Report: Detroit Shoppers Plan to Spend More than National Average on Holiday Purchases

The average budget for holiday shoppers in Detroit is higher than the national average – $654 compared to $637 – according to a new report from Coleman Parkes Research on behalf of Accenture, which has locations in Detroit, Ann Arbor, and Livonia.
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woman holding shopping bags
Detroit shoppers spend more money on holiday shopping than the national average. // Stock photo

The average budget for holiday shoppers in Detroit is higher than the national average – $654 compared to $637 – according to a new report from Coleman Parkes Research on behalf of Accenture, which has locations in Detroit, Ann Arbor, and Livonia.

The study is based on an online survey of 500 consumers in each of 17 U.S. cities. Half were female, 49 percent were male, and 1 percent were nonbinary. Those surveyed were made up of 20 percent of each the following: Generation Z, younger Millennials (ages 21-27), older Millennials (ages 28-37), Generation X, and Baby Boomers.

Shoppers planned to spend the most – $781 – in New York City, while those in Charlotte planned to spend the least – $623. About 28 percent plan to spend more than last year, 57 percent plan to spend the same, and 15 percent plan to spend less.

In all of the cities except Boston, more respondents plan to shop in stores than online. In Boston, the 74 percent of shoppers said they would shop in-store, and the same percentage said they would shop online. Detroit has the highest rates of shopping in stores – 80 percent – which is the same as Seattle, Austin, and Dallas. About 72 percent of shoppers in Detroit plan to make online purchases. St. Louis saw the biggest difference between in-store and online shopping – 79 percent plan to shop in-store and 65 percent plan to shop online. The national average is 72 percent for in-store shopping and 65 percent for online.

“While having a strong online proposition has become table-stakes, physical stores will still play an important role in the future,” says Jill Standish, senior managing director and head of global retail practice at Accenture.

Nationally, 50 percent of shoppers said they would opt for green shipping, while 34 percent were unaware that faster shipping has a greater environmental impact. The percentage of shoppers who would opt for green shipping is higher among the respondents in the 17 cities, with Detroit coming in at 64 percent. About 49 percent of shoppers in Detroit were unaware of the negative environmental impact. The highest percentage of shoppers willing to opt for green shipping – 67 percent – are in San Francisco, while the highest percent of shoppers who were unaware that faster shipping has a greater environmental impact – 55 percent – are in Philadelphia.

The percentage of respondents across the nation who welcome unwrapped gifts in an effort to reduce paper was 64 percent and higher in every city than the percentage of respondents willing to give unwrapped gifts for the same purpose – 50 percent. In Detroit, these figures were 65 percent and 53 percent, respectively. The numbers were highest in Dallas – 73 percent – and Austin – 57 percent – respectively.

Nationally, 47 percent of shoppers said it’s extremely or very important for retailers to demonstrate environmental awareness when it comes to deciding which retailer to shop with during the holidays. Of the 17 cities surveyed, 51 percent responded the same way in Detroit, the lowest along with Dallas and Atlanta. The most respondents in agreement – 63 percent – were in New York City.

Nationally, 54 percent of shoppers said they are likely or extremely likely to use recycling services offered by retailers during the holidays. In Detroit, this value is 61 percent, above Atlanta’s low of 55 percent and below San Francisco and Seattle’s high of 67 percent.

“We have entered the era of responsible retail, where consumers are becoming more environmentally and socially conscious and will increasingly turn to brands that not only talk about responsibility, but demonstrate it through their business practices,” says Standish.

About 23 percent of respondents are likely or extremely likely to rent clothes for holiday parties in Detroit. Of this, 34 percent are younger millennials. Nationally, 24 percent of respondents plan to rent. Boston saw the lowest percentage in this category – 20 percent – while Houston saw the highest – 29 percent. Millennials are more likely to use clothes-renting services than other age groups.

Nationally, 48 percent of respondents are willing to give secondhand apparel as gifts, while 56 percent would welcome such gifts. In Detroit, these numbers are 45 percent and 54 percent, respectively.

Up to 30 percent of respondents in the 17 cities have been victims of porch pirates – people who steal delivered packages off of porches. About 22 percent of Detroit respondents have had packages stolen. In Los Angeles and San Francisco, about 30 percent of respondents have been affected by porch pirates, while Charlotte saw the lowest rate of 14 percent.

About 83 percent of shoppers in Detroit are concerned about porch pirates, up from the national average of 79 percent. Philadelphia has the lowest percentage of people concerned – 80 percent – while Los Angeles has the highest – 92 percent. Shoppers are using delivery tracking notifications and apps, scheduling deliveries for when someone is home, and picking up items in-store to prevent theft.

About 74 percent of shoppers in Detroit are concerned about the security of their personal information when making online purchases. This is up from 64 percent year-over-year. Houston has the most concerned shoppers – 76 percent – while Dallas and Chicago have the lowest – 67 percent each.

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