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ARG'S 2002 CHRISTMAS FOLLOW-UP STUDY
- Normally one-third of Thanksgiving “wannabes” don’t make it to the stores, but this year only 7.9% of those who planned to shop did not make it.
- More than twice the number of men shopped this Thanksgiving weekend compared to earlier years where only 20% of shoppers were male, but this weekend 42.3% of shoppers were men.
- In spite of limited sales help, 43% of shoppers took it in stride waiting in long lines at the checkout and were hopeless in their effort to find available store personnel.
- Consumers said the stores were “very crowded” at a 94.8% level while experiencing little customer service.
- Most consumers (72.6%) went to two to four stores this weekend while only 8.3% went to more than 7 stores.
The top 5 stores shopped Friday were:
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Discount stores---63.0%
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Department stores---56.5%
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Toy stores---31.7%
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Sporting Goods stores---17.8%
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Membership Warehouse Clubs---13.5%
Friday shoppers were big spenders with 36.1% spending over their budget.
Friday shoppers were happy (88.3%) with their ability to take advantage of the big buys available.
The Saturday/Sunday shoppers were pleased to find their favorite stores still full of bargains at a 90.3% rate.
The top 5 stores shopped Saturday/Sunday were:
- Discount stores---59.2%
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Department stores---47.7%
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Toy stores---14.8%
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Membership Warehouse Clubs---13.4%
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Electronics stores---11.6%
Nearly half (49.1%) of Saturday/Sunday shoppers were driven to shop at their stores due to the store’s advertising.
The top 10 items bought this Thanksgiving weekend are:
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Toys---44.2%
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Perfume/cologne---26.1%
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Jeans---25.4%
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Video games---24.2%
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Sporting goods---21.2%
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Jewelry---18.3%
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Linens---14.0%
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Children’s clothes---12.6%
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Sweater---10.9%
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Jacket/coat---10.2%
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