Consumers aren’t holding back on holiday spending

Consumers will be feeling the spirit of the season when they hit the stores for their holiday shopping, according to the findings of a survey by the National Retail Federation (NRF), Washington, D.C. The NRF 2005 Holiday Consumer Intentions and Actions Survey, conducted by BIGresearch, Worthington, Ohio, found that the average consumer plans to spend $738.11 this holiday season, up 5.1 percent from the previous year. Furthermore, consumers will spend an additional $86.62 on themselves.

The survey is in line with NRF’s holiday sales forecast, which expects total holiday retail sales to increase 5.0 percent over last year to $435.3 billion. “Just as retailers plan ahead for holiday sales and promotions, consumers plan ahead and budget for the holidays,” says Tracy Mullin, president and CEO of the NRF. “With extra money tucked away to spend on what’s important, shoppers will be hitting the stores and spending on their loved ones, and on themselves.”

Shoppers will be scooping up a variety of merchandise this holiday season. According to the survey, consumers will be dedicating the majority of their holiday spending to gifts for family ($421.30) and friends ($78.99). Their generosity will also spread to the other people in their lives, with consumers planning to spend $21.05 on co-workers and $44.16 on gifts for other people, including babysitters, teachers and clergy. Other items holiday shoppers will purchase this year include decorations ($40.86), greeting cards and postage ($28.22), candy and food ($87.75) and flowers ($15.78).

Consumers aren’t forgetting to pick up a few items for themselves while shopping. According to survey results, consumers will spend an additional $17.68 billion on non-gift purchases for themselves or their families this holiday season. Men will be the most generous when it comes to treating themselves, with the average male spending $108.87. “While it is always fun to buy a present for that special someone in your life, it is hard to resist adding a little something extra for yourself. Many consumers use two-for-one sales as a great excuse to get a gift for someone on their list and to treat themselves,” Mullin says.

Consumers have not forgotten to add a few of their favorite items to their wish lists. Books, CDs, DVDs, videos and video games once again remain popular items, with 55.5 percent of consumers hoping to receive something in that category. Apparel is also another gift favorite, with 54.4 percent hoping to receive clothing or accessories this year. Other popular items on their lists include gift cards (52.3 percent), consumer electronics (38.4 percent), jewelry (26.4 percent) and home décor (23.3 percent).

When it comes to choosing where to purchase holiday items, shoppers are looking for a deal. More than one-third of consumers (37.9 percent) said that sales or price discounts are the most important factor in their decision to purchase from a particular store. Selection is also important, with nearly a quarter (23.1 percent) of consumers polled ranking selection of merchandise as a top factor, while other consumers chose where to shop based on quality of merchandise (11.0 percent) or location (6.5 percent). Consumers also appreciate good, knowledgeable customer service, with 3.7 percent saying it was the most important factor when choosing where to shop.

Many consumers have already gotten a head start on their holiday shopping. According to the survey, 15.3 percent of consumers started their holiday shopping before September; an additional 6.3 percent started in September. Another group, 18.5 percent, planned to begin in October. More than one-third of consumers (37.4 percent) began their holiday shopping in November and nearly one in four (22.5 percent) will wait until December.

The survey also found that consumers plan to shop at a variety of stores this year, with discounters (71.4 percent) and department stores (59.4 percent) once again remaining top shopping destinations. Other popular stores include specialty stores such as clothing, toy or electronics (46.5 percent) and grocery stores (47.4 percent). The popularity of online shopping continues to grow, with almost half (42.6 percent) of consumers planning to purchase gifts online, up from 38.3 percent the previous year.

The NRF 2005 Holiday Consumer Intentions and Actions Survey was designed to gauge consumer behavior and shopping trends related to the winter holidays. The survey, which polled 7,726 consumers, was conducted for NRF by BIGresearch from October 5-12, 2005. The consumer poll has a margin of error of plus or minus 1.0 percent. For more information visit www.nrf.com.

Men, longtime Internet users most likely to use RSS

Users of RSS (really simple syndication, a format designed for sharing headlines and other Web content) are significantly more engaged in online news than non-users, visiting an average of 10.6 news sites compared with 3.4 news sites for non-users, according to findings from New York-based Nielsen//NetRatings. “Convenience is the primary reason respondents gave for using RSS feeds,” says Jon Gibs, senior research manager, Nielsen//NetRatings. “Once the technology has been adopted, users can easily add new content. This allows news-hungry Web visitors to sample a wide variety of news sources.”

Not only do RSS users visit more news Web sites than non-users, they also visit those sites more frequently. RSS users visited the top 20 news Web sites nearly three times as often as non-users and all other news Web sites four times as often. This means that sites outside of the top 20 properties may be among the greatest beneficiaries of RSS.

Notably, 83 percent of survey respondents who were identified by clickstream data as RSS users were unaware that they were using RSS technology. This can be explained by sites such as MyYahoo!, where users can customize content without knowing anything about the RSS feeds that make that customizing possible.

Among RSS users who understood the technology, 78 percent were male, and 48 percent were longtime Internet users who have been going online since at least 1994. Among unaware RSS users, 54 percent were male and 36 percent were longtime Internet users. “Men tend to be early and aggressive technology adopters, but it may come as a surprise that the youngest Internet users were not the most RSS savvy. RSS users are particularly focused on breaking news, and trend toward an older demographic,” Gibs says. For more information visit www.nielsen-netratings.com.

Portrait of a satellite radio listener

Much has recently been written about the prospects for satellite radio. Most of it is spin by owners of the networks or Wall Street analysts using future projections. However, an analysis of the most recent Simultaneous Media Survey (SIMM VI) by BIGresearch, Worthington, Ohio, defines listeners of satellite radio from a consumption standpoint.

Here are some numbers on the consumption power of a small (4.3 percent of 18+ population, approximately 9.5 million) but lucrative group of consumers:

Gender: male - 56.1 percent; female - 43.9 percent.

Average age: 42.7 (66 percent are between the ages of 25-54).

Average household income: $77,329.

Top pet: dog (68.5 percent).

Top-five leisure activities: watch TV (68.3 percent); listen to music (66.4 percent); surf the Net (65.0 percent); dining out (63.8 percent); read books (59.9 percent).

Satellite radio listeners are also more likely to go to the movies, play team sports, golf, tennis, tailgate, snow ski, or participate in boating, sailing or swimming.

They are a pharmaceutical company’s dream. Satellite radio listeners suffer from the following health conditions more than the general population: acid reflux, allergies, arthritis, depression, headaches/migraines, heartburn/indigestion, heart disease, insomnia, excess weight.

They are influential consumers who give advice to others about purchasing products or services - 40.5 percent regularly do so. When it comes to shopping they buy their groceries at Wal-Mart; their undergarments are Hanes, Fruit of the Loom or Victoria’s Secret. When energy levels are low, 61.9 percent regularly purchase an energy bar or have a salty snack.

Once they are recharged they go online and their top three ISPs are Comcast, AOL and SBC/Yahoo. While online they prefer to search using Google or Yahoo!. But they don’t just search - 40.5 percent regularly shop online and they shop at eBay, Amazon or Newegg most.

In the next six months they’ll stay just as busy as ever with above-market purchase intentions for: cars/trucks, computers, furniture, home appliances, houses, jewelry, major home improvement, RV/boat, stereo equipment, TVs, DVDs, digital camera, and vacation travel.
If you see a satellite radio listener driving around town (probably on their way to buy something) they’ll likely be behind the wheel of a Chevy, Ford, Dodge, Toyota, Acura or GMC. And for those satellite radio listeners who haven’t already spent enough and are planning on buying a car/truck, here’s the five top brands they are looking to buy: Ford, Chevy, Lexus, Toyota, Dodge. For more information visit www.bigresearch.com.

Study compares and contrasts Wal-Mart and Target shoppers

Scarborough Research, New York, has released an analysis of exclusive shoppers of retail behemoths Wal-Mart and Target. The analysis reveals that these retailers are attracting distinct customer bases, and the household shopping patterns of the Wal-Mart-exclusive shopper are much different than those of the Target-exclusive shopper. (Exclusive Wal-Mart shoppers are those adults who shopped at Wal-Mart and not Target during the past three months. Exclusive Target shoppers are those adults who shopped at Target and not Wal-Mart during the past three months.)

Wal-Mart, branded for its low prices, is attracting a consumer set that concentrates much of its household shopping at Wal-Mart. Scarborough analyzed 24 retailers (retailers included in this analysis are those with a 5 percent or higher incidence of past-three-month shoppers across Scarborough’s 75 local markets) in addition to Wal-Mart and Target and found that Wal-Mart-exclusive shoppers are less likely than average to have shopped at all but four on the list. Those retailers that are more popular than average among Wal-Mart-exclusive shoppers are other discount stores including Dollar General, Family Dollar, Big Lots and K-Mart.

Target is known for featuring merchandise from designers who are also popular among the couture set. Isaac Mizrahi and Simply Shabby Chic are a few of the luxury brands that have lines at Target. Consequently, Target-exclusive shoppers are especially likely to have shopped at relatively upscale stores such as Nordstrom and Macy’s. These consumers also are avid shoppers in general. Of the 24 retail outlets measured by Scarborough in the analysis, Target-exclusive shoppers are more likely than average to shop at 15 of them.
The different shopping patterns of Wal-Mart and Target customers can be attributed to demographics, lifestyles and geographic location. Target-exclusive shoppers are 62 percent more likely than all consumers to have an annual household income of $100,000+. This level of income fuels the ability to shop at upscale retailers such as Nordstrom. In contrast, Wal-Mart-exclusive shoppers are 34 percent less likely than all consumers to be in this income bracket. Wal-Mart-exclusive shoppers are 10 percent more likely than all consumers to be ages 50+. Target-exclusive shoppers, on the other hand, are 7 percent less likely to be in this age bracket.

 “Geographic location also drives shopping habits, and understanding local demographics and lifestyles is essential to properly targeting shoppers,” says Alisa Joseph, vice president, advertiser marketing services, Scarborough Research. “Given that Target attracts an upscale crowd, these stores are more likely to be in regions with a similar shopping base, and therefore high-end retailers are more likely to be present as well.”

Both together and separately, Target and Wal-Mart have massive market penetration in the U.S. and they indeed share many shoppers. The Scarborough analysis finds that 83 percent of U.S. adults shopped at Wal-Mart, Target or both during the past three months. Thirty-one percent of consumers are Wal-Mart-exclusive shoppers, meaning they shopped at a Wal-Mart but not Target during the past three months, and 12 percent of consumers are Target-exclusive shoppers.

As one would expect, the 40 percent of consumers who shopped at both Wal-Mart and Target during the past three months are generally avid shoppers all around. They are more likely than average to have shopped at 23 of the 24 department store brands analyzed by Scarborough for this report. As compared to all consumers, these dual Wal-Mart/Target shoppers are especially likely to have shopped at Mervyn’s, Burlington Coat Factory, Dillards, Kohl’s and Pier One. For more information visit www.scarborough.com.

More women taking up woodworking

A study by Minneapolis-based Rockler Woodworking and Hardware, a supplier of specialty hardware, tools and other woodworking products, found that a growing number of women are tackling woodworking by building custom cabinets, book shelves and tables. “There are close to four million American women woodworkers today,” says LiLi Rockler Jackson, Rockler Companies spokesperson, “It’s a trend that is quickly rising as more and more single women become homeowners. Our own research shows that the majority of women who started woodworking in the past three years say they want to create something with their own hands for their own home. Women are drawn to working with wood because it’s a creative outlet that provides a gratifying sense of accomplishment.”
“I’m making something original I can’t buy anywhere else,” explained one respondent. “I woodwork to create items designed to fit my needs and personal style,” said another woman. “I challenge myself by creating a functional design and then being smart enough and skilled enough to build it,” said yet another.

According to cable television host JoAnne Liebeler, the sense of accomplishment experienced by women woodworkers is much of what’s fueling this phenomenon. “Women are realizing they can use power tools and build something amazing,” Liebeler says. “They see me handling a circular saw and they think, ‘Hey, if she can do it, I can do it, too.’ The fear factor has been replaced with a sense of empowerment.”

Rockler Companies’ marketing research suggests that nearly one-third undertake the pastime to create furniture. And while most women woodworkers create a wide variety of items, of those interviewed 21 percent create craft items such as picture frames; 19 percent build storage items such as custom cabinets or shelving; 17 percent complete home improvement projects such as adding custom crown molding to a room; and 9 percent make children’s items such as dollhouses and wooden toys.

While a growing number of women are just starting out as woodworkers, the research suggests woodworking is a lifestyle, not just a hobby. In fact, more than 33 percent of those interviewed have been woodworking for more than five years. Research participants also indicated that, while nearly 24 percent of women who participated in the research said they first started woodworking as a way to improve their homes, they also found that they greatly enjoyed working with wood and power tools.

Thirty-eight percent do woodworking at least once a week; 58 percent do woodworking at home in rooms or shops dedicated to woodworking; 71 percent own their own tools; and the majority - 42 percent - have spent more than $1,000 to date.

Rockler Companies first noticed a growing trend of women participating in woodworking nearly four years ago when it launched womeninwoodworking.com. Since then, female visitors to the site have jumped 27 percent. “Our retail sales also showed the growth of the female market. Women were coming to our stores asking for advice on how to build cabinets or tables,” says Ann Rockler Jackson, the company’s CEO. “We realized that women woodworkers approach the craft differently than men. Women sometimes hesitate to ask how or why in a mixed group or in a workshop, but jump right in asking questions when talking with other women woodworkers.”
The increase in women woodworkers visiting Rockler’s stores and Web site corresponds to a national phenomenon. According to the National Association of Realtors, single women are the fastest-growing group of home buyers and make up the second largest group of home buyers after couples. According to the association, the number of single female homeowners has doubled in the past 15 years.
“We believe this trend has been pushed by the popularity of do-it-yourself programs,” says LiLi Rockler Jackson. “Women are seeing other women using power tools to make attractive and functional new home furnishings. Suddenly, the intimidation factor that held many women back disappears. In fact, nearly 47 percent of those interviewed stated that they most often work with portable power tools, like sanders, routers, drill drivers, and jigsaws. Thanks to do-it-yourself programs, ‘no way’ has been replaced with a can-do attitude that has helped to drive this trend.” For more information visit www.rockler.com.

Sex gets men’s attention in ads, but at a price

In what will surely come as no surprise, sex in print advertisements improves the ad effectiveness for men, including ad-like, product-like, and purchase intent, while it decreases ad effectiveness for women. For both men and women, sexual ads make it less likely that they will recall correctly which brand an ad was promoting. These are the top findings of a study conducted by market research company MediaAnalyzer Inc., Somerville, Mass. The online test combined a questionnaire and a visual test using MediaAnalyzer’s Web-based eye tracking method, AttentionTracking.

Some of the conclusions: Sexual ads have a strong, polarizing effect on the visual behavior of men and women. Men spend a high amount of attention on the sexual imagery (e.g., female breasts, legs and exposed skin). While this does increase ad liking and product liking, and transfers to purchase intent, it draws men’s attention from other elements such as the brand logo - one of the reasons why their brand recall is worse than women’s.

Women, on the other hand, avoided looking at sexual imagery or even exposed skin. “You can increase purchase intent using sex when advertising to men. But you pay a price; brand recall suffers. That means using sex in ads only makes sense for companies with a well-established brand, or those where branding plays no role,” says Karsten Weide, president and CEO, MediaAnalyzer Inc.
The study also found that sexual ads polarize the sexes in general: While men like ads with sexual themes and do not think they have negative effects on society, women feel the opposite way. Most women believe there is too much sex in advertising (58 percent) and more than 40 percent of all women feel that sexual ads signify and promote a general deterioration of moral and social values, and pose a threat to the proper upbringing of children, respectively.

The study tested 10 current U.S. print ads - five of them included sexual imagery and five did not - with 400 U.S. respondents split evenly between men and women. For more information visit www.mediaanalyzer.com.