Mixx Marketing

The environment is increasingly on consumers’ radar screens, according to the 22nd Annual Holiday Survey of retail spending and trends, commissioned by Deloitte. The survey revealed that almost one in five consumers (18 percent) will purchase more “eco-friendly” products this holiday season than in the past, and 17 percent will shop at more “green” retailers. Additionally, almost one-third of consumers (27 percent) surveyed will use fewer plastic bags from supermarkets and other stores this holiday season, and one in five (20 percent) will consider not wrapping holiday gifts to conserve paper. These responses concerning the environment and holiday shopping intentions were consistent across gender, age and income groups. “Most importantly, a significant number of people–17 percent–are willing to pay more for green gifts or supplies, which tells us that this issue is on shoppers’ minds this year and is becoming more central to consumers’ purchasing decisions,” said Stacy Janiak, Deloitte’s U.S. retail leader. “Savvy retailers are taking concrete steps to become more environmentally friendly, and are incorporating this sensibility into their operations, as well as their customer communications. At the same time, they should be cautious about promoting their eco-initiatives too early, before they’ve made real progress, due to the potential for consumer backlash.”