Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Market size and forecast
- Leading holiday retailers
- Highlights of this year’s holiday shopping consumer survey
- Top gifting holidays
- Top card holidays
- Top party holidays
- Top holidays for food and drink
- Holiday shopping habits and spending patterns
- Holiday attitudes
- Purchase locations
Insights and Opportunities
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- Thinner wallets
- Retail response
- Electronic retailing
Inspire Insights
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- Improving the online Christmas shopping experience
- What we’ve seen
- Profiling (the good kind)
- A changing society
- Where are the Joneses?
- What it means for future holiday spend
Market Size and Forecast
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- Spending on specific holidays
- Sales and forecast of market
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- Figure 1: Total anticipated U.S. retail sales of holiday products, at current prices, 2005-15
- Figure 2: Total anticipated U.S. retail sales of holiday products, at inflation-adjusted prices, 2005-15
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- Figure 3: Anticipated total holiday expenditures, 2005-10
- Figure 4: Anticipated expenditures by holiday, 2009 versus 2007
- Winter holiday sales as a proportion of annual industry sales
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- Figure 5: Total U.S. winter holiday season anticipated shopping expenditures, at current prices, 2004-14
- Figure 6: Total U.S. winter holiday season anticipated shopping expenditures, at inflation-adjusted prices, 2004-14
- Figure 7: Total U.S. winter holiday retail sales compared to annual retail industry sales, 2005-09
- Holiday participation
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- Figure 8: Holiday participation, March 2010
Segment Performance—Holiday Spending by Occasion
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- Key points
- Holidays covered
- New Year’s
- Valentine’s Day
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- Figure 9: Anticipated Valentine’s day spending, 2005-10
- Figure 10: Types of gifts purchased for Valentine’s Day, 2008-10
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- Figure 11: Spending on different recipients for Valentine’s Day, 2007-09
- St. Patrick’s Day
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- Figure 12: Average per-person expenditure, aggregate expenditure for St. Patrick’s Day, 2006-10
- Easter
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- Figure 13: Average per person expenditure for Easter, 2005-10
- Figure 14: Anticipated Easter expenditures, by category, March 2010
- Mother’s Day
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- Figure 15: Average per-person expenditure for Mother’s Day, 2005-10
- Figure 16: Ways Mother’s Day is celebrated
- Memorial Day, Independence Day and Labor Day
- Travel
- Seasonal products
- Father’s Day
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- Figure 17: Anticipated Father’s day expenditures, 2004-09
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- Figure 18: Anticipated Father's Day expenditures, by category, 2010
- Halloween
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- Figure 19: Anticipated Halloween expenditures, 2004-09
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- Figure 20: Anticipated Halloween expenditures, 2010
- Thanksgiving
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- Figure 21: Top turkey processors in the U.S.
- Christmas
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- Figure 22: Anticipated winter holiday expenditures, by recipient, 2009
Market Drivers
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- No jobs, no money
- Consumer spending
- The long road back
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- Figure 23: Employment status of the civilian non-institutional population 16 years and over, past decade
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- Figure 24: Top 10 states for housing foreclosures, 2009
- Figure 25: Consumer Price Index for all urban consumers (CPI-U): U.S. city average, by expenditure category and commodity and service group
Leading Holiday Retailers
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- Overview
- Walmart
- Target
- J.Crew
- Nordstrom
- Best Buy
- Williams-Sonoma, Inc.
- Online retailing
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- Figure 26: What percentage of your holiday shopping do you plan to do online?
Advertising and Promotion
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- Overview
- Television
- Coupons and FSIs
- In-store and mobile
- Social networking
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- Figure 27: Which of the following websites do you use regularly?
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- Figure 28: TV advertising expenditures, top 10 retail spenders, 2008 and 2009
- Best Buy
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- Figure 29: Endless Black Friday Inventory
- Kmart
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- Figure 30: The impossible dream
- Kohl’s
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- Figure 31: Free money
- Macy’s
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- Figure 32: The power of faith
- T.J. Maxx
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- Figure 33: Reduced circumstances
- Target
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- Figure 34: A “cheap Chic” date
- Walmart
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- Figure 35: We’ll make prices even lower
Top Gifting Holidays
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- Christmas still rules the roost
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- Figure 36: Bought gifts, by gender and holiday, March 2010
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- Figure 37: Bought gifts, by holiday and household income, March 2010
- Marriage matters
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- Figure 38: Bought gifts, by holiday, marital status and presence of children, March 2010
- Unemployed still buy gifts
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- Figure 39: Bought gifts, by holiday and employment status, March 2010
Top Card Holidays
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- Send your best
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- Figure 40: Card sending occasions, 2009
- Boomers stick to tradition
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- Figure 41: Purchased a card, by holiday and age, March 2010
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- Figure 42: Purchased a card, by holiday and household income, March 2010
Hosting the Holiday Party
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- Who’s cooking?
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- Figure 43: Q3 and Q4 Supermarket performance, by chain
- Entertaining for New Year’s Eve
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- Figure 44: Hosted a party/dinner, by holiday and gender, March 2010
- It’s all about the costume
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- Figure 45: Hosted a party/dinner, by holiday and age, March 2010
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- Figure 46: Hosted a party/dinner, by holiday and household income, March 2010
Buying Food/Drink
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- Holiday guests
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- Figure 47: Purchased special food/drink, by holiday and age, March 2010
Holiday Shopping Habits
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- Task completion vs. socialization
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- Figure 48: Shopping with others, by age, March 2010
- Shopping in comfort
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- Figure 49: Shopping with others, by marital status, March 2010
Spending
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- Paring down the gift list
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- Figure 50: Economic impact on holiday spending habits, by gender, March 2010
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- Figure 51: Economic impact on holiday spending habits, by age, March 2010
- Everyone is spending less
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- Figure 52: Economic impact on holiday spending habits, by household income, March 2010
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- Figure 53: Economic impact on holiday spending habits, by employment, March 2010
How Early Does Winter Holiday Shopping Start?
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- Getting a jump on the holiday rush
- Black Friday
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- Figure 54: The start of the holiday season, by gender, March 2010
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- Figure 55: The start of the holiday season, by age, March 2010
Holiday Attitudes and Expectations
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- It’s all about the family
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- Figure 56: Attitudes towards holiday expectations, by gender, March 2010
- A gift for you and a gift for me
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- Figure 57: Attitudes towards holiday expectations, by holiday and age, March 2010
- Online or in person?
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- Figure 58: Attitudes towards holiday expectations, by household income, March 2010
Purchase Locations
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- Shoppers flock to mass merchants
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- Figure 59: Purchase locations, by gender, March 2010
- Frugality appeals to everyone
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- Figure 60: Purchase locations, by household income, March 2010
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- Figure 61: Purchase locations, by presence of children in the household, March 2010
What Could Get Them to Shop Elsewhere?
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- The search for deep discounts and giveaways
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- Figure 62: Factors that could change holiday shopping choices, by gender, March 2010
- Charity counts during the holidays
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- Figure 63: Factors that could change holiday shopping choices, by age, March 2010
Evoking Warm Holiday Feelings
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- Sentiment = sales
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- Figure 64: Evoking warm holiday feelings, by gender, March 2010
- Music matters
- Time with the extended family
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- Figure 65: Evoking warm holiday feelings, by age, March 2010
Impact of Race/Hispanic Origin
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- Hispanics over-index for most holidays
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- Figure 66: Bought gifts, by race/Hispanic origin and holiday, March 2010
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- Figure 67: Purchased a card, by holiday by race/Hispanic origin, March 2010
- Family gatherings
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- Figure 68: Hosted a party/dinner, by holiday by race/Hispanic origin, March 2010
- Holiday spirits
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- Figure 69: Purchased special food/drink, by holiday by race/Hispanic origin, March 2010
- Figure 70: Holiday spending habits, by race/Hispanic origin, March 2010
- Warehouse shopping popular
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- Figure 71: Purchase locations, by race/Hispanic origin, March 2010
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- Figure 72: Factors that could change holiday shopping choices, by race/Hispanic origin, March 2010
Cluster Analysis
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- Chillers
- Demographics
- Characteristics
- Opportunity
- Tuners
- Demographics
- Characteristics
- Opportunity
- Warmers
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 73: Holiday shopping clusters, March 2010
- Figure 74: Shopping with others, by holiday shopping clusters, March 2010
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- Figure 75: Economic impact on holiday spending habits, by holiday shopping clusters, March 2010
- Figure 76: Attitudes towards holiday expectations, by holiday shopping clusters, March 2010
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- Figure 77: Activities that promote warm holiday feelings, by holiday shopping clusters, March 2010
- Cluster demographics
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- Figure 78: Holiday shopping clusters, by gender, March 2010
- Figure 79: Holiday shopping clusters, by age group, March 2010
- Figure 80: Holiday shopping clusters, by household income group, March 2010
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- Figure 81: Holiday shopping clusters, by race, March 2010
- Figure 82: Holiday shopping clusters, by Hispanic origin, March 2010
- Cluster methodology
Appendix: Other Useful Consumer Tables
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- Figure 83: Stores shopped, by area, March 2010
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- Figure 84: Evoking warm holiday feelings, by marital status, March 2010
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