Consumers willing to pay more for green
A holiday shopping survey finds the right products will fetch a better price. Given its already environmentally responsible products and packaging, it would seem a perfect storm is brewing for yet another very merry holiday shopping season for our favorite fruit company.
Deloitte has announced the release of their 23rd Annual Holiday Survey of consumers with this year’s sample including 13,276 people from around the US.
“The big question around the green movement has always been how it translates into revenues for retailers,” said Lynnette Frank, a partner with Deloitte. “Our survey shows that a significant number of people will pay more for eco-friendly products, which tells us that this issue is becoming a key factor in consumers’ purchasing decisions, particularly in Seattle. Like multichannel retailing, environmentally friendly strategies can help retailers differentiate their brands, capture consumers’ hearts and minds and increase share of wallet, particularly in this economic environment.”
And, doesn’t all of that sound like Apple? It’s got the products, packaging and multichannel retail delivery that this survey says consumers want the most.
Here are some more sound bites:
• More than half of Seattle consumers (52 percent) are willing to pay extra for green gifts this holiday season — 44 percent of consumers nationally are willing to pay more.
• Of those, 57 percent say they are willing to pay between 10 to 25 percent more, while the remaining are willing to pay 5 percent more.
• Nearly six in 10 Seattleites surveyed say they will use fewer plastic bags this year, up from the 37 percent who said the same last year and more than other metro areas in the US.
• Up to 25 percent of Seattleites and San Franciscans say they won’t wrap presents in order to conserve paper
• 73 percent of Seattleites will buy at least some gifts online. One-in-five will do all of their shopping online. And 36 percent say they will shop more online, in catalogs to save gas
Although clothing, gift cards and, of course, Nintendo’s Wii are expected to be among the top gifts this year, Apple’s iPhone and iPod, which has been in the top three since 2005, are also expected to among the most popular items given to friends, family and co-workers.
Given Apple’s newly green MacBooks and iPods, as well as the already environmentally responsible iMac and Mac mini, the company’s premium pricing and image, as well as rising mind share, would seem to make it the ideal candidate to benefit from the trend toward a greener America.
Moreover, fresh ChangeWave data indicates that fully one-third of those planning to buy computers this holiday season expect to purchase a Mac.
All of these things taken together—a growing emphasis on green products and packaging, a willingness to pay for the privilege and consumers already amenable to Cupertino’s products and message—would seem to present a perfect storm for Apple…
What’s your take?
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