Xmas 2009
The rebound?The rebound?
Koen De Staercke
Consumer Business Industry Leader
Agenda
• Introduction
• Economic Context
• Consumer Behavior
• Year-End Spending Intentions
• Gift shopping
© 2009 DeloitteXmas 2009: the rebound?
• Gift shopping
• Methodology
• Deloitte contacts
2
Introduction
© 2009 DeloitteXmas 2009: the rebound?3
Introduction
• The Deloitte year-end holiday survey has been regularly performed in Belgium since 1998, as well as in other countries in Europe.
• For consumers and retailers, the end of the year holiday season is particularly important:
‒ a peak in consumption which is a determining factor for the results of retailers and their suppliers
‒
© 2009 Deloitte
‒
‒ a period to which consumers look forward in order to realize their dreams and to embrace what is new.
• Year end holiday spending is a powerful indicator of current consumer behavior, and of changes in retail
4Xmas 2009: the rebound?
Economic context The Mindset of the Consumer
© 2009 DeloitteXmas 2009: the rebound?5
Economic Context
What do you think of the current state of the economy?
2%
5%
87%
6%
2008
5%
17%
55%
23%
2009
© 2009 DeloitteXmas 2009: the rebound?
Belgium
� 55% of the Belgians believe our economy is still in recession. Pessimism is slowly fading as last year this figure was
87%. The 2008 survey was taken in the middle of the financial crisis.
� People aged 45 and more are most pessimistic. 61% of them still see a recession.
Europe
� Pessimistic views across Europe prevail, but are less strong as in 2008.
6
The economy is in growth
The economy is stable
The economy is in recession
I don’t know
General conclusions
The economy is in growthThe economy is stableThe economy is in recessionI don't know
Economic Context
Compared to 2009, do you think the economy in 2010 will…
Belgium:
• Belgian consumers are slightly optimistic about 2010: 35% think that the
economy will improve in 2010
Europe:
• In general Europeans expect an improvement in the state of the economy in
2010. It seems they believe the worst of the economic and financial crisis is
behind us and recovery has started.
35%
26%
30%
9%
Belgium
Improve significantly/slightly
Stay the same
Deteriorate signifantly/ slightly
I don't know
General conclusions
© 2009 DeloitteXmas 2009: the rebound?
-42%
-21% -21%
0%
14%
-33%-37%
-16%-23%
8%0%
39%
-57% -59%-52%
-57%-61%
-76%
-63%-55%
-32% -30%
-11% -12%
-22%
7%3%0%
5%
-11%
-1%-7%
21%
-21%-16%
25%16%
1%
-11%
16%
-10%
-22%
9%
48%
2007 2008 2009
Index based on the sum of positive and negative replies
7
Economic Context
Compared to 2009, do you think the economy in 2010 will…
35%
52%
39%
33%
25%28%
26% 25%28%
25%25%
23%
30%
13%
21%
32%
41% 42%
9% 10%12%
9% 9%6%
Belgium
35%
43%
27%26% 26% 25%
30%26%
34%
9%
4%
14%
Average Men Women
Belgium
© 2009 Deloitte
Average 18-24 25-34 35-44 45-54 55-64
Improve significantly/slightly Stay the same Deteriorate signifantly/ slightly I don't know
Improve significantly/slightly Stay the same
Deteriorate signifantly/ slightly I don't know
Xmas 2009: the rebound?
• Significant differences exist between the different age categories. Young adults clearly see things in a much brighter way. In fact, for categories aged 45 and more, pessimists still are the largest group.
• Also men are more optimistic than women.
• 35% of the Belgian consumers think that the economy will improve in 2010. Dutch speaking consumers are more optimistic than French speaking consumers: 39% of the Dutch speaking respondents expect an improvement in 2010 against 24% French speaking respondents.
8
In-depth analysis for Belgium
Economic Context
How secure do you consider your employment to be in 2010?
63%
50%47%
32%
52%
20%
53%
24%19%
46%
4%
52%
15%
39%
49%
28%
42%
19%
39%
17% 19%
37%42% 42%
9%
30%
69%
12%
42%46% 47%
32%
47%
23%
40%
30% 29%26%
35% 35%
29%
5%
14%
45%
2007 2008 2009
Index based on the sum of positive and negative replies
© 2009 DeloitteXmas 2009: the rebound?9
Belgium
� A small majority of the Belgian consumers consider their employment to be secure in 2010. This is virtually stable compared to last year. 16% of the Belgian consumers indicate they fear they will loose their job.
� Higher income classes and higher educated consumers are more confident about their employment than lower income classes and less educated consumers.
Europe
� In general, consumers in Western Europe consider their employment to be slightly more secure compared to last year. This is in contrast with Eastern Europe.
General conclusions
Economic Context How would you describe the financial situation of the company you are working in?
31%
9%
28%
Belgium
2%
22% 21%
34%
20%
27%
-1%
-12%
16%
-3%
14%12%
1% 0%
-6%
4%
20%
10%
Index based on the sum of positive and negative replies (‘good’ – ‘bad’)
© 2009 DeloitteXmas 2009: the rebound?
32%
Good Intermediate Bad I don't know
10
Belgium
� A vast majority of the Belgian consumers (63%) is of the opinion that the financial situation of their employer is good or reasonably good. Only a minority has a negative view on the financials of their employer.
� 1 out of 4 Belgian consumers have no clue. This is consistent with the rest of Europe where a significant number of employees/consumers seem to be ignorant about the financial situation of their employer.
Europe
� Large differences exist between European countries. Consumers in the BeNeLux, Switzerland and Germany are positive on the financial situation of their employers.
General conclusions
Economic Context How would you describe your spending power today versus the same time last year?
9%
76%
15%
2008
10%
43%
47%
2009
16%
25%
54%
5%
2010F
© 2009 DeloitteXmas 2009: the rebound?11
Belgium
� 47% of the Belgian consumers indicate they currently have the same amount to spend compared to last year.
� The people that see their spending power fade away (43%) still largely offset the ones that have an improved purchase power (10%). This is significantly better than last year when a vast majority of consumers (76%) indicated a loss of purchase power.
� Despite the Belgian system of salary indexation, and despite the favorable evolution of energy and food prices for consumers many people still perceive a loss of spending power.
� Looking into 2010, most Belgians expect their spending power to remain at the same level as in 2009.
General conclusions
You have more to spend
You have less to spend
You have the same amount to spend
You have more to spend
You have less to spend
You have the same amount to spend
You have more to spendYou have less to spendYou have the same amount to spendI don't know
Economic Context
Conclusion
Light at the end of the tunnel?
• Less people believe we are in recession
• The number of consumers who believe the economy will grow in 2010, is higher than those who see a further decline
• Slightly more consumers believe their job will be
© 2009 Deloitte
• Slightly more consumers believe their job will be safer in 2010 than it was in 2009… but still a lot of uncertainty exists
• Perception on spending power is improving. Less people see a further decrease of their spending power. A majority believes their spending power will be stable in 2010
Xmas 2009: the rebound?12
Consumer Behavior
© 2009 DeloitteXmas 2009: the rebound?13
Consumer BehaviorWhat would best characterize your purchasing behavior?
65%
45%
42%
34%
31%
I will focus on useful gifts
I will do less impulsive spending
I will buy products and gifts that are on sale
I will mostly buy discount or retailers' products, but few name brand products
Compared to last year, I do not expect to spend less this year for Christmas shopping
Belgium
© 2009 DeloitteXmas 2009: the rebound?14
Belgium
� Belgian consumer behavior is not different than other European consumers. To optimize our budget the consumer will focus on useful gifts, look for price promotions and avoid impulsive buying.
� These behavior patterns were already demonstrated last year and the question is what will happen once the crisis is behind us.
General conclusions
Consumer BehaviorWhen the crisis is over, what would best describe your purchasing behavior?
17%
76%
7%
Belgium
© 2009 DeloitteXmas 2009: the rebound?
When the crisis is over, I will keep on spending less
When the crisis is over, I will spend the same as I do now
When the crisis is over, I will spend more
15
Belgium
� After several years of a perceived erosion in purchasing power followed by the global financial and economic crisis, consumers have learnt to adopt a new set of behaviours. Once the crisis is over, most of us believe we will not change our current consumer behavior.
� This means the type of consumers that emerged over the last 2 years is here to stay. It will be a new breed of consumer, making new types of trade-offs. This new consumer prefers usefulness, making carefully considered purchase decisions and avoiding impulse buys, rationally comparing prices, assessing the quality of innovations based on their real substance…
General conclusions
Consumer BehaviorWhat are the main reasons behind your decision to shop at a particular store when doing your year-end food shopping?
92%
87%
85%
74%
Best Price Quality Ratio
Promotion/Discounts
Product range
Lowest Price guarantee
Belgium
© 2009 DeloitteXmas 2009: the rebound?
74%
68%
Lowest Price guarantee
The store provides ease of parking
16
Belgium
� Consumers look in the first place to retailers where they believe the price/quality ratio is excellent. Paying the lowest possible price is only ranked 4 which means, despite the crisis, people do not ignore the quality aspect.
� Nevertheless, compared to last year the importance of the price/quality ratio has relatively decreased compared to promotions/discounts which indicates price sensitivity has increased.
� Price promotions and the product assortment also play an important role.
General conclusions
Consumer BehaviorIn what manner do you think you will use the Internet to do your year-end shopping?
37%
14%16%
26%
7%
2008 Belgium
I will not use internet at all
43%
9%
16%
26%
6%
2009 Belgium
I will not use internet at all
30%
9%
18%
27%
16%
2009 Europe
I will not use internet at all
Research and compare shops
© 2009 DeloitteXmas 2009: the rebound?17
Belgium and Europe
� 57% of the Belgian consumers will use the internet for their year-end shopping (last year: 63%). Belgians mainly use the internet for research. Only 6% purchases part of their year-end shopping through the internet.
� Relevant differences exist in the use of internet between those who earn less than 25.000 € per year and those who earn more. Internet is clearly used more by the latter category. Also relevant differences exist between age categories with people between the age of 25-34 making the most use of the internet.
� Compared to other European countries we continue to lag behind on this fast growing market. In no other country in our survey the usage of internet in the context of year-end shopping is lower than in Belgium despite efforts being made by traditional and on line retailers to increase the number of webshops.
General conclusions
Research and compare shopsResearch and compare products
Research and compare pricesBuy products and services
Research and compare shops
Research and compare products
Research and compare prices
Buy products and services
Research and compare shops
Research and compare products
Research and compare prices
Buy products and services
Consumer BehaviorWhy don’t you buy on the internet for year-end shopping?
1%
2%
9%
19%
23%
23%
27%
37%
69%
No online access
Difficult to find products / use internet
I need the advice of a salesman
Prefer not to wait for delivery
Concern over fraud / online security
Concern over returns / unwanted products
Not interested / no specific reason
Prefer the shopping experience
Prefer to see / handle products
2009
2%
3%
7%
8%
18%
20%
22%
24%
67%
Difficult to find products / use internet
No online access
Prefer not to wait for delivery
I need the advice of a salesman
Concern over returns / unwanted products
Not interested / no specific reason
Prefer the shopping experience
Concern over fraud / online security
Prefer to see / handle products
2008
© 2009 DeloitteXmas 2009: the rebound?18
Belgium
� The main reasons why consumers don’t use the internet is because they prefer to see/handle the products before actually buying them or that they do not want to miss out on the shopping experience itself.
� The concern over fraud/online security seems to be stable. About 23% of those who refuse to use internet shopping continue to blame this on security concerns.
� Belgians don’t have different reasons than other Europeans for not using the internet for year-end shopping
General conclusions
0%
0%
Don't have a computer
Never use a computer
0%
1%
Never use a computer
Don't have a computer
Consumer BehaviorWhy do you buy on the internet during year-end shopping?
59%
57%
55%
31%
25%
25%
Have the easiness of deliverance at home
Avoid crowded stores
More products (more choice)
I do not have much time to shop
I'm now confident that deliverance at home will work
I’m now confident on online security
Europe
56%
55%
38%
35%
29%
25%
Avoid crowded stores
Have the easiness of deliverance at home
I do not have much time to shop
More products (more choice)
I’m now confident on online security
I'm now confident that deliverance at home
Belgium
© 2009 DeloitteXmas 2009: the rebound?
25%
5%
I’m now confident on online security
Avoid places where I can be infected by the swine flu
25%
2%
I'm now confident that deliverance at home will work
Avoid places where I can be infected by the swine flu
19
Belgium and Europe
� The key reasons for Belgians and other Europeans to buy on the internet are not significantly different: avoiding crowded stores and having the easiness of home delivery play an important role.
� The appreciation of the on line offerings is significantly different between the average European consumer and the Belgian consumer: 55% of the European consumers indicate this is an important factor in their decision to shop online whereas this is only true for 35% of the Belgian consumer. Improving the supply side of E-commerce on the Belgian market together with the initiatives of the government to increase the usage of internet and to promote E-commerce could help in closing the gap with our fellow Europeans.
General conclusions
Consumer BehaviorWhat type of sites do you use?
48%
44%
42%
34%
26%
Price comparisons sites
Internet trading sites (Ebay, Amazon)
Department store websites
Supermarket websites
Internet discount sites
Europe
59%
48%
32%
25%
20%
Department store websites
Supermarket websites
Price comparisons sites
Manufacturers' websites (Dell, Apple)
Internet trading sites (Ebay, Amazon)
Belgium
© 2009 DeloitteXmas 2009: the rebound?
26%
25%
Internet discount sites
Manufacturers' websites (Dell, Apple)
20%
16%
Internet trading sites (Ebay, Amazon)
Internet discount sites
20
Large differences are noted between the average European consumer and the average Belgian consumer in the
different sites they use for internet purchases
� Belgians use department store websites and supermarket websites
� Europeans prefer price comparison sites (very few in Belgium), Internet trading sites and department store websites
General conclusions
Consumer Behavior
Sustainable development and consumer behavior
68%
63%
55%
41%
I do not buy products involving child labor
I avoid buying products with a carbon impact on the planet
Sustainable development is an excuse to raise prices
I am only concerned about paying the lowest possible price regardless of the product's origin
Belgium
© 2009 DeloitteXmas 2009: the rebound?
41%I will mostly buy products made in my country
21
Belgium and Europe
� 2 out of 3 consumers are concerned about the environment and avoid buying products which are eco unfriendly.
� 1 out of 2 consumers believe the topic of sustainable development is an excuse for retailers to increase their prices.
� In 2008, 44% of Belgian consumers indicated they are more concerned about paying a low price than about the origin of a product. This hasn’t changed in the current year (41%).
� Approximately 70% of French and Italian consumers indicate they mainly buy products made in their own country. In Belgium this is 41% with a significant difference between French speaking consumers (59%) and Dutch speaking consumers (35%).
General conclusions
Consumer BehaviorDo you intend to offer second-hand products as year-end gifts ?
3% 5%5%
87%
Belgium
7%1% 1%
92%
Belgium
Do you intend to sell back some of the gifts you get during the year-end festivities ?
© 2009 DeloitteXmas 2009: the rebound?
Yes, through internet Yes, through shops
Yes, through shops and internet No
22
Belgium
� 1 out of 10 consumers intends to offer a second hand product as a gift. Those are purchased through the internet or at stores specialized in second hand products.
� 1 out of 10 consumers intend to resell gifts they get. This is mainly done via the internet.
Europe
� In Eastern European countries, France and Italy about 3 out of 10 consumers will buy second-hand products to offer as gift.
92%
Yes, through internet Yes, through shops
Yes, through shops and internet No
General conclusions
Consumer Behavior
Conclusions
• A new breed of consumers is here to stay: rational spenders
• Consumers have adopted new behavior patterns as a result of the crisis. Once the crisis is over, most of them will not change their current consumer behavior.
• The new consumer prefers usefulness and durability and makes purchase decisions carefully and avoids impulse buying.
• Retailers that are able to respond to this behavior and communicate accordingly to consumers will be the winners.
© 2009 Deloitte
• E-commerce in year-end buying
• Compared to other European countries we continue to lag behind on this fast growing market. In no other country in our survey the usage of internet in the context of year-end shopping is lower than in Belgium.
• Improving the supply side of E-commerce on the Belgian market together with the initiatives of the government to increase the usage of internet and to promote E-commerce could help in closing the gap with our fellow Europeans.
Xmas 2009: the rebound?23
Year-End Spending
© 2009 DeloitteXmas 2009: the rebound?
Year-End Spending
Intentions
24
Consumer Spending
Year-end holiday spending intentions (€)
2009 Ireland Belgium Netherlands Luxembourg Germany Switzerland France Spain Portugal ItalyWestern
Europe
Total gifts -29.1% -2.1% -3.1% -4.0% -3.6% -0.5% -3.9% -12.4% -3.6% -2.7% -7.3%
Total food -6.1% -1.4% -1.7% -1.7% -0.7% 1.6% -2.2% -2.9% -2.3% -1.2% -3.5%
Total socialising -21.9% -3.4% -3.8% -3.2% -3.7% 0.0% -4.5% -9.1% -8.4% -4.6% -7.6%
Total -22.4% -2.0% -2.7% -3.3% -2.9% 0.1% -3.5% -9.1% -3.7% -2.5% -6.3%
Total gifts €660 €320 €225 €690 €300 €420 €420 €415 €390 €435 €420
Total food €265 €200 €130 €315 €125 €175 €165 €215 €170 €170 €190
Total socialising €185 €60 €45 €145 €60 €90 €65 €105 €60 €60 €90
Total spending €1,110 €580 €400 €1,150 €485 €685 €650 €735 €620 €665 €700
2009 PolandCzech
RepublicSlowakia Romania Ukraine Russia
Eastern
Europe
European
AverageSouth Africa USA
Total gifts 2.3% -2.3% 0.9% 0.8% 2.3% 1.0% 0.8% -4.4% -1.3% -15.0%
Total food 2.3% -0.8% 2.4% 1.5% 10.0% 2.8% 3.0% -1.2% 5.0% N/A
Total socialising -0.9% -8.4% -1.4% -4.5% -6.1% -4.8% -4.4% -6.5% -2.5% N/A
© 2009 DeloitteXmas 2009: the rebound?
Total socialising -0.9% -8.4% -1.4% -4.5% -6.1% -4.8% -4.4% -6.5% -2.5% N/A
Total 1.6% -2.5% 1.0% 0.2% 3.7% 0.5% 0.7% -3.8% 0.5% N/A
Total gifts €175 €345 €275 €310 €100 €190 €235 €355 160 305
Total food €120 €130 €145 €170 €70 €55 €115 €165 105 N/A
Total socialising €80 €50 €60 €90 €35 €80 €65 €80 65 N/A
Total spending €375 €525 €480 €570 €205 €325 €415 €600 330 N/A
25
Belgium
� Belgian consumers estimate to spend €580, slightly less than last year. This is the 4th decrease in a row
2006: 641 � 2007: 624 � 2008: 598 � 2009: 580
The slight decrease in Belgium is the “best” result of Western Europe after Switzerland which predicts a slight increase.
� 3 out of 4 consumers indicated that they would spend the same amount as last year. Of the remaining consumers a slight majority indicated they would cut back on spending, explaining the small decrease.
General conclusions
Gift Shopping
© 2009 DeloitteXmas 2009: the rebound?26
Gift Shopping
What types of presents would you most like to receive?
Belgium Top 10 2009
Gift vouchers 46%
Cash 36%
Books 34%
Clothes / shoes 32%
CDs / Music 30%
Cosmetics / Perfumes 26%
Jewelery / watch 25%
Travel 22%
Belgium Top 10 2009
Gift vouchers 44%
Books 29%
CDs / Music 28%
Cosmetics / Perfumes 25%
Clothes / shoes 22%
Don't know 21%
Interior design 20%
Food/Drink 18%
Which of the following types of presents do you think you will buy?
© 2009 DeloitteXmas 2009: the rebound?
Travel 22%
Interior design 21%
Tickets (theatre / concert / sports match) 20%
Belgium
• The top 5 of most preferred gifts in Belgium has remained virtually unchanged compared to 2008. Gift vouchers are still considered to be the number 1 desired gift, which makes us unique in Europe. Almost 1 on 2 Belgians would like to receive such gift as a present.
• Cash has moved up one spot which is consistent with other countries. Overall, in Europe, the demand for gifts in the form of money (and gift vouchers) continues to rise. This reflects a persistent desire on the part of consumers to make their own gift choices or simply to have cash to cover everyday expenditure.
• Those desiring cash however will be often disappointed as we rarely offer it to other adults.
27
Food/Drink 18%
Cash 15%
Jewelry / watch 14%
General conclusions
Gift Shopping
What types of presents would you most like to receive?
First choice
Ireland Books
Belgium Gift vouchers
The Netherlands Books
Luxembourg Books
Germany Books
Switzerland Books
France Cash
Spain Clothes / shoes
Portugal Books
Italy Books
Which of the following types of presents do you think you will buy?
First choice
Ireland Books
Belgium Gift vouchers
The Netherlands Books
Luxembourg Books
Germany Books
Switzerland Gift vouchers
France Books
Spain Clothes / shoes
Portugal Books
Italy Books
© 2009 DeloitteXmas 2009: the rebound?
Italy Books
Poland Cosmetics / Perfumes
Czech Republic Books
Slowakia Books
Romania Cosmetics / Perfumes
Ukraine Cash
Russia Cash
South Africa CDs / Music
28
Italy Books
Poland Cosmetics / Perfumes
Czech Republic Cosmetics / Perfumes
Slowakia Cosmetics / Perfumes
Romania Cosmetics / Perfumes
Ukraine Cosmetics / Perfumes
Russia Cosmetics / Perfumes
South Africa CDs / Music
X-mas 2009: the rebound?
Concluding Remarks
• While the economy struggles towards recovery, consumers remain cautious about opening their wallets.
• The crisis shows that there has been a shift in consumer behavior. Some trends existed already prior to the crisis but accelerated. Other trends emerged during it. It's now all about changing "value and values".
• “Value” refers to the rational, well-informed and cost conscious consumer, who is price
© 2009 Deloitte
• “Value” refers to the rational, well-informed and cost conscious consumer, who is price sensitive and who wants value for his money.
• “Values” refers to corporate responsibility, climate change impact, health, sourcing. Consumer values are the powerful motivators in the psychology of decision making.
29Xmas 2009 : the rebound?
Retailers who want to be successful will therefore have to connect with consumers
differently than before and ensure they timely recognize the changes in “value and
values” and act accordingly.
Methodology
© 2009 DeloitteXmas 2009: the rebound?
Methodology
30
Survey methodology
• Deloitte realised the survey about the consumption during year-end period in 17 countries from Western Europe, Eastern Europe, and in South Africa. A similar survey was conducted in the USA.
• The conclusions of this study are based on consumer’s data which have been collected during a survey realised by Deloitte in co-operation with a research company.
• The fieldwork was executed late September-early October.
• The sample size of the survey was 17.567 of which 900 were Belgian.
© 2009 Deloitte
• The sample size of the survey was 17.567 of which 900 were Belgian.
• Respondents are aged 18 years and older. Information has mainly been collected via internet, with a structured questionnaire for a sample of individuals, within controlled panels.
• Each consumer in the panel is identified through the following aspects:
‒ Socio-demographics
‒ personal interests
‒ consumer behaviour
31 Xmas 2009: the rebound?
Survey methodology
• To adjust the Internet population vis-à-vis the population of each country, we used ex-post statistical weighting on:
‒ Gender (number equal to the population balance)
‒ Age classifications (16-65)
‒ Income (reflection of population mix)
‒ Regions
© 2009 Deloitte
‒
‒
• As in previous years, we use indexes 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 for another country, a consumer response that is 25% positive and 32% negative will result in an index of -7%.
32 Xmas 2009: the rebound?
Additional Data on
Economic Indicators
© 2009 DeloitteXmas 2009: the rebound?33
Consumer Confidence
© 2009 DeloitteXmas 2009: the rebound?34
Source: National Bank Belgium – November 2009
Consumer Confidence
© 2009 DeloitteXmas 2009: the rebound?35
Source: National Bank Belgium – November 2009
Retail Performance Europe
© 2009 DeloitteXmas 2009: the rebound?36
Source: Eurostat – November 2009
E-commerce in Europe% of adults making purchases on the internet over a period of 3 months
© 2009 DeloitteXmas 2009: the rebound?37
Source: Eurostat / nVision – October 2008
Additional Data on
© 2009 DeloitteXmas 2009: the rebound?
Additional Data on
Gift Spending
38
Gift Shopping If purchasing a gift for someone under the age of 12 this Christmas, what do you think you will buy?
Belgium Top 20 (1-10) 2009
Educative games 31%
Books 26%
Creative, Constructions (e.g. Lego, Mega Blocks, Painting and Drawings)
23%
Clothes / shoes 22%
Board games / Traditional games (inc. Puzzles) 17%
Drawing and Painting sets 16%
Belgium Top 20 (11-20) 2009
Wood toys 9%
Stuffed animal (bear,…) 8%
Games for Wii 8%
Action figures & Play sets (eg action man, Dr Who, Spiderman, Transformers, )
8%
Barbie/bratz 8%
Games for DS 8%
© 2009 DeloitteXmas 2009: the rebound?
Cash 14%
Dolls, play sets & accessories (Baby Annabelle, my little pony, polly pocket)
13%
CDs / Music 10%
Gift vouchers 10%
BluRay / DVDs 6%
Bicycle 5%
Sports equipment / Sportswear 5%
Vehicle & Radio Control 5%
39
Gift Shopping If purchasing a gift for a teen between the age of 12 to 18 this Christmas, what do you think you will offer?
Belgium Top 20 (1-10) 2009
Cash 26%
Gift vouchers 25%
Books 24%
CDs / Music 22%
Clothes / shoes 14%
BluRay / DVDs 11%
Cosmetics / Perfumes 9%
Belgium Top 20 (11-20) 2009
Sports equipment / Sportswear 7%
Mobile telephone (apart from iphone) 7%
Jewelry / watch 6%
Games for PS3 6%
Educative games 5%
Games for DS 5%
Gift box (Smartbox) 5%
© 2009 DeloitteXmas 2009: the rebound?
Tickets (theatre / concert / sports match) 9%
MP3 Player/IPod 9%
Games for Wii 8%
Board games / Traditional games (incl. Puzzles) 5%
Home Consoles : Sony PS3, Nintendo Wii, Microsoft Xbox
4%
Itouch 4%
40
Gift Shopping What women want and men buy…
What women want
Gift vouchers 55%
Books 40 %
Jewelery / watch 40%
Clothes / shoes 40%
Cosmetics / Perfumes 38%
Cash 36%
Interior design 29%
What men buy 2009
Gift vouchers 37%
Books 27%
CDs / Music 27%
Don't know 24%
Cosmetics / Perfumes 22%
Clothes / shoes 19%
Food/Drink 16%
© 2009 DeloitteXmas 2009: the rebound?
CDs / Music 29%
Travel 26%
Tickets (theatre / concert / sports match) 24%
Interior design 15%
Cash 15%
Jewelery / watch 11%
41
Questions
© 2009 DeloitteXmas 2009: the rebound?42
© 2009 Deloitte
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