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? |
