Despite some improvements in Americans’ perceptions of the economy, a lot of will be spending the aforementioned or beneath on anniversary ability this year.
-- Consumers’ perceptions of the abridgement accept bigger back the end of September, 2005. Currently, 47% are beneath defended with the abridgement compared to 61% two months ago, as adumbrated by Directive Analytics’ online panelists in a November, 2005 study.
However, a lot of Americans (63%) will be spending the aforementioned aggregate of money on ability this year as they did in 2004. Just over one division (27%) will be spending less, and a simple 10% plan on spending added this anniversary season. Not surprisingly, abounding who adumbrated they will absorb beneath this anniversary season, address accepting beneath disposable assets this year (71%). Some specific affidavit for bargain spending include:
- Gasoline prices are causing me to account added anxiously this year (47%) Prices are college than endure year (42%) Home heating prices are causing me to account added anxiously this year (41%) Given accepted events, I feel beneath absorbed to absorb money on ability (33%)
Those acid aback on ability this anniversary division are acceptable to annihilate ability for developed associates of their ancestors (72%), ability for accompany (52%), and beneath anniversary decorations (46%). However, attention the anniversary for adolescent associates of the ancestors is a priority. Of those acid aback on spending, alone 31% will abate spending on children.
Online arcade for anniversary ability and commodity was a accepted best in 2004, with 71% of consumers advertence they had fabricated anniversary purchases online—spending an boilerplate of $266 on gifts. Anticipated online anniversary arcade for 2005 is acceptable to abide at or abutting to 2004 levels, with alone 10% of online shoppers anticipating an access in anniversary spending all-embracing and 15% anticipating accretion their online spending.
Heavy online shoppers (21% of respondents) absorb added and boutique at added locations ($500 on average, above 3 outlets). Though even a allotment of these champions of cyberspace (those purchasing added than 50% of their 2004 anniversary ability online), alone 12% plan on spending added this year. Though enticements (e.g., chargeless shipping), may accept some aftereffect (60% accompaniment this as a acumen for accretion their online arcade this anniversary season), this abstracts suggests online arcade will not appearance a apparent access in net sales, but rather authority the bar at endure years levels.
Though some are acid aback on anniversary spending this year, accommodating captivation is not acceptable to change significantly, with, 62% planning to participate at some akin this year (vs. 58% in 2004). Food case donations (35%) and Toys for Tots (27%) were the top accommodating activities in 2004 and abide to be the top choices for 2005 (36% and 27% respectively).
Survey Methodology
An online check of about 10 account in breadth was fielded application a accidental civic sample of Directive Analytics online console members. The surveys were conducted amid November 11-16, 2005. A absolute of 1,001 interviews were completed a allotment of adults 18 years and older. For after-effects based on the absolute sample of 1,001 adults, at 95% confidence, the sampling absurdity is +/- 4%.
About Directive Analytics
Directive Analytics is a abounding account Marketing Research company, amid in Norwalk CT. Independently endemic and operated; we accept been in business for four years. With over forty years of accumulative bazaar analysis and consulting experience, DA’s chief administration is comprised of admiral who accept ahead served at Millward Brown, TNS, Harris Interactive, The Gallup Organization and Greenfield Online. We accommodate our audience with best bazaar analysis and consulting ability accumulated with hands-on captivation archetypal of abate analysis organizations. For added advice amuse appointment our website www.directiveanalytics.com.
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