Home >Marketing >ThinkNow Research: Holiday Shopping Trends 2014 vs. 2013

ThinkNow Research: Holiday Shopping Trends 2014 vs. 2013

Date post:12-Jul-2015
Category:
View:133 times
Download:0 times
Share this document with a friend
Transcript:
  • Holiday Shopping Trends

    2014

  • Outline

    Methodology

    Detailed Findings

    Appendix

  • Methodology

  • Methodology

    Method Online survey via ThinkNow Researchs Omnibus Study

    Sample SizeHispanics: n=623

    Non-Hispanics: n=403

    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, 2014

  • Detailed Findings

  • Nearly two thirds of both Hispanics and Non-

    Hispanics indicated that they make several

    trips to accomplish their holiday shopping.

    In 2014, there was a slight increase (from 73%

    to 76%) in share of Hispanics who make

    multiple trips to complete their holiday

    shopping.

  • Several trips76%

    All at once17%

    Don't holiday shop7%

    Hispanics

    Several trips71%

    All at once19%

    Don't holiday shop

    10%

    Non-Hispanics

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

    Base: All Respondents Hispanics (n=623), Non-Hispanics (n=403)

    and letters indicate statistically significant difference (95% confidence)

    Holiday Shopping Trips

    + 3% from 73% in 2013

  • Hispanics were less likely than Non-Hispanics

    to say they shop alone. In fact, Hispanics

    were significantly more likely to say they bring

    adult family members along when holiday

    shopping.

    Compared to a year ago, Hispanics have

    shifted towards holiday shopping with adults,

    friends, or kids. There was a notable increase

    in mentions of shopping with adult family

    members (from 56% to 65%).

  • and letters indicate statistically significant difference (95% confidence)

    2: Who do you normally bring along with you when holiday shopping? Select all that apply.

    Base: Do at least some holiday shopping Hispanics (n=580), Non-Hispanics (n=356)

    Company on Holiday Shopping Trips

    25%

    65%

    29%

    19%

    31%

    55%

    28%

    13%

    No one/alone

    Adult familymembers

    Friends

    Kids Hispanics

    Non-Hispanics

    + 9% from 56% in 2013

    - 5% from 30% in 2013

  • With a notable increase in Hispanics doing

    more online shopping compared to last year

    (up 6% from last year), Hispanics and Non-

    Hispanics are now on par with the vast

    majority of both groups planning to do at least

    some of their holiday shopping online.

    Hispanic online shoppers estimate that 46% of

    their holiday shopping will be done online.

  • 3: Will you do at least some of your Christmas shopping online this year?

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

    Base: Do at least some holiday shopping Hispanics (n=580), Non-Hispanics (n=356)

    and letters indicate statistically significant difference (95% confidence)

    Online Shopping Plans

    88%

    86%

    Hispanics

    Non-Hispanics

    Will do at Least Some Christmas Online Shopping This Year

    1

    15

    4333

    8

    0

    20

    40

    60

    80

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

    Hispanics

    0

    22

    3631

    10

    0

    20

    40

    60

    80

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

    Non-Hispanics

    Percentage of Online Shopping

    + 6% from 82% in 2013

    Average Share2013: 42%2014: 45%

    Average Share2013: 41%2014: 46%

  • Hispanics indicated they were more likely than

    Non-Hispanics to give gift cards, text friends

    about good deals, and buy holiday gifts for

    pets during the course of their holiday

    shopping.

  • Holiday Shopping Behaviors

    Give a gift card as

    a present

    Text your friends

    about good deals

    you find

    Shopping trips not

    for yourself, but to

    accompany friends

    or family

    Share good deals

    with friends on

    Facebook, Twitter,

    other social media

    Buy holiday gifts

    for pets either your own or of

    friends or family

    Use layaway

    services at a retail

    store

    Groupon or other

    deal voucher

    (Groupon, Living

    Social,etc.) as a gift

    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 Hispanics (n=580), Non-Hispanics (n=356)

    and letters indicate statistically significant difference (95% confidence)

    12%17%

    13%

    19%

    19%20%

    14%

    20%

    16% 14%

    25%

    21%

    23%

    22%

    35%29%

    26%

    24%

    34% 29%29%

    24%

    30% 28%

    23%19%

    23%21%

    44% 41% 41%30% 31% 32% 30%

    24%30% 30%

    22% 18% 20%16%

    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 likely

    Somewhatlikely

    Neither likelynor unlikely

    Somewhatunlikely

    Very unlikely

    79% 71% 67% 53% 66% 62% 59% 49% 45% 36% 43% 37% 43% 37%Top 2 Box

  • Hispanic consumers are significantly more

    likely to say they went shopping on Black

    Friday the previous year.

    Hispanics are also significantly more likely to

    say they will shop on Black Friday this year

    compared to Non-Hispanics.

  • Black Friday Shopping

    16%27%

    5%

    10%11%

    12%27%

    20%

    42%31%

    0%

    20%

    40%

    60%

    80%

    100%

    Hispanics Non-Hispanics

    Likelihood of Black Friday Shopping

    Very likely

    Somewhatlikely

    Neither likelynor unlikely

    Somewhatunlikely

    Very unlikely

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

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

    Base: Do at least some holiday shopping Hispanics (n=580), Non-Hispanics (n=393)

    66%

    47%

    Hispanics

    Non-Hispanics

    Shopped Black Friday Last Year

    and letters indicate statistically significant difference (95% confidence)

    69% 51% Top 2 Box+ 5% from

    61% in 2013

    -2% from 71% in 2013

  • Hispanic consumers are also more likely to

    shop Thanksgiving Day than Non-Hispanics.

  • Shopping on Thanksgiving Day

    20%31%

    11%

    12%14%

    11%

    26%

    23%

    29%23%

    0%

    20%

    40%

    60%

    80%

    100%

    Hispanics Non-Hispanics

    Likelihood of Shopping on Thanksgiving Day

    Very likely

    Somewhatlikely

    Neither likelynor unlikely

    Somewhatunlikely

    Very unlikely

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

    Base: Do at least some holiday shopping Hispanics (n=580), Non-Hispanics (n=356)

    and letters indicate statistically significant difference (95% confidence)

    55% 47% Top 2 Box

  • Continuing on the trend of Black Friday and

    Thanksgiving Day shopping, Hispanics are

    also more inclined to say they are likely going

    to shop on Cyber Monday.

    There was a significant increase among

    Hispanics who said they are very or somewhat

    likely to shop on Cyber Monday, compared to

    2013 (from 72% to 79%).

  • Shopping on Cyber Monday

    7% 10%3%

    6%11%

    21%

    29%

    28%

    49%

    35%

    0%

    20%

    40%

    60%

    80%

    100%

    Hispanics Non-Hispanics

    Likelihood of Shopping on Cyber Monday

    Very likely

    Somewhatlikely

    Neither likelynor unlikely

    Somewhatunlikely

    Very unlikely

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

    Base: Do at least some holiday shopping Hispanics (n=580), Non-Hispanics (n=356)

    and letters indicate statistically significant difference (95% confidence)

    79% 63% Top 2 Box

    + 7% from 72% in 2013

  • About half 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 significantly more likely than

    Non-Hispanics to say they will gather with

    family.

  • 11: Are you planning to celebrate or observe Three Kings Day this holiday season?

    12: How do you celebrate Three Kings Day? Select all that apply.

    Base: Do at least some holiday shopping Hispanics (n=580), Non-Hispanics (n=356)

    and letters indicate statistically significant difference (95% confidence)

    Three Kings Day

    20%

    47%

    Non-HispanicsHispanics

    Plan to Celebrate Three Kings Day

    75%

    54%

    44%

    32%

    24%

    20%

    14%

    12%

    3%

    52%

    52%

    41%

    25%

    23%

    17%

    18%

    25%

    1%

    Gather with family

    Serve special foods

    Buy special gifts

    Make it a fun day athome for the children

    Do special activities athome

Popular Tags:

Click here to load reader

Embed Size (px)
Recommended