Abstract
This report is the second of two volumes examining holiday shopping in the U.S. This volume presents a broad range of consumer behavior and attitudes related to U.S. holidays, based on exclusive consumer research conducted for this report.
Readers will learn to better understand consumer interest, attitudes and behavior related to the following holidays: New Year' s, Valentine' s Day, St. Patrick' s Day, Ramadan, Easter, Mother' s Day, Memorial Day, Father' s Day, Independence Day, Labor Day, Halloween, Thanksgiving, Christmas and Kwanzaa.
Specifically, this report examines the following topics and includes demographic analysis for each:
- Share of the population that celebrates each holiday
- Entertaining, decorating and gift-giving levels for each holiday
- Holiday shopping behavior such as shopping companions, preferred retail outlets, and effectiveness of holiday incentives
- Online holiday shopping, including the use of price-comparison engines
Throughout the report, Mintel tracks three specific groups of holiday enthusiasts: Decorators, Entertainers and Givers. Their behavior is distinctly different from that of all respondents, yet quite similar to each other.
The first volume of this report, Holiday Shopping: The Market-U.S., June 2007, contains market size, segmentation, supply, retail, and advertising data.
Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- Market background
- Attitudes toward holidays
- Holiday shopping behavior
- Online shopping behavior
- Market Background
- Holiday shopping trends
- Christmas tops all holiday spending
- Figure 1: Average annual holiday spending, May 2007
- Figure 2: Average annual holiday spending, by age, May 2007
- Figure 3: Average annual holiday spending, by household income, May 2007
- Market size
- Key points
- Holiday sales, by holiday
- Overview
- Figure 4: Sales of holiday products, by holiday, 2004 and 2006
- Decorators, Entertainers and Givers
- Figure 5: Overlap among Decorators, Entertainers and Givers, May 2007
- Attitudes Toward Holidays
- Summary
- Holiday participation
- Figure 6: Participation in holidays, May 2007
- Hosting for the holidays
- Figure 7: Hosted a party/dinner, by holiday and household income, May
2007
- Figure 8: Hosted a party/dinner, by holiday and race/ethnicity, May 2007
- Figure 9: Hosted a party/dinner, by holiday and marital status, May 2007
- Figure 10: Hosted a party/dinner, by holiday and presence of children,
May 2007
- Figure 11: Hosted a party/dinner, by holiday and cohort, May 2007
- Decorating for the holidays
- Figure 12: Decorated for a holiday, by holiday and household income, May
2007
- Figure 13: Decorated for a holiday, by holiday and race/ethnicity, May
2007
- Figure 14: Decorated for a holiday, by holiday and presence of children,
May 2007
- Figure 15: Decorated for holidays, by holiday and cohort, May 2007
- Holiday Shopping Behavior
- Summary
- Shopping companions
- Figure 16: Holiday shopping companions, by age, May 2007
- Figure 17: Holiday shopping companions, by cohort, May 2007
- Month when winter holiday shopping begins
- Figure 18: Month when begin winter holiday shopping, by gender, May 2007
- Figure 19: Month when begin winter holiday shopping, by age, May 2007
- Figure 20: Month when begin winter holiday shopping, by cohort, May 2007
- Incidence of gift buying
- Figure 21: Incidence of gift buying, by holiday and household income,
May 2007
- Figure 22: Incidence of gift buying, by holiday and race/ethnicity, May
2007
- Figure 23: Incidence of gift buying, by holiday and marital status, May
2007
- Figure 24: Incidence of gift buying, by holiday and presence of
children, May 2007
- Figure 25: Incidence of gift buying, by holiday and cohort, May 2007
- Preferred retail channels for gift buying
- Figure 26: Preferred retail channels for gift shopping, by gender, May
2007
- Figure 27: Preferred retail channels for gift shopping, by age, May 2007
- Figure 28: Preferred retail channels for gift shopping, by household
income, May 2007
- Figure 29: Preferred retail channels for gift shopping, by
race/ethnicity, May 2007
- Figure 30: Preferred retail channels for gift shopping, by presence of
children, May 2007
- Figure 31: Preferred retail channels for gift shopping, by cohort, May
2007
- Preferred retail channels for decoration buying
- Figure 32: Preferred retail channels for buying holiday decorations, by
gender, May 2007
- Figure 33: Preferred retail channels for buying holiday decorations, by
race/ethnicity, May 2007
- Figure 34: Preferred retail channels for buying holiday decorations, by
cohort, May 2007
- Preferred retail channels for holiday food/drink buying
- Figure 35: Preferred retail channels for buying holiday food/drink, by
gender, May 2007
- Figure 36: Preferred retail channels for buying holiday food/drink, by
age, May 2007
- Figure 37: Preferred retail channels for buying holiday food/drink, by
presence of children, May 2007
- Figure 38: Preferred retail channels for buying holiday food/drink, by
cohort, May 2007
- Incentives to shop at a particular store or mall
- Figure 39: Holiday shopping incentives that would appeal, by gender, May
2007
- Figure 40: Holiday shopping incentives that would appeal, by age, May
2007
- Figure 41: Holiday shopping incentives that would appeal, by
race/ethnicity, May 2007
- Figure 42: Holiday shopping incentives that would appeal, by presence of
children, May 2007
- Figure 43: Holiday shopping incentives that would appeal, by cohort, May
2007
- Brands associated positively with the holidays
- Figure 44: Association between brands and holidays, by gender, May 2007
- Figure 45: Association between brands and holidays, by age, May 2007
- Figure 46: Association between brands and holidays, by race/ethnicity,
May 2007
- Figure 47: Association between brands and holidays, by cohort, May 2007
- Online Shopping
- Summary
- Share of shopping done online
- Figure 48: Share of holiday shopping done online, by gender, May 2007
- Figure 49: Share of holiday shopping done online, by age, May 2007
- Figure 50: Share of holiday shopping done online, by household income,
May 2007
- Figure 51: Share of holiday shopping done online, by race/ethnicity, May
2007
- Figure 52: Share of holiday shopping done online, by cohort, May 2007
- Websites used for holiday purchases in past year
- Figure 53: Websites used for holiday shopping, by gender, May 2007
- Figure 54: Websites used for holiday shopping, by age, May 2007
- Figure 55: Websites used for holiday shopping, by household income, May
2007
- Figure 56: Websites used for holiday shopping, by cohort, May 2007
- Use of Web pricing engines for holiday shopping
- Figure 57: Price comparison search engines used for holiday shopping, by
gender, May 2007
- Figure 58: Price comparison search engines used for holiday shopping, by
age, May 2007
- Figure 59: Price comparison search engines used for holiday shopping, by
household income, May 2007
- Figure 60: Price comparison search engines used for holiday shopping, by
race/ethnicity, May 2007
- Figure 61: Price comparison search engines used for holiday shopping, by
cohort, May 2007
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