麦肯锡：2020年假日购物季报告( 英文 16页)

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Executive Summary 

To say that this holiday shopping season will 

be a time of profound change would be an understatement. The COVID-19 pandemic is The reinvention of retail to an extent that would have been unimaginable one year ago. Confronted with the first shutdown earlier this year, people migrated to their laptops and mobile devices and conducted much of their lives from their living rooms. They gravitated toward new streaming services, and over 60 percent tried new ways of shopping, from mobile app ordering to click-and­collect. On top of that, almost two-thirds of consumers abandoned their tried-and-true brands or retailers for something new, delivering a shock to loyalty. 

For many retailers, this unprecedented scope of change and worsening economic climate due to 

a fresh wave of COVID-19-related lockdowns is creating uncertainties heading into the holiday shopping season. Our holiday shopping survey analysis reveals big changes from previous years. For one thing, overall holiday spending is expected to decline in most countries (except China), as compared to 2019. However, our research shows 

surprising levels of enthusiasm for deal hunting on blockbuster shopping days such as Black Friday, Cyber Monday, Singles Day, and Amazon Prime Day. 

Much of this shopping will be digital. Even in areas where retail remains open, increasing numbers of consumers will shop from home or drive to the store to pick up their purchased items in an effort to avoid crowds and possible infection. Shoppers are also starting earlier to prevent a recurrence of delivery delays or barren shelves that were common earlier this year. This shift is pulling the holiday shopping season forward this year. 

To help understand what all this means for retailers, we surveyed over 3,500 holiday shoppers in the United States, the United Kingdom, China, Germany, and France. This analysis highlights the six key trends that are shaping this year's holiday season. 

摘要

这个假日购物季节将是一个深刻变化的时代，无疑是轻描淡写的。 COVID-19大流行是零售业的重塑，其变化在一年前是无法想象的。面对今年早些时候的第一次关机，人们迁移到了笔记本电脑和移动设备，并从客厅中度过了大部分的生活。他们倾向于使用新的流服务，超过60％的人尝试了新的购物方式，从移动应用程序订购到点击收集。最重要的是，将近三分之二的消费者放弃了久经考验的品牌或零售商购买新产品，这对忠诚度产生了冲击。

对于许多零售商来说，这种前所未有的变化范围以及由于

与COVID-19相关的新一轮锁定正在为假日购物季节带来不确定性。我们的假日购物调查分析揭示了与往年相比的重大变化。一方面，与2019年相比，大多数国家（中国除外）的整体度假支出预计将下降。但是，我们的研究表明

在黑色星期五，网络星期一，光棍节和亚马逊Prime日等大型购物日中，人们对于交易寻找的热情水平令人惊讶。

这种购物大部分都是数字化的。即使在零售开放的地区，越来越多的消费者会在家中购物或开车去商店取回购买的商品，以免造成人群拥挤和可能的感染。购物者也开始提早开始，以防止再次出现交货延误或今年早些时候普遍出现的货架空缺的情况。这一转变正在推动今年的假日购物季向前发展。

为了帮助理解这对零售商的意义，我们对美国，英国，中国，德国和法国的3500多名假日购物者进行了调查。该分析突出显示了影响今年假期的六个主要趋势。