holiday shopping 2014: consumer outlook
TRANSCRIPT
87.12% 345
12.88% 51
Q1 Do you intend to give gifts this holidayseason, or not?Answered: 396 Skipped: 0
Total 396
Yes, I intendto give gifts
No, I do notintend to gi...
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Answer Choices Responses
Yes, I intend to give gifts
No, I do not intend to give gifts
1 / 28
Shopping for the Holiday Season
97.07% 331
5.87% 20
1.17% 4
3.52% 12
Q2 Which of the following holidays do youplan on giving gifts for? (Select all that
apply)Answered: 341 Skipped: 55
Total Respondents: 341
Christmas
Hanukkah
Kwanzaa
Other (pleasespecify)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Answer Choices Responses
Christmas
Hanukkah
Kwanzaa
Other (please specify)
2 / 28
Shopping for the Holiday Season
33.83% 114
24.93% 84
12.17% 41
23.15% 78
3.86% 13
0.89% 3
1.19% 4
Q3 When are you planning to start yourholiday shopping this year?
Answered: 337 Skipped: 59
Total 337
Havealreadystarted
Early tomid-November
AroundBlackFriday/Cyber...
EarlyDecember
About 1weekbeforethe...
1 daybeforetheholiday
Other(pleasespecify)
0%
20%
40%
60%
80%
100%
Answer Choices Responses
Have already started
Early to mid-November
Around Black Friday/ Cyber Monday
Early December
About 1 week before the holiday
1 day before the holiday
Other (please specify)
3 / 28
Shopping for the Holiday Season
6.23% 21
11.57% 39
27.89% 94
54.30% 183
Q4 Do you plan on purchasing anything(either online or in-store) on Black Friday or
Cyber Monday?Answered: 337 Skipped: 59
Total 337
Yes, on BlackFriday only
Yes, on CyberMonday only
Yes, both BlackFriday and CyberMonday
No, I do notplan onpurchasinganything on...
0%
20%
40%
60%
80%
100%
Answer Choices Responses
Yes, on Black Friday only
Yes, on Cyber Monday only
Yes, both Black Friday and Cyber Monday
No, I do not plan on purchasing anything on Black Friday or Cyber Monday
4 / 28
Shopping for the Holiday Season
56.25% 189
43.75% 147
Q5 Do you prefer to do your holidayshopping online or in-stores?
Answered: 336 Skipped: 60
Total 336
Online
In-store
Answer Choices Responses
Online
In-store
5 / 28
Shopping for the Holiday Season
28.27% 95
52.98% 178
10.12% 34
8.63% 29
Q6 Compared to last year, do you think youwill purchase more holiday gifts online,
fewer gifts online, or about the samenumber of gifts online?
Answered: 336 Skipped: 60
Total 336
More giftsonline
About the samenumber of gi...
Fewer giftsonline
I do not buygifts online
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Answer Choices Responses
More gifts online
About the same number of gifts online
Fewer gifts online
I do not buy gifts online
6 / 28
Shopping for the Holiday Season
9.23% 31
22.02% 74
23.21% 78
25.60% 86
17.26% 58
2.68% 9
Q7 What percentage of your total holidaybudget do you expect to spend online?
Answered: 336 Skipped: 60
Total 336
None
1 - 25%
26 - 50%
51 - 75%
76 - 99%
100%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Answer Choices Responses
None
1 - 25%
26 - 50%
51 - 75%
76 - 99%
100%
7 / 28
Shopping for the Holiday Season
62.50% 205
43.60% 143
63.11% 207
10.37% 34
Q8 Thinking about the gifts you willpurchase in-store, in which of the followingstores do you plan on making a puchase?
(Select all that apply)Answered: 328 Skipped: 68
Total Respondents: 328
Discount/value...
Traditionaldepartment...
Local retailstores
Other (pleasespecify)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Answer Choices Responses
Discount/ value department stores (e.g. Target or Walmart)
Traditional department stores (e.g. Nordstrom or Macy's)
Local retail stores
Other (please specify)
8 / 28
Shopping for the Holiday Season
9.55% 32
33.43% 112
28.06% 94
16.72% 56
12.24% 41
Q9 About how many people do you intendto purchase gifts for?
Answered: 335 Skipped: 61
Total 335
1 - 3
4 - 6
7 - 9
10 - 12
13+
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Answer Choices Responses
1 - 3
4 - 6
7 - 9
10 - 12
13+
9 / 28
Shopping for the Holiday Season
4.48% 15
8.66% 29
9.55% 32
10.15% 34
12.54% 42
11.64% 39
5.37% 18
2.39% 8
1.49% 5
6.27% 21
14.33% 48
3.58% 12
9.25% 31
0.30% 1
Q10 What is your approximate budget forholiday gift shopping this year?
Answered: 335 Skipped: 61
Total 335
$0-$99
$100-$199
$200-$299
$300-$399
$400-$499
$500-$599
$600-$699
$700-$799
$800-$899
$900-$999
$1,000 -$1,999
$2,000+
Nospecificbu...
Other(pleasesp...
0%
20%
40%
60%
80%
100%
Answer Choices Responses
$0 - $99
$100 - $199
$200 - $299
$300 - $399
$400 - $499
$500 - $599
$600 - $699
$700 - $799
$800 - $899
$900 - $999
$1,000 - $1,999
$2,000+
No specific budget
Other (please specify)
10 / 28
Shopping for the Holiday Season
17.91% 60
63.28% 212
18.81% 63
Q11 Compared to last year, do you thinkyou will spend more on holiday gifts this
year, spend less, or spend about the sameamount?
Answered: 335 Skipped: 61
Total 335
Spend more
Spend aboutthe same amount
Spend less
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Answer Choices Responses
Spend more
Spend about the same amount
Spend less
11 / 28
Shopping for the Holiday Season
27.46% 92
6.27% 21
50.75% 170
61.79% 207
44.18% 148
18.81% 63
Q12 Now thinking about the types ofholiday gifts you plan on purchasing, which
of the following do you intend to buy/give? (Please select all that apply)
Answered: 335 Skipped: 61
Elecronics
Wearabletechnology...
Books
Gift Cards
Games, Toys,Dolls, etc.
Games -computer/ vi...
Clothing
Money (cash orcheck)
CDs, DVDs, orBluRays for...
Jewelery
Other (pleasespecify)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Answer Choices Responses
Elecronics
Wearable technology (e.g. smartwatches, Fitbit, etc.)
Books
Gift Cards
Games, Toys, Dolls, etc.
Games - computer/ video only
12 / 28
Shopping for the Holiday Season
62.39% 209
34.03% 114
26.87% 90
24.78% 83
17.01% 57
Total Respondents: 335
Clothing
Money (cash or check)
CDs, DVDs, or BluRays for music or movies
Jewelery
Other (please specify)
13 / 28
Shopping for the Holiday Season
61.19% 205
11.94% 40
48.66% 163
25.07% 84
12.24% 41
22.39% 75
56.12% 188
8.36% 28
25.67% 86
Q13 Which of the following will you consultto help you decide which gift(s) to
purchase/ give? (Select all that apply)Answered: 335 Skipped: 61
Family/ friendrecommendations
Social mediarecommendations
Requests
Catalog/Newspaper/...
Newspaper/Magazine...
Expert reviews
Online research
Salesassociate...
Research in astore
Other (pleasespecify)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Answer Choices Responses
Family/ friend recommendations
Social media recommendations
Requests
Catalog/ Newspaper/ Magazine advertisements
Newspaper/ Magazine recommendations
Expert reviews
Online research
Sales associate recommendations
Research in a store
14 / 28
Shopping for the Holiday Season
5.67% 19
Total Respondents: 335
Other (please specify)
15 / 28
Shopping for the Holiday Season
77.31% 259
22.69% 76
Q14 Do you own a smartphone?Answered: 335 Skipped: 61
Total 335
Yes
No
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Answer Choices Responses
Yes
No
16 / 28
Shopping for the Holiday Season
35.52% 92
34.36% 89
52.51% 136
32.05% 83
45.56% 118
35.91% 93
58.30% 151
21.62% 56
Q15 In which ways, if any, do you plan touse your mobile device(s) to do your
shopping this holiday season? (Select allthat apply)
Answered: 259 Skipped: 137
Research giftideas
Compareproducts
Compare prices
Purchase gifts
Find discounts
Read reviewsor...
Browse products
Check whatgifts people...
Post comments/share links
Other (pleasespecify)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Answer Choices Responses
Research gift ideas
Compare products
Compare prices
Purchase gifts
Find discounts
Read reviews or recommendations
Browse products
Check what gifts people want
17 / 28
Shopping for the Holiday Season
4.25% 11
13.90% 36
Total Respondents: 259
Post comments/ share links
Other (please specify)
18 / 28
Shopping for the Holiday Season
52.54% 176
47.46% 159
Q16 Do you have children, or not?Answered: 335 Skipped: 61
Total 335
Yes
No
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Answer Choices Responses
Yes
No
19 / 28
Shopping for the Holiday Season
6.86% 12
9.14% 16
10.86% 19
12.57% 22
8.57% 15
13.14% 23
7.43% 13
20.00% 35
54.86% 96
Q17 How old is your child? If you havemore than one child, please select all age
range(s) that apply:Answered: 175 Skipped: 221
Total Respondents: 175
0-2
3-5
6-8
9-11
12 - 14
15 - 17
18 - 20
20 - 25
25+
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Answer Choices Responses
0-2
3-5
6-8
9-11
12 - 14
15 - 17
18 - 20
20 - 25
25+
20 / 28
Shopping for the Holiday Season
29.71% 52
70.29% 123
Q18 Is there a specific gift you know yourchild wants? If so, please let us know what
it is!Answered: 175 Skipped: 221
Total 175
Yes
No
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Answer Choices Responses
Yes
No
21 / 28
Shopping for the Holiday Season
20.57% 36
5.14% 9
42.29% 74
42.86% 75
28.57% 50
17.14% 30
54.86% 96
Q19 What kind of gift(s) do you intend tobuy/ give for your child/ children? (Please
select all that apply)Answered: 175 Skipped: 221
Elecronics
Wearabletechnology...
Books
Gift Cards
Games, Toys,Dolls, etc.
Games -computer/ vi...
Clothing
Money (cash orcheck)
CDs, DVDs, orBluRays for...
Jewelery
Other (pleasespecify)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Answer Choices Responses
Elecronics
Wearable technology (e.g. smartwatches, Fitbit, etc.)
Books
Gift Cards
Games, Toys, Dolls, etc.
Games - computer/ video only
Clothing
22 / 28
Shopping for the Holiday Season
36.00% 63
23.43% 41
16.57% 29
10.86% 19
Total Respondents: 175
Money (cash or check)
CDs, DVDs, or BluRays for music or movies
Jewelery
Other (please specify)
23 / 28
Shopping for the Holiday Season
42.97% 162
57.03% 215
Q20 GenderAnswered: 377 Skipped: 19
Total 377
Male
Female
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Answer Choices Responses
Male
Female
24 / 28
Shopping for the Holiday Season
0.00% 0
22.28% 84
21.22% 80
25.99% 98
30.50% 115
Q21 AgeAnswered: 377 Skipped: 19
Total 377
< 18
18-29
30-44
45-60
> 60
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Answer Choices Responses
< 18
18-29
30-44
45-60
> 60
25 / 28
Shopping for the Holiday Season
14.00% 42
15.00% 45
36.67% 110
19.00% 57
15.33% 46
Q22 Household IncomeAnswered: 300 Skipped: 96
Total 300
$0 - $24,999
$25,000 -$49,999
$50,000 -$99,999
$100,000 -$149,999
$150,000+
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Answer Choices Responses
$0 - $24,999
$25,000 - $49,999
$50,000 - $99,999
$100,000 - $149,999
$150,000+
26 / 28
Shopping for the Holiday Season
1.60% 6
5.88% 22
30.48% 114
31.28% 117
30.75% 115
Q23 EducationAnswered: 374 Skipped: 22
Total 374
Less than highschool degree
High schooldegree
Some collegeor Associate...
Bachelor degree
Graduate degree
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Answer Choices Responses
Less than high school degree
High school degree
Some college or Associate degree
Bachelor degree
Graduate degree
27 / 28
Shopping for the Holiday Season
4.83% 18
12.87% 48
14.75% 55
4.56% 17
16.09% 60
3.22% 12
7.24% 27
7.77% 29
28.69% 107
Q24 Location (Census Region)Answered: 373 Skipped: 23
Total 373
New England
Middle Atlantic
East NorthCentral
West NorthCentral
South Atlantic
East SouthCentral
West SouthCentral
Mountain
Pacific
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Answer Choices Responses
New England
Middle Atlantic
East North Central
West North Central
South Atlantic
East South Central
West South Central
Mountain
Pacific
28 / 28
Shopping for the Holiday Season