Author: Mintel Group Ltd.
Last saved by: HTTP server

Holiday Shopping - US - July 2013

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
Increase in anticipated holiday spending for holidays throughout the year
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
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
Inspire Trend: Experience Is All
Inspire Trend: Return to the Experts
Mintel Futures: Access Anything, Anywhere
ANTICIPATED MARKET EXPENDITURES
Key points
Economic recovery likely to lead to holiday spending growth
Consumers’ anticipated holiday spend
Figure 2: Anticipated total expenditures (select) holidays, 2008 and 2012
MARKET DRIVERS
Key points
Holiday spending spurred by increase in consumer confidence
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
Figure 4: Population, by race/Hispanic origin, 2008-18
SEGMENT PERFORMANCE—HOLIDAY SPENDING BY OCCASION
Key points
Overview
Figure 5: Anticipated total and average expenditures, by holiday, 2013
Valentine’s Day
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
Figure 8: Anticipated Valentine’s Day expenditures, by recipient, 2008-13
Figure 9: Anticipated retail channels for purchasing Valentine’s Day gifts, 2013
St. Patrick’s Day
Figure 10: Anticipated total and average St. Patrick’s Day expenditures, in current dollars, 2008-13
Easter
Figure 11: Anticipated total and average Easter expenditures, in current dollars, 2008-13
Figure 12: Anticipated Easter expenditures, by category, 2008-13
Figure 13: Anticipated retail channels for purchasing Easter gifts, 2013
Mother’s Day
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
Figure 16: Anticipated retail channels for purchasing Mother’s Day gifts, 2013
Father’s Day
Figure 17: Anticipated total and average Father’s Day expenditures, 2008-13
Figure 18: Anticipated Father’s Day expenditures, by category, 2008-13
Halloween
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
Figure 21: Anticipated Christmas/Hanukkah/Kwanzaa expenditures, in current dollars, 2008-12
INNOVATIONS AND INNOVATORS
Key points
Mobile apps in shopping
Increasing in-store foot traffic
Reinforcing price comparison
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
Key points
 WINTER HOLIDAY ADVERTISING
Winter holiday: TV ads
Retailer as a solution for gift giving challenges
Figure 23: TJMaxx “The Gifter” TV ad, November 2012
Helping men to be good Valentine's Day gift-givers
Figure 24: Edible Arrangement “Into Heroes” TV ad, January 2013
Winter holiday catalog promotions
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
Figure 26: Toys “R” Us “Welcome to R Holiday Headquarters” online ad, December 2012
Unique product offerings differentiate smaller retailers
Figure 27: A+R Christmas email promotion, December 2012
Personalization key for holiday retailers
Figure 28: J.Crew winter holidays online promotion, 2012
Digitizing holiday shopping through apps
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
Figure 30: Walmart, layaway program, September 2012
 SPRING HOLIDAY ADVERTISING
Spring holiday TV ad
Financing a major lure for big-ticket furniture sales
Figure 31: Ashley Home Furniture “Six Free” TV ad, May 2013
Spring holiday email promotions
Drawing Millennials to deep discounts
Figure 32: DKNY Memorial Day email promotion, May 2013
Helping shoppers to find gifts attuned to their lifestyle
Figure 33: Unison Memorial Day email promotion, May 2013
Offering experience using discounts, social media, and giveaways
Figure 34: Gyu-Kaku Father’s Day email promotion, June 2013
The flexible gift card for Father's Day
Figure 35: GiftRocket Father’s Day email promotion, June 2013
Targeting procrastinators with free shipping
Figure 36: Godiva Mother’s Day email promotion, May 2013
Select vintage Mother’s Day gifts, discounted
Figure 37: Papyrus Mother’s Day email promotion, April 2013
Promoting Easter with coupons
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
Figure 39: Macy’s “Labor Day Sale” TV ad, August 2012
Sales of major appliances and Labor Day go hand-in-hand
Figure 40: Lowe’s “Labor Day Savings” TV ad, August 2012
 FALL HOLIDAY ADVERTISING
The comic book, Halloween specialist
Figure 41: Party City, “Fright Night,” September 2012
Promoting online sales through credit card transactions
Figure 42: Discover Halloween mail promotion, October 2012
HOLIDAY SHOPPING ACTIVITIES, PURCHASES, AND RETAILERS
Key points
Holidays most associated with special sales
Thanksgiving and Christmas trump other holidays on special sales
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
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
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
Figure 46: Types of products most associated with special sales on holidays, by age, April 2013
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
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
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
Figure 50: Preferred retail channels for shopping on holidays vs. nonholidays, April 2013
Age differentiates retail channels shopped for the holidays
Figure 51: Preferred retail channels for shopping on holidays, by age, April 2013
STRATEGIES FOR DEALING WITH THE ADDITIONAL EXPENSES OF HOLIDAY SHOPPING
Key points
Most people shop on holidays and plan their expenses, but few opt to save
Women enthusiastic holiday shoppers; men lag slightly
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
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
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
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
Key points
To save money on purchases during holidays, mainly involves coupons
Figure 58: Attitudes toward money-saving strategies, April 2013
Women big on coupons for holidays purchases
Figure 59: Attitudes toward money-saving strategies (any agree), by gender, April 2013
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
Figure 61: Attitudes toward money-saving strategies (any agree), by age, April 2013
Figure 62: Attitudes toward money-saving strategies (strongly agree), by age, April 2013
BUYING BIG-TICKET ITEMS ON HOLIDAYS
 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
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
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
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
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
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
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
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
Key points
Half of holiday shoppers strongly agree free shipping is an essential
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
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
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
Key points
Leveraging brands, particularly with Millennials, during holidays through social media
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
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
Key points
In-store promotions dominate holiday shopping; online advertisements on the rise
Figure 79: Attitudes toward holiday shopping on in-store and online promotions, April 2013
Women more receptive to in-store and online advertising/promotions
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
Figure 82: Attitudes toward holiday shopping on in-store and online promotions (any agree), by age, April 2013
Figure 83: Attitudes toward holiday shopping on in-store and online promotions (strongly agree), by age, April 2013
IMPACT OF RACE AND HISPANIC ORIGIN
Key points
Blacks, Asians, Hispanics more likely associate special sales on holidays
Figure 84: Holidays (by season) most associated with special sales, by race/Hispanic origin, April 2013
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
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
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
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
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
Figure 90: Preferred retail channels for shopping on holidays, by race/Hispanic origin, April 2013
CLUSTER ANALYSIS
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
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
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
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
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
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
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
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
Figure 106: Target clusters, by demographic, April 2013
Cluster methodology
APPENDIX – OTHER USEFUL CONSUMER TABLES
Anticipated Valentine’s Day expenditures
Figure 107: Anticipated average and total Valentine’s Day expenditures, in current dollars, 2008-13
Figure 108: Percent of respondents who anticipate purchasing specific Valentine’s Day gifts, by category, in current dollars, 2008-13
Figure 109: Anticipated Valentine’s Day expenditures, by recipient, 2013
Figure 110: Anticipated retail channels for purchasing Valentine’s Day gifts, 2013
Anticipated St. Patrick’s Day expenditures
Figure 111: Anticipated average and total St Patrick’s Day expenditures, in current dollars, 2008-13
Anticipated Easter expenditures
Figure 112: Anticipated average and total Easter expenditures, in current dollars, 2008-13
Figure 113: Anticipated Easter expenditures, by category, 2013
Figure 114: Anticipated retail channels for purchasing Easter gifts, 2013
Anticipated Mother’s Day expenditures
Figure 115: Anticipated average and total Mother’s Day expenditures, in current dollars, 2008-13
Figure 116: Anticipated Mother’s Day expenditures, by category, 2013
Figure 117: Anticipated retail channels for purchasing Mother’s Day gifts, 2013
Anticipated Father’s Day expenditures
Figure 118: Anticipated average and total Valentine’s Day expenditures, in current dollars, 2007-12
Figure 119: Anticipated Father's Day expenditures, by category, 2012
Anticipated Halloween expenditures
Figure 120: Anticipated Halloween expenditures, in current dollars, 2007-12
Figure 121: Anticipated Halloween expenditures, by category, 2012
Anticipated Christmas/Hanukkah/Kwanzaa expenditures
Figure 122: Anticipated Christmas/Hanukkah/Kwanzaa expenditures, in current dollars, 2007-12
Figure 123: Anticipated Christmas/Hanukkah/Kwanzaa expenditures, in current dollars, 2007-12
Holiday shopping activities and purchases
Figure 124: Holidays (by season) most associated with special sales, by gender, April 2013
Figure 125: Types of products most associated with special sales on holidays, by gender, April 2013
Figure 126: Types of products most associated with special sales on holidays, by gender and age, April 2013
Figure 127: Types of products most associated with special sales on holidays, by Hispanic origin and household income, April 2013
Figure 128: Types of products most associated with special sales on holidays, by race and age, April 2013
Figure 129: Types of products most associated with special sales on holidays, by age and household income, April 2013
Federal holiday shopping
Figure 130: Made purchases (in-store/online) at a sale on a federal holiday, by household income, April 2013
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)
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
Figure 133: Holidays most associated with special sales for clothing, footwear, and accessories, by age, April 2013
Figure 134: Holidays most associated with special sales for clothing, footwear, and accessories, by gender and age, April 2013
Figure 135: Holidays most associated with special sales for clothing, footwear, and accessories, by parents with children and age, April 2013
Figure 136: Holidays most associated with special sales for clothing, footwear, and accessories, by race/Hispanic origin, April 2013
Figure 137: Holidays most associated with special sales for clothing, footwear, and accessories, by Hispanic origin and household income, April 2013
Figure 138: Holidays most associated with special sales for clothing, footwear, and accessories, by race and age, April 2013
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
Figure 140: Holidays most associated with special sales for appliances, by age, April 2013
Figure 141: Holidays most associated with special sales for appliances, by race/Hispanic origin, April 2013
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
Figure 143: Holidays most associated with special sales for electronic products, by age, April 2013
Figure 144: Holidays most associated with special sales for electronic products, by race/Hispanic origin, April 2013
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
Figure 146: Holidays most associated with special sales for furniture and home goods, by age, April 2013
Figure 147: Holidays most associated with special sales for furniture and home goods, by race/Hispanic origin, April 2013
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
Figure 149: Holidays most associated with special sales for toys and games, by age, April 2013
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
Figure 151: Attitudes toward money-saving strategies, by parents with children and age, April 2013
Figure 152: Approaches to buying big-ticket items on holidays, including use of coupons, by parents with children and age, April 2013
Figure 153: Approaches to buying big-ticket items on holidays, including use of coupons, by any purchase for holiday, April 2013
Holiday shopping strategies
Figure 154: Strategies for dealing with the additional expenses of holiday shopping, by parents with children and age, April 2013
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
Figure 156: Preferred retail channels for shopping on nonholidays, by age, April 2013
Figure 157: Preferred retail channels for shopping on nonholidays, by race/Hispanic origin, April 2013
Figure 158: Preferred retail channels for shopping on nonholidays, by parents with children and age, April 2013
Social engagement in holiday shopping
Figure 159: Attitudes toward social media engagement regarding holiday shopping (any agree), by gender, April 2013
Figure 160: Attitudes toward social media engagement regarding holiday shopping (any agree), by age, April 2013
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
Figure 162: Attitudes toward improvements in holiday shopping experiences (any agree), by parents with children and age, April 2013
Holiday shopping retail channels
Figure 163: Preferred retail channels for shopping on holidays, by race/Hispanic origin, April 2013
Figure 164: Preferred retail channels for shopping on holidays, by parents with children and age, April 2013
Holiday shopping in-store and online promotions
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

This report is supplied in accordance with Mintel's terms and conditions.  
© Mintel Group Ltd.