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  • NATIONAL CHRISTMAS FORECAST

    1. How much of your Christmas shopping have you gotten done?
    2002 2004
    None 11.6% 14.1%
    10% 3.9% 5.0%
    15% 2.8% 3.1%
    20% 4.0% 3.4%
    25% 6.7% 7.8%
    33% 3.2% 5.6%
    40% 7.8% 7.4%
    50% 13.7% 13.9%
    66% 3.0% 5.4%
    75% 17.3% 12.1%
    90% 8.8% 9.0%
    All 17.2% 13.3%

    2. How many different stores have you shopped so far for Christmas gifts?
    2002 2004
    None 11.4% 14.6%
    One 14.1% 11.6%
    2-3 30.0% 23.5%
    4-5 22.6% 21.0%
    6-8 11.3% 14.3%
    9-10 6.7% 6.3%
    11-15 2.5% 1.8%
    16-20 0.4% 1.0%
    21-25 0.1% 0.0%
    Over 25 0.0% 0.1%
    Can’t recall 0.9% 5.9%

    3. IF SHOPPED ANY STORES, ASK: Will you go back to those same stores to finish your shopping or will you go to different stores to finish the rest of your shopping?
    2002 2004
    Same stores57.2% 43.1%
    Different stores 42.8% 56.9%

    4. IF NOT ALL TO Q#1, ASK: When do you expect to be finished with your shopping?
    2002 2004
    By December 10th 3.1% 7.4%
    By December 15th 17.0% 21.6%
    By December 20th 47.6% 41.2%
    By December 24th 32.3% 29.8%

    5. IF “BY DECEMBER 24TH,” ASK: Are you waiting until the 24th to finish so you can get more gifts on sale?
    2002 2004
    Yes 62.2% 66.2%
    No 36.7% 26.5%
    Don’t know 1.1% 4.4%

    6. Did you shop this past weekend for Christmas gifts?
    2002 2004
    Yes 53.6% 46.5%
    No 46.4% 52.9%

    7. IF “YES,” ASK: At which three stores did you do most of your shopping? (FIRST MENTION)
    2002 2004
    Wal-Mart 34.5% 20.7%
    JCPenney 10.1% 9.4%
    Sears 9.5% 11.0%
    Target 7.7% 5.4%
    Kmart 6.3% 3.5%
    Old Navy 3.7% 7.5%
    Belk 2.1% 2.7%
    Sam’s Club 2.4% 3.5%

    8. IF “YES,” ASK: At which three stores did you do most of your shopping? (SECOND MENTION)
    2002 2004
    None 13.3% 18.6%
    Wal-Mart 17.2% 16.1%
    JCPenney 8.8% 6.7%
    Sears 9.5% 9.4%
    Target 10.1% 6.5%
    Kmart 4.7% 3.0%
    Old Navy 6.0% 5.7%
    Belk 4.5% 3.0%
    Sam’s Club 3.2% 3.0%

    9. IF “YES,” ASK: At which three stores did you do most of your shopping? (THIRD MENTION)
    2002 2004
    None 20.7% 32.3%
    Wal-Mart 9.3% 10.8%
    JCPenney 9.1% 4.3%
    Sears 9.7% 5.9%
    Target 4.9% 6.2%
    Kmart 4.1% 2.4%
    Old Navy 5.6% 2.4%
    Belk 2.1% 2.4%
    Sam’s Club 4.9% 3.0%

    10. What type of gifts are you giving this year? (FIRST MENTION)
    2002 2004
    Toys 18.5% 16.5%
    Sporting goods 9.3% 2.9%
    Jewelry 8.7% 7.0%
    Children’s clothes 8.3% 6.8%
    Women’s clothes 7.9% 6.5%
    Perfume/cologne 6.5% 4.0%
    Electronics 6.0% 8.6%
    Video games 4.9% 4.1%
    Men’s clothes 4.1% 4.4%
    Books 3.5% 4.3%
    Linens 3.4% 1.4%
    Home videos 1.2% 0.6%

    11. What type of gifts are you giving this year? (SECOND MENTION)
    2002 2004
    Toys 9.6% 13.6%
    Sporting goods 4.2% 4.5%
    Jewelry 5.8% 4.4%
    Children’s clothes 7.4% 6.3%
    Women’s clothes 6.8% 6.3%
    Perfume/cologne 6.4% 6.8%
    Electronics 7.5% 10.0%
    Video games 8.8% 7.0%
    Men’s clothes 6.9% 4.3%
    Books 4.2% 2.5%
    Linens 2.7% 1.9%
    Home videos 3.5% 1.0%

    12. What type of gifts are you giving this year? (THIRD MENTION)
    2002 2004
    Toys 10.2% 10.6%
    Sporting goods 3.4% 4.1%
    Jewelry 4.1% 4.1%
    Children’s clothes 7.0% 5.4%
    Women’s clothes 6.4% 5.4%
    Perfume/cologne 6.3% 6.3%
    Electronics 8.4% 9.5%
    Video games 6.4% 6.0%
    Men’s clothes 5.0% 4.5%
    Books 4.1% 4.1%
    Linens 2.1% 1.5%
    Home videos 1.7% 1.1%

    13. Have you bought something nice for yourself this Christmas while shopping for others?
    2002 2004
    Yes 42.8% 36.9%
    No 57.2% 62.6%

    14. Are you going to stay within you Christmas budget?
    2002 2004
    Yes 73.9% 61.0%
    No 17.9% 19.5%
    Don’t know 8.2% 19.5%

    15. Do you think you will spend more or less this year than what you spent last Christmas?
    2002 2004
    More 34.6% 49.5%
    Less 20.4% 12.1%
    Same 45.0% 38.4%