Year-end spending survey 2013 Customers more optimistic ... · 2013 Customers more optimistic, with...
Transcript of Year-end spending survey 2013 Customers more optimistic ... · 2013 Customers more optimistic, with...
Year-end spending survey 2013 Customers more optimistic, with higher budget
November 2013
© 2013 Deloitte Tax & Consulting Xmas survey 2013 2
Content
Inside consumer mind-set 3
Year-end budget 4
Most desired and most popular year-end gifts 5
Purchasing strategies 6
Executive summary 2
Cross-channel 7
Where do consumers plan to do their year-end shopping? 8
Survey methodology 9
Contacts 10
Foreword 1
© 2013 Deloitte Tax & Consulting
Foreword
© 2013 Deloitte Tax & Consulting Xmas survey 2013 4
Foreword
This is an overview of the 16th annual Xmas Survey conducted by Deloitte’s Consumer Business teams
to determine European consumers’ intentions for the 2013 year-end holiday spending.
This year the Survey covered 18 countries in Western and Eastern Europe as well as South Africa.
The Euro zone region is still facing the crisis, with a new unemployment rise and perspectives of ‘gradual’
improvement in the economic outlook that will have to wait until 2014. In this difficult economic setting, it is
particularly instructive, to assess consumer resilience during the atypical year-end holiday shopping
season.
During the second and third week of September 2013, we surveyed a representative sample of 17,354
consumers in different European countries about their spending intentions with regard to gifts, extra
holiday food and outings.
The continuing economic difficulty and uncertainty may have an impact on how consumers actually behave
versus what they said in September.
These potential limitations should, of course, be taken into account by our readers.
© 2013 Deloitte Tax & Consulting
Executive summary
© 2013 Deloitte Tax & Consulting Xmas survey 2013 6
Executive summary Luxembourg
Deloitte consumer survey: Luxembourg more optimistic, with higher
spending budget for the year end
According to the 2013 survey, Deloitte’s 16th annual analysis of year-end spending, Luxembourgers are approaching the current
economic climate with a more positive attitude (41% having a negative outlook in 2013 compared to 53% in 2012). This is reflected by
their planned expenditures: With a predicted household budget of €825, which represents an increase of 2% (€16) compared to the
budget spent in 2012, the Grand Duchy rose one rank since last year and came in second, preceded by Ireland (ranked first with a
budget of €894). Furthermore, in 2012, the population of Luxembourg spent €809 of the expected €815.
This year’s survey analysed the behaviour of over 17,000 consumers from 18 countries across Europe and South Africa (among those
consumers 602 were in Luxembourg vs. 500 in 2012). For the second time in a row, the 2013 edition of the survey was conducted with
the support of the Confédération Luxembourgeoise du Commerce (clc).
Positive outlook on the future, especially within the younger generation
In 2013 a more positive attitude is prevalent among Luxembourg consumers in respect of their outlook for the future. Some 6%
anticipated an improvement of the economic situation in 2012 whereas in 2013 13% of the respondents believe that things will improve.
Moreover, fewer people have a negative outlook on the future of the economy. Only 39% of the Luxembourg consumers remain
pessimistic towards the economic future in 2013 in comparison to 57% in 2012. Further observations illustrate that younger generations
are less sceptical and have a more positive perception of the current state of the economy.
According to the survey, 41% of Europeans, whereas only 31% of Luxembourgers, say their spending power decreased. Again,
Luxembourg youngsters are less pessimistic about their economic situation than the older generations. In 2012, 31% feared that their
purchasing power would further decrease, compared to 29% in 2013.
© 2013 Deloitte Tax & Consulting Xmas survey 2013 7
Executive summary Luxembourg
Books still the most popular present
In 2013 books are both the most expected and the most offered gifts for adults. The surveyed population expects to receive money in
2nd place whereas the 2nd most popular offered gift is cosmetics/perfume. Jewellery comes in at 3rd place in both categories. In relation
to the gifts which are given, generally holiday gifts meet the recipients’ expectations.
Amongst teenagers aged between 12 and 18 years, videogames take the highest gift rank, followed by books and money. Videogames
have become more popular among youngsters, whereas money as a gift remains stable.
For children under 12 years, books are the most commonly chosen gifts, followed by video games and experimental/science gifts. In
general, consumers ensure that the toys which are given have an educational element and further focus on buying useful gifts.
Year-end shopping in the first half of December
In relation to the timeframe for consumers buying gifts, the majority of Luxembourg’s consumers (37%) buy their holiday gifts between 1
and 15 December, 28% in November and the minority buy their gifts during the second half of December, for a total of 26%.
In the field of green-tech, high-tech, videogames, movies, music and books, the use of online shopping and e-commerce has increased.
Video games, movies, music and books represent the products most commonly bought online and all are above the European
consumer averages. In 2013, 30% of Luxembourg’s consumers state that they will spend online. This is 2 points higher than in 2012.
© 2013 Deloitte Tax & Consulting Xmas survey 2013 8
Executive summary Luxembourg
More online buyers in general, but the majority still buys gifts in physical
stores
76% of Luxembourgish consumers indicated that they visit showrooms to view and compare the desired products, but may occasionally
go on to purchasing them online.
70% of the surveyed Luxembourg population buy their gifts from traditional stores, the European average for which is 68%.
In 2013, hypermarkets/supermarkets were selected by 30% of local consumers as their preferred location to buy gifts, whereas in 2012
the percentage was at 32%.
M-commerce is on the rise in Luxembourg
In 2012, 22% of the surveyed Luxembourgers, claimed to have already bought gifts with their phones or tablets whereas in 2013, 32%
claim the same. In this respect Luxembourgish consumers find themselves ahead of the European average (26%).
As Georges Kioes, partner at Deloitte Luxembourg with responsibility for the commercial and industrial sectors, explains: “Even though
30% of Luxembourg’s consumers choose to buy their gifts online, a majority of 70 % still choses to physically visit actual stores. Among
the key factors for selecting the latter are the after sales service with 88% considering this, the protection of personal data with 82%
taking this into account, followed by security in respect of payment with 81% flagging this as important and, last but not least, the
possibility to exchange or return gifts with 80% noting this as an influencing factor. Meanwhile, the key drivers for e-commerce are the
fact that one can shop at anytime, anywhere and complete purchases within a short timeframe.”
© 2013 Deloitte Tax & Consulting Xmas survey 2013 9
Executive summary Europe
With a continuous uncertain economic outlook, European consumers remain
pessimistic, however some less than others Europe’s debt crisis continues and the action that European governments have taken to reduce public deficits continues to
weigh on consumer morale.
• In 2013 however, fewer consumers have a negative perception of the economy (with only 50% saying that their
country’s economy is in poor shape, compared to 55% in 2012 and 63% in 2011).
• For 2014, the receding pessimism on the economy is to continue with a decrease of people fearing a worse economic
situation (index of -24 points in 2013 compared to - 40 points in 2012). On one hand pessimism is gaining ground in
the Netherlands, Ukraine, Russia and Finland. On the other hand, in France, Belgium, Switzerland, Germany, Greece,
Ireland, Italy and Portugal, pessimism about the future is on the decline.
• As in 2012, more consumers consider that their purchasing power is rather declining than increasing (negative index
of 24%, similar to 2012). This perception is more common in Ireland, Portugal, Spain, Italy, Greece and the
Netherlands. Russia is the only country amongst the surveyed countries with a positive index.
• Europeans remain concerned about their purchasing power for 2013, but to a lesser extent with a negative index of -
9% compared to -14% in 2012. 30% of Europeans assume they will have less to spend in 2014 (compared to 34%
last year) whilst 21% expect an increase of their purchasing power. Concern about the future is intensifying in a
smaller number of countries: France, Netherlands, Finland and Russia. Southern Europe had experienced a
resurgence of concern about changes in purchasing powder in the previous year, which has slightly decreased.
Finally, other countries such as South Africa, Ukraine, Russia, Finland and Denmark remain somewhat optimistic.
© 2013 Deloitte Tax & Consulting Xmas survey 2013 10
Executive summary Europe
Given this concern about the future, consumers are weighing their purchase decisions more carefully and price is becoming
the main factor.
In 2013, European consumers plan to spend an average budget of €450 for the year-end holiday period, making an increase
of 0.7% compared to last year. This is the first rise recorded since 2008. This increase has mainly been observed in Northern
European countries, Germany (+6.7%) and Switzerland (+3%). On the contrary, a further decrease is expected in Greece (-
12.8%).
On the whole, Europeans remain unwilling to borrow money to finance their Christmas purchases, preferring to use savings,
but also loyalty points acquired (24% plan to do so more this year). They are indeed quite concerned about the future and
could reduce their Xmas spending even more over the coming weeks, particularly if the economy continues to weaken (47%).
However, there are still many consumers who are willing to spend more to treat themselves and forget about the economic
woes (45%). They will be helped in this by attractive promotions (for 35%), with a sharp increase of 8 points compared to
2012. More than ever, finding the best price remains very important to consumers, in order to consume better.
© 2013 Deloitte Tax & Consulting Xmas survey 2013 11
Executive summary Europe
Gift purchasing decisions focus mainly on utility and price
As in 2012, consumers would prefer to receive cash and books and will receive books, cosmetics and chocolates. Books are
the preferred choice in 11 of the 17 surveyed European countries.
Although trips, entertainment tickets, smartphones and tablets are among the Top-10 gifts that Europeans want most, they
are not in the Top 10 of gifts actually offered. This gap has widened most notably for tablets and smartphones, which
consumers wish to receive 5 to 6 times more than they will actually be offered, due to an increase in the desire for
smartphones, moving from 10th to 6th place this year.
This trend is confirmed by 58% of European consumers who say that learning and educational content is their main
consideration for toy gifts: board game, books as well as educational and experiment games for young children. Many
parents feel that encouraging their children to learn will help them deal more effectively with life’s adversities.
As was the case last year, the most popular gifts for teenagers are video games, cash and books.
Gift vouchers are still very popular, after several years of steady growth, they come in 5th in the category of most offered gifts
for adults and climbed 3 places compared to 2012.
© 2013 Deloitte Tax & Consulting Xmas survey 2013 12
Executive summary Europe
The essential role of price
Consumer purchasing behaviour has considerably changed over the past few years and the priority now is clearly attached
to find a useful gift at the best possible price.
• To this end, 83% of Europeans will be looking for products on sale, compared to only 65% in 2011.
• Online searches for products remain a strong trend, cited by 3 out of 4 consumers. More than ever, internet
shopping is the chosen channel for making savings.
More spending trade-off decisions
As was the case in 2013, to preserve their Christmas budget European consumers will be spending less on leisure and
entertainment (40% of respondents), holidays and occasional spending (38%) and clothing (36%). This may be due to the
fact that 32% feel they are paying more taxes.
Europeans say they are willing to spend less on two new budget items in 2014: multimedia (Internet, cable TV, telecoms,
etc.) and everyday purchases (lunch, transportation, magazines, etc.).
© 2013 Deloitte Tax & Consulting Xmas survey 2013 13
Executive summary Europe
The cross-channel trend continues
Over 40% of European consumers use both the Internet and physical stores to find and compare products, although this
figure has fallen by 5 to 7 points this year in favour of internet use only. Showrooming, which corresponds to visiting a shop
to obtain advice, compare prices but buy via internet, also attracts one out of three European consumers on an occasional
basis. However, most purchases (68%) are still completed in shops.
33% of Europeans will purchase gifts on the internet. However, 9% of European consumers indicate that they experienced a
delivery delay in completing their 2012 Christmas purchases, which will lead 40% of them to order earlier this year, and 21%
to change the website they use. It is therefore essential for online distributors to adapt their organisational methods to this
time of year, where the internet market share is higher than normal.
What consumers like about the “cross-channel experience” in particular is that they can use the respective advantages of e-
commerce and physical stores to meet their expectations:
• On the Internet they find information that is not available in stores, such as consumer reviews and opinions, product
and price comparisons and home delivery.
• The main advantages of physical stores continue to be the possibility of exchanging products, followed by after-sales
service and payment security. Data protection is a new criteria this year, and takes the 4th place, demonstrating
consumer sensitivity to this matter.
Finally, 26% of European consumers indicate that they have already purchased via M-commerce (using their smartphone or
tablet), with figures reaching one out of three consumers in Germany, Switzerland, Luxembourg and South Africa. Above all
however, 56% are prepared to do so in the future.
What consumers like about the “cross-channel experience” in particular is that they can use the respective advantages of e-
commerce and physical stores to meet their expectations. Implementing a true cross-channel strategy, built on an integrated
customer relationship, will therefore give retailers a decisive competitive advantage.
© 2013 Deloitte Tax & Consulting
Inside the consumer mind-set
© 2013 Deloitte Tax & Consulting Xmas survey 2013 15
How do you rate the current state of the economy?
It’s the first time since 2008 that countries are optimistic
about the current state of the economy
Most countries including Luxembourg are less
pessimistic about the current state of the economy than
last year except the Netherlands, Poland, Ukraine,
Finland, Russia and South Africa
A downward trend
An upward trend
Index between positive and negative
answers
< -40% (negative)
-40% to 0% (neutral)
> or = 0% (positive)
© 2013 Deloitte Tax & Consulting Xmas survey 2013 16
How do you rate the current state of the economy?
• On average, one in two Europeans think the economy is currently in recession. European morale is still low, but on the rise
because last year they were 55% to be negative
• As each year, women and people aged 45 years and more have a more pessimistic view on the current state of the economy
• In Luxembourg 41%, compared to 53% in 2012, think negatively about the current state of the economy
• 8% of Luxembourgers (6% in 2012) think positive about the current economy
• 45% compared to 35% in 2012 have a neutral opinion about the current state of the economy
• In Luxembourg there is no significant difference between men and women, but we see, that the older people get, they
have more negative perception of the current state of the economy, 32% (18-24) compared to 50% (55-64), which is
though a decrease compared to 2012 (42% and 52%)
8%
45% 41%
6%
Positive Neutral
Negative I don'’t know
8% 11% 6%
45% 46% 44% 41% 41% 42%
6% 2%
9%
Average Men Women
Gender
Positive Neutral Negative I don'’t know
8% 6% 8% 7% 12%
8%
45%
56%
51%
43% 38% 38%
41%
32% 34%
43% 47% 50%
6% 6% 7% 7% 3% 5%
Average 18-24 25-34 35-44 45-54 55-64
Age
Positive Neutral Negative I don'’t know
Luxembourg 2013
6%
35%
53%
7%
Luxembourg 2012
Positive Neurtal
Negative I don't know
© 2013 Deloitte Tax & Consulting Xmas survey 2013 17
How do you rate the future state of the economy?
Most countries are less pessimistic about the expected
state of the economy than last year except the
Netherlands, Ukraine, Finland and Russia
As in 2012, the only country to be optimistic is Denmark
In 2011, no country was optimistic
Luxembourg's index is still in the index range <-25%,
but in an upward trend
A downward trend
An upward trend
South-Africa
Index between positive and negative
answers
< -25% (negative)
-25% to 0% (neutral)
> or = 0% (positive)
© 2013 Deloitte Tax & Consulting Xmas survey 2013 18
How do you rate the future state of the economy?
• On average, this year the majority of Europeans think the expected state of the economy will be the same or positive unlike last
year when 49% of Europeans thought the expected state of the economy would be negative
• As each year, women and people aged 45-54 years and more have a more pessimistic vision than the others, also in
Luxembourg
• In Luxembourg, people have in general a more positive mind about the expected state of the economy than in 2012
• 13% of Luxembourgers compared to 6% in 2012 are positive about the expected state of the economy, 39% negative
(vs. 57% in 2012) and 36% neutral (vs. 24% in 2012)
• Luxembourg is part of the most optimistic countries
• Women are slightly more negative (42%) than men (37%)
• 56% of the people aged 18 to 24 are neutral and only 24% are negative about the expected state of the economy
13%
36% 39%
12%
Positive Neutral
Negative I don'’t know
13% 17%
9%
36% 40%
32%
39% 37% 42%
12% 6%
18%
Average Men Women
Gender
Positive Neutral Negative I don'’t know
13% 10%
17%
10% 15% 14%
36%
56%
31% 35%
28% 31%
39%
24%
39% 41%
49%
41%
12% 10%
14% 14% 8%
14%
Average 18-24 25-34 35-44 45-54 55-64
Age
Positive Neutral Negative I don'’t know
Luxembourg 2013
6%
24%
57%
13%
Luxembourg 2012
Positive Neutral
Negative I don't know
© 2013 Deloitte Tax & Consulting Xmas survey 2013 19
How do you rate the current / future state of the economy?
• Historically, the Europeans are less pessimistic regarding the expected state of the economy than regarding the current
state of the economy
• In most countries, including Luxembourg, the percentage of pessimistic regarding the expected state of the economy is lower than
the percentage of pessimistic regarding the current state of the economy excluding Germany, Switzerland and Czech Republic
• Regarding the current state of the economy :
‒ the most pessimistic are Greek people (81%) followed by the Italians (80%), Portuguese (77%) , Spanish (64%) and French (57%)
‒ the most optimistic are the Germans (25% vs. 23% of pessimistic) and Danish (25% vs. 24% of pessimistic)
• Regarding the expected state of the economy
‒ the most pessimistic are Greek people (65%) followed by the Portuguese (59%), Italians (56%), Dutch (54%) and French (49%).
‒ only the Danish are very optimistic
-70%
-60%
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
2008 2009 2010 2011 2012 2013
Current state Expected state Current state (Europe) Expected state (Europe)Current state
(Luxembourg)
Expected state
(Luxembourg)
© 2013 Deloitte Tax & Consulting Xmas survey 2013 20
How would you describe your current spending power
compared to last year?
The most pessimistic countries, are less pessimistic
than last year except the Netherlands and France
Conversely, the most optimistic countries are more
pessimistic than last year except Belgium and Denmark
Luxembourg is in a downward trend regarding its
spending power compared to last year
A downward trend
An upward trend
South-Africa
Index between positive and negative
answers
< -25% (negative)
-25% to 0% (neutral)
> or = 0% (positive)
© 2013 Deloitte Tax & Consulting Xmas survey 2013 21
How would you describe your current spending power compared to last
year?
• Since 2009, all countries, including Luxembourg, have the feeling that their spending power decreases each year except
Ukraine and Russia
• Europeans are on average slightly more pessimistic than last year on their current purchasing power. The only ones to be less
are the Irish, Portuguese, Spanish, Italian, Greek, Belgian and Danish
• Russians are the only ones to think globally that their purchasing power has increased compared to last year, while in 2012
there were also Ukrainians whose index this year is 0%
-80%
-60%
-40%
-20%
0%
20%
40%
2009 2010 2011 2012 2013
Index based on the sum of positive and negative answers
© 2013 Deloitte Tax & Consulting Xmas survey 2013 22
How would you describe your current spending power compared to last
year?
The trend over the last year is slightly more pessimistic
• The only data that changes slightly compared to 2012 is the percentage of Europeans who believe that their purchasing power
has increased : they were 18% in 2012, they are 17% this year
‒ In luxembourg only 18% think that their spending power has increased compared to 20% in 2012
• The percentage of Europeans finding that their purchasing power decreases is the same as last year and amounts to 41%
‒ In Luxembourg this year more people say that they have less to spend than last year, 31% compared to 26% in 2012
• More women than men say that they have less to spend, 35% vs. 26%. And more men than women say that they have
more to spend, 20% vs. 15%.
• People aged 18-24 (26%) and 25-34 (27%) have more money to spend than older people aged 35-44 (10%) and 55-64
(11%)
18%
52%
31%
I have more to spend
I have the same amount to spend
I have less to spend
18% 20%
15%
52% 53% 50%
31% 26%
35%
Average Men Women
Gender
I have more to spendI have the same amount to spendI have less to spend
18% 26% 27%
10% 18%
11%
52% 55%
43%
55% 52% 52%
31% 19%
30% 35% 30% 37%
Average 18-24 25-34 35-44 45-54 55-64
Age
I have more to spend I have the same amount to spend I have less to spend
20%
55%
26%
Luxembourg
I have more to spend
I have the same amount to spend
I have less to spend
Luxembourg 2013
Luxembourg 2012
© 2013 Deloitte Tax & Consulting Xmas survey 2013 23
How do you think your spending power will
develop in 2014?
Most of the countries, including Luxembourg, are more
optimistic than last year about their expected spending
power except Finland, Russia, the Netherlands,
Switzerland and France
A downward trend
An upward trend
South-Africa
Index between positive and negative
answers
< -25% (negative)
-25% to 0% (neutral)
> or = 0% (positive)
© 2013 Deloitte Tax & Consulting Xmas survey 2013 24
How do you think your spending power will develop in 2014?
• For the first time since 2010, the expected spending power index is above -10% in average and for the first time since 2009,
the number of countries which are optimistic is more than 6 (7 countries are optimistic this year, they were 12 in 2009)
• Europeans are on average less pessimistic than last year on their current purchasing power. The only ones to be more
pessimistic are the French, Swiss, Dutch and Russian. Note that Russians are mostly optimistic (index 11%)
• Optimistic people are the Irish, Danish, Finnish, Polish, Ukrainian, Russian, South African and Luxembourgish
-60%
-40%
-20%
0%
20%
40%
2009 2010 2011 2012 2013
Index based on the sum of positive and negative answers
© 2013 Deloitte Tax & Consulting Xmas survey 2013 25
How do you think your spending power will develop in 2014?
• The percentage of Europeans finding that their purchasing power will decrease is less than last year (30% vs. 34%). This is
also true for Luxembourg even though the difference is not that big, 29% this year compared to 31% in 2012
• The average weight of people who believe their purchasing power is the same or improving has increased by 2 points
• More men than women think that their spending power will improve in 2014, 17% vs. 14%
• Most optimistic about their 2014 spending power are the people aged between 25 and 34, with 31% who think their
spending power will improve in 2014
• The feeling of deterioration of the 2014 spending power increases with the age
16%
46%
29%
9%
Improve Stay the same
Deteriorate I don't know
16% 17% 14%
46% 48% 43%
29% 29% 28%
9% 5%
14%
Average Men Women
Gender
Improve Stay the same Deteriorate I don't know
16% 22%
31%
12% 10% 7%
46% 53%
38%
51% 47%
40%
29%
13%
25% 26%
35%
44%
9% 12%
7% 11%
8% 9%
Average 18-24 25-34 35-44 45-54 55-64
Age
Improve Stay the same Deteriorate I don't know
Luxembourg 2013
14%
48%
31%
8%
Luxembourg 2012
Improve Stay the same
Deteriorate I don't know
© 2013 Deloitte Tax & Consulting
Year-end budget
© 2013 Deloitte Tax & Consulting Xmas survey 2013 27
Please indicate how you intend to spend your budget at the year-end
In 2013, Luxembourgers will spend the same amount for food than for gifts
• In 2012, Luxembourgers spend most of their budget for food (32%) and gifts have been on position 2 with 30%
• Food and gifts are both equally weighted with 31% each this year
• Like in 2012 the budget allocation for socialising (21%) and travelling (17%) stays the same
• Men and women spend their budget for the holiday season equally
• People aged 55 to 64 spend a higher part of their budget for travelling (20% vs. 17% average)
• People aged 25 to 34 spend a higher part of their budget for gifts (33% vs. 31% average)
The weight of gifts and food in the purchasing intentions increase at the expense of socialising and travelling although socialising
overtake the gifts this year in Greece.
26%
32% 31% 27%
30% 31%
24% 21% 21% 22%
17% 17%
2011 2012 2013
Luxembourg
Food Gifts Socialising Travelling
31% 31% 31% 31% 31% 31%
21% 21% 21% 17% 17% 16%
Average Men Women
Gender
Food Gifts Socialising Travelling
31% 29% 31% 32% 32% 31% 31% 30%
33% 32%
30% 29%
21% 23%
19% 22% 20% 20%
17% 17% 16% 14%
18% 20%
Average 18-24 25-34 35-44 45-54 55-64
Age
Food Gifts Socialising Travelling
© 2013 Deloitte Tax & Consulting Xmas survey 2013 28
Comparison budget 2012-2013 (without travelling)
3% to …
Ukraine (374€)
Russia (442€)
Germany
(399€)
Poland (268€)
Switzerland
(656€)
17,4%
13,1%
6,7%
5,4%
3,0%
0% to -3%
France (531€)
Ireland (894€)
Portugal (393€)
Italy (477€)
-0,9%
-1,7%
-2,3%
-2,4%
-3% to …
Greece (451€)
-12,8%
0% to 3%
Luxembourg
(825€)
Finland (692€)
Denmark (634€)
Spain (567€)
Czech Republic
(430€)
Belgium (503€) The Netherlands
(286€)
2%
1,3%
1,1%
1,0%
0,8%
0,6%
0,3%
Luxembourg back on 2nd position
• After having the highest budget in 2010, Luxembourg was ranked 2nd in 2011 and
3rd in 2012
• Comparing what Luxembourgers really spent in 2012 and what they plan to
spend this year, Luxembourgers plan to spend 2% more than in 2012
• This year’s budget is 825€ per household
• Ireland still has the highest budget with 894€
© 2013 Deloitte Tax & Consulting Xmas survey 2013 29
Weight of online spending in gifts
The weight of online spending in Europe (28% in 2013) is on the rise since 2011 in all countries except in Portugal and
Finland which reached their maximum in 2012
• Germany is far ahead of other countries with 47% of gift purchased online, while Belgium is far below average with only 15% of
purchases online
• Even if online spending is on the rise in Luxembourg since 2011, it is still slightly below the European average (27% vs.
28%)
• In comparison to our neighbouring countries, Luxembourgers spend 20 points less online than Germans, 11 points
less than the French but 12 points more than Belgians
28% 29%
38%
14%
22% 26%
21%
26%
47%
27%
15%
37%
30%
25%
39% 38%
27% 26%
21%
0%
10%
20%
30%
40%
50%
2011
2012
2013
© 2013 Deloitte Tax & Consulting Xmas survey 2013 30
What reasons influence consumers to spend less during year-end
festivities?
• The reasons why European people decide to spend less during year-end festivities are the same as last year :
‒ the economic downturn (47%)
‒ the decrease of revenues (40%)
• Luxembourgers rank the economic downturn 1st with 50% but on 2nd position is “other reason” (30%)
• The decrease of revenues is ranked 3rd in Luxembourg with 24%, which is nearly half of the European average, that is
40%
• On average the fear of economic downturn and the decrease of revenues are lower than in the past, in Luxembourg the feat of
economic downturn is rather stable with 48% in 2011, 51% in 2012 and 50% in 2013
• In Luxembourg, 15% of the respondents will spend less because they are afraid of losing their job, which is an
important increase compared to 2012 (9%) and 2011 (8%)
48%
36%
8%
21%
9%
51%
25%
23%
9%
12%
1%
50%
30%
24%
15%
13%
5%
The economic downturn continues and Ibelieve it will get worse
Other reason
My revenues after tax have decreased
I'd rather save money because I'm afraid oflosing my job
I am in debt
I have to save money because I lost my job
Luxembourg
2011 2012 2013
61%
16%
23%
20%
15%
50%
48%
16%
15%
15%
10%
47%
40%
19%
17%
15%
13%
The economic downturn continues and I believeit will get worse
My revenues after tax have decreased
Other reason
I am in debt
I'd rather save money because I'm afraid oflosing my job
I have to save money because I lost my job
Europe
2011 2012 2013
© 2013 Deloitte Tax & Consulting Xmas survey 2013 31
What reasons influence consumers to spend less during year-end
festivities?
• More men (53%) than women (47%) give as a reason to decide to spend less, that the economic downturn continues
and that they believe it will get worse
• 38% of women have other reasons compared to 22 % of men
• 27% of men compared to 21% of women give as a reason to spend less during the year-end, that their revenues have
decreased
• 20% of men compared to 11% of women would rather save money because they are afraid of losing their job
• People aged 35 to 44 and 45 to 54 spend less (53% and 56%) than the average (50%) when talking about the economic
downturn
50% 53% 47%
30%
22%
38%
24% 27%
21%
15% 20%
11%
Average Men Women
Gender
The economic downturn continues and I believe it will get worseOther reasonMy revenues after tax have decreasedI'd rather save money because I'm afraid of losing my job
50% 53%
41%
53% 56%
45%
30%
40%
23%
32%
23%
33%
24%
6%
28%
11%
33%
48%
15% 11%
23% 21%
12% 11%
Average 18-24 25-34 35-44 45-54 55-64
Age
The economic downturn continues and I believe it will get worseOther reasonMy revenues after tax have decreasedI'd rather save money because I'm afraid of losing my job
Luxembourg
© 2013 Deloitte Tax & Consulting Xmas survey 2013 32
What reasons influence consumers to spend less during year-end
festivities?
The economic downturn continues and I believe it will get worse
• This year 53% of 18-24 year-olds believe that the economic downturn has increased compared to 42% in 2012
• For 45-54 year-olds it tough decreased from 62% in 2012 to 56% this year but it’s still above average (50%)
• And for 55-45 year-olds this decrease is even more important, coming from 67% in 2012 down to 45% this year
51%
42% 40%
53%
62%
67%
50% 53%
41%
53% 56%
45%
Average 18-24 25-34 35-44 45-54 55-64
Age
2012 2013
Luxembourg
© 2013 Deloitte Tax & Consulting Xmas survey 2013 33
What reasons influence consumers to spend more during year-end
festivities?
• The reasons which derive European people to spend more during year-end festivities are the same as last year : avoid thinking
about the economic downturn (45%), promotions (35%) and the increase of revenues (27%)
• We note that promotions arrive in 2nd position for the first time before the increase of revenues
39%
42%
21%
21%
7%
8%
8%
7%
43%
27%
33%
20%
21%
12%
10%
7%
6%
45%
35%
27%
18%
18%
15%
14%
7%
7%
I want to enjoy, and avoid thinking about the bad economic situation too much
Promotions
My revenues after tax have increased
There are many innovations that make me spend more money
Other reason
The economic situation is more secure
Services and recommendations from retailers may convince me to spend…
Consumer reviews and ratings will convince me to spend more money
The credit terms offered by the retailers are good
Europe
2011 2012 2013
© 2013 Deloitte Tax & Consulting Xmas survey 2013 34
What reasons influence consumers to spend more during year-end
festivities?
• 56% of Luxembourger indicate, the number 1 reason to spend more is, that they want to enjoy and avoid thinking
about the bad economic situation too much. This is higher than the average European (45%)
• At the European level promotions are ranked 2nd as a reason to spend more, with 35%. In Luxembourg promotions are
ranked on 6th position with 15%, which is an increase compared to 2012 (7%) but still half of 2011 (31%)
• The reason to spend more because revenues have increased is ranked 4th with 18%. But this reason is decreasing
since 2011 (30%) and 2012 (26%)
52%
10%
30%
19%
31%
14%
7%
8%
49%
29%
7%
26%
14%
7%
5%
2%
3%
56%
24%
19%
18%
16%
15%
8%
4%
2%
I want to enjoy, and avoid thinking about the bad economic situation too much
Other reason
Services and recommendations from retailers may convince me to spend…
My revenues after tax have increased
There are many innovations that make me spend more money
Promotions
The economic situation is more secure
The credit terms offered by the retailers are good
Consumer reviews and ratings will convince me to spend more money
Luxembourg
2011 2012 2013
© 2013 Deloitte Tax & Consulting Xmas survey 2013 35
What reasons influence consumers to spend more during year-end
festivities?
• People aged between 25 and 34 indicate to spend more because their revenues have increased (41%), which is 23
points higher than the average
• 33% of people aged between 35 and 44 indicate to spend more due to services & recommendations from retailers,
which is 14 points above average
56% 56% 57%
24% 18%
30%
19% 21% 16% 18% 19%
16%
Average Men Women
Gender
I want to enjoy, and avoid thinking about the bad economic situation too muchOther reasonServices and recommendations from retailers may convince me to spend more moneyMy revenues after tax have increased
56% 55%
48%
60% 56%
60%
24%
17% 17% 18%
27%
36%
19%
8% 5%
33%
19% 22%
18% 14%
41%
11%
19%
8%
Average 18-24 25-34 35-44 45-54 55-64
Age
I want to enjoy, and avoid thinking about the bad economic situation too muchOther reasonServices and recommendations from retailers may convince me to spend more moneyMy revenues after tax have increased
Luxembourg
© 2013 Deloitte Tax & Consulting Xmas survey 2013 36
Who gets what share of the budget for year-end festivities 2013?
In Europe, children’s Christmas must not suffer from crisis
• In countries forced to cut the Christmas budget, the share of children in the total gift budget increased to preserve them from
crisis restrictions
• In compensation shares of the budget for family and friend adults decrease in 14 countries and for the partner in 15 countries
• In Luxembourg most of the budget for gifts is allocated to:
‒ “Your children” (25%)
‒ “Other adults” (24%)
‒ “Your partner” (22%)
• In Luxembourg the respondents allocate 14% of the budget for gifts to themselves
14%
22%
25%
11%
24%
4%
Luxembourg
Yourself Your partner
Your children Other children
Other adults Charity donations
© 2013 Deloitte Tax & Consulting Xmas survey 2013 37
Average budget per gift
Luxembourg has the highest average budget per gift
• The European average budget per gift is 35€
• Poland has the lowest budget per gift with 16€ followed by Czech Republic and South Africa with 21 € and the Netherlands with
22€
• In Luxembourg the average budget per gift is 71€, which is 36€ more than the average
35 41
46
24
36 36 31
56
34
71
40
22
41 36
16 21
37
25 21
0
10
20
30
40
50
60
70
80
2008 2009 2010 2011 2012 2013
© 2013 Deloitte Tax & Consulting
Most desired and most popular year-end gifts
© 2013 Deloitte Tax & Consulting Xmas survey 2013 39
What types of presents would do you think you will receive?
Top 10 (1-10) Average 2013 2012
Books 1st 43% 3rd 34%
Money (cash) 2nd 41% 1st 45%
Jewellery/watch 3rd 31% 4th 31%
Travel 4th 25% 2nd 38%
Clothes/shoes 5th 24% 7th 23%
Cosmetics/Perfumes 6th 24% 9th 23%
Beauty care, massage, spa treatment 7th 21% 6th 25%
Gift vouchers 8th 21% 8th 23%
CD 9th 20% 11th 20%
DVD/Blu Ray 10th 20% 10th 21%
First choice 2013 2012
Ireland Books Books
France Money (cash) Money (cash)
Portugal Money (cash) Money (cash)
Spain Money (cash) Money (cash)
Italy Money (cash) Money (cash)
Greece Money (cash) Money (cash)
Switzerland Money (cash) Money (cash)
Germany Money (cash) Money (cash)
Luxembourg Books Money (cash)
Belgium Money (cash) Money (cash)
The Netherlands Money (cash) Books
Denmark Money (cash) Money (cash)
Finland Money (cash) Money (cash)
Poland Money (cash) Books
Czech Republic Money (cash) Money (cash)
Ukraine Money (cash) Money (cash)
Russia Money (cash) Money (cash)
South Africa Chocolates Money (cash)
In Europe money (cash), books and travel are confirmed once again in the top 3, with books slowing down
• While the 2 others are stable, books lose 10% since 2011 and moved down in the rankings in 4 European countries: Spain,
Greece, Netherlands and Poland
• The smartphone shows a dynamic trend this year: with 27% of respondents eager to receive one for Christmas it becomes the
6th most desired gift in Europe. On the other side, the tablet computer remains stable, desired by 24% of the respondents.
Those high value gifts show a shift between the different countries of the survey with southern Europeans, Ukrainians and
Russians desire them by 10% above the average. In Luxembourg smartphones and tablets are not ranked in the top 10
• In Luxembourg the presents that people think they most likely receive this year are books with 43%. Books were ranked
3rd in 2012 (34%)
• In 2012 money has been ranked 1st, but is ranked 2nd this year with 41%, followed on position 3 by jewellery / watch
• Younger people think that they most likely receive money, older people think that they are most likely to receive books
Luxembourg
© 2013 Deloitte Tax & Consulting Xmas survey 2013 40
What type of presents do you think you will buy for your friends and family
this year (apart from children and teenagers)?
Top 10 (1-10) Average 2013 2012
Books 1st 42% 1st 41%
Cosmetics/perfumes 2nd 25% 2nd 28%
Jewellery/watch 3rd 24% 5th 23%
Money (cash) 4th 23% 10th 17%
Gift vouchers 5th 22% 3rd 26%
Chocolates 6th 22% 4th 24%
Clothes/shoes 7th 21% 6th 21%
Beauty care, massage, spa treatment 8th 19% 7th 19%
Accessories (bags) 9th 19% 8th 19%
CD 10th 19% 11th 17%
First choice 2013 2012
Ireland Books Books
France Books Books
Portugal Books Books
Spain Clothes/shoes Clothes/shoes
Italy Books Books
Greece Books Books
Switzerland Books Books
Germany Books Books
Luxembourg Books Books
Belgium Gift vouchers Gift vouchers
The Netherlands Books Books
Denmark Books Books
Finland Books Books
Poland Cosmetics/perfumes Books
Czech Republic Cosmetics/perfumes Books
Ukraine Chocolates Cosmetics/perfumes
Russia Cosmetics/perfumes Cosmetics/perfumes
South Africa Chocolates Chocolates
The book confirms its status of first gift for Christmas, before cosmetics
• Among the 18 surveyed countries, the book is the first gift in 11 countries, including Luxembourg, and the second in 5 others.
Its success doesn’t have borders
• Cosmetics and perfumes are the only gifts of the top 10 that Europeans are more willing to buy than last year. It has become the
first choice gift in Russia, Poland and Czech Republic
• For the first time since 2010, at a European level, gift vouchers overtake money which is slowing down. In Luxembourg money
stays ahead of gift vouchers, also money makes a big step forward, coming from 10th position in 2012 to 4th position
this year
• The top 2 gifts bought for adults in Luxembourg will be books (42%) and cosmetics / perfumes (25%), they have also
been on position 1 respectively 2 in 2012
• Jewellery / watch take the 3rd position with 24%, replacing gift vouchers
Luxembourg
© 2013 Deloitte Tax & Consulting Xmas survey 2013 41
What type of presents do you think you will buy for a teen between the ages
of 12 and 18?
Top 10 (1-10) Average 2013 2012
Video games 1st 25% 2nd 23%
Books 2nd 25% 1st 24%
Money (cash) 3rd 23% 3rd 20%
DVD/Blu Ray 4th 20% 4th 18%
CD 5th 18% 5th 15%
Clothes/shoes 6th 13% 7th 12%
Gift vouchers 7th 12% 6th 12%
Console, device 8th 10% 9th 9%
Jewellery/watch 9th 9% 17th 7%
Games 10th 9% 8th 10%
First choice 2013 2012
Ireland Video games Video games
France Video games Video games
Portugal Books Books
Spain Video games Video games
Italy Books Books
Greece Books Books
Switzerland Money (cash) Books
Germany Books Video games
Luxembourg Video games Books
Belgium Money (cash) Video games
The Netherlands Books Books
Denmark Video games Video games
Finland Gift cards Gift cards
Poland Books Video games
Czech Republic Books Books
Ukraine Chocolates Chocolates
Russia Chocolates Chocolates
South Africa Video games Video games
Tightening between video games and books at the top of the ranking
• After constant growth in the ranking since 2010, the successful trend of the video games is slowing. Books are now first in 7 countries,
against 6 for video games, including Luxembourg
• The Fins stand out from other European by choosing either cash or gift voucher while Russians and Ukrainians prefer chocolates for
theirs teens
• Trends are different among technological or electronic devices: MP3 players have decreased from 11th to 16th position (7% of
respondents), smartphones are stable around the 13th position (7%) whereas tablets are rising from the 20th to the 18th position
• The most interesting change in Luxembourg is, that jewellery /watch is entering the top 10 on 9th position, coming from the
17th position in 2012
• For 12 to 18 years-olds, video games took the 1st place (2nd in 2012) with 25% and banned books to the 2nd place (1st in
2012). Money remains on the 3rd position (23%)
Luxembourg
© 2013 Deloitte Tax & Consulting Xmas survey 2013 42
What type of presents do you think you will buy for anyone under the age of
12?
Top 10 (1-10) Average 2013 2012
Books 1st 34% 1st 33%
Video games 2nd 27% 2nd 31%
Learning and experimenting 3rd 24% 5th 21%
Clothes / shoes 4th 24% 7th 17%
Baby and infant articles 5th 21% 3rd 22%
Model construction toys 6th 21% 4th 22%
Dolls & plush 7th 20% 6th 20%
Technical toys 8th 17% 8th 15%
Action toys 9th 16% 9th 14%
Wooden toys 10th 11% 11th 12%
First choice 2013 2012
Ireland Games Games
France Model construction toys Model construction toys
Portugal Books Books
Spain Learning and experimenting Learning and experimenting
Italy Baby and infant articles Baby and infant articles
Greece Games Clothes/shoes
Switzerland Books Books
Germany Games Books
Luxembourg Books Books
Belgium Games Games
The Netherlands Games Games
Denmark Games Games
Finland Books Games
Poland Learning and experimenting Learning and experimenting
Czech Republic Books Books
Ukraine Arts and crafts, creative
design Books
Russia Model construction toys Model construction toys
South Africa Games Games
After fun it’s time to learn : if classic games reach the first place in 2013, the 3 following gifts focus on education
• Games are first in 8 countries, followed by books in 4 countries, including Luxembourg. France and Russia stand out with
construction toys, Spain and Poland with learning games and Ukraine with arts and crafts
• Men prefer to offer model construction toys and technical toys whereas women tend to more useful gifts: clothes and baby
articles
• Younger people tend to offer more gifts than the elderly, except for books and sportswear which are more chosen by people
aged 35 and more
• In Luxembourg books remain on 1st position as a gift for children under 12 year, followed by video games, which also
keep their position
• Learning & experimenting gifts take the 3rd position this year
• Baby and infant articles, which ranked 3rd in 2012, take the 5th position this year
Luxembourg
© 2013 Deloitte Tax & Consulting Xmas survey 2013 43
You stated you will be offering gift vouchers / cards, what will the value of
one gift voucher / card will be?
Value of gift vouchers is decreasing since last year, but stays generally higher than the value of a gift in Europe
• Czech Republic and Ukraine face a tremendous growth regarding the offering of gift vouchers / cards even though there are only
few respondents offering gift vouchers/ cards in these countries
• Gift vouchers remain usually more expensive than gifts in Europe, but the value is converging due to the decrease of gift value
compared to last year. In addition we notice that the gift value has less decreased than the voucher value
• The value of gift vouchers / cards differs from one country to another, ranging from 21 euros in Poland to 69 euros in
Switzerland, the average being 43 euros
• The value of gift vouchers / cards in Luxembourg is 60€, which is 17€ more than the average in Europe
• In 2012, Luxembourgers spend 56€ in average for a gift voucher / card, so this year they spend 4€ more
• Against the general European trend, Luxembourgers increased the value of their gift vouchers / cards
56 43 39
47
27
48 53
46
69
38
60
47
23
51
41
21
60
68
27 22
0
10
20
30
40
50
60
70
80
Gift voucher value in 2012 Gift voucher value in 2013
© 2013 Deloitte Tax & Consulting Xmas survey 2013 44
For your selected toys, which criteria do you favour?
In Europe, the educative criteria is first by far
• The educative criteria comes in first in all countries of the survey, in Luxembourg with 56%, but the second place is
shared between innovative and traditional criteria (resp. 8 and 10 countries). In Luxembourg the traditional criteria ranks 2nd
with 21% but it is less important than in 2012 (29%)
• The innovative criteria is the only one showing a positive trend (+4% in 2 years) while the traditional criteria has lost its 2012
advance and the green remains stable. In Luxembourg this is not the case, in 2 years the innovative criteria dropped by 4
points from 17% to 13%
58% 52% 55%
70% 71% 62% 68%
50% 37%
56% 62% 66%
45% 43%
62% 62% 65% 53%
60%
18% 23% 21%
19% 7%
19% 13%
24%
28%
21% 15% 13%
30%
10%
19% 21% 10% 22% 9%
8% 2%
7%
4%
6% 8% 5%
12% 14%
10% 6% 5% 11%
23%
5% 9%
12% 11%
4%
16% 23%
16% 7%
16% 11% 14% 14% 21%
13% 17% 16% 14% 23%
14% 8% 13% 14% 27%
Educative Traditional Green Innovative
63%
12%
8%
17%
45%
29%
10%
16%
56%
21%
10%
13%
Educative
Traditional
Green
Innovative
Luxembourg
2011 2012 2013
© 2013 Deloitte Tax & Consulting Xmas survey 2013 45
For your selected toys, which criteria do you favour?
• Women are more sensitive to the educative criteria (61% vs. 54%). This is also true in Luxembourg (61% vs. 50%)
• The innovative criteria interests younger people. They have chosen it in 2nd position, with 11 points more than the older
generations
• For respondents aged between 18 and 24, the educative criteria weights 42%, which is 14 points below average (56%).
They also weight the traditional criteria, 34%, which is 13 points above the average (21%)
• Regarding respondents aged between 25 and 34, the educative criteria is ranked very high with 67%, which is 11 points
above average (56%)
56% 50%
61%
21% 21% 22%
10% 11% 9% 13%
17%
8%
Average Men Women
Gender
Educative Traditional Green Innovative
56%
42%
67%
57% 55% 55%
21%
34%
18% 19% 18% 19%
10% 10% 8% 10% 9%
15% 13% 14% 6%
14% 18%
11%
Average 18-24 25-34 35-44 45-54 55-64
Age
Educative Traditional Green Innovative
Luxembourg
© 2013 Deloitte Tax & Consulting
Purchasing strategies
© 2013 Deloitte Tax & Consulting Xmas survey 2013 47
What do you spend your money on now versus a year ago, are you spending
less, the same or more on the following?
• In this period of tax pressure and inflation of commodities, the spending categories which have increased the most are those
linked to primary needs
• Compared to Europe, Luxembourgers spend 26% more than last year on taxes (vs. Europe with 32%), 26% on day to
day expenses (vs. 24%) and 26% on essentials such as groceries and energy bills (vs. 31%)
• Across Europe, respondents spend 17% less on health. In Luxembourg 11% spend less on health
• Also expenses for education have been cut by 18% of Luxembourger compared to 22% of Europeans
• Top 3 areas where Luxembourger spend less: Irregular spending (31%), holidays (30%) and entertainment / Leisure &
digital / electronic spending (29%)
• Top 3 areas where Europeans spend less: Entertainment / leisure (40%), holidays & irregular spending (38%) and clothing /
footwear (36%)
13%
14%
15%
16%
16%
18%
18%
22%
23%
24%
31%
32%
42%
42%
45%
56%
39%
50%
43%
54%
58%
45%
52%
48%
38%
40%
36%
22%
38%
28%
22%
17%
14%
27%
14%
12%
7%
5%
3%
7%
7%
4%
17%
7%
6%
3%
3%
7%
Irregular spending
Entertainment/leisure
Clothing/footwear
Financial services
Holidays
Digital/electronic spending
Education
Health
Housing
Day to day spending
Essentials such as groceries and energy…
Taxes
Europe
More About the same Less I don't know
15%
15%
16%
17%
17%
18%
19%
20%
21%
26%
26%
26%
51%
66%
51%
63%
46%
53%
46%
60%
43%
60%
49%
56%
29%
13%
29%
13%
31%
25%
18%
11%
30%
11%
21%
8%
5%
6%
4%
8%
6%
4%
17%
9%
6%
3%
4%
9%
Digital/electronic spending
Financial services
Entertainment/leisure
Housing
Irregular spending
Clothing/footwear
Education
Health
Holidays
Essentials such as groceries and energy…
Day to day spending
Taxes
Luxembourg
More About the same Less I don't know
© 2013 Deloitte Tax & Consulting Xmas survey 2013 48
In the future, if needed, which of the following areas would you be prepared
to cut back spending on?
• Even if health is on the 12th and last position, still 19% of Luxembourgers are prepared to further cut back their
spending habits in the future
• For Europeans this is even higher, with 33%
• Also 27% of Luxembourgers are prepared to cut back future spending on Education (vs. 46% EU)
• Most Europeans, as well as Luxembourgers, are most prepared to cut back their future spending on irregular
spending and purchase of electronic devices
• There are no major differences between men and women and in the top 3 we find also the same items
• 18 to 24 year-olds would cut back on 2nd position (-25%) their spending on clothing / footwear. For all other age
categories the top 3 are same as for the average
33%
40%
41%
46%
57%
58%
67%
72%
72%
74%
79%
85%
-67%
-60%
-59%
-54%
-43%
-42%
-33%
-28%
-28%
-26%
-21%
-15%
Health
Essentials such as groceries and energy…
Housing
Education
Financial services
Taxes
Day to day spending
Clothing/footwear
Holidays
Digital/electronic spending
Entertainment/leisure
Irregular spending
Europe
Not prepared to cut back on Prepared to cut back on
19%
27%
29%
30%
37%
45%
58%
66%
69%
76%
78%
82%
-81%
-73%
-71%
-70%
-63%
-55%
-42%
-34%
-31%
-24%
-22%
-18%
Health
Education
Essentials such as groceries and energy…
Housing
Financial services
Taxes
Day to day spending
Holidays
Clothing/footwear
Entertainment/leisure
Digital/electronic spending
Irregular spending
Luxembourg
Not prepared to cut back on Prepared to cut back on
© 2013 Deloitte Tax & Consulting Xmas survey 2013 49
Regarding your year-end festivities shopping, how will you change your
purchasing behaviour compared to last year?
People are more thrifty than ever
• As last year, Europeans (16%), as well as Luxembourgers (15%), will focus in priority on useful gifts
• Unlike last year they will also buy in priority products and gifts that are on sale
• The two biggest differences with 2012 are that people in majority will offer less gifts without taking into account the price (-39%)
and will less buy on impulse (-42%)
• In Luxembourg, the biggest differences with 2012 are, that this year people will offer less gifts without taking into
account the price (-29%) and will buy less second-hand products as gifts (-32%)
• In addition more Luxembourgers will buy as gift products that are on sale (13%)
• 9% more Luxembourgers will buy less expensive gifts and 6% more will shop in less expensive stores than last year
15%
13%
9%
6%
-4%
-5%
-17%
-21%
-29%
-32%
I will focus on useful gifts
I will buy products and gifts that are on sale
I will buy less expensive gifts
I will shop at less expensive stores
I will buy discount and retailers' private labelproducts, and few branded products
I will buy for fewer people
I will buy on impulse
I intend to give group gifts
I will offer gifts without taking into account theprice
I will buy second-hand products as gifts
Luxembourg
16%
16%
0%
2%
-4%
-7%
-42%
-20%
-39%
-36%
I will focus on useful gifts
I will buy products and gifts that are on sale
I will buy less expensive gifts
I will shop at less expensive stores
I will buy discount and retailers' private labelproducts, and few branded products
I will buy for fewer people
I will buy on impulse
I intend to give group gifts
I will offer gifts without taking into account theprice
I will buy second-hand products as gifts
Europe
© 2013 Deloitte Tax & Consulting Xmas survey 2013 50
Regarding your year-end festivities shopping, how will you change your
purchasing behaviour compared to last year?
• Women will focus more on useful gifts than men, 20% vs. 11%
• Women will also buy more products as gifts, that are on sale (19%) than men (6%)
• Women pay more attention to their budget, this year 15% of them will buy les expensive gifts compared to 3% of men
• Men will buy less group gifts (-25%) compared to last year, compared to -17% of women
• Women will offer less gifts without taking into account the price (-33%) as well as men (-25%)
• The biggest difference in terms of age are making the 55 to 64 year-olds:
• 5% above average (15%) – focus on useful gifts
• 16% above average (-17%) – buy on impulse
• 5% below average (9%) – buy less expensive gifts
11%
6%
3%
5%
-5%
-5%
-15%
-25%
-25%
-32%
I will focus on useful gifts
I will buy products and gifts that are on sale
I will buy less expensive gifts
I will shop at less expensive stores
I will buy discount and retailers' private labelproducts, and few branded products
I will buy for fewer people
I will buy on impulse
I intend to give group gifts
I will offer gifts without taking into account theprice
I will buy second-hand products as gifts
Men
20%
19%
15%
8%
-3%
-6%
-19%
-17%
-33%
-32%
I will focus on useful gifts
I will buy products and gifts that are on sale
I will buy less expensive gifts
I will shop at less expensive stores
I will buy discount and retailers' private labelproducts, and few branded products
I will buy for fewer people
I will buy on impulse
I intend to give group gifts
I will offer gifts without taking into account theprice
I will buy second-hand products as gifts
Women
Luxembourg
© 2013 Deloitte Tax & Consulting Xmas survey 2013 51
Thinking about your actual spending behaviour compared to a year ago,
what are you doing less, the same or more?
2 new answering choices compared to last year, and they monopolize the 1st and 2nd place
• Online research with 33% more in Luxembourg and 44% more on a European level take place one regarding the spending behaviour. 33%
of Luxembourgers will buy more items on sale, Europeans do it even more with 43%
• Even if the top 2 are the same for Luxembourg and for Europeans in average, Luxembourgers are still 11 respectively 10 points behind the
European average
• Luxembourgers will be using less specialised consumer credit loans (48%), credit by retailer (46%) and loans from family (49%),
Europeans too, but for these 3 Luxembourg is always above the European average
• The trend is still on track; globally consumers are taking more care of their budget, trying to use less expensive solutions
• In general consumers choose the cheaper way to shop
• In Luxembourg women are doing more “buy more items on sale” (35% vs. 32% for men) and men are doing more online research (35% vs.
32% for women)
• In terms of age, 25-34 year-olds rank “online research” higher than most other age categories (46%) and rank “buy more items on sale” 2nd
with 40%
4%
4%
4%
15%
16%
19%
23%
24%
43%
44%
27%
30%
29%
44%
55%
46%
54%
45%
40%
34%
40%
39%
40%
22%
21%
24%
12%
14%
8%
10%
29%
27%
27%
20%
8%
11%
10%
17%
9%
11%
Using specialised consumer credit loans…
Credit by retailer
Using loans from family
Using gift cards
Paying with debit card or in cash
Saving money
Manage your Xmas spending by preparing a…
Using loyalty points
Buy more items "on sale"
Online research
Europe
More About the same Less I don't know
2%
2%
2%
6%
14%
15%
17%
19%
33%
33%
19%
24%
18%
40%
46%
43%
47%
68%
43%
33%
49%
46%
48%
31%
28%
24%
22%
8%
12%
20%
30%
28%
32%
23%
12%
19%
13%
6%
11%
14%
Using loans from family
Credit by retailer
Using specialised consumer credit loans…
Using gift cards
Saving money
Using loyalty points
Manage your Xmas spending by preparing a…
Paying with debit card or in cash
Buy more items "on sale"
Online research
Luxembourg
More About the same Less I don't know
© 2013 Deloitte Tax & Consulting Xmas survey 2013 52
How influential are loyalty/reward programmes in your decision making
process?
For the majority of Luxembourgers loyalty / reward programmes have no or only little influence on their decision making
• Only 6% of Luxembourgers rank the influence of loyalty / reward programmes as high regarding their decision
making, compared to the European average with 21%
• In Spain people are most influenced in their decision making by loyalty /reward programmes with 38%
• 33% (vs. 19% EU average) of Luxembourgers rank loyalty / reward programmes low and 34% (vs. 46% EU average)
medium as an influencer on their decision making
• 27% also say that loyalty / reward programmes don’t influence their decision making at all (vs. 15% EU average). Only
for Denmark this is higher with 30%. 27% of the Germans are not influenced at all by loyalty / reward programmes
• There are no major differences regarding gender and age
19%
33%
46%
34%
21%
38%
6%
15%
27% 30%
0%
20%
40%
60%
Low Medium High Not at all
© 2013 Deloitte Tax & Consulting Xmas survey 2013 53
How influential are loyalty/reward programmes in your decision making
process?
On a scale of 0-3 (0 meaning "not interested at all” and 3 indicating “very interested”), interest in loyalty programs in the countries
surveyed is medium with an average at 1,7
• In Europe
‒ Countries strongly touched by crisis are more interested in loyalty programs
‒ Switzerland, Germany, Luxembourg, Belgium and Denmark are less interested
• Amongst the surveyed countries, Luxembourg is the least interested in loyalty / reward programmes, when it comes to
influence on the decision making process
1,7212 1,8553 1,8045
1,6501
2,1330
1,8234 1,9605
1,5484 1,3009 1,1851
1,4450 1,6189
1,2973
1,8431 1,7804 1,9738
1,7883 1,8091 1,9709
00
00
01
01
02
02
02
© 2013 Deloitte Tax & Consulting Xmas survey 2013 54
Preference for loyalty/reward programs
Earning points offering gifts
Immediate discounts (cash off)
© 2013 Deloitte Tax & Consulting Xmas survey 2013 55
For each type of loyalty/reward programmes, could you rank them by
preference?
As last year, immediate discounts know a large plebiscite: about 1 European out of 2 choose first immediate discounts
• Luxembourg is though 15 points below the European average (32% vs. 47%)
• Earning points offering gifts came in 2nd last year but only ranks 6th in 2013. Germany is the only country to prefer it, compare to
all the others countries which choose immediate discounts
• In Luxembourg, in 2012 the most preferred loyalty / reward programme was earning points offering vouchers to spend in
the store (25%) which is though ranked 2nd in 2013 with 16%
• This year’s most important loyalty / reward programme (immediate discounts) was ranked 4th in 2012 with 19%
47%
13%
11%
10%
10%
8%
1%
Immediate discounts (cash off)
Earning points offering vouchers to spend inseveral retailers
Earning points offering vouchers to spend in thestore and in the e-commerce site of the retailer
Earning points offering vouchers to spend in thestore
Future discount (cash off)
Earning points offering gifts
Other
Europe Luxembourg
2%
7%
12%
15%
16%
16%
32%
2%
10%
22%
23%
25%
19%
Other
Future discount (cash off)
Earning points offering gifts
Earning points offering vouchers to spend inseveral retailers
Earning points offering vouchers to spend inthe store and in the e-commerce site of the
retailer
Earning points offering vouchers to spend inthe store
Immediate discounts (cash off)
2012
2013
© 2013 Deloitte Tax & Consulting Xmas survey 2013 56
For each type of loyalty/reward programmes, could you rank them by
preference?
• Man rank immediate discount higher (37%) than women (28%) but for both it is the most important loyalty / reward
programme
• There are no major differences between the different age categories. Only for earning points offering vouchers to spend
in several retailers, 25-34 and 55-64 year-olds rank it higher (both 19%) than 35-44 and 45-54 year-olds (11% and 12%)
32% 37% 28%
16% 14% 19% 16% 16% 16% 15% 14% 16%
Average Men Women
Gender
Immediate discounts (cash off)
Earning points offering vouchers to spend in the store
Earning points offering vouchers to spend in the store and in the e-commerce site of the retailer
Earning points offering vouchers to spend in several retailers
32% 33% 34% 33% 31% 32%
16% 14% 15% 19% 21%
12% 16% 14% 13% 18%
17% 18% 15% 16% 19%
11% 12% 19%
Average 18-24 25-34 35-44 45-54 55-64
Age
Immediate discounts (cash off)
Earning points offering vouchers to spend in the store
Earning points offering vouchers to spend in the store and in the e-commerce site of the retailer
Earning points offering vouchers to spend in several retailers
Luxembourg
© 2013 Deloitte Tax & Consulting Xmas survey 2013 57
When do you expect to purchase the majority of your gifts for this year
versus last year?
Since 2010, people tend to increase their purchases in November at the
expense of the week before Christmas
• Luxembourgers did the majority of their gift purchases in 2010 and
2011 in the period from December 15 to 24
• In 2012, Luxembourgers completed the majority of their purchases
from December 1 to 15, which has been reconfirmed this year with 37%
• 28% of the gift purchases are made in November
• And 26% between December 16 and 24
• Women do 77% of their purchases before December 15, for men it’s
69%
0%
10%
20%
30%
40%
50%
Europe
In 2010
In 2011
In 2012
In 20130%
10%
20%
30%
40%
50%
Luxembourg
In 2010
In 2011
In 2012
In 2013
Luxembourg 2013
© 2013 Deloitte Tax & Consulting Xmas survey 2013 58
For the following propositions, please indicate to what extent you agree with
them
• People are mostly affected by social issues, especially child labour. In Luxembourg it’s even more important (74% vs.
68%)
• Nevertheless support to local production and preserving the environment are also important for 6 Europeans out of 10, even if
sustainable development is an excuse to rise prices for half of the Europeans
• European people are globally satisfied by the quality of information provided on the packaging (67%), in Luxembourg
they are less (55%)
• Sensibility to sustainable and responsible development is higher for women and increases with age
• For Luxembourgers, paying the lowest possible price is less important than for the Europeans in general (32% vs. 45%)
68%
58%
52%
57%
51%
57%
45%
67%
I do not buy products involving child labour
I do not buy products manufactured withbad working conditions in developping…
I avoid buying products with a substantialcarbon impact on the planet
I avoid buying products which does notrespect the environment
Sustainable development is an excuse toraise prices
I will mostly buy products made either inmy region or in my country
I am mainly concerned about paying thelowest possible price regardless of the…
Information provided on the packaging isappropriate
Europe
2011 2012 2013
74%
59%
51%
59%
50%
52%
32%
55%
I do not buy products involving child labour
I do not buy products manufactured withbad working conditions in developping…
I avoid buying products with a substantialcarbon impact on the planet
I avoid buying products which does notrespect the environment
Sustainable development is an excuse toraise prices
I will mostly buy products made either inmy region or in my country
I am mainly concerned about paying thelowest possible price regardless of the…
Information provided on the packaging isappropriate
Luxembourg
2011 2012 2013
© 2013 Deloitte Tax & Consulting
Cross-channel
© 2013 Deloitte Tax & Consulting Xmas survey 2013 60
Where are you finding ideas and advice on the gift categories below?
• Luxembourgers get slightly less ideas and advice from websites than the average of the surveyed countries
• Men are getting more ideas and advice via websites than women, women more in stores. Both use websites and stores
for ideas and advice nearly equally
34%
46%
45%
44%
39%
41%
21%
9%
24%
17%
21%
16%
28%
16%
32%
23%
22%
22%
22%
25%
45%
72%
44%
44%
41%
44%
26%
43%
34%
32%
33%
34%
39%
34%
35%
19%
31%
38%
38%
40%
45%
41%
Books
Music
Movies (DVD/Blu Ray)
Video games
High tech
Green tech
Health & beauty
Food & drinks
Box & cards
Home gifts
Sports
Fashion
Leisure
Toys
Europe
Website Stores Website and stores
38%
47%
45%
41%
31%
36%
12%
7%
21%
14%
17%
11%
22%
15%
28%
23%
21%
24%
30%
31%
63%
80%
59%
54%
48%
56%
36%
44%
34%
30%
34%
35%
38%
34%
25%
14%
19%
32%
34%
33%
42%
42%
Books
Music
Movies (DVD/Blu Ray)
Video games
High tech
Green tech
Health & beauty
Food & drinks
Box & cards
Home gifts
Sports
Fashion
Leisure
Toys
Luxembourg
Website Stores Website and stores
© 2013 Deloitte Tax & Consulting Xmas survey 2013 61
What will be your choice for searching and
comparing?
Websites
Stores
© 2013 Deloitte Tax & Consulting Xmas survey 2013 62
Searching for products (selecting brand, types, size.) and comparing value
online, in stores or both for the gifts categories below
• For Europe in general, and also for Luxembourg the search and comparison via website and the combination of
websites and stores is done more for green tech products, high tech products, video games, movies, music and books,
than for other products
• Regarding food & drinks, the search and comparison is mainly done in shops:
• Luxembourg 79%
• Europe 67%
• In Luxembourg men are using websites more for search and comparison than women
30%
38%
39%
37%
32%
34%
19%
10%
23%
17%
20%
16%
26%
17%
25%
21%
19%
18%
17%
23%
39%
67%
38%
38%
35%
39%
24%
37%
45%
42%
43%
45%
50%
43%
41%
23%
39%
45%
44%
45%
50%
47%
Books
Music
Movies (DVD/Blu Ray)
Video games
High tech
Green tech
Health & beauty
Food & drinks
Box & cards
Home gifts
Sports
Fashion
Leisure
Toys
Europe
Website Stores Website and stores
36%
41%
39%
34%
25%
27%
10%
7%
18%
13%
16%
11%
20%
13%
22%
20%
20%
23%
31%
38%
62%
79%
52%
49%
48%
52%
37%
41%
42%
39%
41%
43%
44%
35%
27%
14%
30%
38%
36%
38%
43%
46%
Books
Music
Movies (DVD/Blu Ray)
Video games
High tech
Green tech
Health & beauty
Food & drinks
Box & cards
Home gifts
Sports
Fashion
Leisure
Toys
Luxembourg
Website Stores Website and stores
© 2013 Deloitte Tax & Consulting Xmas survey 2013 63
Where would you actually buy the specific gifts below?
• In general people tend to buy their gifts in physical shops
• In Luxembourg there are 4 products, for which we have a major difference with the average of the surveyed countries
• Luxembourgers buy less in stores and more online regarding the following products than the average:
• In Luxembourg women buy a little bit more in shops than online, compared to men
55% 42% 40% 41%
47% 49%
67% 86%
59% 65%
62% 65%
51% 64%
10% 14%
13% 14%
14% 14%
9% 5%
11% 11%
12% 10%
13% 10%
32% 41%
44% 41%
35% 31%
20% 7%
26% 20%
23% 20%
32% 22%
Books
Music
Movies (DVD/Blu Ray)
Video Games
High Tech
Green tech
Health & beauty
Food & drinks
Box & cards
Home gifts
Sports
Fashion
Leisure
Toys
Europe
In physical stores Ordering online in/from a physical store
Online Mobile commerce
Mail order Catalogues
39% 32% 32%
38% 66% 68%
85% 91%
72% 74%
72% 80%
65% 67%
7% 9% 9%
10% 9% 11%
5% 2%
7% 7%
8% 4%
10% 6%
52% 55% 56%
49% 23% 18%
8% 6%
18% 16% 18% 12%
23% 24%
Books
Music
Movies (DVD/Blu Ray)
Video Games
High Tech
Green tech
Health & beauty
Food & drinks
Box & cards
Home gifts
Sports
Fashion
Leisure
Toys
Luxembourg
In physical stores Ordering online in/from a physical store
Online Mobile commerce
Mail order Catalogues
Product Store (LU) Store (EU) Online (LU) Online (EU)
Video games 38% 41% 49% 41%
Movies 32% 40% 56% 44%
Music 32% 42% 55% 41%
Books 39% 55% 52% 32%
© 2013 Deloitte Tax & Consulting Xmas survey 2013 64
Purchase process
• Cross channel (using both internet and stores to search and compare) is decreasing since 2011 by 10% for searching and 6%
for comparing, but they are always on the top of the ranking for comparing
• The weight of stores has slightly increased in 2013: 2 consumers out of 3 prefer stores
• Luxembourgers compare and search less online than the European average, for comparison it is 22% vs. 26% and for
search it is 26% vs. 29%
• Luxembourgers compare also less “online and stores” (37%) than the average (43%)
• Compared to 2012 (28%), this year Luxembourgers buy a little bit more online (30%)
25% 29% 22% 26% 33% 32%
33% 36%
29% 31%
67% 68%
42% 35% 48% 43%
2012 2013 2012 2013 2012 2013
Searching Comparing Buying
Europe
Online Stores Online and stores
22% 26% 23% 22% 28% 30%
35% 43%
34% 41%
72% 70%
43% 32%
43% 37%
2012 2013 2012 2013 2012 2013
Searching Comparing Buying
Luxembourg
Online Stores Online and stores
© 2013 Deloitte Tax & Consulting Xmas survey 2013 65
Purchase process
Searching
70%
Comparing 41%
26%
Buying
43%
22%
30%
Both Offline Online
--
37%
32%
Luxembourg
© 2013 Deloitte Tax & Consulting Xmas survey 2013 66
To what extent do you use physical stores as showroom, visit a physical
store to see and compare the products (price,…) and then buy them via
internet?
• 1/3 of people visit a physical store for comparing price, properties etc., before buying the same product online
• Nearly 30% of customers don’t use at all these stages of the purchasing process
• 76% of Luxembourgish consumers indicated to go to see and compare the desired products in the shops but buy them
at least occasionally on the internet. The European average is 74%
• On average Luxembourgish men and women and regardless of the age, rank physical store visits to see and compare
followed by an online purchase, 3
27%
20%
34%
13%
7%
1 - Never
2
3
4
5 - Always
Europe
24%
19%
35%
14%
8%
1 - Never
2
3
4
5 - Always
Luxembourg
76% 74%
© 2013 Deloitte Tax & Consulting Xmas survey 2013 67
When shopping, what are the top three most important attributes of a
retailer? (Select up to three)
• Once again, low price is the most important, and this for 59% of the population. The selection of products available comes next
for 47% of the consumers. Those 2 attributes are generally linked to websites
• For Luxembourgers the lowest price ranks on 5th position with 39%, which is 20 points less than the average
• Stores that are convenient for shopping (56%vs. average 42%) and an exceptional service (53% vs.33%) are the most
important attributes of a retailer for Luxembourgers
56%
53%
47%
44%
39%
15%
15%
11%
Its stores are convenient for shopping
I can get exceptional service
It has a very large selection of products
It carries the brands I like most
it offers the lowest prices
Its loyalty program gives me rewards Ivalue
It provides an omnichannel shoppingexperience
It sends me offers and promotions that arepersonalized and relevant to what I buy
Luxembourg
42%
33%
47%
28%
59%
21%
14%
18%
Its stores are convenient for shopping
I can get exceptional service
It has a very large selection of products
It carries the brands I like most
it offers the lowest prices
Its loyalty program gives me rewards Ivalue
It provides an omnichannel shoppingexperience
It sends me offers and promotions that arepersonalized and relevant to what I buy
Europe
© 2013 Deloitte Tax & Consulting Xmas survey 2013 68
Which channel responds most adequately to your following shopping
needs?
• Even though 30% of Luxembourg’s consumers choose to buy their gifts online, the majority of 70% still choses the
physical stores
• A key factor to go for the physical stores are:
• after sales service with 88%
• protection of personal data with 82%
• safety in respect of payment with 81%
• possibility to exchange or return products with 80%
• Shopping when I want (73%), is the most important factor for Luxembourgers, when it comes to e-commerce,
consumers opinion is ranked 2nd (72%)
• Regarding m-commerce, the factor that shopping takes little time an can be done when people want are the most
important factors
E-commerce 2013 2012
Shopping when I want 1st 73% 2nd 78%
Possibility to know the consumers
opinion on products 2nd 72% 1st 79%
Prices can be compared easily 3rd 68% 4th 67%
Price level 4th 65% 6th 65%
Shopping costs little time 5th 65% 3rd 68%
Home delivery 6th 64% 8th 63%
Products can be compared easily 7th 64% 10th 57%
Broad assortment 8th 62% 7th 64%
It's easy to search for and choose
what I need 9th 61% 5th 65%
Information on availability of products 10th 56% 9th 60%
Stores 2013 2012
After sale services 1st 88% 1st 89%
Protection of my personal datas 2nd 82% - -
Safety in respect of payment 3rd 81% 3rd 84%
Possibility to easily exchange or to
return products 4th 80% 2nd 87%
Competent and professional advice 5th 80% 4th 82%
Pleasure while shopping 6th 78% 5th 79%
Delivery times of products 7th 57% 7th 57%
Quality of product information 8th 55% 6th 60%
Information on availability of products 9th 43% 9th 39%
It's easy to search for and choose
what I need 10th 37% 13th 33%
M-commerce 2013 2012
Shopping costs little time 1st 4% 1st 4%
Shopping when I want 2nd 3% 5th 2%
Possibility to know the consumers
opinion on products 3rd 3% 10th 2%
Prices can be compared easily 4th 3% 2nd 3%
It's easy to search for and choose
what I need 5th 2% 6th 2%
Quality of product information 6th 2% 4th 2%
Delivery times of products 7th 2% 9th 2%
Home delivery 8th 2% 3rd 3%
Price level 9th 2% 14th 2%
Broad assortment 10th 2% 12th 2%
Luxembourg
© 2013 Deloitte Tax & Consulting Xmas survey 2013 69
Which area would you expect retailers to invest in, in order to improve your
shopping experience ?
• Lower prices is what consumers want before all
• Customer relationship, which was ranked 1st in 2012 and home delivery, which was ranked 5th in 2012, rank 2nd and 4th
this year
• Sustainability is still at the 3rd place and is more and more important
• E-commerce ranks 5th but M-commerce is the improvement which consumers are the least interested in
• The older the consumer is the more he wants advice
Customer relationship (8,5)
Better gift packaging
service (4,7)
Home delivery (6,6)
E-commerce (6,4)
Lower prices (8,5)
Mobile commerce (4,5)
Invest more in decoration
to improve ambiance (4,7)
Sustainability (6,7)
Child care (4,9)
WIFI capabilities in
store (5,1)
1
2
3
4
5 6
10
7
8
9
Luxembourg
© 2013 Deloitte Tax & Consulting Xmas survey 2013 70
You stated that you will be going online. Please state for each option
mentioned below if you will or will not be using the following items for
searching products, for comparing only, or for both
• Most popular choice of Europeans for searching and comparing products are: online shops (with stores), search engines and on
the 3rd position online shops (without stores). Same pattern since 2011
• Search engines rank 1st in Luxembourg with 88%, followed by online shops (without stores) with 85% and online shops
(with stores) with 84% regarding the online search
• Sharp fall between 2012 and 2013 for using the social media, forums and blogs
• The biggest difference in Luxembourg this year compared to 2012 is the decrease of the usage of :
• email newsletters & online leaflets via email
• websites of brands / suppliers
• websites with coupons & offers
• forums & blogs
66%
87%
92%
86%
77%
91%
84%
50%
43%
Email newsletters and online leaflets via…
Online shops (without stores)
Online shops (with stores)
Websites of brands/suppliers
Websites with coupons and offers
Search engines
Comparison sites
Forums and blogs
Social media
Europe
2011 2012 2013
59%
85%
84%
80%
57%
88%
68%
42%
35%
Email newsletters and online leaflets via…
Online shops (without stores)
Online shops (with stores)
Websites of brands/suppliers
Websites with coupons and offers
Search engines
Comparison sites
Forums and blogs
Social media
Luxembourg
2011 2012 2013
© 2013 Deloitte Tax & Consulting Xmas survey 2013 71
You stated you will be using social media. Below please indicate how you
will be using social media by giving your opinion/advice
• Luxembourgers rank the different possibilities to give their opinion /advice via social media for each possibility at least
10 points lower than the average of the surveyed countries
• Giving opinion / advice about products is ranked 1st in Luxembourg with 52%
52%
48%
41%
39%
34%
33%
I give my opinion/advice about product(s)(properties)
I give my opinion/advice by trustedcomments, recommendations about
products
I give my opinion/advice about prices
I give my opinion/advice about gift ideas
I give my opinion/advice about discounts,coupons, sale information
I give my opinion/advice on retailer's fanpage(s)
Luxembourg
62%
62%
58%
54%
57%
48%
I give my opinion/advice about product(s)(properties)
I give my opinion/advice by trustedcomments, recommendations about
products
I give my opinion/advice about prices
I give my opinion/advice about gift ideas
I give my opinion/advice about discounts,coupons, sale information
I give my opinion/advice on retailer's fanpage(s)
Europe
© 2013 Deloitte Tax & Consulting Xmas survey 2013 72
You stated you will be using social media. Below please indicate how you
will be using social media by looking for information
Consumers prefer to look for information rather than to give advice
• Top 3 propositions are the same for giving and searching advices and are about prices and quality of products
• Luxembourgers use them the same way, to look on social media for information regarding products (84%), comments
or recommendations (83%) and prices (80%)
• Luxembourgers use social media less for gift ideas, check less what family / friends want, discount information, retailer
information, than the average of the surveyed countries
84%
83%
80%
72%
66%
63%
63%
I look for information aboutproduct(s) (properties)
I look for trusted comments,recommendations about products
I look for information about prices
I look for information about giftideas
I check what gifts family/friendswant
I look for information aboutdiscounts, coupons, sale…
I look for information on retailer'sfan page(s)
Luxembourg
82%
81%
83%
78%
71%
80%
68%
I look for information aboutproduct(s) (properties)
I look for trusted comments,recommendations about products
I look for information about prices
I look for information about giftideas
I check what gifts family/friendswant
I look for information aboutdiscounts, coupons, sale…
I look for information on retailer'sfan page(s)
Europe
© 2013 Deloitte Tax & Consulting Xmas survey 2013 73
You stated that you bought online gifts last year, were the online ordered
gifts delivered on time last year? In what way does it affect your buying
behaviour this year?
• In Europe, from the 9% of people having experienced late delivery, 40% will adjust their behaviour to order earlier, in
Luxembourg, 7% experienced late delivery and 30% will order earlier
• 18% of Luxembourgers who ordered a gift online in 2012, will not buy gifts online this year
93%
7%
Luxembourg
Yes No
30%
25%
18%
18%
9%
I will buy online, but at an earlierstage
I will buy online, but I will pick upthe product in the physical store
myself
I will not buy gifts online this year
I will buy online, but from adifferent retailer/webshop
It will not affect my buyingbehaviour
Luxembourg
© 2013 Deloitte Tax & Consulting
Where do consumers plan to do their year-end shopping?
© 2013 Deloitte Tax & Consulting Xmas survey 2013 75
For the gifts you intend to buy in stores, where do you think
you will buy your gifts?
Shopping malls
Hypermarkets/supermarkets
Speciality chains
© 2013 Deloitte Tax & Consulting Xmas survey 2013 76
For the gifts you intend to buy in stores, where do you think you will buy
your gifts?
• 36% of the gifts, that Luxembourgers buy, will be bought in shopping malls (vs. 28% in 2012)
• In 2012 most Luxembourgers did their purchases in hypermarkets / supermarkets (32%)
• In addition Luxembourgers will buy less in specialised chains (18% vs. 23%), luxury stores (2% vs. 4%) and factory
outlets (1% vs. 2% coming from 8% in 2011) than in 2012
26%
26%
23%
12%
5%
8%
28%
32%
23%
12%
4%
2%
36%
30%
18%
12%
2%
1%
Traditionaldepartment stores
Hypermarkets/supermarkets
Speciality chains
Traditional localshops
Luxury stores
Factory outlet stores
Luxembourg
2011 2012 2013
Shopping malls
© 2013 Deloitte Tax & Consulting Xmas survey 2013 77
For the gifts you intend to buy in stores, where do you think you will buy
your gifts?
In Europe, as well as in Luxembourg the store choice depends on the gift type
• Hypermarkets /supermarkets are still the most preferred for food purchasing in 2013 (70%). European average is 60%
• Speciality chains are Luxembourgers’ preferred shopping venue for high tech gifts (42%)
• When buying in shops, Luxembourgers prefer to make their purchases in shopping malls for most of the gift categories
• At the European level the following products are mainly bought in speciality chains: toys (47%), sports (47%), high tech (43%)
and video games (40%)
• In Luxembourg 10% of fashion gifts are bought in luxury stores and 8% of fashion and 6% of sports gifts are bought in
outlet stores
42% 44% 39%
34%
24%
33%
41%
18%
39% 39%
33%
48% 45%
31%
10%
70%
42%
6% 8%
Books Music Movies(DVD/Blu
Ray)
Videogames
High tech Greentech
Health &beauty
Food &drinks
Box &cards
Homegifts
Sports Fashion Leisure Toys
Traditional department stores Luxury stores Hypermarkets/supermarkets
Speciality chains Traditional local shops Factory outlet stores
Luxembourg
Shopping malls
© 2013 Deloitte Tax & Consulting Xmas survey 2013 78
For the gifts you intend to buy in stores, where do you think you will buy
your gifts?
• Age changes the attitude of European customers. Older people are less interested in speciality chains than the younger, but at
the same time they prefer traditional local shops rather than them
• More men (16%) than women (5%) buy fashion gifts in luxury stores
• 33% of women buy gifts in hypermarkets / supermarkets compared to 28% of men
• 44% of people aged 18 to 24 buy gifts in shopping malls compared to the average of 36%
• 40% of the people aged 35 to 45 buy gifts in hypermarkets / supermarkets compared to the average of 30%
36% 38% 35%
30% 28%
33%
18% 18% 17%
12% 12% 13%
Average Men Women
Gender
Traditional department stores Hypermarkets/supermarkets
Speciality chains Traditional local shops
36%
44%
34% 33% 35% 35%
30% 28% 26%
40%
23%
35%
18% 18% 23%
17% 20%
11% 12%
6%
13%
8%
17% 18%
Average 18-24 25-34 35-44 45-54 55-64
Age
Traditional department stores Hypermarkets/supermarkets
Speciality chains Traditional local shops
Luxembourg
Shopping malls Shopping malls
© 2013 Deloitte Tax & Consulting Xmas survey 2013 79
For the gifts you intend to buy in stores, where do you think you will buy
your gifts?
• In Luxembourg the hypermarkets / supermarkets drop to 2nd position (30%) outpaced by shopping malls (36%)
• Luxembourgers buy less in speciality chains with 18%, than in 2012 (23%)
• The intention to purchase in factory outlet stores has decreased since 2011 from 8% to 1%
26% 28% 36%
5% 4%
2% 26%
32% 30%
23% 23%
18%
12% 12% 12%
8% 2% 1%
2011 2012 2013
Traditional department stores Luxury stores Hypermarkets/supermarkets
Speciality chains Traditional local shops Factory outlet stores
Luxembourg
Shopping malls
© 2013 Deloitte Tax & Consulting Xmas survey 2013 80
For the food you intend to buy for the year-end festivities,
where do you think you will buy your food?
Hypermarket sized shops
Normal sized supermarkets
Hard discount stores
Switzerland has switched from hypermarket to
supermarkets while Ukraine has done the opposite.
Poland is the first country to choose hard discount
shops in priority
For Luxembourg there is no change,
Luxembourgers still intend to buy the food in
normal sized supermarkets
© 2013 Deloitte Tax & Consulting Xmas survey 2013 81
For the food you intend to buy for the year-end festivities, where do you
think you will buy your food?
• The top 3 choices for European customers are supermarkets, hypermarkets and traditional local food shops
• In Luxembourg the top 3 are normal sized supermarkets (80%), traditional local food shops (40%) and hard discount
stores (25%)
• Hypermarkets are the only stores less chosen than last year, supermarkets rise to first place ahead of them. Hard discount
stores show a significant increase
• Women and men give similar answers, but women are more interested in supermarkets and hard discount stores
while men buy more than women in hypermarkets, luxury boutiques and online
80%
40%
25% 23% 20%
7% 5%
0%
20%
40%
60%
80%
100%
Men
Women
Luxembourg
© 2013 Deloitte Tax & Consulting Xmas survey 2013 82
What type of brands do you purchase in these channels?
• Except hard discount shops, the cheaper the store is, the more people buy the brand labels
• For purchasing brand labels, the best shopping venues for Europeans are hypermarkets (66%) and the internet (65%)
• Luxembourgers preferably purchase brand labels on the internet (78%) and in normal sized supermarkets (61%)
• On average for purchasing retailer brand labels, the best shopping venue are hypermarkets, supermarkets and
convenient stores
• On average, the cheaper products are, the more they are bought in hard discount shops (64% in Luxembourg vs. 59%
in Europe)
66%
60%
49%
65%
38%
60% 66%
60%
45%
54%
29% 35%
31% 28%
59%
Hypermarketsized shops
Normal sizedsupermarkets
Convenientstores
Internetshopping
Hard discountshops
Europe
Brand labels Retailer brand labels Hard discount labels
59% 61% 53%
78%
26%
51% 55%
51%
27%
39%
16% 15% 21%
16%
64%
Hypermarketsized shops
Normal sizedsupermarkets
Convenientstores
Internetshopping
Hard discountshops
Luxembourg
Brand labels Retailer brand labels Hard discount labels
© 2013 Deloitte Tax & Consulting Xmas survey 2013 83
Have you ever used your smartphone / your tablet to buy a product and do
you expect to use it in the future for buying products?
• At present, Ireland, South Africa, Switzerland, and Germany are using tablets /smartphones the most to complete purchases.
More than 32% of their customers have already completed purchases with smartphone or tablet. Belgium, Poland, Czech
Republic and Greece are using it the least
• Portugal, Greece, Poland and Czech Republic are the most motivated to make purchases by using smartphones and tablets in
the future (> than 70%)
• 32% of Luxembourgers have already used their smartphones / tablets to buy a product
• This is 8 points above the European average (26%)
• 45% of Luxembourgers state that they want to do it in the future, which is 11 points below the European average of 56%
26%
39%
22% 21% 29% 28%
20%
33% 33% 32%
14%
22% 27%
24% 19% 20%
24% 29%
38%
56% 54% 50%
70% 61% 60%
71%
46% 38%
45%
52% 52% 48% 48%
70% 73%
60% 66%
59%
Europe
I already have I will do in the future
© 2013 Deloitte Tax & Consulting Xmas survey 2013 84
I have already done
• The use of smartphones and tablets increases since 2011 in all countries except in Finland and Poland:
‒ In Finland less people than last year use mobile devices for shopping
‒ Poland was in 2011 the second country to use mobile devices after Ukraine, but since this year we can see a sharp fall by 9%
• In Luxembourg, since 2011, the users of smartphones / tablets for purchases increase every year
• In 2012 they were 22% and now in 2013 they are already 32%, which is above the European average of 26%
18% 16% 20%
22% 26%
39%
22% 21%
29% 28%
20%
33% 33% 32%
14%
22%
27% 24%
19% 20% 24%
29%
38%
2011 2012 2013
© 2013 Deloitte Tax & Consulting Xmas survey 2013 85
I will do in the future
• Customers of all countries show more interest than before in completing a purchase using mobile devices
• In Luxembourg, last year 34% of the smartphone / tablet users stated that they will use it in the future to buy products
• Now in 2013 this number has increased to 45%, which is though below the European average of 56%
35% 27%
41% 34%
56% 54%
50%
70%
61% 60%
71%
46% 38%
45% 52% 52% 48% 48%
70% 73%
60% 66%
59%
2011 2012 2013
© 2013 Deloitte Tax & Consulting
Survey methodology
© 2013 Deloitte Tax & Consulting Xmas survey 2013 87
Survey methodology
Deloitte realised the survey about the consumption during year-end period in 18 countries from Western Europe, Eastern Europe, and in South Africa. A similar survey was conducted in Canada and in the United States.
Each country has a specific report.
The conclusions of this study are based on consumer data which have been collected during a survey realised by Deloitte in co-operation with Q&A Research and Consultancy.
The fieldwork was executed in September 2013 (second and third week).
In Luxembourg, the fieldwork was executed by TNS in the same period as the other countries. The sample consisted of 600 nationally representative consumers.
For all the countries we are able to make analyses compared with previous years. The comparison is only made when the question was asked identical to last year.
Respondents are aged 18 to 65 years. Information has been collected via Internet, with a structured questionnaire for a sample of individuals, within controlled panels.
© 2013 Deloitte Tax & Consulting Xmas survey 2013 88
Survey methodology
Each consumer in the panel is identified through the following aspects:
• Socio-demographics
• Personal interests
• Consumer behaviour
To adjust the Internet sample to the population of each country, we used ex-post statistical weighting.
The weighting is based on gender and age in each country.
In the table below you see the number of respondents in each country and the total number of respondents:
Sample Sample
Ireland 773 The Netherlands 902
France 1595 Denmark 762
Portugal 766 Finland 760
Spain 1546 Poland 767
Italy 1589 Czech Republic 770
Greece 787 Ukraine 777
Switzerland 779 Russia 761
Germany 1549 South Africa 801
Luxembourg 602
Belgium 1069 Total sample 17354
© 2013 Deloitte Tax & Consulting Xmas survey 2013 89
Survey methodology
As in previous years, we will use indexes in the graphs to compare countries. The indexes are created in
the following way:
• We deduct the negative responses to a certain question from the positive responses to the same
question
• Therefore, a response to a question on the current state of the economy that is 42% positive and 12%
negative will result in an index of 30%
• If the same question is asked in another country, a consumer response that is 25% positive and 32%
negative will result in an index of -7%
© 2013 Deloitte Tax & Consulting Xmas survey 2013 90
Survey methodology
The Russian sample is more representative for middle and upper social classes, since the survey was
done via the internet. 92% of the sample in Russia was conducted in cities with a population of over one
million people:
• Moscow : 28,2%. The city is the capital and largest city of Russia, and the country’s leading economic,
political, cultural centre
• Saint-Petersburg : 29,0%. This is the second largest city and seaport in Russia, located in the north-
western part of the country
• Nizhniy Novgorod : 9,2%. The city is located in western Russia, at the confluence of the Oka and Volga
rivers and is a major river port, railroad hub, and industrial centre specially in automobile factory
• Yekaterinburg : 8,3%. Located on the eastern slope of the Ural Mountains Yekaterinburg is a major
industrial centre
• Rostov-na-Donu : 8,1%. The city is an important commercial, industrial, and transportation centre
connected by a canal to the Sea of Azov, and by the Volga-Don Canal to the Caspian, Baltic, and White
seas. It is also linked by pipeline with the petroleum fields of the Caucasus area
• Novosibirsk : 9,2%. It’s the capital of Novosibirsk Oblast, in southern Siberian Russia and the largest
city of Siberia. Factories produce mining equipment, turbines, textiles, chemicals, and heavy machine
tools
© 2013 Deloitte Tax & Consulting Xmas survey 2013 91
Survey methodology
The sample in Ukraine was conducted through the internet. 83% respondents mainly lived in one of the
cities below:
• Kharkov (21,2% of the sample) is the second largest capital in Ukraine. It is a city with a lot of industrial
companies
• Kiev (20,2% of the sample) is the capital and the largest city of Ukraine with 2,6 million inhabitants.
Kiev is an important industrial, scientific, educational and cultural centre of Easter Europe
• Lvov (9,6% of the sample) is one of the largest cities in Ukraine and is growing rapidly. It is regarded as
one of the main cultural centre of Ukraine. Industry, Banking and money trading are an important part of
the economy
• Odessa (7,7% of the sample) is the fourth largest city in the Ukraine with 1.1 million inhabitants;
• Nikolaev (8,0% of the sample) is the administrative centre of the Mykalaiv Oblast and a major
shipbuilding centre of Ukraine
• Dnepropetrovsk (7,2% of the sample) is Ukraine's third largest city with 1.1 million inhabitants.
Dnipropetrovsk is a major industrial centre of Ukraine. It has several facilities devoted to heavy industry
that produce a wide range of products
• Donetsk (4,0% of the sample) is the fifth largest city in Ukraine with 1 million inhabitants
• Sumy (5,1% of the sample) is a smaller city in Ukraine with 290.000 inhabitants
© 2013 Deloitte Tax & Consulting Xmas survey 2013 92
Survey methodology
The South African sample is more representative of middle and upper social classes, since the survey was
done via the internet. The survey was conducted in 9 regions:
• Gauteng Area (42% of the sample): Two major cities were included in the study: Johannesburg this is
the business and financial centre and carries out 40% of the GDP and Pretoria this city is located in the
most populated area and is the third city of South Africa. These cities account for 19% and 7% of the
South African sample
• Western Cape (23% of the sample): This is a tourism province and Cap town is the capital of the area
and represents 15,6% of the sample
• Eastern Cape (7,1% of the sample): Is one of the poorest provinces in South Africa. The two major
industrial centres, Port-Elizabeth and East London have well-developed economies, based on the
automotive industry. The survey was conducted in these cities which accounts for 4% of the South
African sample
• Free State (3,3% of the sample): Bloemfontein : In the region surrounding Bloemfontein, farming,
livestock raising, and mining are the main occupations. The city is a road and railway hub
• Kwazulu Natal (14% of the sample): This is the most populated area of South Africa
• Mpumalanga (5% of the sample): This is a province in Eastern South Africa. In 1995 the name was
changed from Eastern Transvaal to Mpumalanga
• North West (3,8% of the sample): North West is a province of South Africa. The capital is Mafikeng
• Limpopo (0,7% of the sample): Limpopo is the most southern province of South Africa. A big city in
Limpopo is Polokwane
• Northern Cape (1,1% of the sample): This is a large and most sparsely populated province in South
Africa. The capital is Kimberly
© 2013 Deloitte Tax & Consulting Xmas survey 2013 93
Survey methodology
The sample in Greece was conducted through the Internet and therefore the Attica area was slightly over represented in the
survey compared to the other area’s:
• Attica (42,6% of the sample): Attica is located in the south of Greece and is, with a population of 3,8 million people, the
biggest periphery in Greece. Within Attica 95% of the inhabitants live within the metropolitan area of Athens.
• Central Macedonia (20% of the sample): With 1,9 million inhabitants, Central Macedonia is the second biggest periphery in
Greece.
• Crete (7,5% of the sample): Crete is the largest Greek island and inhabits about 625.000 people. The economy of Crete
was mainly based on fishing and farming until the seventies. Now the economy is mainly based on tourism.
• Thessaly (3,2% of the sample): Thessaly has got about 750.000 inhabitants and is located in the centre of Greece.
• Western Greece (4,6% of the sample): Western Greece has about 750.000 inhabitants and is located in the west of
Greece.
• Eastern Macedonia and Thrace (5% of the sample): Eastern Macedonia and Thrace is located in the north of Greece and
has about 615.000 inhabitants.
• Peloponnese (4,2% of the sample): Peloponnese is a periphery located in the south of Greece and has 650.000
inhabitants.
• Southern Aegean islands (3,3% of the sample): The southern Aegean islands consists of the Cyclades and Dodecanese
islands and has 320.000 inhabitants.
• Central Greece (1,9% of the sample): With the capital Lamia included the population of Central Greece is 600.000 people.
• Western Macedonia (2% of the sample): Western Macedonia has got 300.000 inhabitants and is situated in the North-West
of Greece.
• Epirus (2,1% of the sample): Epirus has 350.000 inhabitants and is situated in the North-West of Greece.
• Northern Aegean islands (2,2% of the sample): The Northern Aegean island consist of Chios, Lesbos and Samos and has
200.000 inhabitants.
• Ionian islands (1,7% of the sample): The Ionian islands are seven islands off the west coast of Greece. The seven islands
are Corfu, Paxos, Lefkas, Ithaca, Kefalonia, Zante, Cerigo. They have a population of 220.000 inhabitants.
© 2013 Deloitte Tax & Consulting
Contacts
© 2013 Deloitte Tax & Consulting Xmas survey 2013 95
Contacts
Georges Kioes
Partner
Commerce & Industry Leader
Tel: +352 45145 2249
Email: [email protected]
Véronique Filip
Directeur
Customer & Market Strategy
Tel: +352 45145 2440
Email: [email protected]
Petra Hazenberg
Partner
Customer & Market Strategy Leader
Tel: +352 45145 2689
Email: [email protected]
Christine Zimmer
Senior
Clients & Markets
Tel: +352 45145 2180
Email: [email protected]
© 2013 Deloitte Tax & Consulting Xmas survey 2013 96
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