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2009Dec18 Holiday Shopping: On-line or the Mall?

 

Apparently even some of the respondents who still like going to the mall for shopping will use the Internet this year. Eighty percent indicated the Internet would be their avenue for at least some of their holiday shopping. Certainly, the time saving factor of Internet shopping must be considered a benefit and no hassle with parking.
 
If you could do only one, would you rather give Christmas/holiday gifts or receive them?
Only twenty percent indicated they prefer being recipients of gifts rather than the givers. What we do know about our audience is that is generally 45 or older. That means most are part of the Boomer Generation. In this age group, the odds are that if you wanted something, you have already purchased it. So the old “Christmas Wish List” is very short if it even exists at all. Giving to others becomes increasingly greater priority with age.
 
How do you plan to pay for the majority of your Christmas/holiday gifts this year?
Only twenty percent indicated they would be using credit cards for purchases. Fifty percent indicated their debit card would be used at the check out line. Since a debit card is electronic use of cash, the total of cash buyers is 80%. This is in line with our forecasts of increasingly conservative use of credit which is one more brake applied to our economy. What is good and rational for the household budget is not necessarily a stimulus for our country’s GDP.
 
Have you set up a budget for how much you plan to spend on Christmas/holiday gifts this year?
Responsibility abounds. Sixty percent indicated they have an actual budget for shopping this season.
 
When compared to last year, do you and your family plan to spend less, spend more, or spend about the same, this holiday season?
The same number indicated they will be spending less this year than last. That is not good for the retailers who typically garner the bulk of their annual profit from holiday sales.
 
 
Compared with last year, do you feel you are a more optimistic person today, or are you a less optimistic person today?
Forty percent indicated there is no difference in the way they view their life compared to the same time last year. The balance was evenly split at 30% in each group that feels either more optimistic or less than at the same time last year. We did not ask for details here. However, employment or a need to sell or refinance real estate could easily move one’s perspective from here.