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Holiday Shoppers Already Feeling Effects Of Supply Chain Issues, Poll Finds

By News Creatives Authors , in Leadership , at October 15, 2021


The 2021 holiday shopping season may not be so merry, as half of American consumers have already started their holiday shopping more than two months before Christmas and about half of all respondents reported supply chain-induced shortages, according to Morning Consult poll results released Friday.

Key Facts

Overall, half of respondents had already reported starting their holiday shopping.

Fallouts from the supply chain impact are noticeable already for Americans that got an early start to their holiday shopping, as 51% of all U.S. adults in that group reported an item they wanted was out of stock in the store, 54% of shoppers reported an item they wanted to buy online was out of stock and 49% found that an item they bought was backordered or experienced a delivery delay.

Younger respondents are being impacted at a greater rate, as 70% and 72% of millennials and Gen Z respondents said an item they wanted to purchase was out of stock in store or online, respectively.

The Morning Consult survey was conducted from October 7-11 among 2,200 American adults.

A different Morning Consult poll found that consumer confidence in the U.K. fell 9.1% over the last two months, indicating the issues are worldwide.

Key Background

With mounting shipping delays cited as a reason for rising inflation, supply chain issues are running rampant in the U.S., and worries for how they could impact the pivotal holiday season have grown louder recently. On Wednesday, the White House announced  changes to address the issues, such as increasing the hours of operation at the crucial Long Beach and Los Angeles ports and expanding night-time operations at retailers Target and Walmart. Meanwhile, American consumers are dealing with surging prices, as the Labor Department announced Wednesday a 5.4% year-over-year rise in consumer prices.

Chief Critic

In an interview with Reuters, Mizuho Securities’ chief U.S. economist  Steven Ricchiuto warned that President Joe Biden’s plan to fix the bottlenecks won’t be enough to swiftly fix the situation, as it doesn’t address the equipment, labor and storage shortages driving the issue: “What the president’s doing isn’t going to really hurt. But at the end of the day, it doesn’t solve the problem.” 

Further Reading

Early Bird Holiday Shoppers Are Already Reporting Supply Chain Challenges (Morning Consult)

U.S. supply chain too snarled for Biden Christmas fix, experts say (Reuters)


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