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Holiday Shopping - US - July 2012

The U.S. holiday shopping market has recovered from recessionary declines, and increases in anticipated spending across all major holidays throughout the year are likely a result of decreasing unemployment and increasing consumer confidence. November and December holiday sales are not as quick to increase as some other less prominent holidays, yet at over 87% of total anticipated expenditures, they still account for the bulk of holiday spending in the U.S.

This report covers holiday activities and purchases on a seasonal, as well as individual holiday basis, in addition to consumer participation in holiday sales and promotions, views on holiday-related media and advertising, and opinions regarding in-store versus mobile and online shopping. This report also investigates how consumers’ varying economic, social, and household characteristics impact both behaviors and attitudes toward shopping for the holidays.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • The market
                          • Anticipated spending increasing for holidays year-round
                            • Figure 1: Share of total anticipated spend on each holiday, 2011
                            • Figure 2: Change in anticipated expenditures, by holiday, 2009 vs. 2011
                          • Market factors
                            • Increasing consumer confidence paves the way for holiday shopping
                              • Figure 3: U.S. consumer sentiment, March 2007-May 2012
                            • Young consumers’ economic positioning doesn’t match that of the country overall
                              • Non-whites’ spending power on the rise
                                • Figure 4: Change in population by race and Hispanic origin, 2011 vs. 2016
                              • The consumer
                                • Consumers participating in holidays year-round, mainly during the winter
                                  • Figure 5: Seasonal holiday activities participated in and mean number of activities, February-March 2012
                                • Millennials celebrating winter, spring holidays with gift making
                                  • Figure 6: Seasonal holiday gift making, by generation, February-March 2012
                                • Holiday purchasing aligns with consumers’ tendencies to participate in activities
                                  • Figure 7: Seasonal holiday purchasing incidence and mean number of purchases, February-March 2012
                                • Youngest consumers the most inclined to increase holiday event and gift spending
                                  • Figure 8: Holiday event and gift spending increases compared to last year, by age, February-March 2012
                                • Black Friday sales have the most draw, young shoppers especially enthusiastic
                                  • Figure 9: Holiday shopping events/promotions participated in, by age, February-March 2012
                                • Shoppers want online convenience, in-store product interaction
                                  • Figure 10: Opinions about in-store vs. online shopping, February-March 2012
                                • What we think
                                • Issues in the Market

                                    • Are retailers responding to holiday shoppers’ changing demographics?
                                      • Can online holiday shopping be both convenient and informative?
                                        • What more can be done to minimize shopping event congestion?
                                        • Insights and Opportunities

                                          • Key points
                                            • Holiday shopping event lotteries
                                              • Video product demonstrations and testimonials for online retailers
                                              • Inspire Insights

                                                  • Inspire Trend: Carnivore, Herbivore…Locavore
                                                    • Inspire Trend: FSTR and HYPR
                                                    • Anticipated Market Expenditures

                                                      • Key points
                                                        • Gains in economic stability translate to holiday shopping growth
                                                          • Consumers’ anticipated holiday spend
                                                            • Figure 11: Anticipated expenditures by holiday, non-winter holidays and winter holidays retail sales, 2009 and 2011
                                                        • Market Drivers

                                                          • Key points
                                                            • Growing consumer confidence encourages holiday shopping
                                                              • Figure 12: U.S. consumer sentiment, March 2007-May 2012
                                                            • Youngest consumers not on stable economic ground, but still shopping
                                                              • Non-whites’ spending power may lead to more active role in the holidays
                                                                • Figure 13: Population by race and Hispanic origin, 2006-16
                                                            • Segment Performance—Holiday Spending by Occasion

                                                              • Key points
                                                                • Valentine’s Day
                                                                  • Figure 14: Anticipated Valentine’s Day expenditures, 2007-12
                                                                  • Figure 15: Anticipated purchases for Valentine’s Day, by category, 2007-12
                                                                  • Figure 16: Average anticipated Valentine’s Day expenditures, by recipient, 2012
                                                                • St. Patrick’s Day
                                                                  • Figure 17: Anticipated St. Patrick’s Day expenditures, 2007-12
                                                                • Easter
                                                                  • Figure 18: Anticipated Easter Expenditures, 2007-12
                                                                  • Figure 19: Anticipated Easter expenditures, by category, March 2012
                                                                • Mother’s Day
                                                                  • Figure 20: Anticipated Mother’s Day expenditures, 2007-12
                                                                  • Figure 21: Anticipated Mother’s Day expenditures, by category, 2012
                                                                • Father’s Day
                                                                  • Figure 22: Anticipated Father’s Day expenditures, 2007-2012
                                                                  • Figure 23: Anticipated Father’s Day expenditures, by category, 2012
                                                                • Halloween
                                                                  • Figure 24: Anticipated Halloween expenditures, 2006-11
                                                                  • Figure 25: Anticipated Halloween expenditures, by category, 2011
                                                                • Winter holidays
                                                                  • Total winter holiday retail sales
                                                                    • Figure 26: Total “winter holiday” retail sales, 2006-11
                                                                  • Winter holiday gift vs. other item sales
                                                                    • Figure 27: Anticipated holiday expenditures for selected items, 2006-2011
                                                                • Innovations and Innovators

                                                                  • Key points
                                                                    • Shopping made easier, and better planned, via mobile apps
                                                                      • Milo Local Shopping gives advance glimpse at item price and availability
                                                                        • Buzzillions provides shoppers with mobile product reviews
                                                                          • Shoppers get instant rewards with Shopkick
                                                                            • Walmart uses Facebook to offer shoppers Black Friday store maps
                                                                              • Figure 28: Walmart store map for Black Friday shopping, November 2011
                                                                            • Themed online party retailer gives creative spin to holiday gatherings
                                                                              • Figure 29: UglyChristmasSweaterParty.com sweater and book, June 2012
                                                                            • Online retailer promotes holiday gift giving to pets
                                                                              • Figure 30: Poochieheaven.com holiday-themed gifts for dogs, June 2012
                                                                          • Marketing Strategies

                                                                            • Key points
                                                                              • Winter holiday advertising
                                                                                • Winter holiday TV ads
                                                                                  • Walmart—A Community as One
                                                                                    • Figure 31: Walmart “A Community as one” TV ad, February 2012
                                                                                  • Hallmark—Love You Lots
                                                                                    • Figure 32: Hallmark “Love You Lots” TV ad, April 2012
                                                                                  • Bashas’—Holiday Time
                                                                                    • Figure 33: Bashas’ “Holiday Time” TV ad, November 2011
                                                                                  • 3M—Ice Wrap
                                                                                    • Figure 34: 3M “Ice Wrap” TV ad, November 2011
                                                                                  • Toys“R”Us interactive mobile shopping
                                                                                    • Figure 35: Toys“R”Us interactive mobile shopping billboards December 2011
                                                                                  • Spring holiday advertising
                                                                                    • Spring holiday TV ads
                                                                                      • Kellogg’s—The Family Treats
                                                                                        • Figure 36: Kellogg’s “The Family Treats” TV ad, April 2012
                                                                                      • 1-800-Flowers.com—Sure to Delight
                                                                                        • Figure 37: 1-800-Flowers.com “Sure to Delight” TV ad, May 2012
                                                                                      • Memorial Day print and email promotions
                                                                                        • Figure 38: Calhoun’s Memorial Day print ad, May 2012
                                                                                        • Figure 39: Best Buy Memorial Day email promotion, May 2011
                                                                                      • Father’s Day email LISTSERV promotions
                                                                                        • Figure 40: First Watch Father’s Day email promotion, June 2012
                                                                                        • Figure 41: Novica Father’s Day email promotion, June 2012
                                                                                      • Summer holiday advertising
                                                                                        • Fourth of July print ads
                                                                                          • Figure 42: Sleep Train Mattress Centers Fourth of July print ad, June 2012
                                                                                        • Labor Day TV ad
                                                                                          • Bill Smith Electronics & Appliances—Labor Day sale
                                                                                            • Figure 43: Bill Smith Electronics & Appliances “Labor Day sale” TV ad, September 2011
                                                                                        • Participation in Holiday Activities

                                                                                          • Key points
                                                                                            • Most participating in holidays year-round, winter events have most draw
                                                                                              • Figure 44: Seasonal holiday participation and mean number of activities, February-March 2012
                                                                                            • Seasonal holiday activity participation
                                                                                              • Christmas events, party-going most popular winter holiday activities
                                                                                                • Figure 45: Participation in specific activities for each winter holiday, February-March 2012
                                                                                              • Springtime holidays involve celebratory meals, Mother’s Day the most popular
                                                                                                • Figure 46: Participation in specific activities for each spring holiday, February-March 2012
                                                                                              • Consumers doing less to celebrate summer, fall holidays
                                                                                                • Figure 47: Participation in specific activities for each summer and fall holiday, February-March 2012
                                                                                                • Figure 48: The TomKat Studio’s 4th of July Party Kit, May 2012
                                                                                              • General holiday activity participation
                                                                                                • Millennials, parents the most enthusiastic about celebrating holidays
                                                                                                  • Figure 49: Participation in seasonal holiday activities and mean number of activities, by generation and by parental status and presence of children in household, February-March 2012
                                                                                                • More Millennials making holiday gifts
                                                                                                  • Figure 50: Seasonal holiday gift making, by generation, February-March 2012
                                                                                              • Holiday Purchases

                                                                                                • Key points
                                                                                                  • Most shopping activity occurring during the winter holidays
                                                                                                    • Figure 51: Seasonal holiday purchases, February-March 2012
                                                                                                  • Seasonal holiday purchases
                                                                                                    • Christmas gifts, cuisine driving wintertime holiday purchases
                                                                                                      • Figure 52: Types of purchases made for each winter holiday, February-March 2012
                                                                                                      • Figure 53: Christmas gift and food purchases, by gender and by parental status and presence of children in household, February-March 2012
                                                                                                    • Spring holiday shoppers buying gifts for moms and dads
                                                                                                      • Figure 54: Types of purchases made for each spring holiday, February-March 2012
                                                                                                    • Independence Day food, alcohol a summertime draw
                                                                                                      • Figure 55: Types of purchases made for each summer holiday, February-March 2012
                                                                                                    • Halloween shoppers looking for festive food, decorations
                                                                                                      • Figure 56: Halloween purchases, February-March 2012
                                                                                                    • General holiday purchases
                                                                                                      • More than four in 10 giving gift cards
                                                                                                        • Figure 57: Purchased a gift card for self or someone else in the last 12 months, October 2009-November 2011
                                                                                                        • Figure 58: Types of gift cards purchased in the last 12 months, December 2010 and November 2011
                                                                                                        • Figure 59: Bloomingdale’s “little brown card” and Anthropologie “critter-covered” gift card, June 2012
                                                                                                      • Consumer holiday spending remains constant, two in 10 to spend more on events
                                                                                                        • Figure 60: Changes in 2012 holiday spending vs. 2011, by type of spend, February-March 2012
                                                                                                      • More young consumers, parents planning to increase spending on events and gifts
                                                                                                        • Figure 61: Spending increases on holiday events and gifts, by age and by parental status and presence of children in household, February-March 2012
                                                                                                    • Holiday Shopping Events and Promotions

                                                                                                      • Key points
                                                                                                        • More than four in 10 shopping on Black Friday, youngest participating most
                                                                                                          • Figure 62: Participation in Black Friday, Cyber Monday, and day after Christmas events/promotions, by age and by parental status and presence of children in household, February-March 2012
                                                                                                        • Crowds, long lines dissuading more participation in shopping events
                                                                                                          • Figure 63: Avoiding stores on Black Friday and the day after Christmas, by gender, February-March 2012
                                                                                                        • Shoppers who take advantage of federal holiday sales see advertisements
                                                                                                          • Figure 64: Advertising noticed for federal holiday sales and promotions, February-March 2012
                                                                                                          • Figure 65: Federal holiday sales taken advantage of, by federal holiday sales ads seen, February-March 2012
                                                                                                      • Attitudes Toward Holiday Media and Advertisements

                                                                                                        • Key points
                                                                                                          • Current holiday advertising lacks appeal—but drives purchasing
                                                                                                            • Figure 66: Opinions about media and in-store advertisements during the holidays, February-March 2012
                                                                                                            • Figure 67: Samsung interactive bus stop billboard, Chicago, June 2012
                                                                                                          • In-store displays, advertising speak to women shoppers
                                                                                                            • Figure 68: Opinions about media and in-store advertisements during the holidays, by gender, February-March 2012
                                                                                                        • Attitudes Toward Holiday Online and Mobile Shopping

                                                                                                          • Key points
                                                                                                            • Shoppers go online for convenience, but want to interact with products
                                                                                                              • Figure 69: Opinions about in-store vs. online shopping, February-March 2012
                                                                                                            • More Millennials find convenience in smartphone shopping
                                                                                                              • Figure 70: Opinions about making holiday purchases with a smartphone, by generation, February-March 2012
                                                                                                          • Impact of Race and Hispanic Origin

                                                                                                            • Key points
                                                                                                              • Hispanics more likely to celebrate by eating at restaurants, making gifts
                                                                                                                • Figure 71: Seasonal holiday participation in select activities and mean number of activities, by Hispanic origin, February-March 2012
                                                                                                              • More non-whites increasing spending on holiday gifts, events
                                                                                                                • Figure 72: Expectation to increase spending on holiday events vs. gifts, by race/Hispanic origin, February-March 2012
                                                                                                                • Figure 73: Household size, by race/Hispanic origin of householder, 2010
                                                                                                              • More non-whites participating in Black Friday, post-Christmas sales events
                                                                                                                • Figure 74: Holiday shopping events/promotions participation, by race/Hispanic origin, February-March 2012
                                                                                                              • Asians lead non-whites in use of holiday ads and displays
                                                                                                                • Figure 75: Opinions about media and in-store advertisements during the holidays, by race/Hispanic origin, February-March 2012
                                                                                                              • Asians, Hispanics want to see, touch holiday products before they buy
                                                                                                                • Figure 76: Preference to holiday shop in store to allow seeing/touching products, by race and Hispanic origin, February-March 2012
                                                                                                            • Cluster Analysis

                                                                                                                • Bargain Hunting In-store Shoppers
                                                                                                                  • Demographics
                                                                                                                    • Characteristics
                                                                                                                      • Opportunity
                                                                                                                        • Cyber Shoppers
                                                                                                                          • Demographics
                                                                                                                            • Characteristics
                                                                                                                              • Opportunity
                                                                                                                                • Diverse and Enthusiastic Shoppers
                                                                                                                                  • Demographics
                                                                                                                                    • Characteristics
                                                                                                                                      • Opportunity
                                                                                                                                        • Ad-ambivalent Shoppers
                                                                                                                                          • Demographics
                                                                                                                                            • Characteristics
                                                                                                                                              • Opportunity
                                                                                                                                                • Holiday Avoiders
                                                                                                                                                  • Demographics
                                                                                                                                                    • Characteristics
                                                                                                                                                      • Opportunity
                                                                                                                                                        • Cluster characteristics
                                                                                                                                                          • Figure 77: Holiday shopping clusters, February-March 2012
                                                                                                                                                          • Figure 78: Participation in specific activities for winter holidays and mean number of activities, by holiday shopping clusters, February-March 2012
                                                                                                                                                          • Figure 79: Participation in specific activities for spring holidays and mean number of activities, by holiday shopping clusters, February-March 2012
                                                                                                                                                          • Figure 80: Participation in specific activities for summer holidays and mean number of activities, by holiday shopping clusters, February-March 2012
                                                                                                                                                          • Figure 81: Participation in specific activities for fall holidays and mean number of activities, by holiday shopping clusters, February-March 2012
                                                                                                                                                          • Figure 82: Opinions about media and in-store advertisements during the holidays, by holiday shopping clusters, February-March 2012
                                                                                                                                                          • Figure 83: Participation in Black Friday, Cyber Monday, and Day-After-Christmas events/promotions, by holiday shopping clusters, February-March 2012
                                                                                                                                                          • Figure 84: Opinions about holiday sales and promotions, by holiday shopping clusters, February-March 2012
                                                                                                                                                          • Figure 85: Opinions about online and mobile shopping during the holidays, by holiday shopping clusters, February-March 2012
                                                                                                                                                        • Cluster demographics
                                                                                                                                                          • Figure 86: Profile of holiday shopping clusters, by gender, age, and household income, February-March 2012
                                                                                                                                                          • Figure 87: Profile of holiday shopping clusters, by race/Hispanic origin, February-March 2012
                                                                                                                                                          • Figure 88: Profile of holiday shopping clusters, by marital status, household size, and presence of children in household, February-March 2012
                                                                                                                                                          • Figure 89: Profile of holiday shopping clusters, by employment status, February-March 2012
                                                                                                                                                        • Cluster methodology
                                                                                                                                                        • Appendix—Other Useful Consumer Tables

                                                                                                                                                          • Participation in holiday activities
                                                                                                                                                            • Figure 90: Mean number of holiday activities participated in, by race/Hispanic origin, February-March 2012
                                                                                                                                                          • Holiday purchases
                                                                                                                                                            • Figure 91: Household income distribution, by race/Hispanic origin of householder, 2010
                                                                                                                                                          • Holiday shopping events and promotions
                                                                                                                                                            • Figure 92: Participation in online vs. in store Black Friday, Cyber Monday, and day after Christmas events/promotion, February-March 2012
                                                                                                                                                          • Attitudes toward holiday media and advertisements
                                                                                                                                                            • Figure 93: Interesting receiving emails from retailers with special holiday sales and promotions, February-March 2012
                                                                                                                                                          • Attitudes toward holiday online and mobile shopping
                                                                                                                                                            • Figure 94: Attitudes toward holiday online and mobile shopping, February-March 2012
                                                                                                                                                        • Appendix: Trade Associations

                                                                                                                                                          Companies Covered

                                                                                                                                                          • Barnes & Noble, Inc
                                                                                                                                                          • Facebook, Inc.
                                                                                                                                                          • J C Penney Company, Inc
                                                                                                                                                          • Lowe's Companies
                                                                                                                                                          • National Retail Federation (NRF)
                                                                                                                                                          • Walgreen Co
                                                                                                                                                          • Walmart Stores (USA)

                                                                                                                                                          Holiday Shopping - US - July 2012

                                                                                                                                                          £3,199.84 (Excl.Tax)