American Research Group, Inc.

 

November 15, 2012

2012 Christmas Gift Spending Plans Return to Pre-Recession Levels

Shoppers around the country say they are planning to spend an average of $854 for gifts this holiday season, up from $646 last year according to the twenty-seventh annual survey on holiday spending from the American Research Group, Inc.

In telephone interviews with a random sample of 1,100 adults nationwide conducted November 11 through 14, 2012, the average planned spending of $854 for 2012 is up over 32% from average planned spending in the 2011 survey and the planned spending matches planned spending of $859 in 2007.

Year Average Spending Percent Change
2012 $854 + 32%
2011 $646 - 2%
2010 $658 + 58%
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%

A total of 40% of shoppers say they plan to make holiday purchases from catalogs and other direct marketers.

Year Make Purchases From Catalogs
2012 40%
2011 42%
2010 26%
2009 36%
2008 43%
2007 51%
2006 50%
2005 47%
2004 47%
2003 42%
2002 44%

The average spending for those saying they plan to make catalog purchases is $808, compared to $808 in 2011, $560 in 2010, $450 in 2009, $496 in 2008, $1,022 in 2007, and $1,455 in 2006.

The planned use of the Internet to purchase gifts is at 45%.

Year Make Purchases On the Internet
2012 45%
2011 37%
2010 40%
2009 42%
2008 30%
2007 36%
2006 44%
2005 43%
2004 37%
2003 29%
2002 39%

The average planned spending by those saying they will make purchases on the Internet is $1,245, compared to $714 in 2011, $1083 in 2010, $641 in 2009, $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, 18% of shoppers say they plan to pay full price, 54% say they plan to wait until the items go on sale, and 28% say it will depend on the gifts.

Year Pay Full Price Wait for Sale Depends on The Gifts
2012 18% 54% 28%
2011 16% 53% 31%
2010 19% 55% 26%
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%

Shoppers saying they will pay full price plan on spending $1,351, compared to $751 in 2011, $413 in 2010, $402 in 2009, $751 in 2008, and $763 in 2007.

Those waiting for sales plan on spending $593, compared to $761 in 2011, $667 in 2010, $437 in 2009, $382 in 2008, and $805 in 2007.

And those saying it depends on the gifts plan on spending $1,005, compared to $396 in 2011, $1,179 in 2010, $383 in 2009, $373 in 2008, and $993 in 2007.

A total of 40% of consumers say they have started their Christmas shopping.

Year Have Started Christmas Shopping
2012 40%
2011 39%
2010 38%
2009 41%
2008 40%
2007 43%
2006 61%
2005 59%
2004 55%
2003 44%
2002 41%

The average planned spending for shoppers who have already started their holiday shopping is $699, compared to $734 in 2011, $1,044 in 2010, $544 in 2009, $602 in 2008, $1,068 in 2007, and $1,093 in 2006.

The average for those who have not started their shopping is $950, compared to $591 in 2011, $441 in 2010, $329 in 2009, $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 11-14, 2012

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?

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