1
2019
ANNUAL HOLIDAY
LOCAL SHOPPING
SURVEY
2
DEMOGRAPHICS
Coleman Parkes Research, on behalf of Accenture, conducted an
online survey of 500 consumers in each of the following 17 cities:
The national average is based on a separate survey of
1,500 U.S. consumers, also conducted by Coleman Parkes
for Accenture with respondents split evenly between
genders and by age groups.
Respondents each had purchased an item for personal use online
or in a store within the previous six months. They represented:
The survey was conducted in August and September 2019.
Austin
Dallas
Houston
Boston
New York City
Philadelphia
Chicago
Columbus
Detroit
Los Angeles
San Francisco
Seattle
Atlanta
Charlotte
Washington D.C.
Minneapolis
St. Louis
50% Female 49% Male 1% Non-binary
20%
20%
20%
20%
20%
Generation Z
Younger Millennials
Older Millennials
Generation X
Baby Boomers
aged 18-20
aged 21-27
aged 28-37
aged 38-54
aged 55+
3
2019 Annual Holiday Shopping
Survey From Accenture
EXECUTIVE
SUMMARY
Shoppers’ 2019 budgets
Consumers still love stores
Sustainability factoring
into shoppers’ decisions
Not your grandparents’
apparel shopping
Physical and online security
concerns on the rise
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2
3
4
5
4
SHOPPERS’
2019 BUDGETS
1
$637
5
HOW
MUCH WILL
SHOPPERS
SPEND?
Majority of U.S. shoppers will
spend as much or more this year,
but with a sign of caution.
$673
Seattle
$751
San Francisco
$706
Los Angeles
$677
Austin
$667
Dallas
$681
Houston
$652
Atlanta
$623
Charlotte
$701
Washington D.C.
$695
Boston
$781
New York
$673
Philadelphia
$634
Chicago
$670
Minneapolis
$654
Detroit
$669
Columbus
$649
St. Louis
More than last year
As much as last year
Less than last year
2019
28%
57%
15%
2018
36%
53%
11%
National Average
Q: How much money do you
plan to spend on holiday
purchases this year?
Q: Do you plan to spend
more / same / less on
holiday purchases in this
year vs. last year?
