November 24, 2009 2009
Christmas Spending Plans Slightly Below 2008 Levels
Shoppers around the country say they are
planning to spend an average of $417 for gifts this holiday
season, down from $431 last year and $859 in 2007 according
to the twenty-fourth annual survey on holiday
spending
from the American Research Group, Inc. The overall average
planned
spending is down a little over 3% from 2008 and it is
the lowest level of planned spending recorded by the American
Research Group since 1990 when planned spending was $399 (planned
spending was $419 in 1991). Results from the 2009 survey show that:
- Those planning to shop on the Internet
(42%) have surpassed those planning to shop from catalogs (36%) for the first time in the
history of the survey.
- Planned spending among those shopping
on the Internet ($641) exceeds planned spending among those saying they will shop from catalogs
($450) for the first time.
- Shoppers saying they will wait
for sales say they will spend more ($439) than those saying they will pay full price for gifts
($402) for the first time.
- Shoppers saying they will use the Internet
to purchase gifts will spend on average $641, compared to $536
in 2008, an increase of nearly
20%.
- Shoppers saying they will wait for sales
will spend on average $439, compared to $382 in 2008, an increase
of nearly 15%.
In
telephone interviews with
a random sample of 1,100 adults nationwide conducted November
17 through 20, 2009, the average
planned spending of $417 for 20098 is down about 3% from planned
spending
in the 2008 survey.
| Year |
Average Spending |
Percent Change |
|
| 2009 |
$417 |
- 3% |
| 2008 |
$431 |
-
50% |
| 2007 |
$859 |
-
5% |
| 2006 |
$907 |
-
4% |
| 2005 |
$942 |
-
6% |
| 2004 |
$1,004 |
+
3% |
| 2003 |
$976 |
-
6% |
| 2002 |
$1,037 |
-1% |
| 2001 |
$1,052 |
+ 9% |
| 2000 |
$968 |
+ 3% |
| 1999 |
$939 |
+ 1% |
A total of 36% of shoppers say they
plan to
make holiday purchases from catalogs and other direct marketers.
| Year |
Make Purchases From Catalogs |
|
| 2009 |
36% |
| 2008 |
43% |
| 2007 |
51% |
| 2006 |
50% |
| 2005 |
47% |
| 2004 |
47% |
| 2003 |
42% |
| 2002 |
44% |
| 2001 |
40% |
| 2000 |
50% |
| 1999 |
51% |
The average spending for those
saying they plan to make catalog purchases is $450, down from
$496 in 2008,
$1,022 in 2007, and $1,455 in 2006.
The planned use of the Internet to purchase
gifts
is at 42%.
| Year |
Make Purchases On the Internet |
|
| 2009 |
42% |
| 2008 |
30% |
| 2007 |
36% |
| 2006 |
44% |
| 2005 |
43% |
| 2004 |
37% |
| 2003 |
29% |
| 2002 |
39% |
| 2001 |
15% |
| 2000 |
24% |
| 1999 |
26% |
The average planned spending by those saying they
will make purchases on
the Internet is $641, compared to $536 in 2008, $967
in 2007, $1,501 in 2006,
and $1,498
in 2005.
Shoppers continue to say that they are more
apt to wait
for sales. When asked if they will
pay full price for the gifts they purchase this year or if
they will wait for the gifts to
go on sale, 23% of shoppers say they plan to pay full price,
53% say they plan to wait until
the items go on sale, and 24% say it will depend on the gifts.
| Year |
Pay Full Price |
Wait for Sale |
Depends on The Gifts |
|
| 2009 |
23% |
53% |
24% |
| 2008 |
14% |
50% |
36% |
| 2007 |
16% |
50% |
34% |
| 2006 |
11% |
33% |
56% |
| 2005 |
13% |
75% |
11% |
| 2004 |
16% |
65% |
17% |
| 2003 |
19% |
61% |
16% |
| 2002 |
27% |
55% |
15% |
| 2001 |
23% |
53% |
17% |
| 2000 |
31% |
53% |
12% |
| 1999 |
18% |
45% |
35% |
Shoppers saying they will pay full price plan
on spending $402, compared to $751 in 2008 and $763 in 2007.
Those waiting for sales plan on spending $439, compared to $382 in 2008 and
$805 in 2007. And those saying it depends on the gifts plan
on spending $383, compared to $373 in 2008 and
$993 in 2007.
A total of 41% of consumers say they have started
their Christmas shopping.
| Year |
Have Started Christmas Shopping |
|
| 2009 |
41% |
| 2008 |
40% |
| 2007 |
43% |
| 2006 |
61% |
| 2005 |
59% |
| 2004 |
55% |
| 2003 |
44% |
| 2002 |
41% |
| 2001 |
52% |
| 2000 |
48% |
| 1999 |
56% |
The average planned spending for shoppers who
have
already started their holiday shopping is $544, compared to
$602 in 2008,
$1,068 in 2007, and
$1,093 in 2006. The average
for those who have not started
their shopping is $329, compared to $316 in 2008, $724 in
2007, and $616
in 2006.
About this survey: Survey Sponsor: American Research Group, Inc. The American Research Group has been conducting national surveys of consumers since 1985. Sample Size: 1,100 completed telephone interviews among a random sample of all adults age 18 and older living in telephone households in the continental United States. Sample
Dates: November 17-20, 2009 Margin of Error: ± 3 percentage points, 95% of the time, on questions where opinion is evenly split. Question Wording: What do you think you will spend on gifts this Christmas? Have you started your Christmas shopping yet? Will you make any purchases through catalogs? Will you make any purchases on the Internet? When you purchase Christmas gifts this year, will you pay full price for the gifts or will you wait to see if the gifts go on sale? |
