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Jericho Communications
CONTACT: Greg Mowery
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Angie Guyer
America’s Research Group
1-800-723-3253

HOME AND FAMILY MATTERS TAKE A PRIORITY OVER HOLIDAY SHOPPING FOR AMERICAN CONSUMERS

Charleston, SC December 11, 2001
“For the first time in American history, more than 50% of consumers will finish their holiday shopping by December 15th,” marveled Britt Beemer, chairman and founder of America’s Research Group (ARG). “Our surveys show that America is sleep-walking through Christmas, going through the motions, when their real priorities are spending time with their families, relaxing, baking and cooking, decorating their homes or cleaning their houses, rather than spending time at the mall.” The Charleston-based consumer behavior research and marketing firm has been surveying consumers on their holiday shopping activities every weekend since late October. ARG’s data shows that the after-effects of the September 11th attacks on America and the sagging economy have changed consumer’s priorities:

• One third of shoppers surveyed have already finished their holiday purchases; with another third saying they are 75-90% through their shopping
• Only 26.5% of those finished with their shopping said they could be lured back to shop for sales beyond 50%
• Wal-Mart is the store of choice again with 53.2% of those surveyed saying their were doing the bulk of their holiday shopping there. K-Mart was #2 with 27.4%; Sears #3 with 23.4%; JCPenney was #4 with 22.0% and Target arrived in 5th place with 19.5%. Still Wal-Mart is doing more than twice the business of K-Mart and Sears combined.
• More shoppers (nearly 41%) are saying they are buying something nice for themselves this Christmas, which is encouraging news for retailers.

Good discounts and sales have cut retailer’s bottom lines severely, but shoppers have responded by spending more than we initially anticipated,” says Beemer. “Prior to the shopping season, I was predicting a minus 3.4% decline in retail sales, however these findings would suggest the decline will be in the minus 1.5% to minus 2% range.”

Britt Beemer is available for interview. Survey results as well as selected questions from this survey are available upon request.

America’s Research Group, Ltd. (ARG), is a full service consumer behavior survey research company with more than 22 years experience. ARG has interviewed more than 4 million consumers. Utilizing both quantitative and qualitative research, the firm works with clients to develop practical and successful marketing strategies for pace-setting companies in the fields of home furnishings, appliance and electronics retailing, banking and finance, automobile dealers, department stores, specialty and mass merchants. Clients include Sealy Mattress, Kohl’s Department Stores, IKEA, Barnes & Noble, AT&T; Wireless, Eckerd Drugs, Broyhill Furniture, Thomasville Furniture, American Eagle Outfitters and many others. Visit America’s Research Group’s website at http://www.predatory.com.

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