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2017 holiday surveyCopyright © 2017 Deloitte LLP. All rights reserved. 19
61%
58%
52%
48%
33%35%
38%
43% 46% 46%
4% 4% 5% 7%
22%
GenZ Millennials GenXers Baby
Boomers
Seniors
Percentage of budget spend by age group
Younger shoppers and higher income shoppers skew more online
Shoppers expect to spend more than half of their budget online
Online
51%In-store
42%
Others*
7%
Percentage of total holiday budget
*Others include Catalog or direct mail promotion
47%
52%
57%
44% 42%
39%
9%
6% 5%
<$50K $50K-$99K $100K+
Percentage of budget spend online by
household income
Online In-store Other
“What percentage of your total holiday budget do you expect to spend (online vs. in-store vs. other)?”

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