Christmas Survey 2012
Although researching more before buying, Latin Americans consumers are going to spend more or the same in 2012.
Among consumers surveyed:
São Paulo, Nov. 29, 2012 – Although the world economic situation is still undefined (mainly due to financial issues in Euro Zone), Latin American consumers are expecting to spend more or the same this year. The economic situation of their family is the same or a little better for 61% of respondents, when compared with 2011, and 52% of them are safe about stability in their jobs within the next couple of months, as well. The research highlights Colombia, where 24% of consumers answered that their family situation is much better than last year and Mexico, where 62% of the consumers surveyed are very and/or extremely safe about their jobs.
These are part of the results from “Deloitte’s 1st annual Latin America survey of holiday spending intentions and trends”, which was conducted in November with 3,000 people from the following countries: Brazil, Colombia, Mexico, Argentina and Chile. Latin American consumers are going to spend more or the same compared to last year – 73%, either because they improve their financial conditions or they also want to renew their personal items. However, when the data is analyzed by country, Brazil stands out, since 50% of its consumers intend to buy less in 2012 whereas 45% of Mexicans intend to spend more.
According to Reynaldo Saad, Deloitte Consumer Business Industry Leader for Latin America, one of the most interesting findings of this survey was the percentage of shoppers which will buy part of their gifts on the internet: “Latin America received a huge contingent of people at the middle class in the last years, and they have now not only more purchase power, but also more access to internet. So, they start to change their consumer habits, and shopping online is one of them. Moreover, as expected, the percentage is higher when we consider young people, since the use of internet is part of their daily routine communication for many reasons”.
50% of Latin American consumers are going to research more before buying, mainly in Brazil - 55%, where they intend to spend less this year. “Considering this result, it is possible to conclude that consumers are planning more their year-end expenses and are more cautious about their future debts” said Saad. In addition, consumers are going to shop more at hard discount and wholesale stores, and Colombians are the ones who will do this more frequently -41%.
Gifts and Christmas Eve and year-end dinner celebrations (both with 86% of intentions) are the top priorities for consumers in Latin America, but, surprisingly, they are planning to spend more in travels - 78%. Mexicans elected travel as one of their shopping priorities this year – 88%, followed by Colombia - 84%. Argentineans and Chileans will prioritize the celebrations with 92% and 94% respectively.
Latin American shoppers will use their bonus salary in Christmas shopping – 37%. They will buy around five gifts, costing US$35 each, on average. Besides that, consumers surveyed want to do their Christmas shopping in early December. The most expensive gifts will be given to daughters and sons.
Clothes are going to be the item most purchased - 79% and the most desired - 47% by consumers, followed by portable electronic devices - 33%. Cosmetics, perfumes and shoes are going to be bought by 39% of shoppers (each). Money will be used by 70% of shoppers to pay these items, and debit cards, by 42% of them.
This Christmas, 61% of Latin American shoppers will purchase part of their gifts online, and, when shopping online, they expect lower prices whereas qualified and helpful sellers is what consumers expect when visiting “brick-and-mortar” stores. Young people will do most part of their shopping (50-99%) online – 84%. Brazil is the country in which this online behavior is higher, with 70% of Brazilian consumers using internet in part of their purchasing moment.
The survey pointed out that 33% of those online shoppers are going to buy through tablets and/or mobile phones.
Their favorite types of sites are the “groupon” websites, preferred by 48% of them, followed by department stores website - 43%. .
About the survey
The survey was commissioned by Deloitte and conducted online by an independent research company between November 1st and 8th, 2012. The survey polled a sample of 3,000 consumers and has a margin of error for the entire sample of plus or minus four percentage point.
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