Health and safety protocols will be top of mind for in-store shoppers this holiday season.
That is one of the findings of PwC’s 2020 US Holiday Outlook: October edition report, in which public-health concerns topped consumers’ anxieties about in-store shopping by a two-to-one margin. Consumers are willing to shop in stores if pandemic-related safety procedures are in place, with 88% saying such procedures are important for in-store shopping.
Masks for workers and other shoppers top the list of desired safety measures, at 59%, followed by capacity restrictions (45%), the availability of hand sanitizer (33%), regular store cleanings (33%) and temperature checks before entering (32%.
“Stores should reassure consumers of their safety with the appropriate measures, as well as by communications effectively via signage and ongoing digital updates, and forging partnerships with trusted sources,” the report stated.
The report found that 60% of consumers will visit fewer stores than usual this holiday season and will seek out those that offer contactless payment in an effort to minimize health risks. Local or independent stores rank high on shoppers’ lists, as do loyalty programs and retailers that focus on health and wellness offerings.
Other findings from the PwC report are below.
• Sixty-one percent of the consumers surveyed said they will do most of their holiday shopping online this holiday season.
• Fifty-five percent of consumers will spend the same or more than they did last year.
• Millennial shoppers (25-38 years old) will spend the most money this holiday, likely because many of them moved home to live with family at the start of the pandemic, while still being employed.
• Thirty-five percent of consumers plan to use curbside pickup this year.