2019 Holiday Survey Of Consumers - Deloitte

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2019 Holiday Survey of ConsumersCopyright 2019 Deloitte Development LLC. All rights reserved.Keepingthe good times rolling1

Deloitte’s 2019 retail holiday survey: Key findingsShoppers are expected to spend 1,496 per household during the holiday season this year, growing at a5.4% CAGR since 2012. The bulk ( 596) will go to spending on experiences and celebrations—including entertaining at home and socializing away from home(including travel and restaurants). Gift purchases account for roughly one-third (34%) of holiday budgets, and respondents expect to spend an average of 511 on them.People plan the remaining 389 to go toward non-gift items like clothing for themselves or the family, and home/holiday décor. Most (78%) expect to spend the same or more than last year’s holiday season, despite their less optimistic outlook for the economy in2020; 44% expect the economy to weaken next year, up from 27% who said so in last year’s survey. The top 20% of spenders account for 60% of total dollars people plan to spend during the holiday season.Online remains the lead shopping destination with mass merchants second. People surveyed expect to spend 59% of their holiday budget online, compared with 36% in store. More than half (54%) prefer online shopping vs. stores during the holiday season, with some variation by category. Online reigns as thetop shopping destination for electronics and toys; mass merchants top the list for food and beverage, health and beauty, and homeitems and appliances; department stores lead by a narrow margin for clothing and accessories. Buying via smartphone continues to climb every year; 70% of smartphone users say they expect to make a purchase from their device,up from 41% five years ago.Copyright 2019 Deloitte Development LLC. All rights reserved.2

Deloitte’s 2019 retail holiday survey: Key findingsPromotions and price are still timeless holiday shopping traditions. Most consumers (81%) expect that promotions will influence them this holiday season—with price discounts (74%) and free shipping(72%) at the top of their wish list, far ahead of other incentives like BOGO (39%) and cash back (29%). Free shipping is more important to shoppers (85%) than fast shipping (15%). Most of those who choose “fast” (68%) expect no morethan two days; the majority of those who opt for free shipping (67%) are willing to wait three to seven days. Shopper traffic is expected to peak in early December, but it’s the early birds who plan to spend the most; those who begin shoppingbefore Thanksgiving are expected to spend almost 400 more than those who start late.Shoppers are willing to share data for a deal, but many remain unsure their privacy is protected. Promotions, discounts, and other offers are the No. 1 thing people want from retailers in return for sharing their personal information,among 61% of respondents—with offers for preferential treatment like faster customer service (34%) and faster checkout (31%) adistant second and third. The majority (56%) of respondents feel they have little control over their consumer data; 70% say they would be more comfortable ifthey had viewing/editing rights for data collected on them.Copyright 2019 Deloitte Development LLC. All rights reserved.3

Despite less forward-looking economic confidence, shoppers’ spending intentions thisholiday season remain stableShopper sentiment(Percentage of US holiday shoppers, N %15%200920102011Holiday spend this year to be more/same compared to last yearCurrent household financial situation a lot/somewhat better than last yearCopyright 2019 Deloitte Development LLC. All rights reserved.4

HOLIDAY SPENDING DETAIL5

Experiences lead the charge when it comes to holiday spending 1,496Average expected amount of spend per household during year-end holiday seasonHoliday shopping spend 389Non-giftpurchasesNon-gift clothingHome/holiday furnishingsOther (misc.) 118 116 382Gifts 156Gift cards/gift certificatesExperiencesEntertaining at homeGifts and gift cards 129 205 596 511 391Socializing away from home74% of total holiday spend will be with retailers while the balance will be spent on socializing away from homeSample size (N) 4,410Copyright 2019 Deloitte Development LLC. All rights reserved.6

More than a quarter of holiday spending goes to socializing away from homeShoppersAverage spend 59% 28025% 32125% 15418% 389Dine at restaurantsSocializing away from home(travel, hotels, restaurants, etc.)Share of overall shoppers – 66%Stay overnight athotels or resortsAverage spend – 391Share of holiday budget – 26%Travel by groundtransportTake a flightSample size (N) 4,410. Average spend includes only respondents who will purchase the above-mentioned item.Copyright 2019 Deloitte Development LLC. All rights reserved.7

At retail, clothing and accessories are likely to attract most holiday season spend 1,105 Average amount to be spent on retail categories during year-end holiday seasonCategoryClothing and accessories(clothing, shoes, jewelry, etc.)Food and beverage/health andwellness (personal care, food/liquor, etc.)Toys and hobbies(books, board games, dolls, movies,handcrafted items, etc.)Electronics and accessories(computers, tablets, wearables, etc.)Home and kitchen(home improvement, home appliances andelectronics, furniture, etc.)Other(pet-related products, data plans, money,subscription products, etc.)Share of total holidayspend at retailAverage categoryspend Total shoppers26% 38773%20% 31070%17% 29964%15% 34847%9% 28036%13% 41836%Sample size (N) 4,410. Average spend includes only respondents who will purchase the above-mentioned category or item.Copyright 2019 Deloitte Development LLC. All rights reserved.8

HOLIDAY GIFTS9

Shoppers will spend an average of 511 on gifts and gift cardsGift purchasing: Volume and valueGift en)59%16.8 58415.9 56914.7 53212.8 45212.913.413.913.714.7 525 487 466 458 421 395 426 386Number of Gifts 14.9Extended Family52%Parent(s)51% 511 430Friend(s)44%Total Spend on Gifts Sample size (N) 4,410. “Gifts” includes gift cards/gift certificates.Copyright 2019 Deloitte Development LLC. All rights reserved.10

Clothing is likely to be the top purchased gift this yearTop 10 items people plan on buying as gifts (% of shoppers)55%Clothing53%Gift cards or gift certificates46%Games, Toys, Dolls, health & beauty aidsJewelryGames – Computer/video only 129Average spend on giftcards this holiday season(vs. 139 in 2018)32%31%Money (Cash or check)Homemade or craft itemGift27%25%Question: “Which of the following do you plan to buy this holiday season?”Sample size (N) 4,410Copyright 2019 Deloitte Development LLC. All rights reserved.11

Half of the shoppers likely to purchase gifts for themselves while holiday shoppingTop 10 items people plan to buy for themselves (% of 21%Cosmetics/fragrances17%Digital contentPet related products16%(DIY)/home improvement goods16%Home furnishingsCell phone or smartphone15%12%Question: “And which of the following are you planning to buy for yourself?”Sample size (N) 4,410Copyright 2019 Deloitte Development LLC. All rights reserved.12

PREFERRED CHANNELSAND FORMATS13

Share of spend continues to shift toward online channelsShare of spend: Online vs. in store 59%57%Online 879(Avg. spend)55%51%50%46%45%38%201520162017Online channel (Desktop, laptop, mobile, tablet, digital device)36%36%20182019In store 541(Avg. spend)In-storeQuestion: “What percentage of your total holiday budget do you expect to spend.?” Other retail channels (e.g., catalogue or direct mail promotion) not included in the chart (Share of spend 3% in 2015; 5% in 2016; 7% in 2017; 7% in 2018; and 5% in 2019)Sample size (N) 4,280Copyright 2019 Deloitte Development LLC. All rights reserved.14

Online continues to gain momentum across all cohortsPrefer online rather than physical store during the holiday season(% of shoppers who agree/strongly lGenZMillennial2015Copyright 2019 Deloitte Development LLC. All rights reserved.2016GenX20172018BoomerSenior201915

Online retailers continue to extend their lead“At which of the following types of retailers will you likely shop for holiday gifts?”vs. 2018Internet/online retailers (incl. auction-sites)64%Mass merchants53%Traditional department stores32%Off-price stores29%Bookstores28%Supermarkets or grocery stores25%Electronics/Office supply/Computer stores24%Specialty health and beauty stores23%Warehouse membership clubs23%Restaurants/fast food establishments21%Home improvement stores21%Outlet stores/centersDollar stores19%Specialty clothing stores18%Toy storesSample size (N) 4,41020%Copyright 2019 Deloitte Development LLC. All rights reserved.18% 4% 1% 1%3%3%3% 2%1%1% 2%2%3%16

Shopper retail format preferences vary across incomes“At which of the following types of retailers will you likely shop for holiday ome*1211Internet/online retailers (incl. auction-sites)2122Mass merchants3733Traditional department stores4545Off-price ermarkets or grocery stores25%8Electronics/Office supply/Computer stores24%97Specialty health and beauty stores23%1666Warehouse membership clubs23%10111111Restaurants/fast food establishments21%11141010Home improvement stores21%1291215Outlet stores/centers20%1341924Dollar stores19%1420149Specialty clothing stores18%15131514Toy stores18%* Income references annual household income: Low 50K, Middle 50K– 99K, High 100K .Question: “At which of the following retail sources or venues will you likely shop for holiday gifts?”Sample size (N) 4,410. # Multi-select question.Copyright 2019 Deloitte Development LLC. All rights reserved.Specialty stores have higher levelsof intent among higher incomehouseholds, while value stores aremore popular among low income.Format preferred byall groupsFormat preferred bylow-income groupFormat preferred byhigh-income group17

DIGITAL INFLUENCE18

Laptop/tablet usage flatlined, while smartphone has gained momentumSmartphoneBrowsing, purchasing,and price comparisonoccur across alldevices. However,tracking orders andgetting store locationsare more prevalentthrough mobiledevices.Desktop/laptopDigital deviceTotalshoppersTop 5 uses by device#Browse online75%(76% in 2018)Make a purchaseCheck/compare pricesRead product reviewsGet product information: pricing andspecifications52%(46% in 2018)81%79%72%68%65%Track order status72%Browse online72%Make a purchaseCheck/compare pricesGet store locations70%67%64%TabletBrowse online22%(22% in 2018)Make a purchase75%67%Read product reviews64%Check/compare prices64%Get product information: pricing andspecifications61%Question: “Please select the device(s) you use or plan to use for holiday shopping”Sample size (N) 4,410. # Multi-select question.Copyright 2019 Deloitte Development LLC. All rights reserved.19

Shoppers are increasingly using smartphones to make purchasesShare of smartphone users who plan to use it to “make a : “Please select the device(s) you use or plan to use for holiday shopping”Copyright 2019 Deloitte Development LLC. All rights reserved.20

Influencers only have so much influence; not a game-changer yetSocial media usage(% of respondents)28%29%27%28%Top 3 uses of social 1860%Read reviews53%Browse products52%Find promotions2019# Multi-select question.Question (1): “Do you plan to use social media sites to assist in your holiday shopping?” Sample size (N) 4,410Question (2): “During this holiday season, how do you plan to use social media for shopping?” Sample size (n) 964Copyright 2019 Deloitte Development LLC. All rights reserved.21

Shoppers no longer separate online from in storePopular omnichannel experiencesResearch online and makepurchase in storeResearch in store andmake purchase onlineBuy online and pick upin store69%57%45%(vs. 66% in 2018)Note: Percentages combine thoseQuestion (1): “How likely will youQuestion (2): “How likely will youQuestion (3): “How likely will youSample size (N) 4,410(vs. 54% in 2018)(vs. 45% in 2018)respondents who selected answer choices “Very likely” and “Somewhat likely.”be this holiday season to first look at items online, then go to a store to see the item, and then make your purchase at the store?”be this holiday season to first go to a store to look for an item and then search online for the best price, and then purchase online?”be this holiday season to buy a product online and then instead of having it shipped to you, you will go to the store to pick up the item?”Copyright 2019 Deloitte Development LLC. All rights reserved.22

Emerging technology still has a long way to go with consumersUseful while shoppingProduct recommendations on shopping websites or mobile apps42%Visual search tools (e.g., uploading a photo to search for a product)Curated subscription productsVoice-assistants via smart speakers or mobile phone appsVirtual assistant chat botsQuestion: “Which of the following have you found to be useful while shopping?”Sample size (N) 4,410Copyright 2019 Deloitte Development LLC. All rights reserved.17%7%6%5%23

Shoppers still come to the stores for inspirationSources of holiday shopping researchOnline retailers65%Web search engines58%Retail stores52%Retailer websites or mobile appsManufacturer websites/mobileapps40%33%# Multi-select question.Question: “Which of the following will you use for research before making your holiday purchases?”Sample size (n) 4,410Copyright 2019 Deloitte Development LLC. All rights reserved.24

CONSUMER PREFERENCES25

Product assortment and price lead the way followed by ht 2019 Deloitte Development LLC. All rights reserved.26

Promotions are still a holiday favoriteMost appealing promotional offers#74%Price discounts72%Free shipping39%Buy one get one free81%of consumers will beinfluenced by promotions29%Cash back25%Free returns21%Free gifts15%Loyalty points10%Interest-free financingBuy more save moreContests, sweepstakes, gamesBuyback and exchange offers7%4%4%Question (1): “What percentage of your total holiday purchases will be influenced by any coupons and promotional offers that you receive?”Question (2): “Which of the following holiday promotional offers most appeal to you?”Sample size (n) 3,462; # Multi-select question.Copyright 2019 Deloitte Development LLC. All rights reserved.27

Competitive pricing can likely get retailers new customers this holiday seasonInfluences in trying new store/online retailer72%Better pricesUnique products79%of shoppers areopen to trying newretailers this season50%Coupons or discounts47%Greater selection47%Friend or family recommendationsPositive reviews about the store or siteNew or different types of gifts46%44%42%# Multi-select question.Question (1): “What percentage of your holiday gifts and shopping this year do you anticipate will be at those same locations as last year?” Sample size (N) 4,410Question (2): “What would influence you to try a new store or online retailer?” Sample size (N) 3,495Copyright 2019 Deloitte Development LLC. All rights reserved.28

HOW TO WIN THE HOLIDAYS29

High spenders are likely to account for 60 percent of the total holiday spendShare of holiday spendSpend amountHousehold income65%60%25% 2,101 or moreOf overall holiday spend is comingfrom high spendersAmount high spenders will bespending this seasonEarly shoppersSocializing away fromhome10%Less than 50K 50K - 99K 100K or moreGenerations66%35%69%To start holiday shopping beforeThanksgiving DayCopyright 2019 Deloitte Development LLC. All rights reserved.71%The percentage of spending onsocializing and travel that will comefrom high or30

High spenders more likely to be traveling and socializing away from home this yearCategoryClothing and accessories(clothing, shoes, jewelry, etc.)Food and beverage/health and wellness(personal care, food/liquor, etc.)Toys and hobbies(books, board games, dolls, movies, handcrafteditems, etc.)Electronics and accessories(computers, tablets, wearables, etc.)Home and kitchen(home improvement, home appliances andelectronics, furniture, etc.)Other(pet-related products, data plans, money,subscription products, etc.)Socializing away from home(travel, hotels, restaurants, etc.)Copyright 2019 Deloitte Development LLC. All rights reserved.Share of spend by category(high spenders vs. 5%51%71%vs.vs.49%29%Top items high spenders arelikely to buy Clothing (85%) Shoes (54%) Food/liquor (74%) Cosmetics/fragrances/health & beauty aids(61%) Books (66%) Games, toys, dolls, etc. (57%) Games – computer/video only (39%) CDs/DVDs/Blu-ray discs for movies or music(36%) Home furnishings (42%) Do-it-yourself (DIY)/home improvement goods(39%) Gift cards or gift certificates (66%) Tickets to an event – sporting, concert, etc.(39%) Travel by flight or ground transport (52%) Dine at restaurants away from home (82%) Stay overnight at hotels or resorts (52%)31

RETAILER POLICIES32

Shoppers are slow to adopt newer delivery modelsDelivery service usedStandard delivery62%Next-day delivery36%Buy online and pick-up instore (BOPUS)34%Same-day delivery17%Batching orders of shipping13%Curbside pickupDelivery at a locker locationPersonal shopping assistant services11%8%5%Question: “Which of the following delivery services are you likely to use during the upcoming holiday shopping season?”Sample size (N) 4,410Copyright 2019 Deloitte Development LLC. All rights reserved.33

Shoppers want free shipping and are willing to wait up to seven days for itImportance of free vs. fast shipping68% of shoppers67% of shopperswho opt for fastshipping wantdelivery inless than 2 days41%40%who opt for freeshipping wantdelivery in3–7 %1%Same day3%Next day2%2 daysFree ShippingQuestion (1): “When you are shopping online, which of these two promises below would be more important to you?”Question (2): “When you opt for free shipping/fast shipping, how long are you willing to wait to receive your product?”Sample size (N) 4,410Copyright 2019 Deloitte Development LLC. All rights reserved.13%3-4 days5-7 days1 to 2 weeksFast shipping34

HOLIDAY SEASON TIMING35

Early shoppers spend more62%38%plan to begin shopping before Thanksgiving(Average spend 1,610)plan to begin shopping on Thanksgiving or later(Average spend 1,220)39%23%NovemberbeforeThanksgivingBefore October endAveragespend 1,68018%Novemberon/afterThanksgivingNovember 1,62819% 1,3431%December 1,202January 246Question: “When are you likely to begin your holiday shopping this year?”Sample size (N) 4,410Copyright 2019 Deloitte Development LLC. All rights reserved.36

Most consumers plan to complete holiday shopping over a four-to-eight-week periodAverage spend and duration of shopping period 2,006 1,629 1,763 1,399 1,315 1,593 1,402 1,28049%50%25%17%20%14%14%0-4 weeks2018 - Share of shoppers by duration4-8 weeks2019 - Share of shoppers by duration11%8-12 weeks2018 - Average spend ( )12 weeks2019 - Average spend ( )Question (1): “When are you likely to begin your holiday shopping this year?”Question (2): “By which one of these days or months do you expect to complete your holiday shopping this year?”Sample size 2018 (N) 4,036. Sample size 2019 (N) 4,410.Copyright 2019 Deloitte Development LLC. All rights reserved.37

There are six fewer days this holiday season, which may shift traffic to peak inDecemberHoliday shopping periods by traffic(% of shoppers)72%69%64%53%46%35%47%44%51%35%3%Before OctoberendEarly November(1st-15th)Late November(16th-30th)2018Early December(1st-15th)Late December(16th-31st)3%January next year2019Question: “Out of you plan to spend during the holiday season, do you plan to spend during the following months?”Sample size (N) 4,410Copyright 2019 Deloitte Development LLC. All rights reserved.38

Cyber Monday has surpassed Black Friday across all age cohortsShoppers who plan to maintain reliance on discount days(Agree/very much agree/neutral %)Black FridayCyber ennialGenXBaby BoomerSeniorOverallUsing a scale of 1 through 5, where 1 means ‘Very much disagree’ and 5 means ‘Very much agree’, please state how much you agree with each of the following statements.Question (1): ‘I rely on Black Friday shopping as much as I used to during the holiday season’Question (2): ‘I rely on Cyber Monday shopping as much as I used to for the holiday season’Copyright 2019 Deloitte Development LLC. All rights reserved.39

Almost half of shoppers plan to donate during the upcoming holiday seasonHoliday donating 151Yes46%No54%Mean spend on items todonate this holidayseasonQuestion (1): “Are you planning to buy any items to donate during the upcoming holiday season?”Question (2): “How much are you likely to spend on the items to donate?”Sample size (N) 4,410/(N) 2,000Copyright 2019 Deloitte Development LLC. All rights reserved.40

CONSUMER DATA AND PRIVACY41

What lies ahead for privacy?Benefits shoppers want from retailers inreturn for sharing personal information56%Promotions, discounts or other offers61%Faster resolution to an issue relatedto product or serviceof shoppers feel little/no controlover their consumer data34%79%Faster checkoutsProduct recommendations based onmy purchase history/preferences31%of shoppers are concerned aboutshopping at retailers with either multiple databreaches or data breaches within the last year18%70%Personalized product offeringsCopyright 2019 Deloitte Development LLC. All rights reserved.17%of shoppers would be morecomfortable if they had viewing/editingrights for data collected on them42

ECONOMIC ANDHOLIDAY SPENDING OUTLOOK43

Shoppers’ outlook on the 2020 economy is the weakest it’s been in yearsShoppers’ view on the 2020 US 34%33%2009201020112012Improve significantly/modestlyCopyright 2019 Deloitte Development LLC. All rights reserved.201320142015Remain the same2016201720182019Weaken significantly/modestly44

1 in 5 shoppers plans to spend less this holiday seasonShoppers who plan to spend less this yearTop 5 reasons given for spending less:49%38%42%37%29% 31%25% 26%21% 22% 22% 9%saving more instead of spending 8%paying down debt instead of spending 7%household financial situation is worse 7%economic instability/general concern for theeconomy 6% higher food prices2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019I plan to spend lessCopyright 2019 Deloitte Development LLC. All rights reserved.45

About the surveyThis survey was commissioned by Deloitte and conducted online by an independent research company from September 6–13, 2019.It polled a national sample of 4,410 consumers and has a margin of error for the entire sample of plus or minus one to twopercentage points.About the CenterAbout DeloitteDeloitte Insights Consumer Industry Center (the “Center”)provides a forum for innovation, thought leadership,groundbreaking research, and industry collaboration to helpcompanies solve the most complex industry challenges.Deloitte refers to one or more of Deloitte Touche TohmatsuLimited, a UK private company limited by guarantee (“DTTL”), itsnetwork of member firms, and their related entities. DTTL andeach of its member firms are legally separate and independententities. DTTL (also referred to as “Deloitte Global”) does notprovide services to clients. In the United States, Deloitte refersto one or more of the US member firms of DTTL, their relatedentities that operate using the “Deloitte” name in the UnitedStates, and their respective affiliates. Certain services may notbe available to attest clients under the rules and regulations ofpublic accounting. Please see www.deloitte.com/about to learnmore about our global network of member firms.Technology is changing at a rapid pace, and so are consumers.How will these changes impact the way our clients do business inthe future? The Center provides premiere insights based onprimary research on the most prevalent issues facing theConsumer industry to help our clients run effectively and achievesuperior business results.The Center is your trusted source for information on leadingtrends and research that connect insights, issues, and solutionsfor Deloitte’s four Consumer sectors: Automotive, ConsumerProducts, Retail, Wholesale & Distribution, and Transportation,Hospitality & Services.Copyright 2019 Deloitte Development LLC. All rights reserved.This presentation contains general information only, and Deloitteis not, by means of this presentation, rendering accounting,business, financial, investment, legal, tax, or other professionaladvice or services. This presentation is not a substitute for suchprofessional advice or services, nor should it be used as a basisfor any decision or action that may affect your business. Beforemaking any decision or taking any action that may affect yourbusiness, you should consult a qualified professional advisor.Deloitte shall not be responsible for any loss sustained by anyperson who relies on this presentation.46

Gifts and gift cards 596 Experiences Gifts Gift cards/gift certificates Entertaining at home Socializing away from home 389 Non-gift purchases Non-gift clothing Home/holiday furnishings Other (misc.) 74% of total holiday spend will be with retailers whil

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