A new Accenture survey finds that U.S. consumers are already holiday shopping in September and are on track to outspend 2025, with 20% having started before August and 90% saying they will finish before Black Friday and Cyber Monday. Accenture Global consumer goods, retail, and travel lead Kath Gramling said the average household will spend $737 this holiday season, while higher-income households will spend around $956. Consumers will spend 12% to 15% more than last year, according to the survey and Accenture's June macro foresight analysis, but that increase reflects higher prices rather than more purchases, with unit volumes expected to decline. Shoppers plan to do the bulk of their buying at mass merchants and wholesale clubs, with 50% of spending in apparel and 35% in food and beverage, focusing on back-to-basics items such as clothing for children, small beauty luxuries for parents, and beverages for holiday occasions. Gramling said the advice to retailers and brands is to focus on winning the occasion, or winning the holiday.
Accenture plcAccenture's survey projects holiday spending up 12-15% and highlights its consumer/retail advisory work, a demand signal for its services.
Costco Wholesale CorpSurvey says shoppers will do the bulk of holiday buying at mass merchants and wholesale clubs, favoring Costco's channel.
