NEW YORK--(BUSINESS WIRE)--This year, holiday shoppers are returning to a more traditional sense of
Christmas by focusing on family and close friends. Almost two in five
holiday shoppers (38%) plan to spend more family time at home this year
compared to last year, and 17% are planning more time away from home but
doing activities with their family.
These are some of the results of The
Harris Poll® of 2,303 adults surveyed online
between November 2 and 11, 2009 by Harris
Interactive®.
As part of this shift, Americans are reprioritizing where they can -
almost half of holiday shoppers (46%) plan on spending less on holiday
gifts this year as compared to last year, and 38% will spend less time
hosting and attending holiday parties. In addition, shoppers will also
devote more time to attend religious events (18%) and volunteering (15%)
this year.
Despite the planned decrease in spending, 19% of holiday shoppers will
increase their spending this year on immediate family members. “Shoppers
appear to be shifting dollars away from spending on gifts for less
significant relationships” said Mary Bouchard, senior research director,
and lead retail industry expert for Harris Interactive. “Almost half
said they will spend less this year on employees and colleagues (48%) as
well as acquaintances (47%).”
Online and Discount Retailers are well positioned
With almost two-thirds (63%) saying price is the most important aspect
for shopping this holiday season, many shoppers will continue to turn to
online sources to get the best deal. Almost three in ten (27%) said they
will spend more time shopping online, compared to one in ten (11%) who
will spend more time shopping in a store. Discount retailers will
benefit this year, as 26% of holiday shoppers plan to spend more at
discount stores, while only 5% of shoppers plan to spend more at top
tier department stores this year as compared to last year.
One of the few exceptions are the youngest consumers, age 18-32, who are
more likely than any age group to spend more this season. One in five of
this age group (19%) will spend more compared to just 6% of Baby Boomers
(those aged 45-63) and 4% of Matures (those aged 62 and older). Younger
holiday shoppers are also the only age group who plan to increase their
spending in higher end stores.
So what does this mean for the retailer?
“Obviously, price will continue to be a primary purchase driver this
holiday season” says Ms. Bouchard. “The spending shift to discount
stores is consistent with behavior in other industries. For example, in
the past year consumers have moved a greater portion of their budget
away from casual dining and into fast food restaurants. In order to tap
into the consumers’ need to maximize their limited budgets; retailers
will need to utilize every avenue to communicate their sales and
discounting strategies. Retailers can also capitalize on the mood of the
consumer by providing that calmer, more convenient shopping experience
they are looking for as part of a simpler, more family focused holiday
season.”
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TABLE 1
SPENDING TIME DURING THE HOLIDAYS
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"Compared to how you spent your time
last holiday season, do you plan to spend more, less or about the
same amount of time on each of the following this holiday season?”
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Base: Adults doing holiday shopping
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MORE
TIME
(NET)
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Much
more
time
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Somewhat
more time
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About the
same time
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LESS TIME
(NET)
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Somewhat
less time
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Much
less
time
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%
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%
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%
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%
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%
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%
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%
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Family time at home
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38
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12
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|
26
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55
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|
7
|
|
4
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|
3
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Shopping for gifts online
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27
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6
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22
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51
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22
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9
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14
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Time doing spiritual/religious activities
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18
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6
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12
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68
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14
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5
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8
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Family activities away from home
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17
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5
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12
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61
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23
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11
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12
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Time doing volunteer activities
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15
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3
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11
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64
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21
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9
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12
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Attending holiday parties
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12
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2
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10
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58
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|
30
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13
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16
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Shopping for gifts in stores
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11
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3
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8
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59
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|
30
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21
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9
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Hosting holiday parties
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10
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2
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7
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53
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38
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13
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25
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Note: Percentages may not add up exactly to 100% due to rounding.
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TABLE 2
HOLIDAY SPENDING COMPARED TO 2008 - PEOPLE
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"Compared to what you spent last year on holiday gifts, how much
do you plan to spend on each of the following this holiday season?”
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Base: Adults doing holiday shopping
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Immediate
family
members
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Extended
family
members
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Close
friends
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Friendly
acquaintances
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Colleagues and
employees
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Service providers
(your physician, lawn
service, mailman)
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%
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%
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%
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%
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%
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%
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MORE (NET)
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19
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7
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9
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5
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5
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|
4
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Much more
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6
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3
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3
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2
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2
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2
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Somewhat more
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14
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4
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6
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3
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3
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2
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About the same
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59
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53
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56
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48
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48
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|
51
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LESS (NET)
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22
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40
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35
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47
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48
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45
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Somewhat less
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17
|
|
19
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18
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15
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12
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|
11
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Much less
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5
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22
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17
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32
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36
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33
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Note: Percentages may not add up exactly to 100% due to rounding.
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TABLE 3
HOLIDAY SPENDING COMPARED TO 2008
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"Compared to what you spent last year on holiday gifts, do you
plan to spend…”
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Base: Adults doing holiday shopping
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Total
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By Generation
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Echo
Boomers
(18-32)
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Gen. X
(33-44)
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Baby
Boomers
(45-63)
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Matures
(64+)
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%
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%
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%
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%
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%
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MORE (NET)
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10
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19
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10
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6
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4
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Much more this holiday season
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2
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5
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1
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2
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1
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Somewhat more this holiday season
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8
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15
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9
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5
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3
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About the same this holiday season
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43
|
|
41
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|
38
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43
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53
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LESS (NET)
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46
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37
|
|
51
|
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51
|
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42
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Somewhat less this holiday season
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25
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|
18
|
|
27
|
|
29
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24
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Much less this holiday season
|
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21
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|
19
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24
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22
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18
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Not applicable
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1
|
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2
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*
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*
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*
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Note: Percentages may not add up exactly to 100% due to rounding
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* = less than .5%
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TABLE 4
HOLIDAY SPENDING COMPARED TO 2008 - STORES
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"Thinking of where you purchased holiday gifts last holiday
season, do you plan to spend more, less or about the same amount
of money in the following types of stores?”
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Base: Adults doing holiday shopping
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Discount
Stores
(e.g. Wal-
Mart,
Target)
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Mid-tier
department
stores (e.g.
JCPenney,
Kohl’s)
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Top-tier
department
stores (e.g.
Saks, Macy’s
Nordstrom)
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Specialty
stores (e.g.
jewelry
stores, pet
stores)
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Electronic
stores (e.g.
Best Buy,
Radio Shack)
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Warehouse
stores (e.g.
Costco,
B.J.’s)
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Off price
stores (e.g. TJ
Maxx,
Nordstrom
Rack)
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%
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%
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%
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%
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%
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%
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%
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MORE (NET)
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26
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9
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5
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7
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|
10
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13
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9
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Much more this holiday season
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8
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2
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2
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3
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3
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3
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3
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Somewhat more this holiday season
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18
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7
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3
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4
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7
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10
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7
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About the same this holiday season
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55
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57
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|
43
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|
44
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|
49
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52
|
|
51
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LESS (NET)
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19
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34
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52
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49
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41
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35
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40
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Somewhat less this holiday season
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10
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|
13
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13
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14
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13
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|
10
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11
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Much less this holiday season
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9
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21
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40
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|
35
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|
28
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26
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|
29
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Note: Percentages may not add up exactly to 100% due to rounding.
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TABLE 5
MOST IMPORTANT IN CHOOSING STORES FOR HOLIDAY SHOPPING
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"While all may be important to you, which one of these is most
important to you when you are shopping for gifts this holiday
season?”
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Base: Adults doing holiday shopping
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Total
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By Generation
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Echo
Boomers
(18-32)
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Gen. X
(33-44)
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Baby
Boomers
(45-63)
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Matures
(64+)
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%
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%
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%
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%
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%
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Finding the best sales and discounts
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63
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59
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68
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64
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59
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Shopping at stores where I have built a relationship/ where I
routinely shop
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6
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6
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5
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4
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9
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Shopping where it’s most convenient
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10
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10
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10
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9
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14
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Shopping where I can find the “hot” products of the season
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3
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7
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2
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1
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*
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Shopping where the experience is calm and enjoyable
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12
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13
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6
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15
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10
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Shopping where I can get the best customer service
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7
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5
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10
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7
|
6
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Note: Percentages may not add up exactly to 100% due to rounding.
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* = less than .5%
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TABLE 6
REASONS FOR SHOPPING IN CERTAIN STORES
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"When you think about where you will shop for gifts this holiday
season, how important are each of the following to you?”
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Base: Adults doing holiday shopping
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IMPORTANT
(NET)
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Very
important
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Somewhat
important
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NOT
IMPORTANT
(NET)
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Not very
important
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Not at all
important
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Not
applicable
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%
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%
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%
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%
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%
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%
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%
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Finding the best sales and discounts
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92
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72
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20
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5
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3
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1
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4
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Shopping at stores where I have built a relationship/where I
routinely shop
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67
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|
29
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37
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|
26
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|
17
|
|
9
|
|
7
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Shopping where it’s most convenient
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85
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|
47
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38
|
|
11
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|
9
|
|
3
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3
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Shopping where I can find the “hot” products of the season
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49
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17
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32
|
|
42
|
|
26
|
|
16
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|
9
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Shopping where the experience is calm and enjoyable
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85
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44
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|
41
|
|
11
|
|
8
|
|
3
|
|
4
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Shopping where I can get the best customer service
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81
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|
37
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|
44
|
|
15
|
|
11
|
|
4
|
|
4
|
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Note: Percentages may not add up exactly to 100% due to rounding.
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TABLE 7
HOLIDAY SHOPPING
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"Thinking about gift shopping for the holiday season, please
select the statement that you most agree with.”
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Base: All adults
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Nov
2009
|
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By Generation
|
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|
|
Echo
Boomers
(18-32)
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Gen. X
(33-44)
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|
Baby
Boomers
(45-63)
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Matures
(64+)
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%
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%
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%
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%
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%
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DOING HOLIDAY SHOPPING (NET)
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80
|
|
83
|
|
84
|
|
78
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|
72
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ENTHUSIASTIC (NET)
|
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41
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|
46
|
|
41
|
|
40
|
|
35
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|
I’m excited about shopping for holiday gifts
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18
|
|
25
|
|
17
|
|
17
|
|
11
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I am looking forward to the holiday shopping that I will have to do
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23
|
|
21
|
|
24
|
|
22
|
|
24
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NOT ENTHUSIASTIC (NET)
|
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39
|
|
38
|
|
43
|
|
38
|
|
37
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Holiday gift shopping is a chore, but it has to be done
|
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21
|
|
20
|
|
20
|
|
20
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|
24
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I dread the holiday gift shopping that I will have to do
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18
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|
18
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|
23
|
|
18
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|
13
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I am not planning to do any shopping for the holidays
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20
|
|
17
|
|
16
|
|
22
|
|
28
|
|
Note: Percentages may not add up exactly to 100% due to rounding.
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Methodology
This Harris Poll was conducted online within the United States November
2 and 11, 2009 among 2,303 adults (aged 18 and over). Figures for age,
sex, race/ethnicity, education, region and household income were
weighted where necessary to bring them into line with their actual
proportions in the population. Propensity score weighting was also used
to adjust for respondents’ propensity to be online.
All sample surveys and polls, whether or not they use probability
sampling, are subject to multiple sources of error which are most often
not possible to quantify or estimate, including sampling error, coverage
error, error associated with nonresponse, error associated with question
wording and response options, and post-survey weighting and adjustments.
Therefore, Harris Interactive avoids the words “margin of error” as they
are misleading. All that can be calculated are different possible
sampling errors with different probabilities for pure, unweighted,
random samples with 100% response rates. These are only theoretical
because no published polls come close to this ideal.
Respondents for this survey were selected from among those who have
agreed to participate in Harris Interactive surveys. The data have been
weighted to reflect the composition of the adult population. Because the
sample is based on those who agreed to participate in the Harris
Interactive panel, no estimates of theoretical sampling error can be
calculated.
These statements conform to the principles of disclosure of the
National Council on Public Polls.
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J37281
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Q905, 910, 915, 920, 925, 930, 935
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The Harris Poll(®) #134, November 23, 2009
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By Mary Bouchard, Senior Research Director and Andrew Compagno,
Senior Project Researcher
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Consumer Goods, Retail, and Restaurant division, Harris Interactive
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About Harris Interactive
Harris
Interactive is a global leader in custom market research. With a
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technology, we assist clients in achieving business results. Harris
Interactive serves clients globally through our North American, European
and Asian offices and a network of independent market research firms.
For more information, please visit www.harrisinteractive.com
©2009 Harris Interactive, Inc. All rights reserved.
