Holiday Shopping - US - July 2012

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
The market
Anticipated spending increasing for holidays year-round
Figure 1: Share of total anticipated spend on each holiday, 2011
Figure 2: Change in anticipated expenditures, by holiday, 2009 vs. 2011
Market factors
Increasing consumer confidence paves the way for holiday shopping
Figure 3: U.S. consumer sentiment, March 2007-May 2012
Young consumers’ economic positioning doesn’t match that of the country overall
Non-whites’ spending power on the rise
Figure 4: Change in population by race and Hispanic origin, 2011 vs. 2016
The consumer
Consumers participating in holidays year-round, mainly during the winter
Figure 5: Seasonal holiday activities participated in and mean number of activities, February-March 2012
Millennials celebrating winter, spring holidays with gift making
Figure 6: Seasonal holiday gift making, by generation, February-March 2012
Holiday purchasing aligns with consumers’ tendencies to participate in activities
Figure 7: Seasonal holiday purchasing incidence and mean number of purchases, February-March 2012
Youngest consumers the most inclined to increase holiday event and gift spending
Figure 8: Holiday event and gift spending increases compared to last year, by age, February-March 2012
Black Friday sales have the most draw, young shoppers especially enthusiastic
Figure 9: Holiday shopping events/promotions participated in, by age, February-March 2012
Shoppers want online convenience, in-store product interaction
Figure 10: Opinions about in-store vs. online shopping, February-March 2012
What we think
ISSUES IN THE MARKET
Are retailers responding to holiday shoppers’ changing demographics?
Can online holiday shopping be both convenient and informative?
What more can be done to minimize shopping event congestion?
INSIGHTS AND OPPORTUNITIES
Key points
Holiday shopping event lotteries
Video product demonstrations and testimonials for online retailers
INSPIRE INSIGHTS
Inspire Trend: Carnivore, Herbivore…Locavore
Inspire Trend: FSTR and HYPR
ANTICIPATED MARKET EXPENDITURES
Key points
Gains in economic stability translate to holiday shopping growth
Consumers’ anticipated holiday spend
Figure 11: Anticipated expenditures by holiday, non-winter holidays and winter holidays retail sales, 2009 and 2011
MARKET DRIVERS
Key points
Growing consumer confidence encourages holiday shopping
Figure 12: U.S. consumer sentiment, March 2007-May 2012
Youngest consumers not on stable economic ground, but still shopping
Non-whites’ spending power may lead to more active role in the holidays
Figure 13: Population by race and Hispanic origin, 2006-16
SEGMENT PERFORMANCE—HOLIDAY SPENDING BY OCCASION
Key points
Valentine’s Day
Figure 14: Anticipated Valentine’s Day expenditures, 2007-12
Figure 15: Anticipated purchases for Valentine’s Day, by category, 2007-12
Figure 16: Average anticipated Valentine’s Day expenditures, by recipient, 2012
St. Patrick’s Day
Figure 17: Anticipated St. Patrick’s Day expenditures, 2007-12
Easter
Figure 18: Anticipated Easter Expenditures, 2007-12
Figure 19: Anticipated Easter expenditures, by category, March 2012
Mother’s Day
Figure 20: Anticipated Mother’s Day expenditures, 2007-12
Figure 21: Anticipated Mother’s Day expenditures, by category, 2012
Father’s Day
Figure 22: Anticipated Father’s Day expenditures, 2007-2012
Figure 23: Anticipated Father’s Day expenditures, by category, 2012
Halloween
Figure 24: Anticipated Halloween expenditures, 2006-11
Figure 25: Anticipated Halloween expenditures, by category, 2011
Winter holidays
Total winter holiday retail sales
Figure 26: Total “winter holiday” retail sales, 2006-11
Winter holiday gift vs. other item sales
Figure 27: Anticipated holiday expenditures for selected items, 2006-2011
INNOVATIONS AND INNOVATORS
Key points
Shopping made easier, and better planned, via mobile apps
Milo Local Shopping gives advance glimpse at item price and availability
Buzzillions provides shoppers with mobile product reviews
Shoppers get instant rewards with Shopkick
Walmart uses Facebook to offer shoppers Black Friday store maps
Figure 28: Walmart store map for Black Friday shopping, November 2011
Themed online party retailer gives creative spin to holiday gatherings
Figure 29: UglyChristmasSweaterParty.com sweater and book, June 2012
Online retailer promotes holiday gift giving to pets
Figure 30: Poochieheaven.com holiday-themed gifts for dogs, June 2012
MARKETING STRATEGIES
Key points
Winter holiday advertising
Winter holiday TV ads
Walmart—A Community as One
Figure 31: Walmart “A Community as one” TV ad, February 2012
Hallmark—Love You Lots
Figure 32: Hallmark “Love You Lots” TV ad, April 2012
Bashas’—Holiday Time
Figure 33: Bashas’ “Holiday Time” TV ad, November 2011
3M—Ice Wrap
Figure 34: 3M “Ice Wrap” TV ad, November 2011
Toys“R”Us interactive mobile shopping
Figure 35: Toys“R”Us interactive mobile shopping billboards December 2011
Spring holiday advertising
Spring holiday TV ads
Kellogg’s—The Family Treats
Figure 36: Kellogg’s “The Family Treats” TV ad, April 2012
1-800-Flowers.com—Sure to Delight
Figure 37: 1-800-Flowers.com “Sure to Delight” TV ad, May 2012
Memorial Day print and email promotions
Figure 38: Calhoun’s Memorial Day print ad, May 2012
Figure 39: Best Buy Memorial Day email promotion, May 2011
Father’s Day email LISTSERV promotions
Figure 40: First Watch Father’s Day email promotion, June 2012
Figure 41: Novica Father’s Day email promotion, June 2012
Summer holiday advertising
Fourth of July print ads
Figure 42: Sleep Train Mattress Centers Fourth of July print ad, June 2012
Labor Day TV ad
Bill Smith Electronics & Appliances—Labor Day sale
Figure 43: Bill Smith Electronics & Appliances “Labor Day sale” TV ad, September 2011
PARTICIPATION IN HOLIDAY ACTIVITIES
Key points
Most participating in holidays year-round, winter events have most draw
Figure 44: Seasonal holiday participation and mean number of activities, February-March 2012
Seasonal holiday activity participation
Christmas events, party-going most popular winter holiday activities
Figure 45: Participation in specific activities for each winter holiday, February-March 2012
Springtime holidays involve celebratory meals, Mother’s Day the most popular
Figure 46: Participation in specific activities for each spring holiday, February-March 2012
Consumers doing less to celebrate summer, fall holidays
Figure 47: Participation in specific activities for each summer and fall holiday, February-March 2012
Figure 48: The TomKat Studio’s 4th of July Party Kit, May 2012
General holiday activity participation
Millennials, parents the most enthusiastic about celebrating holidays
Figure 49: Participation in seasonal holiday activities and mean number of activities, by generation and by parental status and presence of children in household, February-March 2012
More Millennials making holiday gifts
Figure 50: Seasonal holiday gift making, by generation, February-March 2012
HOLIDAY PURCHASES
Key points
Most shopping activity occurring during the winter holidays
Figure 51: Seasonal holiday purchases, February-March 2012
Seasonal holiday purchases
Christmas gifts, cuisine driving wintertime holiday purchases
Figure 52: Types of purchases made for each winter holiday, February-March 2012
Figure 53: Christmas gift and food purchases, by gender and by parental status and presence of children in household, February-March 2012
Spring holiday shoppers buying gifts for moms and dads
Figure 54: Types of purchases made for each spring holiday, February-March 2012
Independence Day food, alcohol a summertime draw
Figure 55: Types of purchases made for each summer holiday, February-March 2012
Halloween shoppers looking for festive food, decorations
Figure 56: Halloween purchases, February-March 2012
General holiday purchases
More than four in 10 giving gift cards
Figure 57: Purchased a gift card for self or someone else in the last 12 months, October 2009-November 2011
Figure 58: Types of gift cards purchased in the last 12 months, December 2010 and November 2011
Figure 59: Bloomingdale’s “little brown card” and Anthropologie “critter-covered” gift card, June 2012
Consumer holiday spending remains constant, two in 10 to spend more on events
Figure 60: Changes in 2012 holiday spending vs. 2011, by type of spend, February-March 2012
More young consumers, parents planning to increase spending on events and gifts
Figure 61: Spending increases on holiday events and gifts, by age and by parental status and presence of children in household, February-March 2012
HOLIDAY SHOPPING EVENTS AND PROMOTIONS
Key points
More than four in 10 shopping on Black Friday, youngest participating most
Figure 62: Participation in Black Friday, Cyber Monday, and day after Christmas events/promotions, by age and by parental status and presence of children in household, February-March 2012
Crowds, long lines dissuading more participation in shopping events
Figure 63: Avoiding stores on Black Friday and the day after Christmas, by gender, February-March 2012
Shoppers who take advantage of federal holiday sales see advertisements
Figure 64: Advertising noticed for federal holiday sales and promotions, February-March 2012
Figure 65: Federal holiday sales taken advantage of, by federal holiday sales ads seen, February-March 2012
ATTITUDES TOWARD HOLIDAY MEDIA AND ADVERTISEMENTS
Key points
Current holiday advertising lacks appeal—but drives purchasing
Figure 66: Opinions about media and in-store advertisements during the holidays, February-March 2012
Figure 67: Samsung interactive bus stop billboard, Chicago, June 2012
In-store displays, advertising speak to women shoppers
Figure 68: Opinions about media and in-store advertisements during the holidays, by gender, February-March 2012
ATTITUDES TOWARD HOLIDAY ONLINE AND MOBILE SHOPPING
Key points
Shoppers go online for convenience, but want to interact with products
Figure 69: Opinions about in-store vs. online shopping, February-March 2012
More Millennials find convenience in smartphone shopping
Figure 70: Opinions about making holiday purchases with a smartphone, by generation, February-March 2012
IMPACT OF RACE AND HISPANIC ORIGIN
Key points
Hispanics more likely to celebrate by eating at restaurants, making gifts
Figure 71: Seasonal holiday participation in select activities and mean number of activities, by Hispanic origin, February-March 2012
More non-whites increasing spending on holiday gifts, events
Figure 72: Expectation to increase spending on holiday events vs. gifts, by race/Hispanic origin, February-March 2012
Figure 73: Household size, by race/Hispanic origin of householder, 2010
More non-whites participating in Black Friday, post-Christmas sales events
Figure 74: Holiday shopping events/promotions participation, by race/Hispanic origin, February-March 2012
Asians lead non-whites in use of holiday ads and displays
Figure 75: Opinions about media and in-store advertisements during the holidays, by race/Hispanic origin, February-March 2012
Asians, Hispanics want to see, touch holiday products before they buy
Figure 76: Preference to holiday shop in store to allow seeing/touching products, by race and Hispanic origin, February-March 2012
CLUSTER ANALYSIS
Bargain Hunting In-store Shoppers
Demographics
Characteristics
Opportunity
Cyber Shoppers
Demographics
Characteristics
Opportunity
Diverse and Enthusiastic Shoppers
Demographics
Characteristics
Opportunity
Ad-ambivalent Shoppers
Demographics
Characteristics
Opportunity
Holiday Avoiders
Demographics
Characteristics
Opportunity
Cluster characteristics
Figure 77: Holiday shopping clusters, February-March 2012
Figure 78: Participation in specific activities for winter holidays and mean number of activities, by holiday shopping clusters, February-March 2012
Figure 79: Participation in specific activities for spring holidays and mean number of activities, by holiday shopping clusters, February-March 2012
Figure 80: Participation in specific activities for summer holidays and mean number of activities, by holiday shopping clusters, February-March 2012
Figure 81: Participation in specific activities for fall holidays and mean number of activities, by holiday shopping clusters, February-March 2012
Figure 82: Opinions about media and in-store advertisements during the holidays, by holiday shopping clusters, February-March 2012
Figure 83: Participation in Black Friday, Cyber Monday, and Day-After-Christmas events/promotions, by holiday shopping clusters, February-March 2012
Figure 84: Opinions about holiday sales and promotions, by holiday shopping clusters, February-March 2012
Figure 85: Opinions about online and mobile shopping during the holidays, by holiday shopping clusters, February-March 2012
Cluster demographics
Figure 86: Profile of holiday shopping clusters, by gender, age, and household income, February-March 2012
Figure 87: Profile of holiday shopping clusters, by race/Hispanic origin, February-March 2012
Figure 88: Profile of holiday shopping clusters, by marital status, household size, and presence of children in household, February-March 2012
Figure 89: Profile of holiday shopping clusters, by employment status, February-March 2012
Cluster methodology
APPENDIX—OTHER USEFUL CONSUMER TABLES
Participation in holiday activities
Figure 90: Mean number of holiday activities participated in, by race/Hispanic origin, February-March 2012
Holiday purchases
Figure 91: Household income distribution, by race/Hispanic origin of householder, 2010
Holiday shopping events and promotions
Figure 92: Participation in online vs. in store Black Friday, Cyber Monday, and day after Christmas events/promotion, February-March 2012
Attitudes toward holiday media and advertisements
Figure 93: Interesting receiving emails from retailers with special holiday sales and promotions, February-March 2012
Attitudes toward holiday online and mobile shopping
Figure 94: Attitudes toward holiday online and mobile shopping, February-March 2012
APPENDIX: TRADE ASSOCIATIONS