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
- Holiday spending by occasion
- Leading holiday retailers
- Highlights of this year’s holiday shopping consumer survey
- Holiday participation
- Top gifting holidays
- Top card holidays
- Top party holidays
- Holiday shopping habits and spending patterns
- Holiday attitudes
- Purchase locations
Insights and Opportunities
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- Spread the cost of entertainment with invitation sites
- Holiday discounts on demand
- Retailers should showcase products with components or inputs that are made in the U.S.
- Retailers can legitimize gifting essentials
- Wrapping and packaging
Inspire Insights
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- Search for Meaning
- What’s it all about?
- Specifics
- Implications
- Kicking God off the Bus
- What’s it all about?
- Specifics
- Implications
Market Size and Forecast
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- Key points
- Formerly strong holiday market sees decline in 2008
- Sales and forecast of market
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- Figure 1: Total U.S. retail sales of holiday products, at current prices, 2003-13
- Figure 2: Total U.S. retail sales of holiday products, at inflation-adjusted prices, 2003-13
- Spending on specific holidays
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- Figure 3: Sales of holiday products, by holiday, 2006 and 2008
- Winter holiday segment
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- Figure 4: Total U.S. winter holiday season shopping expenditures, at current prices, 2003-13
- Figure 5: Total U.S. winter holiday season shopping expenditures, at inflation-adjusted prices, 2003-13
- Winter holiday sales as a proportion of annual industry sales
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- Figure 6: Winter holiday retail sales compared to annual retail industry sales, 1997-2007
- Holiday participation
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- Figure 7: Holiday participation, March 2009
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 8: Average per person expeniture for Valentine’s Day, 2003-09
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- Figure 9: Types of gifts purchased for Valentine’s Day, 2007-09
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- Figure 10: Spending on different recipients for Valentine’s Day, 2007-09
- St. Patrick’s Day
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- Figure 11: Average per-person expeniture, aggregate expenditure for St. Patrick’s Day, 2005-09
- Easter
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- Figure 12: Ways Easter is celebrated, March 2009
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- Figure 13: Average per person expeniture for Easter, 2003-09
- Mother’s Day
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- Figure 14: Ways Mother’s Day is celebrated, April 2009
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- Figure 15: Average per-person expeniture for Mother’s Day, 2003-09
- Memorial Day
- Father’s Day
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- Figure 16: Ways Father’s Day is celebrated, May 2008
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- Figure 17: Average per-person expeniture, aggregate expenditure for Father’s Day, 2003-08
- Independence Day
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- Figure 18: U.S. fireworks industry revenues, 1998-2008
- Labor Day
- Ramadan—Eid
- Halloween
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- Figure 19: Ways Halloween is celebrated, September 2008
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- Figure 20: Average per-person expeniture, aggregate expenditure for Halloween, 2003-08
- Thanksgiving
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- Figure 21: Top turkey processors in the U.S., 2007
- Hanukkah
- Christmas
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- Figure 22: Gifts purchased for Christmas, 2006-08
- Kwanzaa
Market Drivers
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- Rising home ownership paved the way for more holiday celebrations
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- Figure 23: Homeowners, by race and Hispanic origin, 1995-2005
- Figure 24: Unemployment rates, by month, 2007 and 2008
- Echo Boomers’ preferences impact market
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- Figure 25: Generations, 2003-13
- Fewer households with kids means fewer large holiday celebrations
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- Figure 26: Households, by presence of children, 1998-2008
- Low-income, high-income households think differently about holidays
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- Figure 27: Household income distribution, 2007
- Online shopping changes consumer habits
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- Figure 28: U.S. households with internet access, 2000-07
- Seasonal candy sales bring consumers back to stores
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- Figure 29: FDMx sales of seasonal candy, by holiday, 2005 and 2007
Leading Holiday Retailers
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- Overview
- Walmart
- Target
- Macy’s
- Upscale Retail
Advertising and Promotion
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- Overview
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- Figure 30: TV advertising expenditures, by leading retailers, 2007 and 2008
- Walmart
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- Figure 31: Walmart television ad, 2008
- Target
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- Figure 32: Target “Brand New Day” ad, 2009
- Macy’s
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- Figure 33: Macy’s television ad, 2008
- Kohl’s
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- Figure 34: Kohl’s television ad 1, 2008
- Kmart
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- Figure 35: Kmart television ad, 2008
Holiday Participation
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- Declining participation in party hosting and decorating
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- Figure 36: Participation in holidays, May 2007
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- Figure 37: Holiday participation, March 2009
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- Figure 38: Holiday participation, March 2009
Top Gifting Holidays
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- Gifting holidays by demographics
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- Figure 39: Bought gifts, by holiday and age, March 2009
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- Figure 40: Bought gifts, by holiday and income, March 2009
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- Figure 41: Bought gifts, by holiday and race/ethnicity, March 2009
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- Figure 42: Bought gifts, by holiday and marital status, March 2009
Top Card Holidays
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- Figure 43: Bought greetings cards, by holiday and age, March 2009
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- Figure 44: Bought greetings cards, by holiday and income, March 2009
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- Figure 45: Bought greetings cards, by holiday and race/ethnicity, March 2009
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- Figure 46: Bought greetings cards, by holiday and marital status, March 2009
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Top Party Holidays
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- Hosting parties or dinners
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- Figure 47: Hosted a party/dinner, by holiday and age, March 2009
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- Figure 48: Hosted a party/dinner, by holiday and income, March 2009
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- Figure 49: Hosted a party/dinner, by holiday and race/ethnicity, March 2009
- Buying food/drink
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- Figure 50: Bought food/drink, by holiday and age, March 2009
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- Figure 51: Bought food/drink, by holiday and income, March 2009
Holiday Shopping Habits
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- Shopping with others
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- Figure 52: Shopping with others, by age, March 2009
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- Figure 53: Shopping with others, by marital status, March 2009
- Spending
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- Figure 54: Spending habits, by gender, March 2009
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- Figure 55: Spending habits, by age, March 2009
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- Figure 56: Spending habits, by income, March 2009
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- Figure 57: Spending habits, by ethnicity, March 2009
- How early does winter holiday shopping start?
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- Figure 58: The start of the holiday season, by gender, March 2009
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- Figure 59: The start of the holiday season, by age, March 2009
Holiday Attitudes
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- Major attitudes
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- Figure 60: Holiday habits and attitudes, by gender, March 2009
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- Figure 61: Holiday habits and attitudes, by age, March 2009
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- Figure 62: Holiday habits and attitudes, by marital status, March 2009
Purchase Locations
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- Where people shop
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- Figure 63: Location of holiday shopping, by gender, March 2009
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- Figure 64: Location of holiday shopping, by income, March 2009
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- Figure 65: Location of holiday shopping, by ethnicity, March 2009
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- Figure 66: Location of holiday shopping, by presence of children in the household, March 2009
- What could get them to shop elsewhere?
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- Figure 67: Factors that could lead to changing retail choices for holiday shopping, by gender, March 2009
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- Figure 68: Factors that could lead to changing retail choices for holiday shopping, by age, March 2009
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- Figure 69: Factors that could lead to changing retail choices for holiday shopping, by ethnicity, March 2009
- Triggering warm holiday feelings
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- Figure 70: Retailers that trigger warm holiday feelings, by gender, March 2009
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- Figure 71: Retailers that trigger warm holiday feelings, by age, March 2009
Cluster Analysis
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- Basics
- Who they are
- Opportunity
- Persisters
- Who they are
- Opportunity
- Adjusters
- Who they are
- Opportunity
- Cluster characteristics
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- Figure 72: Holiday shopping clusters, March 2009
- Figure 73: Spending habits, by holiday shopping clusters, March 2009
- Figure 74: Holiday habits and attitudes, by holiday shopping clusters, March 2009
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- Figure 75: Location of holiday shopping, by holiday shopping clusters, March 2009
- Figure 76: Factors that could lead to changing retail choices for holiday shopping, by holiday shopping clusters, March 2009
- Cluster demographics
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- Figure 77: Holiday shopping clusters, by gender, March 2009
- Figure 78: Holiday shopping clusters, by age, March 2009
- Figure 79: Holiday shopping clusters, by income, March 2009
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- Figure 80: Holiday shopping clusters, by race, March 2009
- Figure 81: Holiday shopping clusters, by Hispanic origin, March 2009
- Cluster methodology
Appendix: Other Useful Consumer Tables
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- Figure 82: Bought gifts, by holiday and level of educational attainment, March 2009
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- Figure 83: Bought greetings cards, by holiday and level of educational attainment, March 2009
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- Figure 84: Hosted a party/dinner, by holiday and employment status, March 2009
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- Figure 85: Retailers that trigger warm holiday feelings, by income, March 2009
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- Figure 86: Retailers that trigger warm holiday feelings, by children under age 18 in the HH, March 2009
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Appendix: Trade Associations
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- National & international associations:
- Regional associations:
- State associations:
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