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CHRISTMAS SHOPPING UP SLIGHTLY WITH ONLY ONE FULL WEEKEND TO GO December 12, 2005, Charleston, SC�. Fifty-seven percent (57.1%) of Americans spent part of their weekend shopping this second week of December, compared to 54.9% over the same weekend last year, according to the findings of a consumer spending survey conducted by America�s Research Group (ARG). The top store for the second weekend in a row was Wal-Mart with 21.8% of this weekend�s shoppers saying they shopped there the most, but this is lower than a year ago when 25.0% felt they spent the most at Wal-Mart. Shoppers are going to fewer stores this year with 49.9% going to five stores or less, compared to 43.5% going to the same number of stores last year. At this point, 25.1% have completed all their shopping compared to the 28.7% who had finished by this time last year. �This Christmas season is still not over for three fourths of Americans, but so far it looks a lot like last Christmas with the sales coming at the end,� says C. Britt Beemer, CEO and founder of ARG. �We could see over a third of Americans out there on Christmas Eve if the 36.3% who expect to shop on Christmas Eve are not able to get done earlier.� On-line shoppers have picked up some since a year ago with 35.3% buying on-line this year compared to 31.8% a year ago. This is about a 10% increase over a year ago. This Christmas season has been a series of mixed messages from shoppers with some areas stronger, but other important areas weaker, according to Beemer. Electronics and children�s clothes are still leading the pack this year, while toys are still the big disappointment this holiday season. To date, 31.9% of consumers said they have purchased toys this year, compared with 36.2% last year. The numbers of consumers buying something nice for themselves continues to lag from last year, with only 27.8% doing so this year compared to a much bigger 39.7% a year ago. More shoppers are unhappy about their shopping experience this year, says Beemer. Almost twenty percent of shoppers (20.9%) say they have walked out of a store where they could not get help. This is up significantly from only 15.5% a year ago. Another bigger objection this Christmas is the limited store decorations of 32.1% this year compared to 17.0% last Christmas. Also this Christmas, 19.0% of shoppers would leave a store after learning their staff would not say �Merry Christmas.� This survey sample of 812 households has an error factor of +/-4.3%, and was conducted December 9, 2005 to December 11, 2005. America's Research Group is the consumer research-focused business development firm that provides clients the insight, strategy and tactics to increase market share. America�s Research Group's expertise in consumer behavior has made it a key resource and advisor to leading brands and top retailers in the nation for 25 years. |
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