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Bargain-Hunting Christmas Shoppers Favor Discount Retailers - But Many Are Waiting for Last-Minute Sales
Charleston, SC, December 3, 2007... Almost half (49.4%) of American consumers said they went Christmas shopping on the first weekend of December, and 73.0% of these shoppers visited only one or two stores, according to this weekend's national survey on Christmas retail sales conducted by America's Research Group (ARG). Over sixty percent (63.0%) of holiday shoppers have gone to five stores or less so far this shopping season.
"Discount stores are clearly benefitting from the bargain-hunting mentality that is at a high this year," said C. Britt Beemer, founder and Chairman of ARG. "We see this especially in those shoppers who are waiting for the last moment to get the biggest possible discounts."
The top retailers this past weekend were Wal-Mart with 32.3% of shoppers, Sears with 19.0%, Target with 18.8%, JCPenney with 18.1%, Best Buy 16.5%, and Sam's Club 9.1%.
Disappointment with the bargains being offered was at a high point this year, however, with 42.5% of the shoppers saying the bargains this year are not as good as those in year's past. At the same time in 2006, only 27.0% of shoppers said they were disappointed with bargains, and in 2005, only 22.6%.
The AGR research reveals that an overwhelming majority of shoppers (75.7%) expect to complete their Christmas shopping between December 20 and 24. The prime motivator is getting "bigger and better discounts."
Shopping for children is proving more difficult this year for many parents because of the concern over recent recalls:
- Over half (54.7%) of consumers this weekend shopped for toys,
- Of these, 49.1% looked to see where the toys were made,
- Of those who looked for country of origin, 60.5% said they will try to avoid toys made in China,
- For those avoiding Chinese-made toys, parents are buying the following items: Bicycles 11.5%, Doll Babies 8.5%, Barbie Dolls 6.2%, and Motorized Cars 6.2%.
Over one third (35.7%) of consumers say they have yet to buy any apparel item so far this holiday shopping season, compared to 31.8% last year.
The so-called Cyber-Monday turned out to be somewhat of a fizzle, according to the survey data:
- Only 36.6% of consumers say they buy on-line for Christmas gifts, and about half of those (22.5%) went on-line the Monday after Thanksgiving,
- Under twenty percent (19.7%) of consumers said they would think to go on-line after shopping in stores,
- Less than eighteen percent (17.6%) are allowed to go on-line at work during the day.
- More consumers have yet to start shopping this year, with 15.2% making no purchases to date, compared to 9.5% at the same time last year,
- When asked if they have spent $50 or more on themselves this year, 33.8% said "yes" this year, compared to 36.0% last year.
- Those spending less on Christmas gifts is at an all time high this year (23.0%), compared with 16.1% in 2006, 15.6% in 2005, 12.1% in 2004.
This study consists of 801 interviews conducted Saturday and Sunday, December 1 and 2, 2007, at ARG headquarters in Charleston, SC. The error factor is plus or minus 4.3%. ARG will conduct Christmas retail surveys every weekend until the holiday.
American's Research Group (ARG) is the consumer–behavior marketing firm that provides clients the insight, strategy and tactics to increase market share. ARG's expertise in consumer behavior has made it a key resource and advisor to leading brands and top retailers in the nation for 27 years.
Contacts: Britt Beemer, ARG, Tel: 843 345 0939
BBA Communications: Barbara Burns / Eve Edwards
Tel: (212) 486 1140 / (516) 859 3402
Barbara Burns (212) 486-1140