What Consumers Are Planning For The Holidays

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What Consumers Are Planning For The Holidays

Jul 11, 2009 by Mark Maier

BIGResearch just posted some interesting survey results that cast a dark tone on the upcoming holiday season, but only if you communicate it that way to your clients...it is all in the presentation and how they take advantage of the opportunity. The research shows one in three plan on spending less this year on the holidays, that still means 2/3rds will spend the same, more, or are undecided so make a plan for your clients to market to the 2/3rds of shoppers that will keep the spending levels the same, put them on the increase or have not formed an opinion....

Retail

While the kiddies just begun their summer break, anxious retailers have their sights set on Holiday ?09 ? and rightfully so, according to consumers?more than one in three (36.2%) contend that they will spend less this holiday season compared to last, while a paltry 2.7% anticipates spending more and one in four (26.1%) plans to spend the same. (29.1% say it?s too early to know and 5.8% don?t celebrate the season).

Among those planning to spend less for Holiday ?09, how can we expect these consumers to go about doing this? The majority (69.1%) they will just slash their budgets altogether, while other plans of action include only buying gifts on sale (48.3%), doing more comparison shopping (40.4%), buying for fewer relatives (32.4%), and gifting to fewer friends (30.7%):"

Once again, it is all in the presentation. If you take the information and present it in a negative way, your clients will most likely pick up on the tone and follow suit. My advice is to help them market smart for Back to School and the Holidays, help them with "value" driven offers that exploit price points, not percentages off.

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