Holiday Shopping Trends
2014
Outline
Methodology
Detailed Findings
Appendix
Methodology
Methodology
Method Online survey via ThinkNow Research’s 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
Go to church
Go on special familyoutings
Go to a parade
Other
How Three Kings Day Will be Celebrated
Hispanics
Non-Hispanics
-3% from 50% in 2013
Hispanics are slightly more likely to say they
plan on eating lunch or dinner our while they
are doing their holiday shopping.
Eating Out While Shopping
10: 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 – Hispanics (n=580), Non-Hispanics (n=356)
and letters indicate statistically
significant difference (95% confidence)
Yes79%
No21%
Hispanics
Yes73%
No27%
Non-Hispanics
Roughly half of Hispanics anticipate traveling
by car more than two hours from home from
home during the holidays.
With a Dog With a Cat Another Type of Pet
Traveling During the Holidays
24% 27%
44%35%
57% 55%16%
17%
19%
24%
17%14%
3%5%
8%8%
8%7%
5%3%
6%4%
8%
6%
12%15%
8%11%
5%10%
41% 32%
15% 18%
6% 7%
H NH H NH H NH
Likelihood of Bringing Pets During Holiday Travels
Very likely
Somewhat likely
Neither likelynor unlikely
Somewhatunlikely
Very unlikely
Don’t have this pet
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?
14: How likely is it you’d bring a pet along on this trip?
Base: Do at least some holiday shopping – Hispanics (n=580), Non-Hispanics (n=356)
49%
42%
Hispanics
Non-Hispanics
Anticipate Traveling 2+ Hours from Home During Holidays
and letters indicate statistically
significant difference (95% confidence)
52% 47% 23% 29% 11% 18% Top 2 Box
Appendix
Metric
Hispanics
n = 623
Non-
Hispanics
n = 403 Metric
Hispanics
n = 623
Non-
Hispanics
n = 403
Male 51% 49% Born in the U.S. 73% 88%
Female 49% 51% Moved here 27% 12%
Average years living in U.S. 14 16
Age
21 to 34 47% 36% Household Income
35 to 64 54% 65% Less than $30,000 28% 27%
Mean age 36 42 $30,000 to less than $50,000 25% 12%
$50,000 to less than $70,000 15% 18%
Census Region 70,000 to less than $100,000 12% 13%
Northeast 14% 19% $100,000 or more 14% 26%
Midwest 9% 24% Median income ($000) $45 $58
South 37% 37%
West 40% 20%
Sample Profile
Sample Profile
MetricHispanics
n = 623
Non-
Hispanics
n = 403 Metric
Hispanics
n = 623
Non-
Hispanics
n = 403
Marital Status Educational Attainment
Married 51% 46% Less than High School 4% 4%
Single 30% 33% High school graduate 18% 20%
Living with partner 10% 11% Some College, but no degree 25% 20%
Separated/divorced 7% 9% Trade or technical school 5% 7%
Widowed 1% 1% Graduated from 2-year College 10% 8%
Graduated from 4-5 year College 28% 28%
Average household size 3.3 2.8 Post Graduate Degree 9% 13%
Presence of Children Employment Status
No children <18 present 44% 57% Employed or self employed (net) 67% 61%
Any children <18 present 56% 43% Full-time Homemaker 10% 8%
Currently unemployed 10% 11%
Student, not employed 7% 6%
Unable to work/Disabled 3% 6%
Retired 3% 8%
Sample Profile
MetricHispanics
n=623
Language Spoken at Home
Spanish only 9%
Spanish mostly 25%
Spanish and English equally 32%
English mostly 17%
English only 16%
Country of Origin
Mexican/Mexican American 66%
Puerto Rican 15%
South American 8%
Cuban 5%
Central American 5%
Dominican 2%
Acculturation
Less Acculturated 20%
Bicultural 53%
More Acculturated 26%
Quantitative Research
Carlos Yanez
818-843-0220 x110
Qualitative Research
Jairo Moncada
818-843-0220 x111
Panel
Gus Peña
818-843-0220 x107
Contact Info
Corporate
Mario X. Carrasco
Partner
818-843-0220 x101
Roy Eduardo Kokoyachuk
Partner
818-843-0220 x102