November 14, 2008 Shoppers Cut 2008
Christmas Spending Plans in Half from 2007
Shoppers around the country say they are
planning to spend an average of $431 for gifts this holiday
season, down from $859
last year according to the twenty-third annual survey on holiday
spending
from the American Research Group, Inc. The overall average
planned
spending is down almost 50% from 2007 and it is
the lowest level of planned spending recorded by the American
Research Group since 1991. While planned spending increases
as Christmas approaches, a majority of shoppers are beginning the holiday shopping season saying
they plan to cut their gift spending in half from a year ago. Shoppers saying they will pay
full price for holiday gifts this year (14% of all shoppers) show the smallest decline in planned
spending - $751 this year, down from $763 in 2007.
In
telephone interviews with
a random sample of 1,100 adults nationwide conducted November
10 through 13, 2008, the average
planned spending of $431 for 2008 is down about 50% from planned
spending
in the 2007 survey.
| Year |
Average Spending |
Percent Change |
|
| 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% |
| 1998 |
$928 |
+ 34% |
A total of 43% of shoppers say they
plan to
make holiday purchases from catalogs and other direct marketers.
| Year |
Make Purchases From Catalogs |
|
| 2008 |
43% |
| 2007 |
51% |
| 2006 |
50% |
| 2005 |
47% |
| 2004 |
47% |
| 2003 |
42% |
| 2002 |
44% |
| 2001 |
40% |
| 2000 |
50% |
| 1999 |
51% |
| 1998 |
57% |
The average spending for those
saying they plan to make catalog purchases is $496, down from
$1,022 in 2007 and $1,455 in 2006.
The planned use of the Internet to purchase
gifts
is at 30%.
| Year |
Make Purchases On the Internet |
|
| 2008 |
30% |
| 2007 |
36% |
| 2006 |
44% |
| 2005 |
43% |
| 2004 |
37% |
| 2003 |
29% |
| 2002 |
39% |
| 2001 |
15% |
| 2000 |
24% |
| 1999 |
26% |
| 1998 |
14% |
The average planned spending by those saying they
will make purchases on
the Internet is $536, down from $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, 14% of shoppers say they plan to pay full price,
50% say they plan to wait until
the items go on sale, and 36% say it will depend on the gifts.
| Year |
Pay Full Price |
Wait for Sale |
Depends on The Gifts |
|
| 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% |
| 1998 |
26% |
54% |
17% |
Shoppers saying they will pay full price plan
on spending $751, compared to $763 in 2007. Those waiting for sales plan on spending $382,
compared to $805 in 2007. And those saying it depends on the gifts plan on spending $373, compared
to $993 in 2007.
A total of 40% of consumers say they have started
their Christmas shopping.
| Year |
Have Started Christmas Shopping |
|
| 2008 |
40% |
| 2007 |
43% |
| 2006 |
61% |
| 2005 |
59% |
| 2004 |
55% |
| 2003 |
44% |
| 2002 |
41% |
| 2001 |
52% |
| 2000 |
48% |
| 1999 |
56% |
| 1998 |
57% |
The average planned spending for shoppers who
have
already started their holiday shopping is $602, compared to
$1,068 in 2007 and
$1,093 in 2006. The average
for those who have not started
their shopping is $316, compared to $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 10-13, 2008 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? |
