One Out of Three Holiday Shoppers Will Start Shopping Before Thanksgiving; New Study Uncovers the Anatomy of the Early Holiday Shopper

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Eighty percent of American consumers plan to shop this holiday season, with 27 percent of them planning to start before Thanksgiving, according to a DeepProfile™ study conducted by next generation polling and data mining company, CivicScience, on behalf of global information company, The NPD Group.

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One out of three holiday shoppers will start shopping before Thanksgiving.

New study uncovers the anatomy of the early holiday shopper.

Eighty percent of American consumers plan to shop this holiday season, with 27 percent of them planning to start before Thanksgiving, according to a DeepProfile™ study conducted by next generation polling and data mining company, CivicScience, on behalf of global information company, The NPD Group.

A deeper look into the report’s findings reveal early shoppers planning to shop before Thanksgiving are more likely to be married mothers who own a home, and are more likely to use coupons than the Thanksgiving shoppers and last minute shoppers. Ads on TV have the most influence on what she buys, and when shopping for clothes she looks online first but buys in stores.

Early shoppers are also more engaged with social media and more likely to shop online due to the large selection. Only 11 percent of Thanksgiving shoppers and 8 percent of last minute shoppers will shop online compared to the 19 percent of early shoppers.

"Understanding the profile of the American consumer and who will shop when – before Thanksgiving, during Thanksgiving, and after Thanksgiving is critical this year. This knowledge will help retailers to sell the right products at the right prices during the right time. By targeting their audience using this method, retailers will maximize their growth throughout this very competitive and tricky holiday season," said Marshal Cohen, chief industry analyst, The NPD Group, Inc.

*Source: The DeepProfile study powered by CivicScience surveyed 8,362 US adults from September 26 to October 28, 2013. The three respondent groups consisted of the early shoppers – will start shopping before Thanksgiving, the Thanksgiving shoppers – will start shopping between Thanksgiving and the first two weeks of December, and the last minute shoppers – will start shopping the last two weeks of December.

About CivicScience, Inc.

CivicScience is a next-generation, polling and data mining company. The company partners with hundreds of premier Websites to survey millions of people every week. Proprietary technology then rapidly analyzes consumer opinion, discovers trends in real-time, and accurately predicts market outcomes. CivicScience is used by leading enterprises in an array of industries including marketing research, advertising, digital media, financial services, and political polling. For more information, visit civicscience.com or follow them on Twitter@CivicScience.

About The NPD Group, Inc.

The NPD Group provides global information and advisory services to drive better business decisions. By combining unique data assets with unmatched industry expertise, we help our clients track their markets, understand consumers, and drive profitable growth. Sectors covered include automotive, beauty, consumer electronics, entertainment, fashion, food / foodservice, home, luxury, mobile, office supplies, sports, technology, toys, and video games. For more information, visit npd.com and npdgroupblog.com. Follow us on Twitter:@npdgroup.

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Erin Cohen
The NPD Group
516-625-2203
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