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Holiday Trends and Expectations

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  • Holiday forecasts, consumer trends and historical retail sales data from the National Retail Federation

    n r f . c o m / h o l i d a y s

    SURVIVAL

    KIT

    NRFs 2015

    Holiday Trends and Expectations

  • n r f . c o m / h o l i d a y s

    The National Retail Federations Holiday Survival Kit serves as a guide for reporters and retailers, offering historical information on holiday sales, employment data and consumer trends.

    NRF experts will be available throughout the holiday season to discuss consumer trends, economic data and a variety of other retail topics. To interview a retail expert for print or broadcast, please contact:

    p r e s s @ n r f . c o m (855) NRF-PRESS

    OR

    Kathy Grannis Allen 202-626-8189 a l l e n k @ n r f . c o m

    Holiday trends and the latest survey data will be posted regularly on NRFs Holiday Headquarters at n r f . c o m / h o l i d a y s .

    For up-to-the-minute holiday news, follow @ N R F n e w s on Twitter and connect with NRF through these channels:

    nrf.com/youtubenrf.com/instagramnrf.com/twitter

    2

  • n r f . c o m / h o l i d a y s

    T able of Contents4

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    6

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    I. Retail Sales and Economic Insights ______________________

    Holiday Sales and Forecast _________________________________________

    Shop.org Online Holiday Forecast ____________________________________

    Holiday Sales by Select Sectors _____________________________________

    II. Retail Employment and Seasonal Hiring ______________

    2015 NRF Holiday Hiring Forecast ___________________________________

    III. Consumer Spending Research __________________________

    Spending on Gifts, Dcor in 2014 ____________________________________

    Historical Holiday Spending on Gift Cards____________________________

    Top Holiday Toys _________________________________________________

    When Men and Women Begin Holiday Shopping _______________________

    Holiday Shipping Promotions _______________________________________

    IV. Thanksgiving Weekend Trends __________________________

    When People Shopped _____________________________________________

    How Much Holiday Shoppers Spent _________________________________

    Black Friday _____________________________________________________

    Small Business Saturday ___________________________________________

    Cyber Monday ___________________________________________________

    V. Frequently Asked Questions ______________________________

  • n r f . c o m / h o l i d a y s

    Source: National Retail Federation, derived from Bureau of Labor Statistics data

    Source: National Retail Federation, derived from Bureau of Labor Statistics data

    2.1%

    5.1%

    6.8% 6.2%

    3.3%

    2.6%

    -4.6

    %

    0.3%

    5.2%

    4.6%

    2.7%

    2.7%

    4.1%

    -6.0%

    -4.0%

    -2.0%

    0.0%

    2.0%

    4.0%

    6.0%

    8.0%

    $100,000

    $200,000

    $300,000

    $400,000

    $500,000

    $600,000

    $700,000

    2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

    Holiday Retail Sales (in millions) Holiday Sales Change

    HISTORICAL HOLIDAY SALES

    4

    Holiday Forecasts for 2015 The holiday season, defined by NRF as sales in the months of November and December, is the biggest time of

    year for retailers of all shapes and sizes, and can account for as much as 30 percent of a retailers annual sales.

    This year, NRF estimates that holiday sales will increase 3.7 percent to $630.5 billion, compared to last years 4.1

    percent growth.

    The average increase in holiday sales for the past 10 years is 3.1 percent.

    Shop.org Online Holiday Forecast

    NRF expects online sales to increase between 6 and 8 percent

    this year. Using expected sales in the months of November and

    December and economic data derived from the U.S. Department

    of Commerce, NRFs chief economist expects online retailers will

    see solid growth this holiday season.

    $105Billion

    Expected online sales this holiday season

  • n r f . c o m / h o l i d a y s

    Holiday Sales by SectorFrom jewelry and sporting goods to apparel and electronics, holiday gifts run the gamut. In 2014,

    clothing stores saw more than 22 percent of their total annual revenue come during the months of

    November and December. Holiday shoppers spent more than $40 million at clothing stores during

    the 2014 holiday season, up from $38 million in 2013.

    *Not all categories are included.

    5

    $72.1

    $47.8

    $37.9

    $23.6

    $75.0

    $50.4

    $38.3

    $23.4

    $83.2

    $53.9

    $40.3

    $24.5

    Electronic shopping

    Health and personal care stores

    Clothing stores

    Electronics and appliance stores

    HISTORICAL HOLIDAY SALES BY SECTOR* (IN MILLIONS)

    2013 2012 2014

  • n r f . c o m / h o l i d a y s

    Holiday EmploymentEvery September as retailers ready their stores for the crowds that typically accompany the holiday season, they

    also begin preparing behind the scenes by hiring extra staff. These new hires are brought on to run the store,

    stock new inventories, manage distribution and fulfillment centers and serve as customer service representatives.

    This holiday season NRF predicts retailers will fill between 700,000 and 750,000 new seasonal positions. In

    addition to seasonal positions, retail indirectly creates many jobs throughout the holiday season for workers in

    transportation, manufacturing and fulfillment.

    Heres a look at historical holiday hiring:

    Source: National Retail Federation, derived from Bureau of Labor Statistics data

    744.58

    483.35

    547.08 585.82

    679.98 684.43

    660.27

    688.38

    263.82

    368.76

    563.02

    636.57 660.30

    764.75

    713.78

    200

    300

    400

    500

    600

    700

    800

    1998 2000 2002 2004 2006 2008 2010 2012 2014 2016

    HOLIDAY EMPLOYMENT (IN THOUSANDS)

    2015 Forecast700,000 - 750,000

    6

  • n r f . c o m / h o l i d a y s

    Consumer Spending Research and Trends Holiday shoppers in 2014 spent an average of $802 on gifts, decorations, food and more, compared

    to $767 spent in 2013. Historical trends show that average holiday spending over the past 10 years is

    $740 per person.

    7

    $802Average consumer spending on holiday gifts, dcor and more in 2014

    $734.69 $750.70 $755.13

    $694.19 $681.83

    $718.98

    $740.57 $752.24

    $767.27

    2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

    CONSUMER HOLIDAY SPENDING

    $802.45

  • n r f . c o m / h o l i d a y s8

    Spending on Gift CardsFor eight years in a row NRFs holiday surveys have found gift cards to

    be the most requested gift item during the holiday season. And holiday

    shoppers are paying attention to the requests of their loved ones: Total

    spending on gift cards has increased 28 percent since 2006.

    TOTAL GIFT CARD SPENDING (IN BILLIONS)

    2006 2007 2008 2009 2010 2011 2012 2013 2014

    $24.8$26.3

    $24.9 $23.6 $24.8$27.8 $28.8

    $29.8$31.7

  • n r f . c o m / h o l i d a y s9

    Barbie Dethroned in 2014 as Disneys Frozen Takes the CrownBarbie had a good run as the number one holiday toy, but NRFs 2014 Top

    Toys Survey found little girls had their eye on a new queen last year: one

    in five parents said they would buy Disneys Frozen merchandise for the

    little girls in their life, beating out top-reigning Barbie (17 percent) for the

    first time in the surveys 11-year history.

    Top Toys

    A selection of top toys as indicated by adults during the holiday season.

    Over the years, boys have been

    significantly more likely to receive

    LEGOs rather than video games.

    HISTORICAL TOP TOYS FOR BOYS*

    2013 2012 2014

    12% 10%

    0%

    11%

    8%

    2%

    14%

    8% 8%

    LEGO Video Games

    Teenage Mutant Ninja Turtles

    *Not all categories are included.

    HISTORICAL TOP TOYS FOR GIRLS*

    2013 2012 2014

    0%

    8%

    Disney Frozen Barbie Smartphones/Tablets

    *Not all categories are included.

    0%

    24%

    3% 0%

    26%

    4%

    20% 17%

    4%

    And little girls still adore

    Barbie after all these years.

  • n r f . c o m / h o l i d a y s10

    Pumpkins, Tree Ornaments Make Shopping Baskets in October Believe it or not, its not uncommon to see pumpkins and decorative hay along with

    plastic Santas and tiny reindeer sitting in the same shopping cart come October. In fact,

    approximately 40 percent of consumers begin their holiday shopping before Halloween each

    year, a number that has remained the same since NRF began asking the question in 2004.

    Age-old debate settled: Men are more likely to procrastinate when it comes to holiday

    shopping. Over the past five years on average, one in four men have waited until December

    to start their holiday shopping, compared to 17 percent of women; 16 percent of women

    over the same time frame on average say they start before September, compared to just 9

    percent of men.

    OCTOBER

    WHEN MEN, WOMEN START SHOPPING FOR HOLIDAYS (5-YR AVG)

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