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Wal-Mart Shoppers Change Buying Patterns, Favor 'Non-Chewable' Items for Young Children, According to America's Research Group
Charleston, SC, December 4, 2007... Wal-Mart shoppers are buying more electronics and sporting goods this year as the toy category has weakened, according to a national survey on Christmas retail sales conducted by America's Research Group (ARG). The motivation cited by parents is that these products are "non-chewable."
"American parents are affected by the recent recalls of toys made in China but unable to find substitutes at reasonable prices, so the next best thing is a different kind of gift that children won't put in their mouths," said C. Britt Beemer, founder and Chairman of ARG.
"The growth in electronic purchases is a bonus for Wal-Mart as they generate high average tickets, something the retailer has been trying to do for some time," he continued. Wal-Mart was the top retailer this past weekend attracting 32.3% of shoppers, according to the survey data.
When asked to name the top three items that they would buy at Wal-Mart this year, consumers cited more electronics purchases (31.9% vs. 20.4% in 2006), more sporting goods (11.3% vs. 5.7% in 2006) and more perfumes/colognes (13.9% vs. 8.6% in 2006). Children's clothing experienced the single biggest decline in intended purchases, falling almost in half, to 10.5% this year from 18.4% in 2006.
Purchases over the first December weekend by Wal-Mart Shoppers:
| Category | 2006 | 2007 |
| Toys | 39.0% | 37.0% |
| Electronics | 20.4% | 31.9% |
| DVD's | 23.2% | 20.6% |
| Video Camcorders | 22.3% | 20.1% |
| Perfume/cologne | 8.6% | 13.9% |
| Sporting Goods | 5.7% | 11.3% |
| TV's | 10.0% | 9.7% |
| Gift Cards | 13.7% | 8.6% |
| Children's Clothing | 18.4% | 10.5% |
The 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