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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 stores | 57.2% | 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% |