Holiday Shopping Trends 2015 Report

Holiday Shopping Trends

2015

Outline

Methodology

Detailed Findings

Appendix

Methodology

Methodology

Method Online survey via ThinkNow Research’s Omnibus Study

Sample SizeHispanics: n=608

Non-Hispanics: n=414

Screening Criteria• Hispanics: self identify as Hispanic origin

• Non-Hispanics: self identify as Non-Hispanic origin

• 18-64 years of age

Quotas/ Weighting

Quotas:

• Age bracket

• Gender balance

• Region

• Primary language spoken at home (Hispanics only)

Some light weighting applied to balance samples to U.S. Census data

with respect to age, gender and region.

Test Area Nationwide

Fieldwork Timing October, 2015

Detailed Findings

Hispanics are starting their Holiday shopping

later than non-Hispanics in 2015 and are more

likely to do their shopping “All at once”.

Both Hispanics and non-Hispanics plan to

spend more this Holiday season than last.

Bilingual and Male Hispanics will spend the

most by significant margins

HS.A. First, when do you usually start your Christmas/holiday shopping, if at all? Please select one response.

Base: Total Sample – Hispanics (n=608), Non-Hispanics (n=414)

When Do They Start Their Holiday Shopping?

3%

5%

14%

21%

25%

15%

3%

4%

2%

2%

0%

0%

6%

August or before

September

October

November – before Thanksgiving

November – Thanksgiving Day/ weekend, …

December – first 2 weeks

December – 3rd week

December – 1 week before Christmas

Weekend before Christmas

Few days before Christmas

Christmas Eve

Christmas Day

After Christmas

I don’t buy holiday gifts

Hispanics Non-Hispanics

13%

7%

19%

17%

21%

13%

1%

1%

1%

1%

0%

1%

6%

and letters indicate statistically

significant difference (95% confidence)

HS.B. Approximately how much money in total did you spend on Christmas gifts last holiday season (2014)?.

Base: Total Sample – Hispanics (n=575), Non-Hispanics (n=392), Spanish-Dom (n=195), Bilingual (n=204), English-Dom

(n=176), Males (n=278), Females (n=297)

Average Amount Spent on Christmas Gifts in 2014

$806$840


$771

$927

$698

$915

$692

Spanish-Dom

Bilingual English-Dom

Males Females

D

(A) B) (G) (H) (I) (C) (D)

------------------------------ Hispanics ----------------------------------

MEAN

GI



Change in Holiday Spending This Year

Compared to Last Year

HS.C. Do you plan on sending the same, more or less this year for Christmas gifts compared to last year?


Same53%

More28%

Less19%

Hispanics

Same59%

More25%

Less16%

Non-Hispanics



Several trips69%

All at once28%

Don't holiday shop3%

Hispanics

Several trips74%

All at once22%

Don't holiday shop4%

Non-Hispanics

HS1: Do you usually make several holiday shopping trips or try to do it all at once?


Number of Holiday Shopping Trips



Non-Hispanics are significantly more likely to

do their Holiday shopping alone.

Hispanics are more likely to take adult family

members, friends and kids on their holiday

shopping trips than non-Hispanics


significant difference (95% confidence)HS2: Who do you normally bring along with you when holiday shopping? Select all that apply.

Base: Do at least some holiday shopping – Hispanics (n=557), Non-Hispanics (n=378)

Who They Bring Along on Holiday Shopping Trips

57%

28%

26%

19%

52%

37%

24%

16%

Adult familymembers

Noone/alone

Friends

Kids Hispanics

Non-Hispanics

Non-Hispanics are more likely to do their

shopping online than Hispanics but about 90%

of both groups will do at least some of their

shopping online.

Hispanic consumers are most likely to do

between 25%-50% of their shopping online

HS4: What percentage of your total holiday shopping do you plan to do online?

Base: Do at least some holiday shopping : Total Sample – Hispanics (n=575), Non-Hispanics (n=392)



Proportion of Holiday Shopping Done Online

1222

41

18

7

0

20

40

60

80

None 1% to< 25% 25% to < 50% 50% to < 75% 75% to < 100%

Hispanics

Percentage of Online Shopping

917

32 31

11

0

20

40

60

80

None 1% to< 25% 25% to < 50% 50% to < 75% 75% to < 100%

Non-Hispanics

36%

43%

Hispanics

Non-Hispanics

MEAN

Hispanics indicated they were more likely than

Non-Hispanics to text friends about good

deals, accompany friends or family on holiday

shopping trips, give a Groupon or other deal

voucher and use layaway services.

Holiday Shopping Behaviors

Text your friends

about good deals

you find

Share good deals

with friends on

Facebook, Twitter,

other social media

Shopping trips not

for yourself, but to

accompany friends

or family

Buy holiday gifts

for pets – either

your own or of

friends or family

Give a Groupon or

other deal voucher

(Groupon, Living

Social, etc.) as a

gift

Give a gift card as

a present

Use layaway

services at a retail

store

HS.5: On a scale of 1-5, how inclined are you to do the following in the course of your holiday shopping?

Base: Do at least some holiday shopping – Total Sample - Hispanics (n=557), Non-Hispanics (n=378)



17%

13% 19% 16%

19% 20%

19%12%

22%

19%

13%12%

21%

15%27%

28%28% 27%

33%37%

24%

25%

22%16%

36%

31%

27%18%

38%31% 27% 29% 32%

26% 24%32%

17% 15%

38%48%

20% 21%

H NH H NH H NH H NH H NH H NH H NH

Actions Inclined to Take During the Course of Holiday Shopping- Very/Somewhat Likely -

Very likely

Somewhatlikely

Neither likelynor unlikely

Somewhatunlikely

Very unlikely

64% 59% 55% 56% 65% 63% 49% 57% 38% 30% 74% 78% 47% 39%Top 2 Box

Hispanics are more likely to say they plan on

eating lunch or dinner out while they are doing

their holiday shopping.

Eating Out While Holiday Shopping

HS10: When you go Holiday shopping, do you usually plan on eating lunch or dinner while you’re out?

Base: Do at least some holiday shopping. Total Sample – Hispanics (n=557), Non-Hispanics (n=378)



Yes73%

No27%

Hispanics

Yes64%

No36%

Non-Hispanics

Just over half of Hispanics say they went

shopping on Black Friday last year.

Hispanics are significantly more likely to say

they will shop on Black Friday this year

compared to Non-Hispanics.

Black Friday Shopping

15%22%

10%

8%11%

16%

29%

22%

34% 32%

0%

20%

40%

60%

80%

100%


Likelihood of Black Friday Shopping

Very likely

Somewhatlikely


Somewhatunlikely

Very unlikely

HS.8: Did you go shopping on Black Friday last year?

HS.6: How likely are you to go shopping on Black Friday this year?


53%

44%

Hispanics

Non-Hispanics

Shopped Black Friday Last Year



63% 54% Top 2 Box

-6% from 69% in 2014

Hispanic consumers are also more likely to

shop Thanksgiving Day than Non-Hispanics.

Shopping on Thanksgiving Day

21%

38%

13%

8%16%

15%

25%

15%

24% 24%

0%

20%

40%

60%

80%

100%


Likelihood of Shopping on Thanksgiving Day

Very likely

Somewhatlikely


Somewhatunlikely

Very unlikely

HS. 7: Are you more or less likely to start your Black Friday shopping if the sales started on Thanksgiving?




49% 39% Top 2 Box

Cyber Monday will likely draw both Hispanic

and non-Hispanic consumers: 69% vs. 66%.

There was a decrease, however, among

Hispanics who said they are very or somewhat

likely to shop on Cyber Monday, compared to

2014 (from 79% to 69%).

Shopping on Cyber Monday

9% 9%

5% 6%

16%19%

35% 28%

34% 38%

0%

20%

40%

60%

80%

100%


Likelihood of Shopping on Cyber Monday

Very likely

Somewhatlikely


Somewhatunlikely

Very unlikely

HS.9: Online retailers generally offer some of their best deals of the season that day. How likely are you shop on Cyber Monday?




69% 66% Top 2 Box

- 10% from 79% in 2014

41% of Hispanic consumers plan on

observing Three Kings Day this holiday

season.

Hispanics who plan to observe Three Kings

day are most likely to celebrate by gathering

with family and serving special foods.

Hispanics are also more likely than Non-

Hispanics to say they will buy special gifts.

Eating Out While Shopping

HS10: When you go Holiday shopping, do you usually plan on eating lunch or dinner while you’re out?




Yes73%

No27%

Hispanics

Yes64%

No36%

Non-Hispanics

Almost half of Hispanics anticipate traveling by

car more than two hours from home from

home during the holidays.

A third of non-Hispanics plan to do the same.

Over half plan to bring the family dog on their

holiday trip.

Traveling During the Holidays

HS.13: Do you anticipate that you’ll be traveling in your car to a destination over two hours from your home during the holidays this year?

HS.14: How likely is it you’d bring a pet along on this trip?

Base: Do at least some holiday shopping – Hispanics (n=575), Non-Hispanics (n=392)

45%

32%

Hispanics

Non-Hispanics

Anticipate Traveling 2+ Hours from Home During Holidays



58%

Dog

Hispanics

Likelihood of Bringing Family Dog

during Holiday Travels

Appendix

MetricHispanicsn = 608

Non-Hispanicsn = 414 Metric

Hispanicsn = 608

Non-Hispanicsn = 414

Male 51% 49% Born in the U.S. 55% 97%

Female 49% 51% Moved here 45% 3%

Average years living in U.S. 12 18

Age

21 to 34 46% 36% Household Income

35 to 64 54% 64% Less than $30,000 35% 24%

Mean age 37 41 $30,000 to less than $50,000 18% 14%

$50,000 to less than $70,000 17% 19%

Census Region 70,000 to less than $100,000 10% 11%

Northeast 15% 19% $100,000 or more 13% 26%

Midwest 9% 24% Prefer not to state 7% 6%

South 37% 37%

West 40% 20% Median income ($000) $50 $65

Sample Profile

Sample Profile

MetricHispanicsn = 608

Non-Hispanicsn = 414 Metric

Hispanicsn = 608

Non-Hispanicsn = 414

Marital Status Educational Attainment

Married 51% 50% Less than High School 10% 3%

Single 27% 28% High school graduate 25% 25%

Living with partner 12% 11% Some College, but no degree 22% 26%

Separated/divorced 8% 11% Trade or technical school 5% 3%

Widowed 2% 1% Graduated from 2-year College 9% 10%

Graduated from 4-5 year College 22% 23%

Average household size 3.5 2.9 Post Graduate Degree 8% 9%

Presence of Children Employment Status

No children <18 present 39% 58% Employed or self employed (net) 65% 60%

Any children <18 present 61% 42% Full-time Homemaker 13% 11%

Currently unemployed 9% 10%

Student, not employed 5% 4%

Unable to work/Disabled 3% 8%

Retired 5% 6%

Sample Profile

MetricHispanics

n=608

Language Spoken at Home

Spanish only 10%

Spanish mostly 22%

Spanish and English equally 36%

English mostly 15%

English only 17%

Country of Origin

Mexican/Mexican American 64%

Puerto Rican 12%

South American 11%

Cuban 6%

Central American 7%

Dominican 3%

Acculturation

Less Acculturated 23%

Bicultural 49%

More Acculturated 28%

Quantitative Research

Carlos Yanez

818-843-0220 x110

[email protected]

Qualitative Research

Jairo Moncada

818-843-0220 x111

[email protected]

Panel

Ashwin Agrawal

818-843-0220 x107

[email protected]

Contact Info

Corporate

Mario X. Carrasco

Partner

818-843-0220 x101

[email protected]

Roy Eduardo Kokoyachuk

Partner

818-843-0220 x102

[email protected]

mailto:[email protected]





Date post:	20-Feb-2017
Category:	Marketing
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Holiday Shopping Trends 2015 Report

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