Simon Holiday PR Study

Transcription

1 Simon Holiday PR Study Final Report OCTOBER Prepared by:

2 Introduction and Methodology Introduction and Methodology The purpose of this study was to evaluate holiday shopping behavior and perceptions for the holiday season, with a specific focus on beliefs and planned usage of malls. Specific research objectives were to: Measure attitudes toward holiday shopping and shopping specifically at malls Determine most popular shopping days and usage of traditional and online shopping on these days Identify store types and method of shopping at these stores during the holidays Identify most popular gift categories Evaluate most wanted holiday gift categories Measure children s holiday wants and usage of wish lists Determine support of social and charitable causes during the holidays Evaluate similarities and differences between key demographic segments To meet those objectives, Russell Research, an independent survey research firm, conducted online interviews with,8 respondents. In order to qualify for study inclusion, respondents were screened to meet the following criteria: Female, Male Ages 8 or older National Representation Purchase holiday gifts for or more people Interviews were conducted online from September 8,. Findings for the total sample are projectable to the universe of online adults. At a 9 percent confidence level, a margin of sample error of +/. percent applies to the sample.

3 Statistical Notation Statistical Notation The statistical significance of a result in this survey is the probability that the observed relationship (e.g., between variables) or a difference (e.g., between means) in a sample occurred by pure chance, and that in the population from which the sample was drawn, no such relationship or differences exist. Using less technical terms, one could say that the statistical significance of a result tells us something about the degree to which the result is "true". More technically, the value of the pvalue represents a decreasing index of the reliability of a result. The higher the pvalue, the less we can believe that the observed relation between variables in the sample is a reliable indicator of the relation between the respective variables in the population. Specifically, the pvalue represents the probability of error that is involved in accepting our observed result as valid, that is, as "representative of the population." For example, a pvalue of. (i.e.,/) indicates that there is a probability that the relation between the variables found in our sample is a "fluke." The following statistical notations are used throughout the report: = Indicates figure is significantly higher than other subgroup at a 9 confidence level (i.e. pvalue of. or less). Gender Generation Parent of Children in Household M = Male M = Millenial P = Parent F = Female G = Gen X N = NonParent B = Baby Boomer S = Senior

4 Executive Summary Executive Summary

5 Executive Summary Overall, the survey findings indicate that most holiday shoppers will visit a traditional shopping mall this holiday season. Most shoppers believe malls satisfy many of the needs which are important to them during the holidays. Holiday Shopping Attitudes Malls deliver on many attributes which are important to holiday shoppers. Nine in ten holiday shoppers (9) agree that convenience is important to them when holiday shopping. More than fourfifths of holiday shoppers (86) agree malls allow them to get a lot of shopping done in a single place. More than fourfifths of holiday shoppers (8) agree malls provide the variety of retail options they need when shopping for several different people. More than fourfifths of holiday shoppers (8) agree malls are a convenient option to get a lot of holiday shopping done in one trip. Nearly nine in ten holiday shoppers (87) sometimes need to browse stores for holiday gift ideas and fourfifths of holiday shoppers (79) spend time browsing to find the big gifts they purchase during the holidays. More than fourfifths of holiday shoppers (8) agree malls provide them with ideas for holiday gifts. Nearly nine in ten holiday shoppers (87) agree malls often have the latest and hottest fashions and styles of the season. More than fourfifths of holiday shoppers (8) agree malls have stores where they can find special or unique gifts. More than threequarters of holiday shoppers (77) agree they often find the holiday season s hot items at the mall. Fourfifths of holiday shoppers (8) sometimes like to take a break and eat/drink during holiday shopping trips. Fourfifths of holiday shoppers (8) sometimes get something to eat or drink while holiday shopping at the mall. Threequarters of holiday shoppers (7) sometimes find it easier to shop in stores to avoid the risk of gifts not being delivered on time. Nearly fourfifths of holiday shoppers (78) agree malls area great place for lastminute holiday shopping. Malls are a place for shoppers to get in the holiday spirit. Fourfifths of holiday shoppers (8) agree the decorations in malls and stores gets them in the holiday spirit. Nearly nine in ten holiday shoppers (88) agree malls are a great place to see holiday décor. Seven in ten parents (7) would like to have their children take their picture with Santa at the mall this holiday season.

6 Executive Summary Holiday Shopping Attitudes (Cont d.) Malls are also widely viewed as a great place to find deals during the holidays. Nearly fourfifths of holiday shoppers (78) agree malls are a great place for deals during the holiday season. Fourfifths of holiday shoppers (8) agree malls are a great place for deals on the day after Christmas. Seven in ten holiday shoppers (7) agree malls are a great place for deals on Black Friday. Seven in ten holiday shoppers (69) agree malls are a great place for deals on Christmas Eve. Technology figures to play an important role in shopping this year, especially among younger adults. Mall tenants with an online presence can benefit this holiday season from showrooming between their physical and digital sites. Onehalf of holiday shoppers () plan to use their mobile device while holiday shopping to compare prices, including seven in ten Millennials (7) and threefifths of Generation X (9). More than onehalf of holiday shoppers () like stores or malls that have apps which can make shopping easier, including more than seven in ten Millennials (7) and threefifths of Generation X (6). Twothirds of holiday shoppers (67), including threequarters of Millennials (76) and more than seven in ten from Generation X (7), indicate they have purchased a gift at a store s mall location after browsing their website. Social/Charitable Causes & Holiday Shopping Most shoppers actively support charitable or social causes during the holidays. Malls are viewed having a positive impact on the community during this time of year. More than twothirds of holiday shoppers (68) believe in making a positive impact through gift giving, which includes purchasing from companies/brands which support social and/or environmental causes. Onethird of holiday shoppers () indicate they purchase from companies which support good causes. Three in ten holiday shoppers (9) indicate they purchase gifts that are associated with a social or environmental cause. Millennials and women are far more likely to try an make a positive impact via causes. This includes nearly fourfifths of Millennials (78) and seven in ten women (7) who believe in making a positive impact through gift giving, more than twofifths of Millennials () and nearly twofifths of women (8) who purchase from companies which support good causes, and twofifths of Millennials (9) and onethird of women () that purchase gifts that are associated with a social or economic cause. Fourfifths of holiday shoppers (8) believe malls often have a positive impact on the community during the holiday season as they provide/sponsor events for the less fortunate.

7 Executive Summary Holiday Shopping Behavior Most holiday shoppers will be at the mall this season. For most, holiday shopping season begins early. More than fourfifths of holiday shoppers (8) will be likely to go to the mall this season. This includes onehalf () who will be very likely to shop at a mall. Younger generations are more likely to shop at the mall, ranging from nine in ten Millennials (89) to seven in ten Seniors (7). The wide variety of shopping options (78) is the most cited reason for shopping in malls during the holiday season. Nearly fourfifths of holiday shoppers (79) begin their holiday shopping prior to Thanksgiving weekend, and onefifth () begin prior to September. However, one in seven males () will wait until after Cyber Monday to begin their shopping. Onehalf of holiday shoppers plan to shop on Black Friday (). More than fourfifths of Black Friday shoppers (8) indicate they will shop instores. Onefifth of holiday shoppers () plan to shop on Thanksgiving night this year, with fourfifths of these shoppers (8) going to physical stores. Gift cards and clothing will be the most commonly gifted items this holiday season. More than threefifths of holiday shoppers plan to give gift cards (6) and clothing (6) as gifts this year. A slight majority () are hoping to receive a gift card this year and nearly twofifths (8) are hoping to receive clothing. More than seven in ten parents (7) plan to give toys, books or games for children as gifts this year, and onehalf of holiday shoppers overall (9) plan to give this as a gift. Women underestimate their significant other s wanting of tools this holiday season, while men are likely to be unaware of a range of gifts wanted by their significant others. Onefifth of women who are married or living with someone () believe their significant other would like tools as a gift this year, although three in ten men who are married/living with someone () indicated they would like it as a gift. Onethird of men who are married or living with someone () believe their significant other would like gift cards this year, compared to threefifths of women who are married/living with someone (6) who indicated they are hoping to receive gift cards this year. One in seven men who are married or living with someone () believe their significant other would like kitchen gifts this year, compared to onequarter of women who are married/living with someone (6) who indicated they are hoping to receive it this year. Onefifth of holiday shoppers () are hoping to receive jewelry this year. Threefifths of women who would like jewelry are hoping to get a necklace or chain (9) and a majority would like earrings (). Nearly onehalf hope to receive diamonds (8). Nearly threefifths of men who would like jewelry are hoping to get a watch (7). More than threefifths hope to receive gold (6). 6

8 Executive Summary Children & The Holidays Threequarters of adults with children in their household (7) indicate children will make a wish list this year, and virtually all of these adults (99) say the wish list is important when selecting gifts for their children. Nine in ten adults with children who plan to make a wish list (9) indicate the wish list will be made on paper (written down). Less than onefifth (7) will make a wish list online, with one in ten () making it via social media. Onehalf of adults with children in their household () indicate one or more children in the household will be purchasing gifts for others this year. 7

9 Detailed Findings Detailed Findings: Holiday Shopping Behavior 8

10 Detailed Findings: Holiday Shopping Behavior For most, the holiday shopping season begins before Thanksgiving weekend. Nearly fourfifths of holiday shoppers (79) begin their holiday shopping prior to Thanksgiving weekend. Onefifth of holiday shoppers () begin their holiday shopping before October. Onequarter of parents () and females () begin their holiday shopping before October. One in seven men () start their holiday shopping after Cyber Monday. When Planning To Begin Holiday Shopping Base: Total Respondents (n=,8) Already started September October 8 November 6 9 Thanksgiving weekend 7 Cyber Monday December 6 8 December 7 Gender Total Respondents Already started September October November 6 Thanksgiving weekend Cyber Monday December 6 December 7 Q. Male Female () () Generation Millenial () B 8 BS 6 Gen X () Baby Boomer () 8 B 8 BS M MG Senior Planned Mall Shoppers Parent NonParent (9) (87) (6) (7) When do you plan to begin your holiday shopping this year? 9

11 Detailed Findings: Holiday Shopping Behavior Onehalf of holiday shoppers plan to shop on Black Friday and Cyber Monday this year. Onehalf of holiday shoppers plan to shop on Black Friday (). Onefifth of holiday shoppers () plan to shop on Thanksgiving night this holiday season. One in seven holiday shoppers () plan to shop on Christmas Eve this holiday season. Millennials are significantly more likely than all other generations to plan to shop on Black Friday (67) and Christmas Eve () this holiday season. Specific Days To Holiday Shop Base: Total Respondents (n=,8) Thanksgiving night Black Friday Christmas Eve Day after Christmas None of the above 9 6 Senior Planned Mall Shoppers Parent NonParent Generation Total Respondents Thanksgiving night Black Friday Christmas Eve Day after Christmas None of the above Q. Millenial () 7 67 Gen X () BS BS GBS B B BS GBS Baby Boomer () 7 S (9) (87) (6) (7) Do you plan on holiday shopping on any of the following days this year?

12 Detailed Findings: Holiday Shopping Behavior Most Thanksgiving Night and Black Friday shoppers will be in stores. Fourfifths of Thanksgiving night shoppers (8) will shop in stores, with three in ten () shopping in stores exclusively. Nine in ten women who plan to shop on Thanksgiving night (9) will shop in stores, significantly higher than for men (7). Fourfifths of Millennials who plan to shop on Thanksgiving night (8) will shop online, significantly higher than Gen X (6) and Baby Boomers (6). More than fourfifths of Black Friday shoppers (8) will shop in stores, with onethird () shopping in stores exclusively. Onethird of Cyber Monday shoppers () will shop in stores, including twofifths of Baby Boomers (). Shopping Methods On Large Holiday Shopping Days Base: Total Plan To Shop This Day (Bases Vary) Gender Total Male Female Thanksgiving Night Total Who Plan To Shop This Day Online Only Physical Stores Only Both Online (total) InStore (total) (7) (99) (8) (8) 9 6 B 8 GB 8 (8) 8 M () 6 M 6 76 ()** Black Friday Total Who Plan To Shop This Day Online Only Physical Stores Only Both Online (total) InStore (total) (6) () (7) () 6 B (78) (8) (9)** Q. Millenial Generation Baby Gen X Boomer Senior Where do you plan to shop on each of the following days?

13 Detailed Findings: Holiday Shopping Behavior Most Christmas Eve and Day After Christmas shoppers will also be in stores. More than nine in ten Christmas Eve shoppers (9) will shop in stores. Threequarters of Baby Boomers who plan to shop on Christmas Eve (76) will shop exclusively in stores. More than fourfifths of Day After Christmas shoppers (8) will shop in stores. Shopping Methods On Large Holiday Shopping Days Base: Total Plan To Shop This Day (Bases Vary) Gender Christmas Eve Total Who Plan To Shop This Day Online Only Physical Stores Only Both Online (total) InStore (total) Day After Christmas Total Who Plan To Shop This Day Online Only Physical Stores Only Both Online (total) InStore (total) Q. Generation Baby Gen X Boomer Total Male Female Millenial Senior (6) (79) (67) (6) (7) () B 7 9 B MG 97 (7) (9) () (7) (77) (9) (9)** B 79 GB 8 8 M M 86 6 ()** Where do you plan to shop on each of the following days?

14 Detailed Findings: Holiday Shopping Behavior Department, technology/electronic, and books/music stores will be most widely shopped this upcoming holiday season. Threequarters of holiday shoppers (76) are likely to shop at a department store this upcoming holiday season. More than seven in ten holiday shoppers (7) are likely to shop at a technology and electronics store this upcoming holiday season. Seven in ten holiday shoppers (7) are likely to shop at a books and music store this upcoming holiday season. Threefifths of holiday shoppers (6) are likely to shop at a bath & beauty store this upcoming holiday season. Nearly threefifths of holiday shoppers (9) are likely to shop at an outlet store this upcoming holiday season. Nearly threefifths of holiday shoppers (8) are likely to shop at a toy store this upcoming holiday season. Types Of Stores Places Plan To Holiday Shop Base: Total Respondents (n=,8) Q Dept. stores Technology Books & & music electronics stores Bath & beauty stores Not Likely Somewhat Likely Very Likely Outlet stores Toy stores Family apparel Women's apparel stores Not Likely Somewhat Likely Very Likely Men's apparel stores Dollar stores Shoe stores Home stores Children's Pharmacies Accessories apparel stores Jewelry stores And how likely do you think you will be to do your holiday shopping at each of the following types of stores this upcoming holiday season?

15 Detailed Findings: Holiday Shopping Behavior Most holiday shoppers support charitable causes throughout the holiday season, with shopping one method used by a considerable percentage of shoppers. More than fourfifths of holiday shoppers (8) support charitable causes during the holiday season. Onethird of holiday shoppers () support charitable causes during the holiday season by purchasing from companies that support good causes. Three in ten holiday shoppers (9) support charitable causes during the holiday season by purchasing gifts that are associated with a social or environmental cause. Millennials are significantly more likely than other generations to support charitable causes during the holiday season by purchasing from companies that support good causes () and purchasing gifts that are associated with a social or environmental cause (9). Methods Of Supporting Charitable Causes During Holiday Season Base: Total Respondents Gender Total Respondents Support Charitable Causes During The Holiday Season (net) Donate money to a charitable organization Purchase from a company that supports a good cause Purchase gifts that are associated with a social or environmental cause Volunteer time with a charitable organization Other Do not support charitable causes during the holidays Q.8 Generation Baby Gen X Boomer Senior () () (9) Total (8) Male () Female () Millenial () GB GB GB How do you like to support charitable causes during the holiday season?

16 Detailed Findings: Holiday Shopping Behavior The vast majority of holiday shoppers will be in malls this holiday season. More than fourfifths of holiday shoppers (8) are likely to shop at a traditional shopping mall this upcoming holiday season. Millennials (89) are significantly more likely than other generations to shop at a traditional shopping mall this holiday season. Holiday shopping plans differ by gender. Men are significantly more likely than women to be likely to shop at technology/ electronic (78 vs. 6), men s apparel ( vs. 7), and jewelry stores ( vs. 6). Women are significantly more likely than men to be likely to shop at bath & beauty (68 vs. ), family apparel (6 vs. ), women s apparel (6 vs. 7), dollar ( vs. ), and children s apparel stores (7 vs. ), as well as pharmacies (8 vs. 9). Millennials are significantly more likely than all other generations to be likely to shop at technology/electronic (8), bath & beauty (76), family apparel (7), women s apparel (67), men s apparel (6), shoe (66), home (), children s apparel (7), accessories (), and jewelry stores (). More than twofifths of married men () are likely to shop at a jewelry store this holiday season. With the exception of books & music stores, most shoppers of all store types plan to shop at physical store locations. More than nine in ten holiday shoppers who plan to shop family apparel (9), department stores (9), and outlet stores (9) will shop instore. Threefifths of likely books & music store shoppers (6) will likely shop in stores this holiday season, the lowest percentage across all store types. Variety is the key driver of mall shopping during the holidays. Nearly fourfifths of likely holiday mall shoppers (78) indicated they plan to shop at malls this holiday season due to the wide variety of shopping options. Women (8) are significantly more likely than men (7) to name this option. Millennials are significantly more likely than other generations to indicate they plan to shop at malls this holiday season due to the ability to get good deals on gifts (6).

17 Detailed Findings Detailed Findings: Gift Giving 6

18 Detailed Findings: Gift Giving Parents overwhelmingly find their children to be their favorite people to shop for during the holidays, while others most prefer to shop for a significant other. More than seven in ten parents (7) indicate their children are their favorite people to shop for during the holidays. Nearly twofifths of nonparents (8) identified a significant other as their favorite person to shop for (7 spouse/partner, boyfriend/girlfriend). Favorite Person To Shop For During Holidays Base: Total Respondents (n=,8) Spouse/ Partner Other 7 8 Boyfriend/ Child(ren) Gender MillMale Female enial Parent Generation Married Baby Not NonGen X Boomer Senior Married Married Men Women Parent Parent Total Respondents () () Spouse/partner Boyfriend/girlfriend Mother Father Child(ren) Extended family member Friend Someone else Nobody Don't know M 9 GBS BS 9 BS MB GB Q.7 () Girlfriend () () (9) (7) () (6) (6) (6) MG 7 M M G MG MG 9 G () Who do you think will be your favorite person to shop for this holiday season? 7

19 Detailed Findings: Gift Giving Gift cards and clothing will be the most widely given gifts this holiday season. More than threefifths of holiday shoppers (6) plan to give gift cards to someone this holiday season. More than threefifths of holiday shoppers (6) plan to give clothing to someone this holiday season. Onehalf of holiday shoppers (9) plan to give toys, books or games for children to someone this holiday season. More than twofifths of holiday shoppers () plan to give video games, movies, or music to someone this holiday season. Twofifths of holiday shoppers () plan to give small electronics to someone this holiday season. Gifts Plan To Give This Holiday Season Base: Total Respondents (n=,8) Gift cards 6 Clothing 6 Toys, books or games for children 9 Video games, movies or music Small electronics Accessories Personal care products Fragrances and perfume Beauty gifts Cash Jewelry 7 Kitchen gifts Shoes Tools Large electronics Q Which, if any, of the following gift categories do you plan on giving to someone this year? 8

20 Detailed Findings: Gift Giving Men believe their spouse/partner would like clothing and jewelry this holiday season, while women most commonly think their significant other would like gift cards and cash. Nearly twofifths of holiday shoppers who are married or living with someone believe their significant other would like clothing (8) or gift cards (8). Men are most likely to believe their significant other would like clothing (), jewelry (), and gift cards () this year. Women are most likely to believe their significant other would like gift cards (), cash (6), and tools () this year. Gifts Spouse/Partner Hoping To Receive This Holiday Season Base: Total Married/Living with Someone (n=6) Clothing 8 Gift cards 8 Total Married/Living with Someone Cash Small electronics Jewelry Clothing Gift cards Cash Small electronics Jewelry Fragrances and perfume Shoes Tools Personal care products Accessories Video games, movies or music Large electronics Beauty gifts Kitchen gifts Toys, books or games for children Other Nothing Don't know No answer Fragrances and perfume Tools 7 Shoes 7 Personal care products 7 Accessories 7 Video games, movies or music 7 Large electronics 6 Beauty gifts Kitchen gifts Toys, books or games for children Q.b Gender Male Female (97) (6) And which, if any, of the following gift categories is your spouse or partner hoping to receive this year? 9

21 Detailed Findings: Gift Giving In general, women are more attuned to the holiday wants of their significant others. Men underestimate their significant others desire for gift cards and cash during the holidays. Onethird of men who are married or living with someone () believe their significant other would like gift cards this year, and onequarter (6) believe they would like cash, compared to threefifths of women who are married/living with someone (6) who indicated they are hoping to receive gift cards this year, and nearly onehalf (8) who would like cash. One in seven men who are married or living with someone () believe their significant other would like kitchen gifts this year, compared to onequarter of women who are married/living with someone (6) who indicated they are hoping to receive it this year. Onefifth of women who are married or living with someone () believe their significant other would like tools this year, compared to nearly three in ten men who are married/living with someone () who indicated they are hoping to receive it this year. Hope To Receive Vs. Perceived Wants Base: Total Married/Living with Someone (n=6) Gift cards 8 6 Clothing Small electronics Cash Tools Video games, movies or music Shoes Fragrances and perfume Personal care products Kitchen gifts Jewelry Toys, books or games for children Accessories Beauty gifts Jewelry Gift cards Accessories Cash 6 Personal care products 8 6 Shoes Small electronics Kitchen gifts Large electronics Females Believe SO Wants (n=6) Video games, movies or music Toys, books or games for children Tools 8 6 Beauty gifts Males Hope To Receive (n=97) Fragrances and perfume Large electronics Clothing Females Hope to Receive (n=6) Males Believe SO Wants (n=97) 6 7 Q.a Which, if any, of the following gift categories are you hoping to receive this year? Q.b And which, if any, of the following gift categories is your spouse or partner hoping to receive this year?

22 Detailed Findings: Gift Giving Women want necklaces/chains, earrings, and rings this year, while men prefer watches. While everyone likes diamonds, men are far more likely to prefer gold. Threefifths of women (9) who want jewelry this year are hoping to receive a necklace or chain and more than onehalf () are hoping to receive earrings. Nearly threefifths of men (7) who want jewelry this year are hoping to receive a watch. Nearly onehalf of all adults hoping to receive jewelry this year (8) are hoping to receive diamonds. This is equal by gender. More than threefifths of men hoping to receive jewelry this year (6) are hoping to receive gold. Nearly onehalf of men hoping to receive jewelry this year (8) are hoping to receive silver. Holiday Jewelry Wants Base: Total Hope To Receive Jewelry Necklace or chain 6 Earrings Ring Bracelet 8 6 Watch Other 6 7 Total (n=9) Gold 8 6 Silver Birthstone Platinum Total (n=9) Male (n=) Nothing specific Male (n=) Female (n=67) Diamonds Other Female (n=67) Q.a You indicated that you are hoping to receive jewelry as a gift this year. What specifically are you hoping to receive? Q.b And are there any specific types of metals/stones that you are hoping to receive this holiday season??

23 Detailed Findings: Gift Giving There are considerable differences in gift buying behavior across a range of demographic segments. In general, females are more likely than males to give gifts in most categories. However, males are significantly more likely to give large electronics as a gift this holiday season (8 vs. ). Millennials are significantly more likely than other generations to give video games, movies, or music (9), beauty gifts () or shoes () this holiday season. Married adults are significantly more likely than nonmarried adults to give clothing (67 vs. 7 nonmarried), toys, books or games for children (6 vs. ), kitchen gifts (8 vs. ), and tools (7 vs. ) this holiday season. Parents are more likely to give most product categories this holiday season. Gifts that allow the recipient choice are most commonly wanted by holiday shoppers. More than onehalf of holiday shoppers () are hoping to receive gift cards this year and more than twofifths () hope to receive cash. Women and Millennials tend to want the most different types of gifts this holiday season. Women are significantly more likely than men to want a wide variety of gifts this holiday season, most commonly in the gift card/ clothing/apparel, and beauty categories. Millennials are significantly more likely than other generations to want gifts in almost all categories. Men are significantly more likely than women to want small electronics ( vs. ), video games, music, or movies ( vs. ), large electronics ( vs. ), and tools ( vs. ) this holiday season.

24 Detailed Findings Detailed Findings: Children & The Holidays

25 Detailed Findings: Children & The Holidays Wish lists are very popular this year, though are still largely created using traditional methods. Threequarters of adults with children in their household (7) indicate they will be making a wish list this holiday season. Of these households, 99 indicate the list is important in selecting gifts, and nearly twothirds (6) indicate it is very important. Nine in ten adults with children making a wish list this year (9) indicate the lists will be made on paper (written down). One in six adults with children making a wish list this year (7) indicate the lists will be made online either using nonsocial media () or social media (). Children Wish List Creation & Importance Base: Total With Children in Household (n=97) Base: Total With Children in HH Making Wish List (n=98) Not Important Children will not Somewhat Important 7 6 Children will make a wish list Very Important Base: Total With Children in HH Making Wish List (n=98) Written down (paper) 9 Online (nonsocial media) Online (social media) Other Not sure Q.c Q.d Q.e } Will any of your children be making a wish list this holiday season? How important will this wish list be to you when selecting gifts for your child(ren)? To the best of your knowledge, how will this wish list be made?

26 Detailed Findings: Children & The Holidays Onehalf of children will be purchasing gifts for others this year. Onehalf of adults with children in their household () indicate one or more of the children in their household will be buying gifts for others this year. On average, these children will be purchasing gifts for people this year. Three in ten children purchasing gifts for others this year () will be purchasing for or more people. Children Purchasing Gifts For Others Base: Total With Children in Household (n=97) Children will not Children will be buying gifts for others Base: Total With Children in HH Buying Gifts for Others (n=98) person Mean No. of People:. or more people 6 people 8 people 6 people Q.f Q.g Will any of your children under the age of 8 be buying gifts for others this holiday season? For approximately how many people will your children who are under the age of 8 be purchasing gifts for this holiday season?

27 Detailed Findings Respondent Profile 6

28 Demographic Profile Gender Total Respondents Gender Male Female Age 8 To (net) To (net) Or Older (net) Mean Median Marital Status Married Not Married (net) Refused Hispanic Origin/Descent Hispanic Not Hispanic Refused Ethnic Background Caucasian AfricanAmerican Asian/Pacific Islander Native American Mixed ethnic background Other Refused Mean Household Size: Parent Parent Not the parent Presence of Children Children Present (net) No children present Education No College (net) College (net) Refused Employment Employed (net) Not Employed (net) Refused Mean Household Income Median Household Income Community Type Urban Suburban Rural Home Ownership Rent (net) Own (net) Other Census Region Northeast South Midwest West Generation Senior (9) Planned Mall Shoppers (87) Total (8) Male () Female () Millenial () Gen X () Baby Boomer () GBS 9 M MG 6 M BS 79 6 BS MG 97 MG GB B. BS 7 M B B. BS 8 MG. S 8 M BS 6 8 MBS S BS G 8 MBS S 86 MG 97 MGB $6. k $. k 6 $69.7 k $7.6 k 8 $8.7 k $.7 k BS 7 B M M 9 M GBS GBS 6 BS 6 M 7 7 MG 7 8 MG BS 6 G $7.6 k $.7 k 7 MBS S 8 9 MG $7.9 k M $6.6 k $8.6 k $. k 7 8 MGB $7.9 k $6. k $.8 k $. k 7