Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Holiday Shopping - US - June 2009

The $512 billion holiday shopping market has developed based on the assumption that major holidays drive consumer spending in stores for particular types of goods. Holiday shopping is, to some extent, a self-fulfilling prophecy: because retailers emphasize particular holidays, consumers are reminded of these events and are inspired to celebrate them. Well-stocked shelves with holiday-themed merchandise induce demand. Yet Mintel’s research has found that despite similar retailing practices for many holidays, some holidays are fundamentally more important to American consumers than others, and the ways in which consumers expect to celebrate them differs dramatically, depending on the holiday.

The downturn in the economy has had a profound effect on the ways in which consumers choose to celebrate holidays, and has forced many to prioritize which holidays they observe. However, large opportunities still remain for retailers to win their share of consumer spending for the major holidays of the year. Particular brands and retailers may already have an ingoing advantage for certain holidays, but shifting consumer spending habits has changed the playing field, creating an opportunity for all retailers – even upscale retailers – to showcase the value they provide to consumers in a new way.

To explain current performance and future trends in this marketplace, Mintel’s review of the holiday shopping market explores:

  • Effective strategies for retailers to continue to bring consumers into stores for holiday shopping despite the current economic recession
  • A thorough analysis of the needs that drive consumer demand for goods merchandised during holiday events in-store
  • Deep profiles of consumer behavior in the category, with a clear read on consumer sentiment regarding each of the major shopping holidays
  • Innovative ideas for improvement of holiday offerings for each of the holidays studied in this report
  • A definitive read on the factors that can drive further growth for each retailer

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

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

                        • Market Size and Forecast
                          • Holiday spending by occasion
                            • Leading holiday retailers
                              • Highlights of this year’s holiday shopping consumer survey
                                • Holiday participation
                                  • Top gifting holidays
                                    • Top card holidays
                                      • Top party holidays
                                        • Holiday shopping habits and spending patterns
                                          • Holiday attitudes
                                            • Purchase locations
                                            • Insights and Opportunities

                                              • Spread the cost of entertainment with invitation sites
                                                • Holiday discounts on demand
                                                  • Retailers should showcase products with components or inputs that are made in the U.S.
                                                    • Retailers can legitimize gifting essentials
                                                      • Wrapping and packaging
                                                      • Inspire Insights

                                                          • Search for Meaning
                                                            • What’s it all about?
                                                              • Specifics
                                                                • Implications
                                                                  • Kicking God off the Bus
                                                                    • What’s it all about?
                                                                      • Specifics
                                                                        • Implications
                                                                        • Market Size and Forecast

                                                                          • Key points
                                                                            • Formerly strong holiday market sees decline in 2008
                                                                              • Sales and forecast of market
                                                                                • Figure 1: Total U.S. retail sales of holiday products, at current prices, 2003-13
                                                                                • Figure 2: Total U.S. retail sales of holiday products, at inflation-adjusted prices, 2003-13
                                                                              • Spending on specific holidays
                                                                                • Figure 3: Sales of holiday products, by holiday, 2006 and 2008
                                                                              • Winter holiday segment
                                                                                • Figure 4: Total U.S. winter holiday season shopping expenditures, at current prices, 2003-13
                                                                                • Figure 5: Total U.S. winter holiday season shopping expenditures, at inflation-adjusted prices, 2003-13
                                                                              • Winter holiday sales as a proportion of annual industry sales
                                                                                • Figure 6: Winter holiday retail sales compared to annual retail industry sales, 1997-2007
                                                                              • Holiday participation
                                                                                • Figure 7: Holiday participation, March 2009
                                                                            • Segment Performance—Holiday Spending by Occasion

                                                                              • Key points
                                                                                • Holidays covered
                                                                                  • New Year’s
                                                                                    • Valentine’s Day
                                                                                      • Figure 8: Average per person expeniture for Valentine’s Day, 2003-09
                                                                                      • Figure 9: Types of gifts purchased for Valentine’s Day, 2007-09
                                                                                      • Figure 10: Spending on different recipients for Valentine’s Day, 2007-09
                                                                                    • St. Patrick’s Day
                                                                                      • Figure 11: Average per-person expeniture, aggregate expenditure for St. Patrick’s Day, 2005-09
                                                                                    • Easter
                                                                                      • Figure 12: Ways Easter is celebrated, March 2009
                                                                                      • Figure 13: Average per person expeniture for Easter, 2003-09
                                                                                    • Mother’s Day
                                                                                      • Figure 14: Ways Mother’s Day is celebrated, April 2009
                                                                                      • Figure 15: Average per-person expeniture for Mother’s Day, 2003-09
                                                                                    • Memorial Day
                                                                                      • Father’s Day
                                                                                        • Figure 16: Ways Father’s Day is celebrated, May 2008
                                                                                        • Figure 17: Average per-person expeniture, aggregate expenditure for Father’s Day, 2003-08
                                                                                      • Independence Day
                                                                                        • Figure 18: U.S. fireworks industry revenues, 1998-2008
                                                                                      • Labor Day
                                                                                        • Ramadan—Eid
                                                                                          • Halloween
                                                                                            • Figure 19: Ways Halloween is celebrated, September 2008
                                                                                            • Figure 20: Average per-person expeniture, aggregate expenditure for Halloween, 2003-08
                                                                                          • Thanksgiving
                                                                                            • Figure 21: Top turkey processors in the U.S., 2007
                                                                                          • Hanukkah
                                                                                            • Christmas
                                                                                                • Figure 22: Gifts purchased for Christmas, 2006-08
                                                                                              • Kwanzaa
                                                                                              • Market Drivers

                                                                                                • Rising home ownership paved the way for more holiday celebrations
                                                                                                  • Figure 23: Homeowners, by race and Hispanic origin, 1995-2005
                                                                                                  • Figure 24: Unemployment rates, by month, 2007 and 2008
                                                                                                • Echo Boomers’ preferences impact market
                                                                                                  • Figure 25: Generations, 2003-13
                                                                                                • Fewer households with kids means fewer large holiday celebrations
                                                                                                  • Figure 26: Households, by presence of children, 1998-2008
                                                                                                • Low-income, high-income households think differently about holidays
                                                                                                  • Figure 27: Household income distribution, 2007
                                                                                                • Online shopping changes consumer habits
                                                                                                  • Figure 28: U.S. households with internet access, 2000-07
                                                                                                • Seasonal candy sales bring consumers back to stores
                                                                                                  • Figure 29: FDMx sales of seasonal candy, by holiday, 2005 and 2007
                                                                                              • Leading Holiday Retailers

                                                                                                • Overview
                                                                                                  • Walmart
                                                                                                    • Target
                                                                                                      • Macy’s
                                                                                                        • Upscale Retail
                                                                                                        • Advertising and Promotion

                                                                                                          • Overview
                                                                                                            • Figure 30: TV advertising expenditures, by leading retailers, 2007 and 2008
                                                                                                          • Walmart
                                                                                                            • Figure 31: Walmart television ad, 2008
                                                                                                          • Target
                                                                                                            • Figure 32: Target “Brand New Day” ad, 2009
                                                                                                          • Macy’s
                                                                                                            • Figure 33: Macy’s television ad, 2008
                                                                                                          • Kohl’s
                                                                                                            • Figure 34: Kohl’s television ad 1, 2008
                                                                                                          • Kmart
                                                                                                            • Figure 35: Kmart television ad, 2008
                                                                                                        • Holiday Participation

                                                                                                          • Declining participation in party hosting and decorating
                                                                                                            • Figure 36: Participation in holidays, May 2007
                                                                                                            • Figure 37: Holiday participation, March 2009
                                                                                                            • Figure 38: Holiday participation, March 2009
                                                                                                        • Top Gifting Holidays

                                                                                                          • Gifting holidays by demographics
                                                                                                            • Figure 39: Bought gifts, by holiday and age, March 2009
                                                                                                            • Figure 40: Bought gifts, by holiday and income, March 2009
                                                                                                            • Figure 41: Bought gifts, by holiday and race/ethnicity, March 2009
                                                                                                            • Figure 42: Bought gifts, by holiday and marital status, March 2009
                                                                                                        • Top Card Holidays

                                                                                                              • Figure 43: Bought greetings cards, by holiday and age, March 2009
                                                                                                              • Figure 44: Bought greetings cards, by holiday and income, March 2009
                                                                                                              • Figure 45: Bought greetings cards, by holiday and race/ethnicity, March 2009
                                                                                                              • Figure 46: Bought greetings cards, by holiday and marital status, March 2009
                                                                                                          • Top Party Holidays

                                                                                                            • Hosting parties or dinners
                                                                                                              • Figure 47: Hosted a party/dinner, by holiday and age, March 2009
                                                                                                              • Figure 48: Hosted a party/dinner, by holiday and income, March 2009
                                                                                                              • Figure 49: Hosted a party/dinner, by holiday and race/ethnicity, March 2009
                                                                                                            • Buying food/drink
                                                                                                              • Figure 50: Bought food/drink, by holiday and age, March 2009
                                                                                                              • Figure 51: Bought food/drink, by holiday and income, March 2009
                                                                                                          • Holiday Shopping Habits

                                                                                                            • Shopping with others
                                                                                                              • Figure 52: Shopping with others, by age, March 2009
                                                                                                              • Figure 53: Shopping with others, by marital status, March 2009
                                                                                                            • Spending
                                                                                                                • Figure 54: Spending habits, by gender, March 2009
                                                                                                                • Figure 55: Spending habits, by age, March 2009
                                                                                                                • Figure 56: Spending habits, by income, March 2009
                                                                                                                • Figure 57: Spending habits, by ethnicity, March 2009
                                                                                                              • How early does winter holiday shopping start?
                                                                                                                  • Figure 58: The start of the holiday season, by gender, March 2009
                                                                                                                  • Figure 59: The start of the holiday season, by age, March 2009
                                                                                                              • Holiday Attitudes

                                                                                                                • Major attitudes
                                                                                                                  • Figure 60: Holiday habits and attitudes, by gender, March 2009
                                                                                                                  • Figure 61: Holiday habits and attitudes, by age, March 2009
                                                                                                                  • Figure 62: Holiday habits and attitudes, by marital status, March 2009
                                                                                                              • Purchase Locations

                                                                                                                • Where people shop
                                                                                                                    • Figure 63: Location of holiday shopping, by gender, March 2009
                                                                                                                    • Figure 64: Location of holiday shopping, by income, March 2009
                                                                                                                    • Figure 65: Location of holiday shopping, by ethnicity, March 2009
                                                                                                                    • Figure 66: Location of holiday shopping, by presence of children in the household, March 2009
                                                                                                                  • What could get them to shop elsewhere?
                                                                                                                    • Figure 67: Factors that could lead to changing retail choices for holiday shopping, by gender, March 2009
                                                                                                                    • Figure 68: Factors that could lead to changing retail choices for holiday shopping, by age, March 2009
                                                                                                                    • Figure 69: Factors that could lead to changing retail choices for holiday shopping, by ethnicity, March 2009
                                                                                                                  • Triggering warm holiday feelings
                                                                                                                      • Figure 70: Retailers that trigger warm holiday feelings, by gender, March 2009
                                                                                                                      • Figure 71: Retailers that trigger warm holiday feelings, by age, March 2009
                                                                                                                  • Cluster Analysis

                                                                                                                      • Basics
                                                                                                                        • Who they are
                                                                                                                          • Opportunity
                                                                                                                            • Persisters
                                                                                                                              • Who they are
                                                                                                                                • Opportunity
                                                                                                                                  • Adjusters
                                                                                                                                    • Who they are
                                                                                                                                      • Opportunity
                                                                                                                                        • Cluster characteristics
                                                                                                                                          • Figure 72: Holiday shopping clusters, March 2009
                                                                                                                                          • Figure 73: Spending habits, by holiday shopping clusters, March 2009
                                                                                                                                          • Figure 74: Holiday habits and attitudes, by holiday shopping clusters, March 2009
                                                                                                                                          • Figure 75: Location of holiday shopping, by holiday shopping clusters, March 2009
                                                                                                                                          • Figure 76: Factors that could lead to changing retail choices for holiday shopping, by holiday shopping clusters, March 2009
                                                                                                                                        • Cluster demographics
                                                                                                                                          • Figure 77: Holiday shopping clusters, by gender, March 2009
                                                                                                                                          • Figure 78: Holiday shopping clusters, by age, March 2009
                                                                                                                                          • Figure 79: Holiday shopping clusters, by income, March 2009
                                                                                                                                          • Figure 80: Holiday shopping clusters, by race, March 2009
                                                                                                                                          • Figure 81: Holiday shopping clusters, by Hispanic origin, March 2009
                                                                                                                                        • Cluster methodology
                                                                                                                                        • Appendix: Other Useful Consumer Tables

                                                                                                                                            • Figure 82: Bought gifts, by holiday and level of educational attainment, March 2009
                                                                                                                                            • Figure 83: Bought greetings cards, by holiday and level of educational attainment, March 2009
                                                                                                                                            • Figure 84: Hosted a party/dinner, by holiday and employment status, March 2009
                                                                                                                                            • Figure 85: Retailers that trigger warm holiday feelings, by income, March 2009
                                                                                                                                            • Figure 86: Retailers that trigger warm holiday feelings, by children under age 18 in the HH, March 2009
                                                                                                                                        • Appendix: Trade Associations

                                                                                                                                            • National & international associations:
                                                                                                                                              • Regional associations:
                                                                                                                                                • State associations:

                                                                                                                                                Companies Covered

                                                                                                                                                • AAA
                                                                                                                                                • Amazon.com Inc
                                                                                                                                                • American Automobile Association (AAA)
                                                                                                                                                • American Dairy Association & Dairy Council (Mid Atlantic)
                                                                                                                                                • American Dairy Association & Dairy Council, Inc.
                                                                                                                                                • American Dairy Products Institute (ADPI)
                                                                                                                                                • BBDO Worldwide
                                                                                                                                                • Best Buy Co.
                                                                                                                                                • Burger King Corporation
                                                                                                                                                • Butterball, LLC
                                                                                                                                                • Cargill Incorporated
                                                                                                                                                • Coca-Cola Company (The) (USA)
                                                                                                                                                • Costco Wholesale Corporation
                                                                                                                                                • Crate & Barrel
                                                                                                                                                • CVS Caremark Corporation
                                                                                                                                                • Dillard's, Inc
                                                                                                                                                • DraftFCB
                                                                                                                                                • Expedia Inc.
                                                                                                                                                • Facebook, Inc.
                                                                                                                                                • Foster Poultry Farms
                                                                                                                                                • Greenfield Online
                                                                                                                                                • Hobby Lobby Stores, Inc
                                                                                                                                                • Home Depot (USA)
                                                                                                                                                • IKEA USA
                                                                                                                                                • International Dairy Foods Association
                                                                                                                                                • International Dairy·Deli·Bakery Association
                                                                                                                                                • J C Penney Company, Inc
                                                                                                                                                • Jennie-O Turkey Store, Inc.
                                                                                                                                                • Kmart Corporation
                                                                                                                                                • Kohl's Corporation
                                                                                                                                                • Lowe Worldwide
                                                                                                                                                • Macy's, Inc.
                                                                                                                                                • McCann Erickson
                                                                                                                                                • McDonald's U.S.A.
                                                                                                                                                • Midland Dairy Association
                                                                                                                                                • Midwest Dairy Association
                                                                                                                                                • National Association for Stock Car Auto Racing (NASCAR)
                                                                                                                                                • National Cheese Institute
                                                                                                                                                • National Retail Federation (NRF)
                                                                                                                                                • National Turkey Federation (The)
                                                                                                                                                • New England Dairy & Food Council
                                                                                                                                                • Northeast Fresh Foods Alliance
                                                                                                                                                • Organic Trade Association
                                                                                                                                                • Pepsi-Cola North America
                                                                                                                                                • Perdue Farms Incorporated
                                                                                                                                                • Pier 1 Imports, Inc
                                                                                                                                                • Pottery Barn
                                                                                                                                                • Saatchi & Saatchi
                                                                                                                                                • Sally Beauty Company, Inc.
                                                                                                                                                • SAM's Club
                                                                                                                                                • Sara Lee Food & Beverage
                                                                                                                                                • Sears Holdings Corporation
                                                                                                                                                • Southeast United Dairy Industry Association, Inc.
                                                                                                                                                • Staples, Inc
                                                                                                                                                • Subway
                                                                                                                                                • Target Corporation
                                                                                                                                                • The American Dairy Association & Dairy Council Mid East
                                                                                                                                                • The Martin Agency, Inc.
                                                                                                                                                • U.S. Bureau of Labor Statistics
                                                                                                                                                • U.S. Bureau of the Census
                                                                                                                                                • U.S. Dairy Export Council (USDEC)
                                                                                                                                                • Ulta Salon, Cosmetics & Fragrance, Inc.
                                                                                                                                                • Walgreen Co
                                                                                                                                                • Walmart Stores (USA)
                                                                                                                                                • Washington Post Company (The)
                                                                                                                                                • Western Dairy Council
                                                                                                                                                • Williams-Sonoma, Inc
                                                                                                                                                • Young & Rubicam Brands

                                                                                                                                                Holiday Shopping - US - June 2009

                                                                                                                                                £3,277.28 (Excl.Tax)