ThinkNow Retail Holiday Shopping Report 2017
•
1 like•81 views
Insights into the shopping behaviors of multicultural consumers this holiday season. The study contents include the following: # Spending During The Upcoming Holiday Season # Top Reasons For The Anticipated Increase In Holiday Spending # Where Consumers Find Holiday Gift Ideas # Most Popular Holiday Gift Categories # Most Commonly Used Device For Making Holiday Purchases # And More...
Report
Share
More Related Content
What's hot
What's hot (9)
Similar to ThinkNow Retail Holiday Shopping Report 2017
Similar to ThinkNow Retail Holiday Shopping Report 2017 (20)
More from ThinkNow
More from ThinkNow (20)
Recently uploaded
Recently uploaded (20)
ThinkNow Retail Holiday Shopping Report 2017
- 1. ThinkNow Retail™ 2017 Report Innovations in technology expected to ignite a boon for retailers this holiday season
- 2. 2 ThinkNow Retail™ Survey Method Field Timing 303 Hispanics 509 Hispanics 1,287 Total Base Sizes › Online via ThinkNow Research’s Omnibus Study Regional Coverage › National Screening Criteria 257 Non-Hispanic Whites 255 African- Americans 266 Asian- Americans › 18-64 years of age› August, 2017 MethodologyWhat is it? ThinkNow Retail ™ is a nationwide survey that examines the holiday shopping behavior of Americans. The study looks at the market as a whole and by key race/ethnic segments.
- 3. 3 Who We Are An authority on creating and managing research products that help clients gather insights about rapidly changing consumer segments. Conduct online, in-person and telephone research. Research experience specifically in the Hispanic, African American, Asian and Total markets. Experience in hard-to reach demographic sub-groups. Only full-service market research company that owns & operates an in- house Hispanic panel. Servicing Fortune 500 clients, ad agencies, non- profits and other market research companies.
- 4. 4 Our Services QUANTITATIVE QUALITATIVE MIXED MODE ONLINE MARKET RESEARCH COMMUNITIES CONCEPT AND COPY TESTING ADVERTISING EFFECTIVENESS ONLINE PANEL BUILDING WEBSITE USABILITY STUDIES OMNIBUS SURVEYS ATTITUDES & USAGE BRAND TRACKING PRODUCT TESTING ONLINE & OFFLINE QUALITATIVE ONLINE PANEL INTERCEPTS PHONE [email protected] 818-843-0220 www.thinknowresearch.com
- 6. 6 3-in-10 consumers say they will be spending more during the upcoming holiday season compared to last year Do you plan on spending the same, more or less this year for Christmas shopping compared to last year? Base: Total Market (n=1187) Hispanics (n=486), Whites (n=229), African Americans (n=231), Asians (n=241) 17% 16% 17% 22% 19% 52% 50% 56% 39% 52% 30% 33% 27% 39% 28% Total Market Hispanics (A) Whites (B) African-Americans (C) Asians (D) More Same Less Holiday Spending: 2017 vs. 2016 Letters indicate statistically significant difference (95% confidence) BD C C C Hispanics and African-Americans in particular are the most likely to spend more this year.
- 7. 7 47% 45% 32% 30% 47% 44% 39% 28% 46% 44% 29% 31% 49% 44% 26% 22% 51% 42% 44% 40% Total Market Hispanics (A) Whites (B) African Americans (C) Asians (D) More disposable income and great deals are the top reasons for the anticipated increase in holiday spending Letters indicate statistically significant difference (95% confidence) Why do you plan on spending MORE this year for Christmas gifts compared to last year? Among those who will spend more this year – Base: Total (n=400) Hispanics (n=171), Whites (n=64), African Americans (n=95), Asians (n=70) Top Reasons for Spending MORE For Holidays This Year Among Those Who Will Be Spending More C C C Have more disposable income Deals are good/better Technology/ Innovations make me spend more Credit conditions are good/better For Hispanics and Asians in particular, technology/innovation are significant factors as well.
- 8. 8 Overall, consumers expect to spend an average of $576 during this holiday season Amount Will Spend For Holiday Season 11% 12% 10% 15% 15% 45% 47% 46% 45% 47% 25% 28% 25% 24% 24% 19% 14% 19% 16% 14% Total Market Hispanics (A) Whites (B) African-Americans (C) Asians (D) $1,000 or more $500 - $999 $100 - $499 Under $100 D D $576 $536 $578 $537 $515Average Approximately how much money are you planning to spend for this holiday season?. Base: Total Market (n=1187), Hispanics (n=486), Whites (n=229), African Americans (n=231), Asians (n=241) Letters indicate statistically significant difference (95% confidence)
- 9. 9 Hispanic consumers are the most likely to have children and siblings on their holiday shopping list D People on Holiday Gift List Which of the following groups are on your holiday list this year? Base: Total (n=1187) Hispanics (n=486), Whites (n=229), African Americans (n=231), Asians (n=241) Total Market Hispanics (A) Whites (B) African- Americans (C) Asians (D) Parent(s) 63% 67% C 64% C 51% 64% C Spouse or partner 55% 61% C 54% C 39% 55% C Children under 18 years of age 52% 57% CD 51% 49% 41% Siblings 51% 56% C 50% 43% 51% Friends 43% 41% C 44% C 27% 56% ABC Other family members 29% 22% 32% AC 22% 29% Adult children (18+) 27% 23% D 30% AD 26% D 17% Yourself 25% 27% B 19% 39% AB 38% AB Co-workers 16% 15% 15% 12% 25% ABC Grandparent(s) 13% 13% 12% 11% 14% Neighbors 12% 9% 13% C 7% 8% A large share of African-Americans and Asians will be shopping for themselves Letters indicate statistically significant difference (95% confidence)
- 10. 10 Where do you get most of the ideas for the gifts that you are planning to buy? Base: Total Market (n=1187), Hispanics (n=486), Whites (n=229), African Americans (n=231), Asians (n=241) 4% 3% 4% 5% 4% 3% 7% 2% 3% 7% 6% 10% 5% 7% 6% 16% 16% 16% 19% 13% 27% 30% 26% 24% 34% 44% 34% 48% 41% 36% Total Market Hispanics (A) Whites (B) African Americans (C) Asians (D) Ask people what they want Search Online Browse in Stores Advertising Sales catalogs Other AD C BC More consumers find holiday gift ideas online than in-person. Sources for Gift Ideas Letters indicate statistically significant difference (95% confidence) Hispanics are more likely to find gift idea through advertising than other groups.
- 11. 11 The most popular holiday gifts this year will be clothing, gift cards, toys and electronics. Differences exist by race/ethnic segments. Items Planning to Buy as Gifts Top Items Shown Total Market Hispanics (A) Whites (B) African Am. (C) Asians (D) Clothing 51% 57%C 49% 47% 53% Gift Cards 50% 47% 50% 42% 58% AC Toys 41% 45% C 42% 33% 38% Electronics 40% 39% BD 40% 37% 39% Money 34% 30% 32% 41% 39% Jewelry/Watch 31% 30% 31% 30% 27% Cologne/Perfume 31% 40% BCD 27% 32% 24% Video Games 30% 39% BCD 26% 32% 27% Sweet food items (cakes, chocolates, cookies, etc.) 29% 29% C 31% C 18% 30% C Alcoholic beverages (wine, beer, hard liquor, etc.) 25% 26% CD 26% CD 16% 17% Books 24% 23% C 26% C 16% 25% C Shoes 24% 34% BD 20% 27% 21% Cosmetics 23% 30% BC 21% 17% 27% C Home accessories (blankets, towels, pillows, etc.) 23% 20% 23% 18% 23% Music 22% 21% D 23% D 17% 14% Gifts I make myself 21% 14% 26% ACD 12% 15% Purse/Wallet 19% 24% B 16% 19% 20% Small household appliances (juicer/blender, microwave, etc.) 17% 14% 18% 15% 18% Baby items (clothing, baby toys ,etc.) 15% 20% D 14% 16% 12% Food baskets 15% 13% 14% 15% 16% Sports/Exercise equipment 13% 11% D 14% D 10% 6% Work tools (chainsaw, drill, etc.) 13% 10% 15% 4% 8% Which category items are you likely to give as gifts this year? Base: Total (n=1187) Hispanics (n=486), Whites (n=229), African Americans (n=231), Asians (n=241)
- 12. 12 On average, about 40% of all holiday gift purchases will be made online. This is nearly as high as in-person purchases (44%). 44% 46% 45% 43% 40% 39% 35% 40% 34% 44% 7% 9% 6% 10% 8% 4% 4% 3% 6% 3%3% 4% 3% 4% 2% Total Market Hispanics (A) Whites (B) African Americans (C) Asians (D) Over the Phone By Mail Mobile App Online In Person / In Store How Will Buy Gifts (Mean Proportion) Asians are the only segment that are less likely to shop in-person than online. Thinking about all the holiday gifts that you will buy this year, please write the percentage of gifts you plan on making by each of the following methods. Base: Total Market (n=1187), Hispanics (n=486), Whites (n=229), African Americans (n=231), Asians (n=241) Letters indicate statistically significant difference (95% confidence)
- 13. 13 Aside from the added convenience and lack of crowds, consumers like to shop online for gifts because they are able to take their time and are able to find better deals. Reasons For Shopping Online Among those who buy gifts online What are the main reasons why you purchase holiday gifts online? Among those who will shop online for holidays– Base: Total (n=1032) Hispanics (n=432), Whites (n=189), African Americans (n=190), Asians (n=221) Total Market Hispanics (A) Whites (B) African Am (C) Asians (D) Easier/faster 58% 55% 59% 57% 63% No crowds or lines 52% 49% 51% 57% 58% Better prices 51% 58% 49% 50% 61% BC Can take my time 51% 50% 50% 51% 52% Wider selection 44% 44% 45% 42% 44% Can compare items 43% 38% 46% 38% 46% Can read reviews 43% 42% 44% 34% 58% ABC More availability of products 42% 40% 42% 35% 51% AC Can send gifts to others more easily 33% 24% 35% A 29% 32% Less pressure than in-person shopping 27% 33% B 24% 34% B 37% B Letters indicate statistically significant difference (95% confidence)
- 14. 14Which of those retailers are you planning to shop at for the holiday seasons (to buy presents, holiday decorations/wrapping paper/cards, etc.)? Base: Total Market (n=1187), Hispanics (n=486), Whites (n=229), African American (n=231), Asians (n=241), Retailers Planning to Shop for Holidays 2/3 say they will shop at Amazon for the holidays – the highest of any retailer 8% 8% 9% 10% 10% 11% 12% 13% 19% 20% 21% 24% 25% 26% 29% 41% 55% 66% Total Market Amazon Walmart Target Best Buy Toys 'r Us Macy's Kohl's JC Penney Victoria's Secret Bed, Bath & Beyond Home Depot Costco Walgreen's Sears Nordstrom Kmart Lowe's CVS Pharmacy 9% 7% 12% 8% 15% 12% 14% 12% 17% 19% 30% 22% 32% 26% 30% 49% 59% 64% Hispanics (A) 8% 10% 7% 10% 10% 10% 11% 15% 18% 20% 20% 26% 21% 27% 28% 37% 53% 67% Whites (B) 5% 3% 13% 8% 6% 11% 5% 9% 23% 18% 16% 14% 20% 23% 27% 41% 62% 55% AA (C) 12% 4% 5% 15% 11% 8% 25% 12% 24% 17% 18% 23% 39% 21% 35% 46% 41% 72% Asians (D) C C AC D D D BC BC BC C C C BCD ABCC C AC BD D C CD C C Asian consumers in particular are likely to shop via Amazon. Walmart ranks second overall; Target third. Letters indicate statistically significant difference (95% confidence)
- 15. 15 60% 50% 47% 33% 59% 62% 42% 38% 62% 46% 50% 30% 53% 54% 40% 35% 59% 54% 44% 33% Total Market Hispanics (A) Whites (B) African Americans (C) Asians (D) For holiday purchases you make online, which of these devices do you use?. Base: Total Market (n=1187), Hispanics (n=486), Whites (n=229), African Americans (n=231), Asians (n=241) Devices Used for Online Holiday Purchases B SmartphoneLaptop / Notebook Tablet Desktop Computer Laptop will be the most commonly used device for making holiday purchases Hispanic consumers over-index on smartphone purchases Letters indicate statistically significant difference (95% confidence)
- 16. 16 How do you plan to pay for MOST of your holiday purchases? Base: Total Market (n=1187), Hispanics (n=486), Whites (n=229), African Americans (n=231), Asians (n=241), Payment Methods for Holiday Purchases 5% 4% 6% 5% 8% 9% 6% 11% 9% 7% 21% 24% 21% 28% 16% 27% 24% 26% 18% 51% 34% 41% 34% 38% 16% Total Market Hispanics (A) Whites (B) African-American (C) Asians (D) Debit Card Credit Card Cash PayPal Gift Cards Loyalty Cards Other D D ABC ABC D D DD D Debit card is the most utilized method of payment. Among Asians, however, credit card usage is much higher. Letters indicate statistically significant difference (95% confidence)
- 17. Demographics
- 18. 18 Gender Males, 51% Females, 49% Hispanics Males, 50% Females, 50% Whites Males, 48% Females, 52% African-American Males, 47% Females, 53% Asian Base Size: Hispanics n=509, Whites n=257, African-American n=255, Asian n=266
- 19. 19 Age 18-34, 46% 35-64, 54% Hispanics 18-34, 34% 35-64, 66% Whites 18-34, 41% 35-64, 59% African-American 18-34, 39% 35-64, 61% Asian 37 42 39 39 Hispanics Whites African-American Asian Mean Age Base Size: Hispanics n=509, Whites n=257, African-American n=255, Asian n=266
- 20. 20 Other 67% 67% 63% 69% Employed Hispanics Whites African-American Asian 38% 41% 25% 65% College Graduate or More Hispanics Whites African-American Asian $46K $67K $38K $78K Median Household Income Hispanics Whites African-American Asian Base Size: Hispanics n=509, Whites n=257, African-American n=255, Asian n=266
- 21. 21 Demographic Profile, Hispanics Spanish- Dominant, 33% Bilingual, 34% English- Dominant, 33% Home Language Use n=509 Less Acculturated , 19% Bicultural, 51% More Acculturated , 30% Acculturation Level Mexican or Mexican American, 64% Puerto Rican, 11% South American, 11% Central American, 6% Cuban, 6% Dominican, 3% Country or Origin