Over half of
consumers (21.0% very much and 32.0% some) are bothered when
stores avoid using “Merry Christmas” in their stores and in
Shoppers are cautiously getting
into the Christmas spirit so long as that spirit is deeply
discounted. According to the first 2006 Christmas survey
America’s Research Group (ARG), C. Britt Beemer, founder and
CEO of ARG, said that sales should increase at a 3.1% level this
year. “Retailers that give shoppers strong price incentives and
decorate for the Christmas holiday should do well this year,”
Beemer said. He pinpointed ten important trends for Christmas
1. Over half of consumers (21.0% very much and 32.0% some) are
bothered when stores avoid using “Merry Christmas” in their
stores and in their signage.
2. More consumers are entertaining in their homes this Christmas
with 28.1% saying “more” compared to 24.8% saying “more” last
year. Also, consumer spending on Christmas decorations in the
price range of $101-$250 has gone from 6.5% to 18.3% this year.
3. Nearly as many shoppers believe 60% off sales are genuine
(73.0%) compared to the 77.9% who believe 50% off is a genuine
4. Retailers promoting big ticket items during their early-bird
specials should be packed this year, because 65.1% of consumers
say they will buy at early-bird specials compared to 46.8% last
5. The number of shoppers avoiding stores where they are
short-handed has jumped up to 64.0% this year compared to 50.6%
6. An all time high for service gifts with 12.4% giving them
this year compared to the 9.4% previous high last year.
7. Consumers will be much more influenced by retailer
advertising with 36.2% stating this heightened awareness this
year compared to 32.0% last year.
8. Shoppers will be going to enclosed malls “less” this year at
a 25.9% level—the highest “less” level since Christmas 2001 when
30.6% said “less” after the September 11th attack.
9. More shoppers (70.4%) will try to avoid the weekend crowds by
shopping more during the week and during the weekday if at all
possible. This 70.4% is the highest level over the last 10 years
with Christmas, 2003 the previous high at 68.4%.
10. The biggest jump in price range of Christmas gifts is in the
$36-$50 range going from 30.8% last year to 35.5% and the
biggest drop is in the $21-$25 price range going from 18.6% last
year to 12.5% this Christmas season.
ARG surveyors interviewed 1,000 adults between Wednesday and
Friday, November 8-10, 2006.
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