In this holiday season, shoppers are not thinking of glossy and gift oriented celebrations. Instead, many are preparing for smaller gatherings, relying on spending and directing their dollars towards retailers with similar values during the coronavirus epidemic, according to a new survey by Accenture.
The vast majority of those surveyed – 1% – said they plan to reduce store shopping to reduce the health risks of essential workers, according to a survey of more than 1,100 U.S. consumers in August by a consulting firm. The same number said they are likely to make purchases at companies that show they are committed to health, safety and hygiene.
More than 40% said they would not shop with retailers that would lay off staff or reduce employee benefits due to the epidemic.
And three-quarters of consumers said they want to close retailers on Thanksgiving Day so workers can take a break and spend time with their family.
Jill Standish, who leads Accenter’s retail practice, said the global health crisis has inspired Americans to reflect differently in the seasons. People have had to rearrange their homes to work at the kitchen table or to help their children with remote school work. They confuse crying children and barking dogs during zoom conference calls. And they are realizing that they will not be able to enjoy the same holiday traditions this year or get together with people who live far away.
He said all of this has also increased people’s sympathy for their neighbors, co-workers and strangers who stock up on shelves or check in at the store.
“We’re all doing lockdowns, and colliding with our families, and school and home and all the work,” he said. “Holidays are another extension of that. And yet it has made us all a little more tolerant, a little more humane.”
More than 200,000 Americans have died since Covid-19. Many more have fallen ill or been hospitalized. It diminishes some Americans’ interest in shopping. On average, survey respondents said they plan to spend $ 540 this year. That’s about ડ 100 less than last year’s average cost of 637.
About 40% of those surveyed said they weren’t looking forward to the holidays because of Covid-19 and 35% said they weren’t looking forward to the holidays for other reasons, such as mourning a loved one or being separated from family. Being and friends.
About 1 in 4 respondents said they are reducing holiday spending because it has been a generally difficult year and 22% said Covid-19 has affected their financial security, making them more cautious in spending.
As the holidays approach, retailers have also started announcing how their plans look different. Big-box retailers, including Walmart, Target and Best Buy, have said they will close on Thanksgiving Day and many have promised to increase holiday sales instead of focusing on the 24-hour window on Black Friday, which promotes crowded stores.
During the early months of the epidemic, retailers noted the support of their workers. Major groceries, such as Kroger and Walmart, offered present bonuses or temporary salary increases. Walmart ran TV commercials in which employees of the hour were described as heroes. Target a 15-hour minimum wage increase.
During the protests following the assassination of George Floyd, many companies promised to increase the diversity of their employees, donate to nonprofits focused on ethnic justice, and put more merchandise from minority-owned businesses on their shelves.
When Americans visit malls or retailers’ websites this holiday season, Standish said they will continue to pay attention. They will read and hear about the practice of companies on social media or in the news. They will see if employees feel restless or don’t have enough protective gear.
“It’s not just about the product,” he said. “It’s about who’s behind this product and what the brand’s personality is and that’s what I believe it stands for.”
For example, he said, 4 out of 10 respondents said they plan to buy on minority-owned businesses, and the same number said they would buy with retailers supporting the Black Lives Matter movement.
Standish said it is easier for customers to act according to their values when customers browse for gifts online. About% said% people said they plan to buy holiday online at least holidays and 43% said they plan to buy shopline exclusively this holiday season.
“It’s clear who is really right and who is doing the right thing.” “When consumers have a choice and they shop online and it’s a product that’s available from other retailers, then they have the ability to shift. They can compare. They can shop elsewhere. So transparency is someone else’s. Not like that and honesty isn’t like anyone else this holiday. “
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