We conducted this survey in an effort to better understand consumer gift-giving behaviors as we head into the always important holiday shopping season. In the process, we decided to ask a few unconventional questions to offer a glimpse of the humorous side of this frantic time of year.
St. Petersburg, FL (PRWEB) November 22, 2004
Men may want to keep a closer eye on their bank statements this holiday season according to a recent nationwide survey commissioned by the internet retailer hsn.com. When asked who controls the household holiday shopping budget, both wives (75%) and husbands (74%) felt that they had the final say on expenditures.
This, together with the fact that most women typically bear the shopping duties each holiday season and spend on average more than their spouses ($360 vs. $336), suggests that a number of men may be in for a big surprise when they add up their holiday bills.
In its inaugural survey on consumers’ shopping trends relating to the holiday season, hsn.com surveyed more than 1000 random consumers nationwide in October 2004 and asked respondents to indicate their attitudes towards shopping during the upcoming holidays. Additional results of the survey can be found by logging on to http://www.hsn.com and typing in search words “holiday survey.”
“HSN.com constantly strives to be the ultimate shopping destination for consumers,” states David Zucker, HSN’s Vice President of Customer Relationship Marketing. “We conducted this survey in an effort to better understand consumer gift-giving behaviors as we head into the always important holiday shopping season. In the process, we decided to ask a few unconventional questions to offer a glimpse of the humorous side of this frantic time of year.”
Other key findings include:
“Not the holidays already!” Over 70% of respondents feel timing of sales and displays are too early, while 22% feel the timing is appropriate and 6% feel they start too late.
Men procrastinate on holiday purchases till the week or day before Christmas. - Men are more likely to begin their shopping one week or one day before Christmas, while women are more likely to shop throughout the year. As a result, men tend to put less thought into their holiday purchases than women and are more likely to decide based upon what they received last year.
Love is the answer for women. When asked what emotion they feel when making holiday purchases, women are more likely to feel love while men are more likely to feel personal satisfaction.
Bah Humbug! 20% of respondents have or planned to skip holiday shopping and are compelled not to exchange gifts during the holiday season.
Concern for personal safety results in shopping from home. Close to 10% of those surveyed will shop more from home via TV, internet and/or catalog due to safety concerns resulting from the war on terrorism.
Sons and daughters rake in the presents. Respondents on average spend more on sons and daughters than any other individual when it comes to holiday shopping with sons receiving slightly more. Top 10 rankings are: 1. Son ($110); 2. Daughter ($105); 3. Mom ($57); 4. Dad ($39); 5. Sister ($27); 6. Brother ($23); 7. Nephew ($21.85); 8. Niece ($21.70); 9. Grandma ($10); 10. work subordinate ($9).
Family pets should be big winners this holiday season. 65% of respondents are likely to purchase gifts for their pets this year. When asked how much they are likely to spend, 36.5% would spend $10 or less; 18.6% would spend from $10 to $25; with 7.7% spending more than $25.
Everyone loves Ellen! – When asked to which celebrity they would like to give a holiday gift, respondents picked Ellen DeGeneres from a provided line up of Hollywood and TV heavyweights including Ben Afleck, the Olsen Twins, Paris Hilton, Jennifer Lopez, Jon Stewart and David Letterman.
It’s better to give than to receive. Close to 90% of those surveyed never thought about what they might receive from the person they were shopping for. Only 8% even expected a gift in return, with 3% holding a grudge if they didn’t receive a gift.
HSN, an operating business of IAC/InterActiveCorp (Nasdaq: IACI), originated the electronic retailing concept in 1977 on a small AM radio station in Florida. The company has since evolved into a global multichannel retailer on TV, where HSN is now the 4th largest cable television network in the U.S.; the Internet, through hsn.com; and catalogs such as Improvements and Home Focus. In 2003, HSN generated worldwide consolidated sales of $2.2 billion, answered 62 million calls and delivered 50 million packages worldwide.