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2011 Holiday Shopping Update

Wed, 09/11/2011 - 23:25
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Consumers will continue to be careful with their holiday spending this year. 75% of the consumers we surveyed expect to buy their 2011 holiday purchases at discount prices. 63% also stated that their purchases would be swayed by direct marketing offers, coupons or daily deals.

Additionally, 32% of households expect to spend less this holiday season with gift budgets down from $521 in 2010 to $451 in 2011 – that is a 13% decline.

Consumers are also continuing their shift towards online shopping, expecting to buy 46% of their holiday gifts online this year. Even adults 55+ thought they might buy as much as 40% of their gifts online.

With consumers remaining cautious this year, our holiday outlook concentrates on BrandIndex Value scores compared with a similar period last year.

Mobile Devices and Consumer Electronics are the only two categories to show overall value improvement versus the 12 months ago. iPad and iPhone make double-digit improvements topping the Value improver rankings across all categories. Black and Decker came in a strong third.

Highest overall Value scores for last 60 days across the categories surveyed were seen at Craftsman, Amazon and Subway.

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Apple dominates the "must have" gift brands along with other consumer electronics brands. Clothing is the top "must have" gift category.

Find out more about "must have gifts" here »

  Top mentioned "must have gift" by brands
1 iPad
2 Kindle
3 iPod
4 xBox
5 iPhone
  Top mentioned "must have gift" by categories
1 Clothing
2 Gift cards
3 Toys
4 Books
5 Money

Consumers as a whole expect to spend more at discount stores as well as online, via catalogs and through TV shopping networks. Consumers expect to spend less at other outlets options this holiday season.

Find out more about channel trends here »

  Spend less Spend the same Spend more Do not shop this channel Net change
Discounters (Walmart, Target, etc.) 14.3 51.6 20 14 5.7
Direct to consumer (online, shopping channel, catalog) 15.9 30.6 19.3 29 3.4
Wholesale Clubs (Costco, Sam's Club, etc.) 16.3 28.9 9.4 45.3 -6.9
Outlet Centers 15.7 30.3 8.5 45.4 -7.2
Mass Merchandisers Kohl's, Sears, etc.) 18.7 44.3 10.8 26.3 -7.9
Consumer Electronics Specialists 21.9 35.5 8.5 34.1 -13.4
Apparel Specialists (Gap, Abercrombie, Fitch, etc.) 22.3 24.5 3.1 50 -19.2
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