliferação de dados e soluções de
customer analytics; e, claro, a internacionalização, com todas
as suas exigências, como a priorização na alocação de recursos,
route-to-market etc.
A economia digital é, sem
dúvida, uma janela de
oportunidade para um país em
que recorrentemente se discute
a (des)vantagem competitiva do
seu posicionamento geográfico e
demográfico.
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Prefácio
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Por fim, desejamos naturalmente que a melhoria de expetativas por
parte dos portugueses se concretize num crescimento sustentável para
o país com impacto no bem-estar e qualidade de vida de todos os
portugueses.
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Votos de um Feliz Natal e de um Próspero Ano Novo.
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Luís Belo
Partner - Consumer Business
Deloitte
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Deloitte 2015 Christmas survey
Nuno Netto
Associate Partner - Consumer Business
Deloitte
Sumário
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Numa tendência de melhoria, em
geral, os Europeus sentem mais
confiança na economia do que
em 2014
Neste ano, 37% dos europeus acredita que o atual estado da
economia é negativo, em comparação com os 48% e os 55%, de
2014 e 2013, respetivamente. A tendência de melhoria mantém-se face
aos anos de 2008-2014, regressando aos níveis de 2006-2007, quando
precisamente 37% dos europeus classificava a situação da economia
como negativa.
Em Portugal, a tendência de melhoria do sentimento face à situação
económica do país é mais acentuada do que na Europa. Em 2015,
55% dos portugueses avaliam como negativa a situação do país, face
aos 72% em 2014, ou os 83% em 2013, mas ainda aquém dos 45%
registados em 2009. Em 2015, 16% dos portugueses já classificam
como positiva a situação económica por comparação com os apenas
7% que assim a qualificavam em 2014.
Em 2015, os países europeus que manifestam um sentimento mais
negativo são a Grécia, a Rússia e a França.
Quanto às expetativas para 2016, estas melhoram para a média dos
europeus. O saldo líquido entre expetativas positivas e negativas,
relativamente ao ano de 2016, é de - 5%, face aos -19% registados em
2014, relativamente ao ano de 2015.
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Deloitte 2015 Christmas survey
Portugal revela a melhoria mais significativa de expetativas para o ano
2016 em toda a Europa. Com efeito, o referido saldo negativo melhora
significativamente dos 25% negativos em 2014, face às expetativas
para 2015, para os 3% negativos, face às expetativas para o ano de
2016.
De realçar que, relativamente ao próximo ano, Grécia, França e Bélgica
lideram as expetativas negativas, com saldos líquidos negativos de
54%, 31% e 25% respetivamente. Os países com expetativas positivas
são o Reino Unido, Dinamarca, Espanha, Holanda e Eslovénia. De
realçar que a Alemanha, considerada como o motor da Europa, tal
como em 2014, tem um saldo líquido negativo relativamente às
expetativas para o ano de 2016.
Os europeus mantêm a perceção de diminuição do seu poder de
compra, muito embora se note uma inversão de tendência
A tendência dos últimos anos mantém-se, com os europeus a
percecionarem uma diminuição do poder de compra. No entanto, a
diferença entre as respostas positivas e negativas diminui dos - 30%,
em 2014, para os -22%, em 2015.
Os países com a maior diferença entre respostas positivas e negativas
são a Grécia (-66%), Rússia (-46%) e Itália (-36%).
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Sumário
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Em Portugal, em 2015, a diferença entre as repostas positivas
e negativas é de - 32%, face aos - 49% de 2014. Em 2015, em
Portugal, 44% dos inquiridos afirma ter perdido poder de compra,
comparativamente com os 59% de 2014.
Começam a inverter-se na Europa as expetativas futuras de
evolução negativa do poder de compra
Em Portugal, 20% dos inquiridos espera diminuir o seu poder de
compra no próximo ano, comparativamente com os 25% registados
no ano passado.. O saldo líquido entre respostas negativas e positivas,
melhora significativamente para os 5% positivos, face a -3% registados
no ano de 2014, ou os -44%, no ano de 2013.
Os países com melhor evolução de expetativas são Portugal (maior
evolução na Europa), Espanha e Itália.
Por seu turno, na Bélgica e França deterioraram-se as expetativas de
rendimento disponível para o próximo ano. França, Grécia e Bélgica
são os países com o índice mais negativo da amostra. Os países com
índice positivo são o Reino Unido, Portugal, Espanha, Dinamarca,
Polónia e Eslovénia.
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Deloitte 2015 Christmas survey
Os impostos mantêm a liderança como principal categoria a
absorver o orçamento dos europeus
A pressão fiscal mantém-se com 35% dos europeus a afirmar que
gastou uma maior percentagem do seu rendimento em impostos,
face aos 38% de 2014. Tal como em 2014, os bens essenciais, como
alimentação, energia e saúde, perfazem o pódio das categorias que
mais absorvem o orçamento dos europeus.
Em Portugal, a carga fiscal é a categoria que mais cresce, com 37%
dos portugueses a afirmar que gastou mais do seu orçamento em
impostos, verificando-se, no entanto, uma diminuição face aos 44%
registados em 2014.
O nível de resiliência dos portugueses mantém-se apesar das
atitudes diferenciadas face à natureza das diferentes categorias
de produto e serviços
Uma vez mais, a predisposição dos portugueses para reduzirem
mais nos seus gastos, caso seja necessário, é superior à média dos
europeus, nas despesas irregulares, entretenimento, vestuário e férias.
No entanto, é interessante verificar que nas categorias de educação,
bens essenciais, habitação e saúde, os portugueses, à semelhança
do verificado no ano de 2014, resultado do forte reajustamento
concretizado nos últimos anos, já demonstram uma maior resistência
para cortar a despesa nestas categorias, face aos congéneres
europeus.
O orçamento dos europeus para a época natalícia manteve-se
relativamente ao ano de 2013
Ao contrário de 2014, em que havia a expetativa de redução de 3%
nos gastos na quadra natalícia, neste ano a expetativa é de que os
gastos se mantenham face ao ano anterior.
Os países nos quais a variação em relação ao ano passado vai ser mais
negativa são a Grécia (-8,6%) e a Rússia (-7%).
Neste ano, seis países assinalam uma expetativa de evolução neutra
ou positiva nos gastos, a saber: Dinamarca (+5,2%); Holanda (+1,5%);
Alemanha (+0,9%); Reino Unido (+0,7%); França (+0,2%) e Espanha
(+0,2%).
Os portugueses, à semelhança do ano passado, num contexto
de perceção de perda de poder de compra, mas de significativa
melhoria de expetativas para a economia em 2016, demonstram
elevada prudência na alocação do seu orçamento durante a
quadra natalícia
Em 2015, está previsto um gasto total de 315€ (-5,6%) por lar,
repartido da seguinte forma: 143€ em presentes (-11,5%); 118€ em
alimentação e bebidas (4,8%) e 54€ em socialização (-8,9%).
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Sumário
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De realçar que as expetativas de orçamento para a quadra natalícia
têm vindo a diminuir em Portugal, desde 2008. No entanto, em 2014,
o orçamento real de gasto inverteu a trajetória de queda tendo-se
verificado um aumento real face ao ano de 2013. Em todo o caso,
existe um novo padrão de gastos na quadra natalícia, passando dos
600€, do período pré-ajustamento, para um novo padrão, cujo valor
varia entre os 300€ e 400€.
Ao analisar o histórico da comparação entre as expetativas de
orçamento e o gasto real, concluímos que existem três padrões por
parte dos consumidores, a saber:
• Pré 2009: expetativas orçamentais conservadoras, em que o valor
previamente orçamentado para a quadra natalícia foi sempre
significativamente ultrapassado pelo gasto real;
• 2009-2011: fase de expetativas realistas, em que existe quase uma
equivalência perfeita entre o orçamento e o gasto real;
• 2012-2013: expetativas orçamentais demasiado otimistas, em que o
gasto real ficou aquém do orçamentado;
• Finalmente, desde o ano 2014, assistimos de novo a uma fase de
expetativas iniciais conservadoras, em que o gasto real é superior ao
valor previamente orçamentado para a quadra natalícia.
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Deloitte 2015 Christmas survey
À semelhança do ano 2014, o receio da deterioração da
economia é o principal motivo para os europeus diminuírem os
seus gastos no Natal, já para os portugueses o principal motivo é
terem diminuído o rendimento líquido
Para os portugueses, além da redução do rendimento líquido de
impostos, que em todo o caso diminuiu dos 63%, em 2014, para 49%,
em 2015, o receio face ao futuro da economia é o segundo motivo
para diminuir o orçamento de Natal.
Tal como em 2014, os portugueses que têm a expetativa de aumentar
o seu orçamento de Natal, referem as promoções, com 41% de
respostas, como o principal incentivo para o fazerem. Na Europa, o
principal motivo para aumentar os gastos no Natal, para 39% dos
inquiridos, é o desejo de evitar pensar na crise e retirar partido da
quadra natalícia.
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Seguindo a tendência iniciada em 2011, os
europeus e, em particular, os portugueses
demonstram maior cuidado e foco na
gestão do seu processo de compra,
priorizando os seus orçamentos de acordo
com o nível promocional, investindo
mais na preparação de um orçamento,
comprando menos por impulso e, claro,
tomando quase sempre em consideração a
variável preço.
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Sumário
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Existe, em média, na Europa um aumento da discrepância entre
as intenções de compra e as expetativas de presentes
Ao contrário do ano 2014, em que existiu um alinhamento razoável
entre as intenções de compra e as expetativas de presentes, neste
ano, em apenas 3 dos 14 países da amostra existe um alinhamento
de expetativas. O principal motivo deste desalinhamento reside no
facto de um número significativo de europeus ter passado a ter como
principal expetativa de presente dinheiro, ao invés de livros, resultando
num desalinhamento com as intenções de compra, maioritariamente
entre livros e chocolates. Com efeito, em nenhum dos países da
amostra o dinheiro surge como a primeira opção para oferta.
O número de portugueses que têm o dinheiro como principal
expetativa de presente aumenta marginalmente, dos 56% para os
57%, mantendo o primeiro lugar, acima dos 53% que tem como
expetativa receber livros como presente.
No entanto, apenas 16% dos portugueses, ligeiramente acima dos
13% de 2014, tem a intenção de oferecer dinheiro no Natal.
De realçar que, tal como nos anos anteriores, existem significativas
diferenças no top 10 de preferências, entre os homens e mulheres,
com os homens a privilegiarem a tecnologia (smartphones, laptops
e tablets), enquanto as mulheres optam por produtos relacionados
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com a moda (calçado, cosméticos e joalharia). De notar igualmente
que, nos grupos etários mais elevados, os livros e viagens lideram as
preferências.
dos portugueses a afirmarem que utilizam mais o research online para
procurar melhores preços ou 30% que utilizam para procurar opiniões
e sugestões.
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O fenómeno do smart shopping mantém-se na Europa e, em
particular, em Portugal, embora neste ano a tendência de
crescimento da importância da variável preço e resistência às
compras por impulso no processo de decisão de compra seja
interrompida
Seguindo a tendência iniciada em 2011, os europeus e, em particular,
os portugueses demonstram maior cuidado e foco na gestão do seu
processo de compra, priorizando os seus orçamentos de acordo com
o nível promocional, investindo mais na preparação de um orçamento,
comprando menos por impulso e, claro, tomando quase sempre em
consideração a variável preço. De notar que, apesar do fator preço se
manter, de uma forma destacada, como a variável crítica no processo
de decisão de compra dos consumidores, com 51% dos portugueses
a afirmar que vão tomar em consideração o preço na decisão de
compra, este valor diminuiu face aos 75% de 2014. Também diminuiu
o número de portugueses que afirma não vir a realizar compras por
impulso, passando dos 79%, em 2014, para os 64%, em 2015.
Importa sublinhar a confirmação da importância crescente que o canal
digital tem no processo de pesquisa e análise de alternativas, com 41%
Mantém-se a tendência da diminuição dos consumidores recorrerem
a empréstimos familiares, crédito ao consumo especializado ou
disponibilizado pelos retalhistas.
A estratégia de compra omnicanal é uma realidade generalizada
no processo de compra dos consumidores e, em Portugal,
acentua-se simultaneamente de forma significativa a relevância
do mobile
Na Europa as compras online têm aumentado consistentemente, ano
após ano, com as transações online a pesarem já 37% dos gastos
totais. O Reino Unido, Alemanha e Polónia são os campeões dos
gastos online.
Em Portugal, destaca-se a expetativa futura da utilização dos
smartphones no processo de compra. Enquanto atualmente 35% dos
portugueses afirma já ter utilizado um smartphone num processo de
compra, ainda abaixo dos 41% da média da Europa, relativamente à
intenção de utilização futura, 61% afirma que irá utilizar no futuro um
smartphone no processo de compra, sendo o maior registo na Europa,
muito acima da média europeia de 47%.
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Sumário
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Cumpre igualmente registar a importância das redes sociais em
Portugal, muito acima da média europeia, nas fases de pesquisa
e comparação de alternativas. Também relevante nestas fases do
processo de decisão de compra é a maior importância relativa do
online face aos meios mais tradicionais, como a TV ou revistas, tanto
na Europa, como em Portugal.
Quanto à concretização das compras, as lojas físicas ainda assumem
a liderança destacada, em particular na categoria de bebidas &
alimentação. Não obstante, na Europa o canal online tem ganho
penetração de uma forma consistente.
Os mais de 10% dos europeus e portugueses que utilizam em
diversas categorias a possibilidade de encomendar online na própria
loja comprovam a relevância da adoção de verdadeiras estratégias
omnicanal por parte dos retalhistas. O papel estratégico dos canais
revela ser cada vez mais interdependente, com apenas 28% dos
portugueses e 25% dos europeus a afirmarem que nunca utilizaram
a loja como showroom para posteriormente concretizaram a compra
no canal online. Ao invés, 30% dos inquiridos, em Portugal, e 24%, na
Europa, afirmam que o fazem com frequência ou sempre.
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Em Portugal, os centros comerciais continuam a ser o canal
privilegiado para as compras dos presentes de Natal; no entanto,
o retalho especializado continua a conquistar gradualmente
terreno e os hipermercados/supermercados mantêm um forte
peso, em particular, nas categorias de alimentação & bebidas
Os centros comerciais, com 44% de penetração, o retalho
especializado, com 23% e os hipermercados/supermercados, com
21%, mantêm-se como os canais de compra privilegiados para a
quadra natalícia. O peso relativo dos canais está relacionado com as
categorias em questão. Por exemplo, para a categoria de desporto, o
retalho especializado é a primeira opção, enquanto a nível alimentar os
hipermercados/supermercados mantêm a liderança destacada, sendo
que, nas restantes categorias, os centros comerciais assinalam o maior
nível de penetração.
Totalmente consistente com o registo de 2014, para o futuro, as
principais áreas de investimento sugeridas pelos consumidores aos
retalhistas são a competitividade no preço, desenvolvimento de
estratégias de customer relationship e uma melhor integração dos
canais online e offline.
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Inside the
consumer
mindset
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Deloitte 2015 Christmas survey
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8
How do you rate the current state of the economy?
1
2
3
Europeans feel globally more confident than last year, with
a global upward trend except for Greece, Russia and South
Africa.
4
5
• As last year, Northern European countries are more positive about
the current state of the economy. UK, Germany and Denmark,
as in 2014, show a positive index; in 2015, The Netherlands and
Slovenia joined these group of countries.
6
7
8
• France, Greece, Russia and South Africa are the most negative
countries, but French consumers are on an upward trend.
• Portugal still shows a negative sentiment, however, the country is
less pessimistic than previous year.
Index between positive and
negative answers
< -40%
-40%
to 0%
An upward trend
14
A downward trend
Deloitte 2015 Christmas survey
≥ 0%
How do you rate the current state of the economy?
1
2
Portuguese morale is still low, but continues to recover for
the 4th consecutive year.
Portugal
3
Gender
4
16% Positive
• In 2015, 55% of Portuguese are negative about the economic
situation although there is a significant improvement versus
72% from last year, 77% in 2013, 83% in 2012 and 88% in
2011 (lowest level).
• In 2015, there are 16% of Portuguese claiming the situation is
positive compared to only 7% in 2014.
• As in 2014, the less pessimistic are the youngest (18-34 years)
and men.
5
27% Neutral
55% Negative
2%
6
7
20% 33% 46% 1%
12% 21% 64% 3%
I don’t know
Age
18-24
55-64
35-44
25-34
17%
35%
45%
4%
15
Positive
Deloitte 2015 Christmas survey
8
45-54
19%
22%
56%
3%
17%
34%
45%
4%
Neutral
Negative
I don’t know
13%
24%
62%
0%
13%
22%
64%
1%
How do you rate the expected state of the economy?
1
2
3
In Europe, consumers are divided about the future, as we
find both negative and positive opinions but overall an
upward trend is emerging.
4
5
• Most of the countries still have a negative opinion, but more
countries have a positive index compared to last year: Spain, The
Netherlands and Slovenia are joining the UK and Denmark as the
most optimistic.
6
7
8
• Only Greece has a significant negative index this year, depicting a
very negative vision of the future economy.
• Portugal shows a significant upward trend compared to 2014, with
an almost positive index.
Index between positive and
negative answers
< -40%
-40%
to 0%
An upward trend
16
A downward trend
Deloitte 2015 Christmas survey
≥ 0%
How do you rate the current and expected state of the economy?
1
2
Even though the current opinion stays mainly negative,
Europeans have a better opinion of future expected state of
the economy compared to current situation.
3
Index based on the sum of positive and negative answers
4
• Germany stands out, as for the last two years, Germans expect the
future to be worse than the present, although they rate positively
the current state of the economy.
5
Europe
-19%
-5%
6
7
• Portuguese expectations for the future improved significantly from
-25% in 2014 to only -3% in 2015, better than European average.
• Greece - The opinion about the economy has been slightly
improving since 2012, but dropped again in 2015. Greeks have
consistently the most negative opinion of the current and expected
state of the economy over all countries surveyed.
42%
7%
14%
14%
-3%
-31%
-46%
12%
-4%
-4%
10%
19%
16%
-11%
-26% -25%
-28%
8
28%
27%
-27%
-14%
-18%
-22%
-39%
-48%
-54%
-54%
-80%
UK
France
Portugal
Spain
Italy
Greece
Germany
Belgium
The
Denmark
Netherlands
Poland
Russia
Current state (2015)
17
Deloitte 2015 Christmas survey
Slovenia
South
Africa
Expected state (2016)
How do you rate the current and expected state of the economy?
1
2
All in all, both European and Portuguese consumers are
confirming an upward expectations trend in 2015.
After a drop in concern about the economy in 2011, the
global European opinion on the economy has been improving
for 4 consecutive years, even though it stays negative.
• Moreover, for the fifth consecutive year, the consumers’
perception of the current state of the economy is relatively close
to their perception of the future state of the economy. European
consumers, as well as Portuguese, keep more positive about their
future than about the present state of the economy, in any case
remain quite cautious about the future.
• Portuguese confirm the expectations upward trend started as from
year 2012, in particular about future expectations. In 2015, for the
1st time since 2009, future expectations are more positive than
European average.
Portugal
3
-40%
4
20%
0%
5
-20%
6
-40%
-60%
-80%
Current state
-100%
Expected state
2009
2010
2011
2012
2013
2014
2015
Europe
-40%
20%
0%
-20%
-40%
-60%
-80%
Current state
-100%
Expected state
2009
18
Deloitte 2015 Christmas survey
2010
2011
2012
2013
2014
2015
7
8
How do you rate the expected state of the economy?
1
2
31% of Portuguese believe next year the situation will be
positive compared to only 20% in 2014.
Portugal
3
Gender
4
31% Positive
5
• Still 34% of Portuguese believe next year’s situation will be
negative, however significantly lower than the 45% in 2014 and
59% in 2013.
21% Neutral
• As in 2014, youngest and men are the less pessimistic about the
future state of the economy.
34% Negative
6
7
25% 20% 37% 17%
37% 23% 31% 9%
8
13% I don’t know
Age
18-24
55-64
35-44
25-34
37%
28%
25%
10%
19
Positive
Deloitte 2015 Christmas survey
45-54
34%
17%
33%
16%
35%
21%
33%
11%
Neutral
Negative
I don’t know
31%
18%
38%
14%
21%
25%
42%
13%
How would you describe your spending power today
compared to last year?
4
5
• As last year, only British consumers think their spending power is
better than in 2014.
6
• However only Greece, Germany and Russia show a downward
trend, while last year this trend was predominant in Europe.
7
• Portugal improved significantly compared to 2014, although still
with a negative index.
8
Index between positive and
negative answers
< -40%
-40%
to 0%
An upward trend
A downward trend
Deloitte 2015 Christmas survey
2
3
The main opinion in Europe is that spending power
decreased in 2015.
20
1
≥ 0%
How would you describe your spending power today
compared to last year?
For five consecutive years, consumers of all countries claim
they have been experiencing a reduction of their spending
power.
1
2
3
Index based on the sum of positive and negative answers
4
-18% -23% -24% -30% -22%
5
Europe
• Southern European countries are more affected by this feeling than
Northern European countries.
6
7
• The evolution of spending power in Russia is quite singular: starting
from a high positive feeling about spending power in 2011, it
radically dropped, becoming negative in 2014 and continuing its
fall in 2015.
8
• Portuguese consumers state that they experienced a reduction of
their spending power, although a much smaller negative index than
in 2014 (- 49% vs. - 32%).
UK
France
Portugal
Spain
Italy
Greece
Germany
Belgium
The
Denmark
Netherlands
Poland
2011
21
Deloitte 2015 Christmas survey
2012
Russia
2013
Slovenia
2014
South
Africa
2015
How would you describe your spending power today
compared to last year?
In 2015, 44% of the respondents believe they have the same
amount to spend, compared to 31% in 2014.
• Also 44% of Portuguese respondents claim to have lost spending
power, in this case compared to 59% in 2014.
• Youngest are the most optimistic.
Portugal
1
2
3
Gender
4
have more
12% You
to spend
5
6
have the same
44% You
amount to spend
7
11% 49% 40%
13% 40% 47%
8
44% You have less
to spend
Age
18-24
25-34
18%
49%
34%
45-54
13%
39%
48%
12%
51%
36%
22
You have more to spend
Deloitte 2015 Christmas survey
55-64
35-44
You have the same amount to spend
13%
42%
46%
6%
43%
50%
You have less to spend
How would you describe your spending power today compared to last year?
How do you think your spending power will develop in 2016?
When it comes to current spending power, year 2015, marks
a shift on existing negative trend; indeed, from 2012 to
2014, Europeans felt a constant decrease in their current
spending power.
• In 2015, consumers still consider their spending power decreased
(-22%) vs. last year but for the first time, since 2011, there is
an improvement. In Portugal values become closer to European
average.
Current spending power
-40%
4
20%
0%
5
-20%
6
-40%
-60%
-80%
Europe
-100%
Portugal
2009
2010
2011
2012
2013
2014
2015
Expected spending power
-40%
20%
0%
-20%
-40%
-60%
-80%
Europe
-100%
Portugal
2009
23
Deloitte 2015 Christmas survey
2
3
• About expected spending power, Europeans are more optimistic.
• In Portugal, after several years of negative expectations, consumers
are for the first time since 2009, with a positive value about their
expected spending power (+12pp vs. European average).
1
2010
2011
2012
2013
2014
2015
7
8
How do you think your spending power
will develop in 2016?
4
5
• In 7 countries out of 14, consumers have a negative feeling about
the expected spending power: France, Belgium, The Netherlands,
Germany, Italy, Greece and Russia. In 2014, they were 10 (Portugal,
Spain, France, Belgium, The Netherlands, Germany, Italy, Greece,
Ukraine, Finland).
6
7
8
• 7 countries have a downward trend, which means that there are
fewer optimistic people in the country this year than last year:
South Africa, the UK, Denmark, Germany, Greece, Russia and
Poland.
Index between positive and
negative answers
< -40%
-40%
to 0%
An upward trend
A downward trend
Deloitte 2015 Christmas survey
2
3
European expectation about spending power in the future
reveal an upward trend.
24
1
≥ 0%
How do you think your spending power
will develop in 2016?
In Europe, the global expected spending power remains
negative over time but an upward trend is emerging.
• France, Belgium and Greece are the countries that have more
pessimistic expectations about the future.
1
2
3
Index based on the sum of positive and negative answers
4
-14% -14% -9% -11% -7%
5
Europe
6
• Portugal and Spain stand out in a positive way: consumers now
expect a positive spending power, after several years of negative
values.
7
8
• Since 2012, Portuguese have improved their expectations about
next year’s spending power, being now between the European top
5 most optimistic countries.
UK
France
Portugal
Spain
Italy
Greece
Germany
Belgium
The
Denmark
Netherlands
Poland
2011
25
Deloitte 2015 Christmas survey
2012
Russia
2013
Slovenia
2014
South
Africa
2015
How would you describe your spending power today compared to last year?
How do you think your spending power will develop in 2016?
In Europe, consumers still have the opinion that their
spending power has decreased, but this trend tends to
weaken.
4
• As in 2014, all countries, except the UK, declare having less
spending power than last year.
5
Europe
-7%
6
7
• However, half of them are expecting a positive development of
their spending power for 2016: Portugal, Spain and Slovenia are
joining Denmark, Poland and South Africa in this trend.
8
13%
12%
5%
1%
• Russia which expected a positive development of its spending
power in 2015, declares to have in fact less spending power than
in 2014.
11%
-11%
-16%
-26%
-31% -32%
-1%
-13% -13%
-36%
-13%
-22%
-6%
7%
9%
5%
-13%
-16% -13%
-25%
-36%
-42%
-46%
-66%
UK
France
Portugal
Spain
Italy
Greece
Germany
Belgium
The
Denmark
Netherlands
Poland
Russia
Current state (2015)
26
Deloitte 2015 Christmas survey
2
3
Index based on the sum of positive and negative answers
-22%
• Only two countries think they will have less spending power in the
future: France and Belgium.
1
Slovenia
South
Africa
Expected state (2016)
How do you think your spending power will develop in 2016?
1
2
In Portugal the percentage of respondents who are
positive about the spending power evolution is higher
than those who are negative.
Portugal
3
Gender
4
25% Improve
5
• Among Portuguese respondents, 20% say they will have lower
spending power in 2016, which is more than offset by the 25%
of respondents saying they will improve their spending power.
Overall index is positive for the first time since 2009.
• The age group of 18-24 years old has the most positive
expectations.
38% Stay the same
20% Deteriorate
6
7
28% 38% 22% 12%
22% 38% 18% 22%
8
17% I don’t know
Age
18-24
25-34
37%
38%
9%
16%
27
Improve
Deloitte 2015 Christmas survey
55-64
35-44
25%
36%
23%
15%
Stay the same
45-54
26%
33%
22%
19%
Deteriorate
19%
40%
21%
19%
I don’t know
19%
42%
23%
16%
Thinking about what you spend your money on now versus a year ago,
are you spending less, the same or more on the following:
Tax is the most absorbing product category for european
budgets.
• Roughly one European out of 3 makes trade-offs against
irregular spending, entertainment, holidays and clothing and
preserves basic necessities such as groceries and energy, health
and day-to-day spending.
• As in last year, Europeans feel they suffer more from tax
pressure: 35% of them think they spent more on taxes this year
than in 2014 (in Portugal, 37%).
• In Portugal, compared with last year, the three main categories
people claim they have spent more are Taxes, Health and
Essentials. The top 3 categories with larger decrease on value
spent are holidays, irregular spending and clothing/footwear.
Portugal
3
Taxes
37%
Health
32%
Essencial goods/
energy bills
31%
Education
29%
Day to day spending
27%
Digital/electronic
spendig
21%
Entertainment/leisure
17%
42%
Holidays
16%
38%
Clothing/footwear
16%
42%
Irregular spending
15%
41%
Financial services
15%
52%
45%
52%
39%
18%
42%
3%
Essencial goods/
energy bills
28%
60%
9% 1%
Health
27%
56%
Day to day spending
26%
51%
2%
Housing
23%
61%
3%
Digital/electronic
spendig
22%
54%
3%
Education
22%
43%
4%
Holidays
21%
42%
31%
6%
2%
Entertainment/leisure
20%
43%
32%
5%
3%
Clothing/footwear
20%
48%
6%
Financial services
20%
56%
6%
Irregular spending
18%
13%
29%
50%
12% 67%
35%
13%
60%
26%
38%
42%
40%
41%
27%
15%
4
Taxes
9% 9%
More
Deloitte 2015 Christmas survey
2
Europe
Housing
28
1
50%
8%
7%
10% 2%
11%
21%
10%
21%
16%
33%
About the same
Less
6
2%
7
6%
8
3%
3%
17%
42%
6%
20%
29%
5
7%
6%
I don’t know
In the future, if needed, which of the following areas
would you be prepared to cut back spending on?
Similar to previous year, the main categories in which
Europeans are willing to spend less are irregular spending,
entertainment/leisure, clothing/footwear and holidays.
• In Portugal, this trend remains the same, although, on average,
the willingness to cut back spending is much higher.
• Europeans are, in general, not prepared to cut back on health,
groceries, housing and education. Portugal follows the same
trend however with a higher % of people claiming they are not
prepared to cut back more.
Portugal
1
2
3
Europe
Essencial goods/
energy bills
-75%
Health
-74%
Housing
-70%
Education
Taxes
Financial services
Day to day spending
Digital/electronic
spendig
25%
Essencial goods/
energy bills
26%
Health
Housing
30%
-67%
Education
33%
-63%
37%
-41%
59%
-25%
-20%
75%
80%
-69%
31%
-73%
Deloitte 2015 Christmas survey
5
27%
-65%
6
35%
7
41%
-59%
Taxes
-50%
50%
Financial services
-49%
51%
Day to day spending
Digital/electronic
spendig
Clothing/footwear
-16%
84%
Clothing/footwear
Holidays
-15%
85%
Holidays
Entertainment/leisure
-10%
90%
Entertainment/leisure
Irregular spending
-10%
90%
Irregular spending
-37%
-33%
-30%
-33%
-25%
-19%
Not prepared to cut back on
29
4
8
63%
67%
70%
67%
75%
81%
Prepared to cut back on
1
2
2015
Christmas
Budget
30
Deloitte 2015 Christmas survey
3
4
5
6
7
8
How much did your household approximately spend on the subjects below
for the year end festivities in 2014? How much do you expect to spend for
the year end festivities in 2015?
As from year 2008 Christmas season predicted budget has
been decreasing in Portugal, however actual spent budget
started growing again in 2014. In any case, there is a clear
new spending pattern, coming from a budget above 600€
to a new standard between 300€ and 400€.
Portugal - Declared expected budget vs budget spent
31
Deloitte 2015 Christmas survey
2
3
4
5
€700.00
6
€600.00
• Historically when we compare current year budget expectations
and declared actual budget spent there are three patterns,
namely:
- until year 2009, expectations were conservative and in fact
consumers ended up spending more than initially predicted;
- between 2009 and 2011, there is an almost perfect match
between predictions and actual budget;
- in years 2012 and 2013, actual budget was significantly lower
than initially predicted budget;
- and finally, as from 2014, it seems we are coming back to an
upward trend, in which predicted budget is lower than actual
budget spent.
1
7
€500.00
8
€400.00
€300.00
€200.00
2007
2008
2009
2010
Expected budget
Budget spent
2011
2012
2013
2014
2015
How much did your household approximately spend on the subjects below
for the year end festivities in 2014? How much do you expect to spend for
the year end festivities in 2015?
The downward budget trend slows down this year.
1
2
3
4
• Last year, only 4 countries had a rising budget. This year there are
6: Denmark, The Netherlands, Germany, UK, France and Spain.
The biggest increase is for Denmark with 5,2% this year (+6,3
points).
• In 2014, 5 countries predicted their budget would fall by over 5%.
In 2015, there are 4: South Africa (-9,9%), Greece (-8,6%), Portugal
(-5,6%) and Russia (-7%).
5
5% to…
Denmark (617)
5,2%
7
0% to 5%
The Netherlands (245)
1,5%
Germany (423)
0,9%
UK (884)
0,7%
France (577)
0,2%
Spain (560)
0,2%
0% to -5%
Poland (302)
-0,7%
Slovenia (320)
-1,1%
Belgium (452)
-2,2%
Italy (421)
-3,1%
-5% to …
32
Deloitte 2015 Christmas survey
6
Portugal (315)
-5,6%
Russia (217)
-7,0%
Greece (402)
-8,6%
South Africa (316)
-9,9%
8
How much did your household approximately spend on the subjects below
for the year end festivities in 2014? How much do you expect to spend for
the year end festivities in 2015?
Compared to last year, the average budget for European
consumers remained quite constant (-0,3%). The countries
which have predicted the highest budget cuts are South
Africa (-9,93%), Greece (-8,63%), Russia (-7%) and Portugal
(-5,55%). The best progression is for Denmark with 5,21%.
• In Portugal, there is a negative evolution of predicted budget,
nonetheless it is important to notice that in year 2014, predicted
budget was 270€, however when asked this year about actual
value spent last year it increased to 333€ (+ 23% than previously
predicted).
• European consumers prioritize gifts and food rather than socializing
in terms of Christmas spending. Socializing often suffers the most
important reduction compared to the other spending categories;
this trend is valid for 2015.
UE
UK
Deloitte 2015 Christmas survey
Portugal
Spain
Amount
% vs 2014
Amount
% vs 2014
Amount
% vs 2014
Amount
% vs 2014
Amount
% vs 2014
Gifts
276
0,25%
468
-3,70%
350
0,62%
143
-11,54%
269
5,07%
Food
172
3,18%
274
12,59%
184
2,61%
118
4,84%
208
-1,17%
Socializing
65
-10,27%
141
-4,56%
43
-11,27%
54
-8,93%
83
-10,22%
Sub total
513
-0,28%
884
0,68%
577
0,23%
315
-5,55%
560
0,20%
2
3
4
5
6
7
Italy
Greece
Germany
Belgium
The Netherlands
Amount
% vs 2014
Amount
% vs 2014
Amount
% vs 2014
Amount
% vs 2014
Amount
% vs 2014
Gifts
218
-2,37%
154
-13,75%
256
2,45%
241
2,99%
114
5,53%
Food
143
-1,12%
168
-5,73%
124
2,82%
167
0,86%
106
8,40%
Socializing
59
-9,81%
80
-3,85%
43
-11,89%
45
-29,58%
25
-29,34%
Sub total
421
-3,08%
402
-8,63%
423
0,87%
452
-2,23%
245
1,50%
Denmark
33
France
1
Poland
Russia
Slovenia
South Africa
Amount
% vs 2014
Amount
% vs 2014
Amount
% vs 2014
Amount
% vs 2014
Amount
% vs 2014
Gifts
379
1,05%
134
16,70%
102
-2,70%
149
3,59%
135
-9,41%
Food
184
16,52%
132
-6,20%
93
-1,86%
126
-0,93%
115
-6,77%
Socializing
54
1,05%
35
-26,48%
22
-34,36%
46
-14,18%
66
-15,87%
Sub total
617
5,21%
302
-0,71%
217
-6,96%
320
-1,11%
316
-9,93%
8
How much did your household approximately spend on the subjects below
for the year end festivities in 2014? How much do you expect to spend for
the year end festivities in 2015?
1
The ranking for category spending has been the same for the
last 4 years, however this year gifts seem to loose weight to
food and socializing.
4
Portugal
12% Yourself
19%
• 44% of the budget is allocated to children, similar to year 2014,
with 45%.
27%
8
Other adults
34
Charity donations
45%
35%
2013
17%
9%
2014
2015
Gifts
Deloitte 2015 Christmas survey
38%
32%
16%
15%
2012
7
Other children
58%
50%
36%
Your partner
6
2%
49%
3
5
Your children
17%
24%
2
Food
Socializing
In your household, what has been and what will be the total holiday
budget for gifts for the following people and the number of gifts for each
for year end festivities 2014 and 2015?
In Portugal, own children are clearly privileged in terms of
budget allocation.
€
• Both the number of gifts as well as their value will be reduced.
Christmas 2015
Budget variation
Deloitte 2015 Christmas survey
2
3
4
5
Number of
gifts variation
Average value
variation
Your
children
€ 38,16
1,67 gifts at € 22,80
-€ 1,26
-3%
-6%
Other adults
€ 34,60
3,91 gifts at € 8,84
-€ 10,49
-23%
-16%
-9%
Your partner
€ 26,60
1,15 gifts at € 23,10
€ 0,59
2%
-11%
15%
Other kids
€ 23,68
2,44 gifts at € 9,70
-€ 3,94
-14%
-10%
-5%
Yourself
€ 17,54
0,74 gifts at € 23,71
-€ 2,57
-13%
-21%
10%
3%
6
7
8
i.e. a total amount of € 140,58 plus a donation of € 2,46 to charity, which equals the total gift amount (€ 143,03)
35
1
What are the reasons driving your decision to spend less
during year-end festivities?
Despite positive evolution European, as well as
Portuguese, consumers are still very sensitive to the state
of the economy and the fear of economic downturn
continues to slow down spending.
• 43% of Europeans believe that the economy will get worse,
which is the major factor for spending less. 34% mention that
their revenues have declined, compared with 37% in 2014 and
40% in 2013.
• Portuguese become more optimistic than Europeans regarding
fear of future economic downturn, this year 41% consider that
the economy will get worse vs. 45% in 2014 and 51% in 2013.
The major factor for spending less is revenue decrease with
49%, although significantly better compared to previous year
63%.
Portugal
Deloitte 2015 Christmas survey
2
3
Europe
61%
63%
49%
My revenues after tax
decreased
51%
45%
41%
The economic
downturn continues
I’d rather save money
because I’m afraid of
losing my job
24%
18%
20%
My revenues after tax
decreased
The economic
downturn continues
40%
37%
34%
47%
46%
43%
I’d rather save money
because I’m afraid of
losing my job
15%
17%
18%
I am
in debt
13%
24%
19%
I am
in debt
17%
20%
18%
Other
reason
8%
10%
11%
Other
reason
19%
19%
21%
14%
18%
10%
I have to save money
because I lost my job
2013
36
1
2014
2015
I have to save money
because I lost my job
13%
13%
11%
4
5
6
7
8
What are the reasons driving your decision to spend less
during year-end festivities?
The decrease in after taxes revenues is the major reason
for spending less for all segments, followed by the fear of
future economic downturn.
Portugal
1
2
3
Gender
4
49%
5
41%
• When it comes to fear of losing job, the younger consumers are
the most worried.
6
7
20%
19%
44% 44% 22% 18%
55% 38% 18% 21%
Age
18-24
25-34
42%
35%
33%
9%
My revenues after tax have decreased
The economic downturn continues and I believe it will get worse
I’d rather save money because I’m afraid of losing my job
37
I am in debt
Deloitte 2015 Christmas survey
55-64
35-44
38%
37%
30%
9%
45-54
52%
39%
30%
14%
54%
44%
9%
22%
56%
47%
4%
37%
8
What are the reasons driving your decision to spend more
during year-end festivities?
For 39% of Europeans wanting to enjoy and avoid
thinking about the crisis is the main driver for spending
more, followed by promotions with 37%.
• In Portugal, promotions are the main driver to spend more for
41% of respondents (decreased from 47% in 2014). Wanting
to enjoy themselves and forget about the crisis is the second
reason most mentioned with 40% (compared to 33% last year).
• There are still 24% of Portuguese claiming they are spending
more because their after tax revenues have increased (vs. 28%
in 2014).
Portugal
43%
47%
41%
Promotions
I want to enjoy, and
avoid thinking about
the bad ...
40%
33%
40%
29%
28%
24%
My revenues after tax
have increased
The economic
situation is more
secure
13%
14%
15%
3
Promotions
35%
38%
37%
I want to enjoy, and
avoid thinking about
the bad ...
My revenues after tax
have increased
45%
43%
39%
27%
28%
27%
The economic
situation is more
secure
15%
17%
17%
Other
reason
15%
20%
14%
Other
reason
18%
14%
16%
There are many
innovations that
make me spend more
16%
17%
9%
There are many
innovations that
make me spend more
18%
16%
14%
1%
1%
6%
Services and
recommendations
from retailers may...
22%
18%
5%
The credit terms
offered by the
retailers are good
3%
3%
5%
2013
Deloitte 2015 Christmas survey
2
Europe
Consumer reviews
and ratings will
convince me to...
38
1
2014
2015
Consumer reviews
and ratings will
convince me to...
Services and
recommendations
from retailers may...
The credit terms
offered by the
retailers are good
7%
7%
6%
14%
14%
11%
7%
7%
7%
4
5
6
7
8
What are the reasons driving your decision to spend more
during year-end festivities?
When comparing age and gender groups, clearly
promotions are more relevant for male and youngest (1824 years-old) age groups.
1
2
3
Gender
Portugal
4
41%
• For Female and age groups as from 45 years old, wanting to
enjoy and forget about the bad economic situation is the main
driver for spending more.
5
40%
6
7
24%
52% 39% 23% 21%
34% 47% 24% 10%
15%
Age
18-24
25-34
61%
33%
33%
21%
Promotions
I want to enjoy and avoid thinking about the economic situation too much
My revenues after tax have increased
39
The economic situation is more secure
Deloitte 2015 Christmas survey
55-64
35-44
51%
37%
17%
7%
45-54
49%
40%
29%
15%
30%
48%
18%
11%
13%
42%
25%
25%
8
1
2
Most desired
and most
popular
holiday gifts
40
Deloitte 2015 Christmas survey
3
4
5
6
7
8
What types of presents would you
most like to receive?
1
2
3
In 2015, cash gains again importance in terms of mostly
desired gifts (9 out of 13 countries vs. only 4 countries in
2014).
Top 10 Portugal
2015
2014
Money (cash)
1st
57%
1st
56%
Books
2nd
52%
2nd
53%
Clothes/shoes
3rd
47%
3rd
51%
• The second choice as most desired gift are books, which were
ranked first only in 4 countries compared to 7 in 2014.
Travel
4th
45%
4th
50%
Tablets
5th
34%
7th
35%
• In Portugal since 2012 the ranking of top three most desired
gifts is the same: cash is the most desired one, than books and
clothes/shoes.
Laptop/PC Computer
6th
33%
6th
38%
Smartphone
7
th
32%
5
th
39%
Cosmetics/Perfumes
8th
32%
8th
34%
Chocolates
9th
28% 16th
25%
28%
30%
Jewellery/watch
41
Deloitte 2015 Christmas survey
10th
9th
First choice
2015
2014
2013
2012
2011
United Kingdom
Books
Books
-
-
-
France
Money (cash)
Books
Money (cash)
Money (cash)
Money (cash)
Portugal
Money (cash)
Money (cash)
Money (cash)
Money (cash)
Money (cash)
Spain
Money (cash)
Books
Money (cash)
Money (cash)
Books
Italy
Books
Books
Money (cash)
Money (cash)
Books
Greece
Money (cash)
Travel
Money (cash)
Money (cash)
Books
Germany
Money (cash)
Books
Money (cash)
Money (cash)
Books
Belgium
Money (cash)
Money (cash)
Money (cash)
Money (cash)
Money (cash)
Denmark
Books
Books
Money (cash)
Money (cash)
Books
Poland
Books
Books
Money (cash)
Books
Books
Russia
Money (cash)
Money (cash)
Money (cash)
Money (cash)
Money (cash)
Slovenia
Money (cash)
-
-
-
-
South Africa
Money (cash)
Money (cash)
Chocolates
Money (cash)
Money (cash)
4
5
6
7
8
What types of presents would you
most like to receive?
Money and books are the most desired categories for
both men and women, nonetheless with a much higher %
for women than men (66% vs. 47%).
• Men are also attracted by technology: Smartphones (3rd),
Laptops/PC computers (4th) and Tablets (7th). Whereas women
are more interested in fashion/beauty gifts: Clothes/shoes (3rd),
Cosmetics/perfumes (5th), Beauty care (6th), Jewellery (7th) and
Accessories (9th).
1
2
3
Top 10 Portugal
Deloitte 2015 Christmas survey
2014
Money (cash)
47%
53%
Books
39%
44%
Smartphone
37%
45%
Laptop/PC Computer
36%
44%
Clothes/shoes
36%
37%
Travel
34%
42%
Tablets
32%
38%
CD
20%
22%
Gift vouchers
19%
20%
Food & Drink
19%
29%
Top 10 Portugal
42
2015
2015
2014
Money (cash)
66%
59%
Books
64%
62%
Clothes/shoes
59%
64%
Travel
56%
58%
Cosmetics/Perfumes
47%
49%
Beauty care, massage, spa treatment
46%
47%
Jewellery/watch
38%
41%
Chocolates
38%
33%
Accessories (Bags)
36%
42%
Tablets
35%
33%
4
5
6
7
8
What types of presents would you
most like to receive?
As last year, money, clothes/shoes, laptop/PC computers
and travel are between the top five most desired gifts for
the youngest generations (18 to 24 and 25 to 34 years
old).
• Although money continues to be the most preferred gift for
Portuguese youngest generation (18 to 24 years old), it has
decreased its importance from 71% in 2013 to 65% in 2014
and 64% in 2015.
1
2
3
Top 10 Portugal
Deloitte 2015 Christmas survey
2014
Money (cash)
64%
65%
Clothes/shoes
57%
60%
Laptop/PC Computer
54%
56%
Smartphone
48%
53%
Travel
47%
52%
Books
45%
48%
Tablets
43%
43%
Jewellery/watch
36%
38%
Accessories (Bags)
36%
39%
Chocolates
34%
28%
Top 10 Portugal
43
2015
2015
4
Age
18-24
65%
61%
Books
51%
50%
Clothes/shoes
50%
55%
Travel
38%
45%
Laptop/PC Computer
36%
38%
Tablets
35%
38%
Smartphone
35%
37%
Cosmetics/Perfumes
32%
32%
Jewellery/watch
30%
33%
Chocolates
28%
28%
6
7
8
2014
Money (cash)
5
Age
25-34
What types of presents would you
most like to receive?
Books, money, clothes/shoes and travel are the most
preferred gifts for the adult generations (35 to 44 and 45
to 54 years old).
• When compared to 2014, while in the age group 35-44 yearsold books lost the 1st place to money (Cash), for 45-54 age
group books preference increase and now occupy the 1st place
instead of money (Cash).
1
2
3
Top 10 Portugal
Deloitte 2015 Christmas survey
2014
Money (cash)
59%
58%
Books
50%
60%
Clothes/shoes
45%
51%
Travel
41%
48%
Cosmetics/Perfumes
34%
30%
Beauty care, massage, spa treatment
31%
31%
Smartphone
30%
43%
Jewellery/watch
29%
28%
Tablets
29%
40%
Laptop/PC Computer
28%
33%
Top 10 Portugal
44
2015
2015
4
Age
35-44
53%
51%
Money (cash)
52%
53%
Travel
50%
55%
Clothes/shoes
46%
41%
Laptop/PC Computer
36%
37%
Tablets
35%
26%
Smartphone
30%
33%
Cosmetics/Perfumes
29%
32%
Gift vouchers
27%
26%
Beauty care, massage, spa treatment
26%
28%
6
7
8
2014
Books
5
Age
44-54
What types of presents would you
most like to receive?
For the most senior generation (55-64 years-old) the most
desired gift categories are books, travel and money.
• After a significant drop in its importance last year (from 67%
in 2013 to 43% in 2014), money is back to the top three most
desired gifts with 46%.
45
Deloitte 2015 Christmas survey
1
2
3
Top 10 Portugal
2015
2014
Books
61%
56%
Travel
50%
51%
Money (cash)
46%
43%
Clothes/shoes
41%
50%
CD
33%
28%
Cosmetics/Perfumes
30%
38%
Tablets
29%
31%
Chocolates
29%
25%
Gift vouchers
25%
20%
Jewellery/watch
25%
25%
4
Age
55-64
5
6
7
8
What types of presents would you
most like to receive?
In 2015, for all groups money is the most desired gift,
although with a higher % of preference for lowest income
groups.
• The second choice is different between income groups: the
bellow average group prefer books, while the average income
consumers choose clothes/shoes and the richest ones prefer to
receive a tablet.
1
2
3
Top 10 Portugal
4
Above average income
2015
2014
Average income
Deloitte 2015 Christmas survey
2014
Money (cash)
56%
42%
Money (cash)
52%
52%
Tablets
51%
34%
Clothes/shoes
47%
48%
Travel
48%
71%
Tablets
35%
33%
Books
46%
54%
Cosmetics/Perfumes
35%
27%
Clothes/shoes
40%
50%
Smartphone
33%
45%
Jewellery/watch
34%
29%
Gift vouchers
29%
24%
Beauty care, massage, spa treatment
33%
32%
Laptop/PC Computer
29%
30%
Tickets for theatre/concert/cinema/sports match
31%
45%
Jewellery/watch
29%
34%
Smartphone
30%
25%
CD
29%
19%
Gift vouchers
30%
20%
Tickets for theatre/concert/cinema/sports match
28%
31%
Below average income
46
2015
2015
2014
Money (cash)
58%
58%
Books
52%
53%
Clothes/shoes
48%
52%
Travel
42%
46%
Laptop/PC Computer
34%
39%
Smartphone
32%
40%
Cosmetics/Perfumes
32%
36%
Tablets
31%
36%
Chocolates
29%
26%
Beauty care, massage, spa treatment
28%
30%
5
6
7
8
Which of the following types of presents do you think you will buy for
your friends and family this year (apart from children and teenagers)?
As last year, in Portugal, the most preferred gift to
offer are books (46% of respondents). Clothes/shoes,
chocolates and cosmetics/perfumes are also popular gifts.
• There is no convergence between offered and desired gifts.
Even if money has gained one place compared to 2014, it is
only at the 8th rank of intended gifts to offer whereas it is the
most desired gift.
• Books keep being a good gift option, since it is the most
intended gift to offer and the 2nd most desired.
Top 10 Portugal
2015
2014
Books
1st
46%
1st
51%
Clothes/shoes
2nd
39%
2nd
42%
Chocolates
3rd
31%
3rd
31%
Cosmetics/perfumes
4th
27%
4th
29%
CD
5th
18%
5th
18%
Accessories (bags)
6th
17%
6th
17%
Gift vouchers
7
Money (cash)
Food & Drink
Beauty care, massage, spa treatment
th
17% 11
12%
8th
16%
9th
13%
9th
15%
8th
14%
10th
15%
7th
15%
th
2015
2014
Chocolates
Books
France
Books
Books
Portugal
Books
Books
Spain
Clothes/shoes
Books
Italy
Books
Books
Greece
Books
Books
Germany
Books
Books
Belgium
Gift vouchers
Books
Denmark
Books
Books
Poland
Books
Books
Russia
Chocolates
Cosmetics/Perfumes
Slovenia
Chocolates
-
South Africa
Chocolates
Chocolates
United Kingdom
Deloitte 2015 Christmas survey
2
3
First choice
47
1
4
5
6
7
8
Which of the following types of presents do you think you will buy
for a teen between the ages of 12 and 18?
The most offered gift for teenagers in Europe are books.
• This year, as in previous year, the top three in Portugal is books,
clothes/shoes and chocolates.
Top 10 Portugal
2015
2014
Books
1st
35%
1st
37%
Clothes/shoes
2nd
25%
2nd
22%
Games
3rd
23%
3rd
20%
Money (cash)
4th
18%
5th
11%
Chocolates
5th
13%
6th
10%
CD
6th
13%
4th
14%
Gift vouchers
7
Games*, role pays, games accessories…
Cosmetics / Perfumes
First choice
th
12% 13
6%
8th
11%
8th
9%
9th
10%
7th
10%
10th
10%
9th
8%
th
2015
2014
United Kingdom
Games
Games
France
Games
Games
Portugal
Books
Books
Spain
Games
Games
Italy
Books
Books
Greece
Books
Books
Germany
Games
Books
Belgium
Money (cash)
Money (cash)
Denmark
Games
Games
Poland
Books
Books
Russia
Chocolates
Chocolates
Slovenia
Chocolates
-
Games
Games
South Africa
Deloitte 2015 Christmas survey
2
3
Tablets
48
1
*(board games, puzzles, quiz games, card games...)
4
5
6
7
8
Which of the following types of presents do you think you will buy
for anyone under the age of 12?
Model construction is set as the successful gift for
Christmas 2015, it is ranked 1st in 6 countries.
• This year, in Portugal, the 1st choice of gift to offer to children
are clothes/shoes, which was 3rd in rank last year.
Model construction toys come 3rd option in Portugal.
Top 10 Portugal
2015
2014
Clothes / shoes
1st
34%
3rd
29%
Books
2nd
33%
1st
32%
Model construction toys
3rd
28%
2nd
30%
Educational toys
4th
28%
-
-
Games
5th
25%
4th
27%
Dolls & plush
6th
23%
7th
17%
Baby and infant articles
7
th
23%
6
th
18%
Learning and experimenting
8th
17%
5th
22%
Technical toys
9th
12%
8th
13%
10th
10%
9th
12%
First choice
2015
2014
Games
Books
Model construction toys
Model construction toys
Clothes / shoes
Books
Spain
Educational toys
Model construction toys
Italy
Baby and infant articles
Baby and infant articles
Greece
Games
Games
Germany
Games
Games
Belgium
Model construction toys
Model construction toys
Denmark
Model construction toys
Games
Poland
Model construction toys
Learning and experimenting
Russia
Model construction toys
Learning and experimenting
Slovenia
Model construction toys
-
Educational toys
Games
United Kingdom
France
Portugal
South Africa
Deloitte 2015 Christmas survey
2
3
Action toys
49
1
4
5
6
7
8
Top gift purchased and wished
for 2015, 2014, 2013 and 2007
1
2
3
In 2007, before the beginning of the financial crisis, there
was almost a perfect match between most desired and
preferred gifts.
4
5
• In 2013, there was almost a perfect mismatch between desired
and preferred gifts, with most Europeans wishing for money but
preferring to offer books.
6
First choice
2013
2007
1 buy
1 wish
1 buy
1 wish
1 buy
1 wish
1 buy
Books
Chocolates
Books
Books
-
-
-
-
France
Money (cash)
Books
Books
Books
Money (cash)
Books
Money (cash)
Books
Portugal
Money (cash)
Books
Money (cash)
Books
Money (cash)
Books
Clothes/shoes
Books
Spain
Money (cash)
Clothes/shoes
Books
Books
Money (cash)
Clothes/shoes
Clothes/shoes
Clothes/shoes
Italy
Books
Books
Books
Books
Money (cash)
Books
Books
Books
Greece
Money (cash)
Books
Travel
Books
Money (cash)
Books
Clothes/shoes
Books
Germany
Money (cash)
Books
Books
Books
Money (cash)
Books
Money (cash)
Books
Belgium
Money (cash)
Gift vouchers
Money (cash)
Books
Money (cash)
Gift vouchers
Gift vouchers
Gift vouchers
Denmark
Books
Books
Books
Books
Money (cash)
Books
-
-
Poland
Books
Books
Books
Books
Money (cash)
-
-
Russia
Money (cash)
Chocolates
Money (cash)
Cosmetics/
perfumes
Money (cash)
Cosmetics/perfumes
Cosmetics/perfumes
Money (cash)
Cosmetics/perfumes
Slovenia
Money (cash)
Chocolates
-
-
-
-
-
-
South Africa
Money (cash)
Chocolates
Money (cash)
Games
Chocolates
Chocolates
Clothes/shoes
Music
United Kingdom
• In 2015, there is again a mismatch between most desired gift,
which is money, and most intended to offer, books.
Deloitte 2015 Christmas survey
2014
1 wish
st
• In 2014, there was a shift with a lower level of mismatch
between desired gifts and intentions to buy, with a pattern
closer to 2007.
50
2015
st
st
st
st
st
st
st
7
8
For your selected toys,
which criteria do you favor?
For Europeans, the best gifts for children are still those
considered to be educational.
1
2
3
Portugal
4
5
• 54% of Europeans favor educational gifts for children, versus
52% in 2014.
• As in the last two years, Portuguese keep preferring even more
educational toys in comparison to Europeans (70% vs. 54%).
70
6
%
EDUCATIVE
10
%
INNOVATIVE
7
7
%
Traditional
7
%
Green
8
6
%
Trendy
25%
39%
54%
38%
48%
55%
70%
69%
70%
62%
62%
24%
10%
14%
22%
10%
5%
7%
10%
15%
13%
7%
7%
6%
Europe
UK
France
Portugal
7%
51
10%
9%
11%
5%
6%
7%
12%
2%
9%
3%
7%
14%
5%
8%
21%
2%
9%
20%
Spain
Italy
Greece
Germany
Belgium
Denmark
Poland
Russia
15%
13%
Educative
Deloitte 2015 Christmas survey
15%
20%
11%
64%
7%
22%
23%
11%
15%
14%
59%
11%
18%
17%
51%
16%
Innovative
7%
Traditional
15%
17%
10%
7%
10%
Slovenia
Green
8%
4%
7%
South
Africa
Trendy
1
2
Purchasing
strategies
3
4
5
6
7
8
52
Deloitte 2015 Christmas survey
When do you expect to purchase the majority of your gifts
for this year versus last year?
• UK, Germany and The Netherlands are the countries in which
Christmas shopping is more anticipated.
Before Nov
Nov
1-15 Dec
16-24 Dec
25-31 Dec
Jan and after
8%
28%
35%
24%
2%
1%
in 2015
Slovenia
5
6
8
Greece
Spain
Russia
Denmark
Belgium
Italy
Portugal
Europe
The Netherlands
South Africa
UK
France
Germany
Before December
Deloitte 2015 Christmas survey
4
7
Poland
53
2
3
Almost 60% of Portuguese do their Christmas shopping
between December 1st and 24th.
• Russians and Greeks mostly buy their presents after the 15th of
December: Winter sales begin in the middle of December and
following orthodox traditions gifts are exchanged on the 31st of
December.
1
Between 1 and 15 December
After 15 December
When buying gifts for Christmas, to what extent
the following factors influence your buying decision?
Sustainability is a topic most consumers are concerned
with: nearly all behaviours concerned with sustainability
– except for child labour – increasing compared to
previous year. People are more careful when it comes to
environment protection, as well as more concerned with
social and economic sustainability.
• The top factor influencing shopping decision is the information
provided in the packaging with 67% of European respondents
and 74% in Portugal.
• Still, 43% of consumers in Portugal and 45% in Europe, claim
sustainable products are more expensive and as such will not
favor buying these products.
Portugal
2
3
Europe
75%
74%
I am careful about the information
provided on the packaging
I do not buy products involving child
labour
1
80%
71%
I am careful about the information
provided on the packaging
65%
67%
I do not buy products involving child
labour
67%
65%
I wil mainly buy products made
either in my region or in my country
67%
65%
I wil mainly buy products made
either in my region or in my country
55%
59%
I do not buy products manufactured
with bad working conditions in
developing countries
63%
64%
I do not buy products manufactured
with bad working conditions in
developing countries
55%
57%
I avoid buying products that do not
respect economic sustainability
63%
62%
I avoid buying products that do not
respect economic sustainability
50%
55%
I avoid buying products that do not
respect ecological sustainability
57%
60%
I avoid buying products that do not
respect ecological sustainability
53%
59%
I avoid buying products with a
substantial carbon impact on the
planet
63%
59%
I avoid buying products with a
substantial carbon impact on the
planet
50%
56%
I avoid buying products that do not
respect social sustainability
56%
59%
I avoid buying products that do not
respect social sustainability
49%
56%
I avoid buying sustainable products
because they are too expensive
43%
43%
43%
45%
I avoid buying sustainable products
because they are too expensive
2014
54
Deloitte 2015 Christmas survey
2015
4
5
6
7
8
Regarding your year-end festivities shopping (both gifts and food),
how will you change your purchasing behaviour compared to last year?
As since 2011, this year Europeans as well as the
Portuguese will prioritize their budget on products that
are on sale and that are useful.
• 64% of Portuguese claim they will not buy products on impulse
in any case significantly lower than the 79% of 2014 (compared
with European average of 40% in 2015 and 48% in 2004).
• In Portugal, price have lost importance compared to previous
year, however it continues to be one of the main drivers for
gifting decision with 51% of consumers saying that they
will take price into consideration when doing their shopping
(compared with 75% in 2014), whereas in Europe it will be
relevant for 37% of respondents (vs. 46% in 2014).
Portugal
I will offer gifts without taking
into account the price
I will buy second-hand products
as gifts
I intend to give group gifts
I will buy for fewer people
I will buy less expensive gifts
I will buy discount and retailers’
private label products
I will shop at less expensive
stores
I will manage my Christmas
spending by preparing a budget
-79%
-64%
-75%
I will offer gifts without taking
into account the price
-33%
-18%
-41%
-48%
-10%
-5%
-27%
-15%
7%
7%
I will buy less expensive gifts
-6%
8%
I will buy discount and retailers’
private label products
-8%
22%
I will shop at less expensive
stores
-3%
I will manage my Christmas
spending by preparing a budget
14%
29%
I will buy products and gifts that
are on sale
I will focus on useful gifts
13%
34%
I will focus on useful gifts
-7%
Deloitte 2015 Christmas survey
1%
6%
0%
6%
9%
10%
17%
8%
17%
2014
55
7
-25%
-18%
I will buy for fewer people
I will buy products and gifts
that are on sale
6
-40%
-32%
I intend to give group gifts
25%
5
-46%
-37%
I will buy second-hand products
as gifts
-55%
-38%
4
-48%
-40%
I will buy on impulse
-51%
2
3
Europe
I will buy on impulse
1
2015
8
Thinking about your actual spend behaviour compared to a year ago,
are you doing less, the same or more of the following?
Following previous years trends, European consumers are
becoming more promotions sensitive and digital oriented,
this trend is even stronger in Portugal.
• In Portugal, online research is gaining ground with 41%
claiming they will use it more to find better prices and 30% will
also do it more to find opinions and suggestions.
• In a financial distress context, Portuguese consumers are more
cautious regarding credit, with only 3% of respondents willing
to use more consumer credit, against 58% claiming they will
use less consumer credit loans.
Portugal
Buy more items “on sale”
Research online more
(to find better prices,...)
Research online to find opinions,
suggestions,...
Manage your Christmas spending
by preparing a budget
50%
34%
41%
30%
3
25%
Using loyalty points
23%
I delay big spendings
20%
18%
28%
15% 43%
Using loans from family 3% 22%
19%
Using loyalty points
27%
19%
I delay big spendings
22%
19%
Using gift cards
17%
24%
35%
13%
19%
Paying with debit card or in cash 7% 37%
Using credit proposed by retailer 3% 24%
17%
14% 6%
39%
33%
I enjoy purchasing in stores
44%
54%
55%
Using specialized consumer credit
3% 20% 58%
loans
13%
13% 11%
56%
39%
28%
16%
48%
Buy more items “on sale”
4
Research online more
(to find better prices,...)
Research online to find opinions,
suggestions,...
Manage your Christmas spending
by preparing a budget
13% 13%
40%
28%
I enjoy purchasing in stores
8%7%
35%
Using your specific savings spared
10% 42%
during the year for Christmas
I want to spend less money on
8% 63%
food
10%
12%
Using your specific savings spared
during the year for Christmas
I want to spend less money on
food
Paying with debit card or in cash
7% 9%
44%
37%
42%
10% 12%
22%
52%
6
11% 14%
7
60%
16% 8%
47%
10% 15%
38%
19%
48%
16%
60%
16%
55%
21%
16%
14% 49%
20%
20%
17%
14% 10%
18%
Using credit proposed by retailer 7% 30%
20%
Using loans from family 6%28%
35%
31%
19%
Using specialized consumer credit
28%
loans 6%
35%
31%
33%
About the same
11%
30%
Less
5
12% 14%
45%
19%
More
Deloitte 2015 Christmas survey
2
Europe
Using gift cards
56
1
I don’t know
8
What % of your year end spending will be influenced by promotions?
1
2
Promotions and their impact on spending are becoming
continuously more important: one European consumer
out of four considers that their spending will be greatly
influenced (over 50%) by promotions.
Portugal
Europe
4
None
None
4%
Between 1 and 25%
• In Portugal, the impact of promotions trend is even stronger
than in Europe, as two consumers out of five consider that their
spending will be greatly influenced (over 50%) by promotions.
• Only 4% of consumers in Portugal and 11% in Europe consider
promotions are irrelevant in their shopping decisions in this
season.
57
Deloitte 2015 Christmas survey
3
26%
Between 51 and 75%
21%
Over 75%
I don’t know
19%
11%
5
Between 1 and 25%
19%
Between 26 and 50%
11%
23%
6
Between 26 and 50%
25%
Between 51 and 75%
Over 75%
I don’t know
16%
7
8
10%
16%
How influential are loyalty/reward programmes
in your decision making process?
The use of loyalty/reward programs in the shopping
decision process is gaining ground, although 22% of
European consumers still claim these programs have no
influence at all on their behaviour (16% in Portugal).
1
2
3
Portugal
4
Not at all
16%
5
Low
• Still the majority of consumers in Europe, 56% on average, give
none/low importance to these programs.
Medium
• Portuguese consumers are more sensitive to these programmes,
as 52% already give a medium/high importance to these
programmes in their shopping decision process.
High
31%
6
38%
7
14%
8
Europe
Not at all
22%
Low
34%
Medium
High
58
Deloitte 2015 Christmas survey
31%
13%
1
2
The
Omni-channel
Consumer
59
Deloitte 2015 Christmas survey
3
4
5
6
7
8
Where are you getting ideas and advice
on the gifts categories below?
Online, both websites and social networks, are widely
used by European consumers to get ideas and advice on
gifts, especially on high tech, video games, green tech and
movies.
• When compared to European, Portuguese consumers use less
websites to get ideas and advices (in any case, above 17% in all
categories) but use much more social networks (above 30% for
every single category).
• There is a significant % of people using websites to get ideas
and advise for food & drinks in Europe (29% in 2015, compared
to 14% last year).
• Overall, dependent on category, Portuguese consumers prefer
getting ideas directly from stores or social networks.
1
2
Portugal
Europe
High tech 31%
41%
Video Games 28%
36%
Movies (DVD/Blu Ray) 28%
34%
Music 27%
32%
Leisure 26%
36%
Green tech 26%
34%
Books 23%
30%
18% 21%
19%
21%
23%
25%
12% 28%
22%
18% 20%
28%
Box & cards 20%
31%
14% 12% 9% 45%
Health & beauty 20%
30%
22%
Home Gifts 18% 33%
Toys 17% 34%
Food & drinks 15% 27%
23%
16% 19%
14% 42%
19%
21%
22%
Deloitte 2015 Christmas survey
17% 26%
15% 16% 33%
14% 31%
Sports 45%
13% 19% 16% 13% 42%
15% 25%
Food & drinks 29%
Social Networks
Informal Channels
40%
49%
11% 19% 12% 15% 49%
Toys 44%
15% 52%
16% 20%
14% 19% 15% 20%
Home Gifts 42%
12% 48%
14% 16% 34%
11% 16% 9%10% 47%
Fashion 44%
47%
Website
7
Books 45%
Health & beauty 43%
37%
15% 16% 12% 49%
16% 24%
21% 12% 25%
24%
15% 20% 14% 12% 27%
Box & cards 40%
23%
19% 26%
Leisure 49%
Green tech 50%
12% 23%
11% 24%
TV
5
6
Music 46%
14% 26%
14% 11% 30%
4
12% 25%
16% 24%
18% 17% 38%
14% 20%
17% 23%
Movies (DVD/Blu Ray) 49%
15% 36%
35%
17% 20% 14% 13% 31%
Video Games 52%
12% 29%
24%
19%
High tech 56%
15% 31%
19% 11% 30%
Sports 20%
Fashion 19% 34%
60
3
18% 14% 51%
17% 15% 54%
Magazines
Stores
8
Could you please state where you will be searching for products (selecting
brand, types, size) and comparing value on the gifts categories below?
The use of online resources, either websites or social
networks, to compare value and search for products
clearly gain ground to stores.
• In Portugal social networks play a major role whereas in Europe
websites are most critical to finding gifts and comparing prices.
• In Portugal, even for food & drinks categories, although physical
stores still play the most important role with 50%, social
networks with 34% and websites with 15% already play a
major role in shopping decision process.
• Important to notice is the role of TV that, on average, it is
more important in Portugal than in Europe. In any case always
significantly below stores, websites and social networks.
Portugal
45%
Music 26%
42%
Green tech 26%
62%
11%13% 8%8% 36%
12% 8% 8% 33%
Music
60%
11% 14% 8%10% 36%
5
42%
11% 9% 7% 31%
Green tech
59%
11% 13% 8%9% 34%
6
Movies (DVD/Blu Ray) 24%
44%
11%10% 6% 32%
High tech 24%
49%
10%8%7% 33%
High tech
65%
12% 12%7%9% 37%
Leisure 23%
43%
13% 9%10% 36%
Leisure
57%
12% 17% 9%10% 38%
Books 23%
43%
13% 7% 9% 37%
Books
60%
9% 16% 8% 9% 43%
Box & cards
50%
Health & beauty
52%
10% 14% 8%12% 47%
10% 8%5% 31%
Movies (DVD/Blu Ray) 62%
10%13%10%8% 35%
Box & cards 19%
38%
Health & beauty 19%
40%
12% 11% 12% 41%
Toys 19%
41%
11% 12% 6% 43%
Toys
54%
9% 15% 9%9% 51%
Fashion 18%
42%
10% 9% 11% 44%
Fashion
52%
11% 12% 9% 14% 51%
Home gifts 18%
40%
11% 8%7% 45%
Home gifts
53%
9%12% 7%10% 51%
Sports 17%
42%
10%10% 9% 42%
Sports
53%
10% 13% 9%10% 45%
Food & drinks
38%
9%6%4% 44%
12% 9% 9% 50%
Website
Deloitte 2015 Christmas survey
4
Video Games
Food & drinks 15% 34%
61
2
3
Europe
Video Games 27%
1
Social Networks
Informal Channels
9%10%6%7% 48%
8% 14% 8%10% 58%
TV
Magazines
Stores
7
8
Where would you actually buy the specific gifts below?
1
2
In Europe, large majority of consumers still go to physical
stores to close shopping transaction, especially when it
comes to food & drinks, fashion, home gifts, health &
beauty, toys and sports.
• Buying online is also increasingly becoming an habit for most
categories although still most popular for digital products, such
as movies, video games, music, high and green tech.
• In Portugal, physical stores are still the preferred channel,
however online is increasing its’ role as an alternative channel,
even for more traditional category as food & drinks, online
shopping increased from previous year 3% to 12% in 2015,
whereas for all other categories online shopping is above 20%.
• The possibility to order online in a physical store is also
increasing: it allows the customer to ask questions and receive
advice in-store and to receive the product directly at home. For
companies, it means that their inventories can be reduced and
better managed. This option is already used by more than 10%
of European consumers in a wide range of categories.
Portugal
Europe
Leisure 31%
4%3% 75%
10%
Leisure 40%
Music 31%
4% 2% 74%
11%
Music 46%
Video Games 30%
6% 2% 74%
Books 30%
5%2% 80%
Movies (DVD/Blu Ray) 29%
5% 2% 73%
High tech 25%
5% 2% 79%
Green tech 25%
4% 3% 76%
13%
9%
8% 2% 54%
10%
High tech 44%
14%
11% 2% 53%
Books 44%
Movies (DVD/Blu Ray) 49%
12%
14%
7%3% 66%
11%
8% 2% 53%
9% 4% 57%
Green tech 39%
14%
8%3% 57%
13%
4%7% 80%
9%
Health & beauty 31%
Sports 22%
5%4% 81%
11%
Sports 34%
7%3% 70%
12%
Fashion 22%
4% 8% 84%
Fashion 33%
7%5% 74%
11%
8%
10%
6% 4% 71%
Toys 22%
3%2% 84%
9%
Toys 38%
Home gifts 21%
4%3% 85%
8%
Home gifts 33%
6% 3% 73%
10%
Gift boxes & cards 20%
5% 2% 81%
Gift boxes & cards 32%
7% 3% 67%
10%
8%
6%
Mobile commerce
7% 4% 71%
Food & drinks 15% 4%2% 82%
Mail order catalogues
In Physical Stores
4
5
6
7
13%
Health & beauty 23%
Online
Deloitte 2015 Christmas survey
8% 3% 63%
Video Games 47%
12%
12%
Food & drinks 12%3%1% 90%
62
3
11%
7%
Ordering online in a physical store
8
The weight of online on year-end festivities shopping.
1
2
The weight of internet shopping is in constant progression
since 2011, although the growth has slowed down
between 2014 and 2015.
3
Europe
4
5
• The UK is the country where internet is the most used for
shopping (48%). Also in Germany and Poland internet accounts
for more than 40% of gifts spending.
6
7
• Portugal with 15% of gifting internet shopping is the European
country with largest room for improvement.
8
25% 27% 33% 37% 37%
48%
32%
15%
26%
27%
26%
46%
20%
25%
32%
40%
23%
20%
20%
60%
50%
40%
30%
20%
10%
UK
63
France
Portugal
Spain
Italy
Greece
Germany
Belgium
The
Denmark
Netherlands
Poland
2011
Deloitte 2015 Christmas survey
Russia
2012
Slovenia
2013
2014
South
Africa
2015
To what extent do you use physical stores as a showroom, visit a physical
store to see and compare the products (price) and then buy them via
internet?
1
In Europe results are similar to previous year: 24% of
consumers visit physical stores as showrooms frequently,
while 51% do it from time to time.
4
• In Portugal, the use of physical stores as a showroom increased
compared to previous year, only 28% of consumers claim they
never used physical stores as a showroom, whereas already
30% claim they always or often do it.
Portugal
31%
28%
Never
5
6
43%
19%
Often
7
25%
3%
5%
8
Europe
24%
25%
Never
51%
51%
Sometimes
20%
20%
Often
Always
64
5%
4%
2014
Deloitte 2015 Christmas survey
3
47%
Sometimes
Always
2
2015
You stated that you will be going online. Please state for each option
mentioned below if you will or will not be using them for searching and/
or comparing products.
Search engines are still the most popular tool amongst
European and Portuguese consumers, to search and
compare products.
Portugal
92%
90%
95%
Search
engines
3
92%
92%
93%
Websites of brands/
suppliers
• The use of social media remains a significant growing trend,
being listed by nearly half of European users and 70% of
Portuguese as a way to search for and compare products.
Online shops
(with one or more offline
stores)
88%
90%
93%
Online shops
(with one or more offline
stores)
Online shops
(without offline stores)
83%
86%
88%
Online shops
(without offline stores)
Comparison
sites
88%
83%
85%
Comparison
sites
Email newsletter and
online leaflet I receive via
email
82%
83%
82%
84%
85%
80%
Websites with coupons
and offers
Social media
(Facebook, Twitter, etc.)
Foruns
and blogs
56%
63%
70%
55%
60%
59%
6
7
92%
91%
92%
8
87%
88%
90%
84%
84%
84%
66%
69%
69%
77%
77%
78%
Websites with coupons
and offers
Foruns
and blogs
5
86%
86%
87%
Email newsletter and
online leaflet I receive via
email
Social media
(Facebook, Twitter, etc.)
4
91%
92%
93%
Search
engines
Websites of brands/
suppliers
43%
47%
49%
50%
55%
55%
2013
Deloitte 2015 Christmas survey
2
Europe
• Online shops, with or without offline stores, are also used by
around 90% of e-shoppers both in Portugal and in Europe.
65
1
2014
2015
You stated you will be using social media.
Below please indicate how you will be using social media.
When using social media, large majority of consumers still
prefer searching for information rather than sharing their
point of view.
Portugal
1
2
3
Europe
To check prices 85%
6% 10%
To check prices 77%
4
12% 12%
5
• Large majority of Portuguese consumers use social media to
check prices (85%), browse products (84%), find discounts
(82%) and find ideas (81%), well above European average.
To browse products 84%
6% 10%
To find discounts, coupons, sale
82%
information
5% 13%
To research gift ideas 81%
To obtain trusted comments,
76%
recommendations from costumers
To check what gifts family/friends
68%
want
On retailer’s fan page 59%
66
9% 11%
9% 15%
7% 25%
8% 33%
To browse products 76%
6
To find discounts, coupons, sale
74%
information
12% 14%
To research gift ideas 75%
13% 12%
To obtain trusted comments,
73%
recommendations from costumers
To check what gifts family/friends
66%
want
On retailer’s fan page 63%
I look for information
Deloitte 2015 Christmas survey
13% 11%
I give my opinion/advice
15% 12%
13% 20%
14% 23%
None of these two
7
8
Have you ever used your smartphone to buy a product
and do you expect to use it in the future for buying products?
M-commerce keeps showing a steady growth year-byyear. The average European shopping penetration rate
using mobile to do shopping is 41% this year compared to
39% in 2014 and 26% in 2013.
1
2
3
Europe
4
5
41
39
26
• UK is in the lead of smartphone shopping penetration with 52%
and Belgium is the most conservative country with 25%.
%
%
%
6
7
8
52%
UK
67
32%
France
35%
Portugal
48%
Spain
47%
Italy
40%
Greece
49%
Germany
25%
Belgium
39%
43%
The
Denmark
Netherlands
38%
Poland
43%
Russia
32%
Slovenia
2013
Deloitte 2015 Christmas survey
2014
47%
South
Africa
2015
Have you ever used your smartphone to buy a product
and do you expect to use it in the future for buying products?
M-commerce’s growth potential is still far from it’s limit in
most countries with exception of UK, Italy, Germany and
Denmark.
1
2
3
Europe
4
5
47%
• Portugal is the country that has the highest intention of using
a smartphone for future shopping with 61%, compared to
European average of 47%.
6
41%
7
8
61%
52%
48% 50%
46%
43%
32%
57%
57%
47% 45%
35%
58%
57%
50%
49%
40%
39% 40%
32%
43%
38%
38%
47%
43%
32%
36%
25%
UK
68
France
Portugal
Spain
Italy
Greece
Germany
Belgium
The
Denmark
Netherlands
Poland
Russia
I already have
Deloitte 2015 Christmas survey
Slovenia
South
Africa
I will do in the future
If a product is not available on the online store you are usually shopping,
what would you most likely do first?
70% of European customers and 58% of Portuguese
would look for an alternative online if they cannot find a
product on their favorite website.
• Only 3% of European customers and 1% of Portuguese would
not continue shopping for the product, which shows the
efficiency of the omni-channel strategy for companies.
The different shopping options indeed allow the customer to
carry out his shopping process until the end even if the product
is not available on one of the channels.
1
2
3
Portugal
4
Go online to another online store
33%
Go online to another website
(search engine, price comparison...)
25%
6
Go to a physical store of a
different chain
16%
Go to a physical store of the same
chain
Would not continue shopping for
the product
5
7
24%
8
1%
Europe
Go online to another online store
40%
Go online to another website
(search engine, price comparison...)
Go to a physical store of a
different chain
Go to a physical store of the same
chain
Would not continue shopping for 3%
the product
69
Deloitte 2015 Christmas survey
30%
13%
14%
If a product was not available on the physical store
you are usually shopping, which would you mostly do first?
There is a certain level of loyalty to physical stores for
customers who use this channel to shop a product.
Indeed, 39% of European customers would go to another
location of the same chain or ask to a store assistant
if another location has the item when a product is not
available in their preferred shop.
• 21% of customers would continue shopping on other chains
physical stores.
• In Portugal, physical store loyalty is even higher than in Europe,
as 48% of consumers claim that they will go to another location
of the same chain or ask a store assistant if another location has
the item.
70
Deloitte 2015 Christmas survey
Portugal
1
2
3
Europe
Go to another location of the same
chain or ask to a stores assistant if
another location has the item
48%
Go online to the same store’s
website
16%
Go to another store of a different
chain
Go online to another website
(search engine, price comparison...)
Go online to another
store’s website
20%
8%
2%
Would not continue shopping
5%
for the product
4
Go to another location of the same
chain or ask to a stores assistant if
another location has the item
39%
Go online to the same store’s
website
21%
Go to another store of a different
chain
21%
6
7
8
Go online to another website
(search engine, price comparison...)
Go online to another
store’s website
5
11%
3%
Would not continue shopping
4%
for the product
1
2
Physical
stores
3
4
5
6
7
8
71
Deloitte 2015 Christmas survey
For the gifts you intend to buy in stores,
where do you think you will buy your gifts?
For Christmas 2015, the preference remains the same in
all European countries except for Spain and Russia.
2014
1
2
3
2015
4
5
• In Portugal it remains the preference for traditional department
stores.
6
• In Spain hypermarkets and supermarkets lost market share
against traditional department stores. In Russia specialty chains
gain market share to department stores.
7
8
• The preference remains the same for France and Italy where
hypermarkets/supermarkets still occupy the first position since
2012 in terms of buying gifts.
72
Traditional department stores
Deloitte 2015 Christmas survey
Speciality chains
Hypermarkets/supermarkets
For the gifts you intend to buy in stores,
where do you think you will buy your gifts?
Specialty chains are still the most important channel for
European consumers to buy gifts although hypermarkets/
supermarkets gain ground.
1
2
Portugal
Europe
49%
45%
44%
Traditional department
stores
• In Portugal:
• Traditional department stores are top ranked but decreased
weight compared to previous years, whereas speciliaty chains
gained ground.
Specialty chains
Specialty chains
Hypermarkets/
supermarkets
19%
22%
21%
Hypermarkets/
supermarkets
6%
7%
6%
Traditional local shops
Luxury stores
• For all other categories, traditional department stores are the
key channel.
5
30%
29%
31%
6
22%
25%
27%
7
13%
13%
12%
8
3%
Factory outlet stores 3%
3%
6%
Factory outlet stores 5%
4%
• For sports the most relevant channels are specialty chains.
4
29%
28%
24%
Traditional department
stores
19%
21%
23%
Traditional local shops
• Hypermarkets/supermarkets are by far the most important
channel for food & drinks shopping.
3
3%
2%
Luxury stores
3%
1%
1%
1%
2013
2014
2015
Portugal
70%
60%
50%
40%
30%
20%
10%
Books
73
Music
Movies
(DVD/Blu Ray)
Video
games
Traditional department stores
Deloitte 2015 Christmas survey
High tech
Green tech
Luxury stores
Health
& beauty
Food
& drinks
Hypermarkets/supermarkets
Gift boxes
& cards
Home
gifts
Speciality chains
Sports
Fashion
Traditional local shops
Leisure
Toys
Factory outlet stores
For the food you intend to buy for the year-end festivities,
where do you think you will buy your food?
Same as last year, a majority of European countries
intend to buy food in hypermarkets and normal sized
supermarkets for the year-end festivities.
2014
1
2
3
2015
4
5
• Poland is still an exception since 2012 compared to the other
European countries: Hard discount stores remain their most
favorite physical store channel to buy food.
6
7
8
74
Normal sized supermarkets
Deloitte 2015 Christmas survey
Hard discount stores
Hypermarket sized shops
For the food you intend to buy for the year-end festivities,
where do you think you will buy your food?
Hypermarket and supermarket are the favorite stores
for most European consumers for food shopping as in
previous years.
1
2
3
Potugal
4
5
• In Portugal, hypermarkets are by far the most important channel
followed by supermarkets.
6
• Convenience stores are the less preferred retail format to buy
food, however its importance increased from 1% in 2014 to 5%
this year.
7
8
83%
80%
74%
65%
71%
61%
48%
39%
40%
32%
37%
29%
8% 9% 8%
Hypermarket
sized shops
75
Normal sized
supermarkets
Hard discount
shops
Traditional
food shops*
Internet
shopping
8% 7% 8%
Luxury
boutiques
*like the butcher, the baker, etc
Deloitte 2015 Christmas survey
2013
1% 1%
5%
Convenience
stores
2014
2015
As a consumer, what are your expectations
towards interactions with store assistants?
European consumers are expecting competence and
pleasant contact when it comes to interactions with store
assistants.
• 62% of European and 67% of Portuguese consumers expect
store assistants to be knowledgeable about products sold in the
store. Giving details and advice are the added value customers
look for when they buy in physical stores.
• 44% of European consumers and 55% of Portuguese are also
looking for a welcome attitude from the store assistants: its
relevant because it shows how important the human contact
still is at the age of internet.
Deloitte 2015 Christmas survey
2
Portugal
3
Europe
4
Be knowledgeable about products
67%
Greet me promptly with a welcome
attitude
55%
Let me know about discounts/offers
44%
Assist me finding gifts
25%
Has the ability to match any other
retailer’s prices
20%
Help me pay quickly
Offer me home delivery option
18%
Be knowledgeable about products
62%
Greet me promptly with a welcome
attitude
6
41%
Assist me finding gifts
28%
Has the ability to match any other
retailer’s prices
26%
Help me pay quickly
Offer me home delivery option
None of these 7%
None of these
5
44%
Let me know about discounts/offers
8%
Assist me about e-commerce 5%
76
1
28%
11%
8%
Assist me about e-commerce 7%
7
8
1
2
Assessments
of retailers
3
4
5
6
7
8
77
Deloitte 2015 Christmas survey
Which channel responds most adequately
to your following shopping needs?
E-commerce and physical stores channels fulfill different
needs, online and offline channels complement each
other.
• For Europeans, e-commerce is a better way to know the
consumers’ opinion on products, to compare prices and
products, for home delivery and to shop whenever they want.
• In Portugal: 51% of people perceive as a top advantage of the
digital channel the possibility to know consumers opinion on
products; 49% of people perceive that prices can be compared
more easily thanks to the digital channels; Home delivery and
price level are also key main attributes to consumers favor
e-commerce shopping; When choosing offline stores consumers
appreciate the possibility to return products, professional advice
and after sales service.
3
Europe
1%
Possibility to know the consumers
opinion on products
60%
7% 31%
1%
1%
Prices can be compared easily
60%
7% 32%
1%
1%
Home delivery
57%
1%
Price level
54%
4% 54%
Information on availability of products
(in stock)
50%
40%
5% 55%
Shopping when I want
56%
Products can be compared easily
38%
4% 58%
Products can be compared easily
56%
Broad assortment
38%
3% 59%
Broad assortment
52%
It’s easy to search for and choose
what I need
35%
4% 61%
It’s easy to search for and choose
what I need
54%
Shopping saves time
32%
4% 63%
1%
Shopping saves time
49%
Quality of product information
32%
3% 64%
1%
Quality of product information
42%
Delivery times of products
31%
4% 64%
1%
Delivery times of products
39%
17% 3% 79%
1%
15% 4% 80%
1%
Pleasure while shopping
(nice experience)
Protection of my personal datas
(ID, adress,consumer behaviour…)
I immediately get the products I
purchased
Possibility to know the consumers
opinion on products
51%
Prices can be compared easily
49%
Home delivery
45%
Price level
42%
3% 55%
Information on availability of products
(in stock)
41%
Shopping when I want
4% 44%
4% 46%
4% 50%
17% 2% 80%
6% 35%
6% 39%
1%
6% 42%
1%
8% 34%
6% 37%
7% 38%
7% 43%
5% 52%
6% 54%
1%
1%
1%
1%
1%
25%
5% 69%
1%
25%
5% 69%
1%
28%
5% 66%
4% 70%
1%
1%
24%
Possibility to easily exchange or to
10% 2% 88%
return products
Possibility to easily exchange or to
return products
22%
After sale services (repair) 10% 3% 87%
After sale services (repair)
20% 4% 74%
1%
Competent and professional advice
20% 4% 75%
1%
14% 2% 83%
Competent and professional advice 9% 3% 88%
1%
E-commerce
M-commerce
4% 73%
In physycal stores
5
6
7
1%
1%
6% 41%
4
2%
Safety in respect of payment
Safety in respect of payment
Deloitte 2015 Christmas survey
2
Portugal
Pleasure while shopping
(nice experience)
Protection of my personal datas
(ID, adress,consumer behaviour…)
I immediately get the products I
purchased
78
1
1%
Teleshopping
8
Which channel responds most adequately
to your following shopping needs?
Same as last year, for e-commerce the Top 10 didn’t
change. We still find as 1st position the possibility to
know the consumers’ opinion on products.
• Internet is also chosen as the best way to compare prices
easily due to multiple website choices. Home delivery and
convenience are the last main arguments mentioned by
consumers in favor of e-commerce shopping.
• For stores, the top 3 rank evolved in comparison with last year.
European consumers value professional advice they get from
vendors for 76% of them, this answer has improved since last
year coming from 3rd to 1st position. European consumers also
value after sales services. The possibility to easily exchange or to
return products has decreased, coming from 1st to 3rd rank.
1
2
Portugal
4
E-commerce
2015
2014
Possibility to know the consumers opinion on products
1st
51%
1st
60%
Prices can be compared easily
2nd
49%
2nd
57%
Home delivery
3
rd
46%
rd
3
56%
Price level
4th
42%
6th
47%
Information on availability of products
5th
41%
8th
44%
Shopping when I want
6th
40%
4th
48%
Products can be compared easily
7th
38%
5th
47%
Broad assortment
8th
38%
7th
45%
It’s easy to search for and choose what I need
9th
35%
9th
42%
10th
32%
10th
38%
Quality of product information
Stores
2015
Competent and professional advice
1st
88%
2nd
88%
Possibility to easily exchange or to return products
2nd
88%
1st
89%
After sales services
3rd
87%
3rd
88%
Safety in respect of payment
4th
83%
4th
87%
I immediately get the products I purchased
5th
80%
-
-
Pleasure while shopping
6th
80%
6th
81%
Protection of my personal datas
7th
79%
7th
80%
Quality of product information
8th
64%
9th
60%
I can get the products I purchased quickly
9th
64%
5th
81%
10th
63%
8th
62%
Shopping costs little time
79
Deloitte 2015 Christmas survey
3
2014
5
6
7
8
Which channel responds most adequately
to your following shopping needs?
M-Commerce is still marginal in terms of responding
adequately to consumers’ shopping needs, although is
increasing its importance.
• The Top 10 rank follow the same trend as last year. The main
strength of this channel is convenience to shop whenever
consumers wish.
1
2
Portugal
4
M-commerce
2015
Shopping when I want
1st
5%
1st
4%
Possibility to know the consumers opinion on products
2nd
4%
2nd
4%
Shopping costs little time
3
rd
Deloitte 2015 Christmas survey
2014
4%
Information on availability of products
4th
I can get the products I purchased quickly
th
2%
4%
3rd
4%
5th
4%
9th
2%
Prices can be compared easily
6th
4%
6th
3%
Home delivery
7th
4%
5th
3%
I immediately get the products I purchased
8th
4%
-
-
It’s easy to search for and choose what I need
9th
4%
12th
2%
10th
4%
8th
2%
Products can be compared easily
80
3
11
5
6
7
8
You stated that you bought online gifts last year, were the online ordered gifts delivered
on time last year (2014)? You mentioned that the gifts you ordered online last year were
not delivered on time. In what way does it affect your buying behaviour this year?
91% of the customers who took this survey say their
orders for Christmas 2014 were delivered on time,
2 points more than last year.
• 9% of them declared that the delivery was delayed. Among
these 9%, only 38% remain convinced by the advantages of
e-commerce and will choose to order earlier the next time.
1
2
3
Portugal
4
11%
9%
89%
91%
5
6
7
8
Yes
No
2013
2014
I will buy online, but at an earlier stage
38%
I will not buy gifts online this year
27%
I will buy in stores this year
I will buy online, but I will pick up the
product in the physical store myself
It will not affect my buying behaviour 3%
81
Deloitte 2015 Christmas survey
19%
13%
Which area would you expect retailers to invest in,
in order to improve your shopping experience?
In order to improve their shopping experience consumers
would like to see retailers investing on Lower prices,
customer relationship and better integration of both
offline and online channels.
Portugal
Lower prices
2.7
Customer relationship (advice…)
1.5
1.4
Provide online services in store
1.3
Provide the advantages of physical
stores to online stores
1.2
Home delivery
Self scanning check outs
Deloitte 2015 Christmas survey
2
3
Europe
Better integration of physical and
online store
82
1
1.0
0.8
Lower prices
2.6
Customer relationship (advice…)
1.5
Better integration of physical and
online store
Provide the advantages of physical
stores to online stores
1.3
1.3
Home delivery
1.1
Provide online services in store
0.9
Self scanning check outs
0.9
0.9
WIFI capabilities in store
0.7
Online store
Environmentally friendly
0.7
Environmentally friendly
Child care
0.7
WIFI capabilities in store
0.8
0.7
4
5
6
7
8
1
2
Survey
methodology
3
4
5
6
7
8
83
Deloitte 2015 Christmas survey
Survey methodology
1
2
Deloitte realized this survey about the consumption during
year-end period in 14 countries from Western Europe,
Eastern Europe, and in South Africa, and included 14,065
consumers. A similar survey is conducted in Canada, in the
United States and in Latin America.
• The conclusions of this survey are based on consumer data
which have been collected during a survey realized by Deloitte.
• In Portugal, the fieldwork was executed between September
28th and October 5th of 2015.
• Respondents are aged 18 to 65 years old. Information has been
collected via Internet, with a structured questionnaire for a
sample of individuals, within controlled panels.
• Each consumer in the panel is identified by panellist firms
through the following aspects:
• Socio-demographics,
• Personal interests,
• Consumer behaviour.
• To adjust the Internet sample to the population of each country,
we used ex-post statistical weighting. The weighting is based on
gender and age in each country.
84
Deloitte 2015 Christmas survey
3
4
5
6
7
8
Participating countries
1
2
3
14 countries
4
14,065 consumers interviewed in total
United Kingdom
France
Portugal
1 727
761
Belgium
818
5
The Netherlands
797
6
Denmark
760
Spain
1 541
Poland
766
Italy
1 643
Russia
838
Slovenia
766
South Africa
804
Greece
Germany
85
771
502
1 571
Deloitte 2015 Christmas survey
7
8
Contactos
Para mais informações, contacte-nos:
Luís Belo
Partner
Consumer Business
Tel: +351 210 427 611
Fax: +351 210 427 950
[email protected]
Nuno Netto
Associate Partner
Consumer Business
Tel: + 351 210 422 525
Fax: +351 210 427 950
[email protected]
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