Holiday Shopping: Top Ten Gift Items | CONSUMER INSIGHTS

We polled our online panel of young adult thought leaders* to gain insight on their holiday shopping outlook.  Were they planning to spend more or less this year? What brands were most likely to end up on their shopping lists?

INCREASE IN NUMBERS PLANNING TO SPEND MORE

• One-third were planning to spend more this year than last year
(Note: in 2008 only 8% said they were planning to spend more vs. 38% who planned to spend more in 2007)
• Two-thirds plan to spend less

BUT THEY ARE STILL WATCHING EVERY PENNY

• The biggest increase in spending was at the low end. 
• 3 in 10 plan to spend between $100-$200 (up from 2 in 10 in 2008)
• Almost 4 in 10 plan to spend between $200-$400 (up from 3 in 10 in 2008)
• 1 in 10 plan to spend $100 or less this year (as opposed to 2 in 10 last year)
"I've had a little more disposable income and didn't buy a single thing last year."
• Almost 2 in 10 plan to spend more than $400 (down from 4 in 10 in 2008)

THRIFTINESS TAKES HOLD

• 6 in 10 plan to spend less because they want to maintain a thrifty lifestyle
• 4 in 10 are spending less because they are making less money, have lost their job or are afraid they might lose it
• 4 in 10 cite a still bad economy
• 2 in 10 cite various other reasons to cut back on gift spending including a change of priorities e.g. “just bought a house” or “prefer to go on vacation”.  Another key reason cited by many: “lots of good deals so I can buy more for less”

SPLIT ON THE URGE TO SPEND REGARDLESS OF WHETHER ITEMS ARE ON SALE

• Half are firmly committed to waiting for deals: “items always go on sale, so you might as well wait for it”
• Half miss the luxury lifestyle and will undoubtedly return to it as soon as their economy improves: “it is annoying that I can’t afford the luxury goods I could afford a few years ago.  I miss that lifestyle”

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- TOP 10 GIFT LIST -
1. Apple products (e.g. iPhone, iPod, computers)
2. Amazon gift cards
3. Sony
4. Nintendo e.g. Wii
5. DVDs
6. Target gift cards
7. Banana Republic
8. Gap
9. H&M
10. Sephora gift cards

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OF NOTE:

• Almost 8 in 10 noted that clothing and accessories would be on their gift lists (with one-third also mentioning clothing retailer gift cards)
• Almost 6 in 10 cited electronics and an additional 2 in 10 cited iTunes gift cards
• 4 in 10 cited DVDs
• Almost 4 in 10 will be giving home-made gifts
• 3 in 10 will be giving fragrances and high-end skincare items

ABOUT THE ZANDL GROUP
We are a New York-based market research boutique agency specializing in non-traditional, ethnographic approaches that thoroughly immerse our clients in their consumer’s world.


*ABOUT THE SURVEY AND PANEL
Our online panel of thought leaders consists of keen cultural observers (ages 21-39) who have been hand-recruited and pre-screened to be directional and trend-forward. Their backgrounds are in diverse fields with particular emphasis on academia, the arts, entrepreneurship, blogging, entertainment, retail and technology.

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718.366.1000
www.zandlgroup.com