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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- The market
- Increase in anticipated holiday spending for holidays throughout the year
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- Figure 1: Anticipated total expenditures (select) holidays, 2008 and 2012
- Market drivers
- Improving consumer confidence leads to increase in holiday spending
- Millennials spend for the holidays, despite their economic woes
- Multiculturals’ participation in holiday shopping spurs growth
- The consumer
- Thanksgiving, Christmas most associated with special sales of all product categories
- Special sales particularly associated with holidays by younger shoppers
- Mass merchandisers, department stores, online-only retailers most favored channels
- Most plan their holiday expenses, but few opt to save
- Two-fifths purchased gift cards in the past 12 months
- Couponing an important strategy in saving money when holiday shopping
- Big-ticket holiday purchases most likely made at physical stores
- Print coupons preferred over e-coupons; e-couponing gaining traction
- Free shipping is essential to online purchases
- Social media to drive foot traffic, provide communication between retailers and shoppers
- In-store promotions more noticeable than online; online advertisements on the rise
- What we think
Issues and Insights
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- Understanding the needs of specific generations should bring incremental sales
- The issues
- The implications
- Embracing showrooming to encourage big-ticket purchases on holidays
- The issues
- The implications
Trend Applications
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- Inspire Trend: Experience Is All
- Inspire Trend: Return to the Experts
- Mintel Futures: Access Anything, Anywhere
Anticipated Market Expenditures
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- Key points
- Economic recovery likely to lead to holiday spending growth
- Consumers’ anticipated holiday spend
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- Figure 2: Anticipated total expenditures (select) holidays, 2008 and 2012
Market Drivers
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- Key points
- Holiday spending spurred by increase in consumer confidence
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- Figure 3: U.S. consumer sentiment and unemployment rate, January 2008-June 2013
- Youngest consumers desire to shop despite financial struggles
- Non-whites’ spending power may lead to more active role in the holidays
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- Figure 4: Population, by race/Hispanic origin, 2008-18
Segment Performance—Holiday Spending by Occasion
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- Key points
- Overview
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- Figure 5: Anticipated total and average expenditures, by holiday, 2013
- Valentine’s Day
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- Figure 6: Anticipated total and average Valentine’s Day expenditures, in current dollars, 2008-13
- Figure 7: Anticipated Valentine’s Day expenditures, by category, 2010-13
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- Figure 8: Anticipated Valentine’s Day expenditures, by recipient, 2008-13
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- Figure 9: Anticipated retail channels for purchasing Valentine’s Day gifts, 2013
- St. Patrick’s Day
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- Figure 10: Anticipated total and average St. Patrick’s Day expenditures, in current dollars, 2008-13
- Easter
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- Figure 11: Anticipated total and average Easter expenditures, in current dollars, 2008-13
- Figure 12: Anticipated Easter expenditures, by category, 2008-13
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- Figure 13: Anticipated retail channels for purchasing Easter gifts, 2013
- Mother’s Day
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- Figure 14: Anticipated total and average Mother’s Day expenditures, in current dollars, 2008-13
- Figure 15: Anticipated Mother’s Day expenditures, by category, 2008-13
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- Figure 16: Anticipated retail channels for purchasing Mother’s Day gifts, 2013
- Father’s Day
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- Figure 17: Anticipated total and average Father’s Day expenditures, 2008-13
- Figure 18: Anticipated Father’s Day expenditures, by category, 2008-13
- Halloween
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- Figure 19: Anticipated total and average Halloween expenditures, in current dollars, 2007-12
- Figure 20: Anticipated Halloween expenditures, by category, 2007-12
- Christmas/Hanukkah/Kwanzaa
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- Figure 21: Anticipated Christmas/Hanukkah/Kwanzaa expenditures, in current dollars, 2008-12
Innovations and Innovators
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- Key points
- Mobile apps in shopping
- Increasing in-store foot traffic
- Reinforcing price comparison
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- Figure 22: Decide, app screenshots, 2013
- Social shopping on the horizon
- Emphasizing convenience through self-service checkout
- Combating showrooming on holidays
- Saks Fifth: Free Wi-Fi
- Shop Your Way: Loyalty programs
- J.Crew: “Very Personal Stylist” in-store app
- Target: QR codes and price matching
- Shopmuting: Walmart and Mattel
- E-gift cards: Target and Amazon
- Custom curated gift-giving: Wantful
Marketing Strategies
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- Key points
- Winter holiday advertising
- Winter holiday: TV ads
- Retailer as a solution for gift giving challenges
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- Figure 23: TJMaxx “The Gifter” TV ad, November 2012
- Helping men to be good Valentine's Day gift-givers
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- Figure 24: Edible Arrangement “Into Heroes” TV ad, January 2013
- Winter holiday catalog promotions
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- Figure 25: Toys R Us “The Great Big Toys R Us Book 2012” catalog, October 2012
- Winter holiday online and email
- Gift ideas, financing, wish lists, free shipping all-in-one package
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- Figure 26: Toys “R” Us “Welcome to R Holiday Headquarters” online ad, December 2012
- Unique product offerings differentiate smaller retailers
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- Figure 27: A+R Christmas email promotion, December 2012
- Personalization key for holiday retailers
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- Figure 28: J.Crew winter holidays online promotion, 2012
- Digitizing holiday shopping through apps
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- Figure 29: Sam’s Club, “Sam’s Club Black Friday’s Saving” app snapshots, 2012
- Facilitating layaway programs to spread expenditures associated with holiday shopping
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- Figure 30: Walmart, layaway program, September 2012
- Spring holiday advertising
- Spring holiday TV ad
- Financing a major lure for big-ticket furniture sales
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- Figure 31: Ashley Home Furniture “Six Free” TV ad, May 2013
- Spring holiday email promotions
- Drawing Millennials to deep discounts
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- Figure 32: DKNY Memorial Day email promotion, May 2013
- Helping shoppers to find gifts attuned to their lifestyle
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- Figure 33: Unison Memorial Day email promotion, May 2013
- Offering experience using discounts, social media, and giveaways
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- Figure 34: Gyu-Kaku Father’s Day email promotion, June 2013
- The flexible gift card for Father's Day
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- Figure 35: GiftRocket Father’s Day email promotion, June 2013
- Targeting procrastinators with free shipping
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- Figure 36: Godiva Mother’s Day email promotion, May 2013
- Select vintage Mother’s Day gifts, discounted
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- Figure 37: Papyrus Mother’s Day email promotion, April 2013
- Promoting Easter with coupons
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- Figure 38: Barnes & Noble Easter email promotion, March 2013
- Summer holiday advertising—Labor Day
- Discounts, savings programs, mobile technology, social media used for Macy’s Labor Day event
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- Figure 39: Macy’s “Labor Day Sale” TV ad, August 2012
- Sales of major appliances and Labor Day go hand-in-hand
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- Figure 40: Lowe’s “Labor Day Savings” TV ad, August 2012
- Fall holiday advertising
- The comic book, Halloween specialist
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- Figure 41: Party City, “Fright Night,” September 2012
- Promoting online sales through credit card transactions
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- Figure 42: Discover Halloween mail promotion, October 2012
Holiday Shopping Activities, Purchases, and Retailers
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- Key points
- Holidays most associated with special sales
- Thanksgiving and Christmas trump other holidays on special sales
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- Figure 43: Types of holidays most associated with special sales, by product categories, April 2013
- Younger people more likely aware of special sales on holidays
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- Figure 44: holidays (by season) most associated with special sales, by age, April 2013
- Presence of younger children a contributing factor to holiday shopping participation
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- Figure 45: Holidays (by season) most associated with special sales, by parents with children and age, April 2013
- Products most associated with special sales on holidays
- Holiday sales for apparel, electronics, toys more noticeable among individuals aged 18-54, even the wealthy
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- Figure 46: Types of products most associated with special sales on holidays, by age, April 2013
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- Figure 47: Types of products most associated with special sales on holidays, by household income, April 2013
- Children influence awareness of special sales offered for select products on holidays
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- Figure 48: Types of products most associated with special sales on holidays, by parents with children and age, April 2013
- Federal holidays, fewer incidence of in-store/online sales
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- Figure 49: Incidence of making purchases (in-store/online) at a sale on a federal holiday, by holiday, April 2013
- Preferred retail channels for shopping on holidays
- Mass merchandisers, department stores, online-only retailers most likely favored
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- Figure 50: Preferred retail channels for shopping on holidays vs. nonholidays, April 2013
- Age differentiates retail channels shopped for the holidays
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- Figure 51: Preferred retail channels for shopping on holidays, by age, April 2013
Strategies for Dealing with the Additional Expenses of Holiday Shopping
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- Key points
- Most people shop on holidays and plan their expenses, but few opt to save
- Women enthusiastic holiday shoppers; men lag slightly
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- Figure 52: Strategies for dealing with the additional expenses of holiday shopping, by gender, April 2013
- Holiday shopping on credit cards or layaway used most by 25-44 year olds
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- Figure 53: Strategies for dealing with the additional expenses of holiday shopping, by age, April 2013
- Figure 54: Discover “Cashback Bonus” mail promotion on winter holidays, October-December 2013
- Gift card purchase
- Two-fifths purchased gift cards in the past 12 months
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- Figure 55: Purchased a gift card for self or someone else in the last 12 months, October 2009-November 2012
- Women and older groups aged 35+ more likely to purchase gift cards
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- Figure 56: Purchased a gift card for self or someone else in the last 12 months, by gender, October 2011-November 2012
- Figure 57: Purchased a gift card for self or someone else in the last 12 months, by age, October 2011-November 2012
Attitudes Toward Money-Saving Strategies
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- Key points
- To save money on purchases during holidays, mainly involves coupons
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- Figure 58: Attitudes toward money-saving strategies, April 2013
- Women big on coupons for holidays purchases
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- Figure 59: Attitudes toward money-saving strategies (any agree), by gender, April 2013
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- Figure 60: Attitudes toward money-saving strategies (strongly agree), by gender, April 2013
- Younger shoppers tend to postpone major purchases until holidays; older groups less likely to wait
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- Figure 61: Attitudes toward money-saving strategies (any agree), by age, April 2013
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- Figure 62: Attitudes toward money-saving strategies (strongly agree), by age, April 2013
Buying Big-Ticket Items on Holidays
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- Approach to buying big-ticket items on holidays
- Key points
- Paths to purchase big-ticket items on holidays mostly end at physical stores
- Savvy, digitally-connected young shoppers more likely to buy major purchases in store
- Older shoppers receptive to the in-store experience
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- Figure 63: Approaches to buying big-ticket items on holidays, by age, April 2013
- Most men browse and purchase big-ticket items in-store, few showroom
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- Figure 64: Approaches to buying big-ticket items on holidays, by gender, April 2013
- Shoppers tend to browse and purchase big-ticket items in store
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- Figure 65: Approaches to buying big-ticket items on holidays, by select preferred retail channels for shopping on holidays, April 2013
- Use of coupons for big-ticket items on holidays
- Key points
- Print coupons more likely preferred; digital couponing gaining traction
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- Figure 66: Use of coupons when buying big-ticket items on the holidays—printed vs. online, by gender and age, April 2013
- Affluent shoppers are big on coupons for major purchases on holidays
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- Figure 67: Use of coupons when buying big-ticket items on the holidays—printed vs. online, by household income, April 2013
- Nearly two-fifths of any retail patrons use traditional coupons to buy big-ticket purchases
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- Figure 68: Use of coupons when buying big-ticket items on the holidays—printed vs. online, by select preferred retail channels for shopping on holidays, April 2013
- Strategies for federal holidays
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- Figure 69: Strategies for dealing with the additional expenses of holiday shopping, by made purchases (in-store/online) at a sale on a federal holiday, April 2013—(Part 1)
- Figure 70: Strategies for dealing with the additional expenses of holiday shopping, by made purchases (in-store/online) at a sale on a federal holiday, April 2013—(Part 2)
Innovations Sought in the Holiday Shopping Experience
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- Key points
- Half of holiday shoppers strongly agree free shipping is an essential
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- Figure 71: Attitudes toward improvements in holiday shopping experiences, April 2013
- Women desire free shipping and exclusive deals; men need help in selecting holiday gifts
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- Figure 72: Attitudes toward improvements in holiday shopping experiences (any agree), by gender, April 2013
- Figure 73: Attitudes toward improvements in holiday shopping experiences (strongly agree), by age, April 2013
- Shoppers aged 35-44 desire exclusive special offers; those aged 18-24 want free gift wrapping and curated gift assistance
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- Figure 74: Attitudes toward improvements in holiday shopping experiences (any agree), by age, April 2013
- Figure 75: Attitudes toward improvements in holiday shopping experiences (strongly agree), by age, April 2013
Social Media Engagement in Holiday Shopping
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- Key points
- Leveraging brands, particularly with Millennials, during holidays through social media
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- Figure 76: Pinterest email promotion on Father’s Day, June 2013
- Figure 77: Attitudes toward social media engagement in holiday shopping, April 2013
- Women most likely to seek inspiration, ideas through social media, particularly Pinterest
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- Figure 78: Attitudes toward social media engagement in holiday shopping (any agree), by gender and age, April 2013
Holiday Shopping In-Store and Online Promotions
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- Key points
- In-store promotions dominate holiday shopping; online advertisements on the rise
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- Figure 79: Attitudes toward holiday shopping on in-store and online promotions, April 2013
- Women more receptive to in-store and online advertising/promotions
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- Figure 80: Attitudes toward holiday shopping on in-store and online promotions (any agree), by gender, April 2013
- Figure 81: Attitudes toward holiday shopping on in-store and online promotions (strongly agree), by gender, April 2013
- Generational influence on online and in-store promotions
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- Figure 82: Attitudes toward holiday shopping on in-store and online promotions (any agree), by age, April 2013
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- Figure 83: Attitudes toward holiday shopping on in-store and online promotions (strongly agree), by age, April 2013
Impact of Race and Hispanic Origin
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- Key points
- Blacks, Asians, Hispanics more likely associate special sales on holidays
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- Figure 84: Holidays (by season) most associated with special sales, by race/Hispanic origin, April 2013
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- Figure 85: Made purchases (in-store/online) at a sale on a federal holiday, by race/Hispanic origin, April 2013
- Hispanics particularly aware of special sales for appliances and furniture
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- Figure 86: Types of products most associated with special sales on holidays, by race/Hispanic origin, April 2013
- Other than savings, multiculturals opt for credit cards and layaway programs
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- Figure 87: Strategies for dealing with the additional expenses of holiday shopping, by race/Hispanic origin, April 2013
- Differences in race, ethnicity requires tailored marketing messages
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- Figure 88: Attitudes toward money-saving strategies, social media engagement, online/in-store promotions, and improvements in holiday shopping experience (any agree), by race/Hispanic origin, April 2013
- Multiculturals prefer browsing in-store for big purchases, but also integrate aspects of online shopping
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- Figure 89: Approaches to buying big-ticket items on holidays, including use of coupons, by race/Hispanic origin, April 2013
- Department stores, mass merchandisers are most preferred retailers for the holidays
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- Figure 90: Preferred retail channels for shopping on holidays, by race/Hispanic origin, April 2013
Cluster Analysis
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- Figure 91: Target clusters, April 2013
- Apathetic Holiday Shoppers
- Demographics
- Characteristics
- Opportunity
- Prudent and Savvy Holiday Shoppers
- Demographics
- Characteristics
- Opportunity
- Impartial Holiday Shoppers
- Demographics
- Characteristics
- Opportunity
- Avid and Multicultural Holiday Shoppers
- Demographics
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 92: Target clusters, April 2013
- Figure 93: Made purchases (in-store/online) at a sale on a federal holiday, by holiday, by target clusters, April 2013
- Figure 94: Holidays (by season) most associated with special sales, by target clusters, April 2013
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- Figure 95: Types of products most associated with special sales on holidays, by target clusters, April 2013
- Figure 96: Holidays most associated with special sales for clothing, footwear, and accessories, by target clusters, April 2013
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- Figure 97: Holidays most associated with special sales for appliances, by target clusters, April 2013
- Figure 98: Holidays most associated with special sales for electronic products, by target clusters, April 2013
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- Figure 99: Holidays most associated with special sales for furniture and home goods, by target clusters, April 2013
- Figure 100: Holidays most associated with special sales for toys and games, by target clusters, April 2013
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- Figure 101: Strategies for dealing with the additional expenses of holiday shopping, by target clusters, April 2013
- Figure 102: Preferred retail channels for shopping on nonholidays, by target clusters, April 2013
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- Figure 103: Preferred retail channels for shopping on holidays, by target clusters, April 2013
- Figure 104: Approaches to buying big-ticket items on holidays, including use of coupons, by target clusters, April 2013
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- Figure 105: Attitudes toward money-saving strategies, social media engagement, online/in-store promotions, and improvements in holiday shopping experience (any agree), by target clusters, April 2013
- Cluster demographic tables
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- Figure 106: Target clusters, by demographic, April 2013
- Cluster methodology
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Appendix – Other Useful Consumer Tables
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- Anticipated Valentine’s Day expenditures
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- Figure 107: Anticipated average and total Valentine’s Day expenditures, in current dollars, 2008-13
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- Figure 108: Percent of respondents who anticipate purchasing specific Valentine’s Day gifts, by category, in current dollars, 2008-13
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- Figure 109: Anticipated Valentine’s Day expenditures, by recipient, 2013
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- Figure 110: Anticipated retail channels for purchasing Valentine’s Day gifts, 2013
- Anticipated St. Patrick’s Day expenditures
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- Figure 111: Anticipated average and total St Patrick’s Day expenditures, in current dollars, 2008-13
- Anticipated Easter expenditures
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- Figure 112: Anticipated average and total Easter expenditures, in current dollars, 2008-13
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- Figure 113: Anticipated Easter expenditures, by category, 2013
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- Figure 114: Anticipated retail channels for purchasing Easter gifts, 2013
- Anticipated Mother’s Day expenditures
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- Figure 115: Anticipated average and total Mother’s Day expenditures, in current dollars, 2008-13
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- Figure 116: Anticipated Mother’s Day expenditures, by category, 2013
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- Figure 117: Anticipated retail channels for purchasing Mother’s Day gifts, 2013
- Anticipated Father’s Day expenditures
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- Figure 118: Anticipated average and total Valentine’s Day expenditures, in current dollars, 2007-12
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- Figure 119: Anticipated Father's Day expenditures, by category, 2012
- Anticipated Halloween expenditures
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- Figure 120: Anticipated Halloween expenditures, in current dollars, 2007-12
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- Figure 121: Anticipated Halloween expenditures, by category, 2012
- Anticipated Christmas/Hanukkah/Kwanzaa expenditures
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- Figure 122: Anticipated Christmas/Hanukkah/Kwanzaa expenditures, in current dollars, 2007-12
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- Figure 123: Anticipated Christmas/Hanukkah/Kwanzaa expenditures, in current dollars, 2007-12
- Holiday shopping activities and purchases
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- Figure 124: Holidays (by season) most associated with special sales, by gender, April 2013
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- Figure 125: Types of products most associated with special sales on holidays, by gender, April 2013
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- Figure 126: Types of products most associated with special sales on holidays, by gender and age, April 2013
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- Figure 127: Types of products most associated with special sales on holidays, by Hispanic origin and household income, April 2013
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- Figure 128: Types of products most associated with special sales on holidays, by race and age, April 2013
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- Figure 129: Types of products most associated with special sales on holidays, by age and household income, April 2013
- Federal holiday shopping
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- Figure 130: Made purchases (in-store/online) at a sale on a federal holiday, by household income, April 2013
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- Figure 131: Shopping for big-ticket items on holidays, by made purchases (in-store/online) at a sale on a federal holiday, by holiday, April 2013—(Part 1)
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- Figure 132: Shopping for big-ticket items on holidays, by made purchases (in-store/online) at a sale on a federal holiday, by holiday, April 2013—(Part 2)
- Holidays most associated with special sales for clothing, footwear, and accessories
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- Figure 133: Holidays most associated with special sales for clothing, footwear, and accessories, by age, April 2013
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- Figure 134: Holidays most associated with special sales for clothing, footwear, and accessories, by gender and age, April 2013
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- Figure 135: Holidays most associated with special sales for clothing, footwear, and accessories, by parents with children and age, April 2013
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- Figure 136: Holidays most associated with special sales for clothing, footwear, and accessories, by race/Hispanic origin, April 2013
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- Figure 137: Holidays most associated with special sales for clothing, footwear, and accessories, by Hispanic origin and household income, April 2013
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- Figure 138: Holidays most associated with special sales for clothing, footwear, and accessories, by race and age, April 2013
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- Figure 139: Holidays most associated with special sales for clothing, footwear, and accessories, by Hispanic origin and age, April 2013
- Holidays most associated with special sales for appliances
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- Figure 140: Holidays most associated with special sales for appliances, by age, April 2013
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- Figure 141: Holidays most associated with special sales for appliances, by race/Hispanic origin, April 2013
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- Figure 142: Holidays most associated with special sales for appliances, by parents with children and age, April 2013
- Holidays most associated with special sales for electronic products
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- Figure 143: Holidays most associated with special sales for electronic products, by age, April 2013
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- Figure 144: Holidays most associated with special sales for electronic products, by race/Hispanic origin, April 2013
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- Figure 145: Holidays most associated with special sales for electronic products, by parents with children and age, April 2013
- Holidays most associated with special sales for furniture and home goods
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- Figure 146: Holidays most associated with special sales for furniture and home goods, by age, April 2013
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- Figure 147: Holidays most associated with special sales for furniture and home goods, by race/Hispanic origin, April 2013
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- Figure 148: Holidays most associated with special sales for furniture and home goods, by parents with children and age, April 2013
- Holidays most associated with special sales for toys and games
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- Figure 149: Holidays most associated with special sales for toys and games, by age, April 2013
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- Figure 150: Holidays most associated with special sales for toys and games, by race/Hispanic origin, April 2013
- Money-saving strategies and attitudes toward big-ticket purchases on holidays
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- Figure 151: Attitudes toward money-saving strategies, by parents with children and age, April 2013
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- Figure 152: Approaches to buying big-ticket items on holidays, including use of coupons, by parents with children and age, April 2013
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- Figure 153: Approaches to buying big-ticket items on holidays, including use of coupons, by any purchase for holiday, April 2013
- Holiday shopping strategies
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- Figure 154: Strategies for dealing with the additional expenses of holiday shopping, by parents with children and age, April 2013
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- Figure 155: Strategies for dealing with the additional expenses of holiday shopping, by most association of product sales on holidays, April 2013
- Nonholiday shopping retail channels
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- Figure 156: Preferred retail channels for shopping on nonholidays, by age, April 2013
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- Figure 157: Preferred retail channels for shopping on nonholidays, by race/Hispanic origin, April 2013
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- Figure 158: Preferred retail channels for shopping on nonholidays, by parents with children and age, April 2013
- Social engagement in holiday shopping
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- Figure 159: Attitudes toward social media engagement regarding holiday shopping (any agree), by gender, April 2013
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- Figure 160: Attitudes toward social media engagement regarding holiday shopping (any agree), by age, April 2013
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- Figure 161: Attitudes toward social media engagement regarding holiday shopping (any agree), by parents with children and age, April 2013
- Improvements sought for in holiday shopping experience
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- Figure 162: Attitudes toward improvements in holiday shopping experiences (any agree), by parents with children and age, April 2013
- Holiday shopping retail channels
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- Figure 163: Preferred retail channels for shopping on holidays, by race/Hispanic origin, April 2013
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- Figure 164: Preferred retail channels for shopping on holidays, by parents with children and age, April 2013
- Holiday shopping in-store and online promotions
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- Figure 165: Attitudes toward holiday shopping on online and in-store promotions (any agree), by parents with children and age, April 2013
Appendix – Trade Associations
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