NPD's Holiday Market Research Takes a Look at Where Consumers Plan to Shop This Year

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The NPD Group, Inc., a leading market research company, released the top ten list of where consumers intend to shop for holiday gifts this year.

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Forty-four percent of consumers told NPD they plan to look around for the best price and value before they buy, which could benefit online sales

The NPD Group, Inc., a leading market research company, released the top ten list of where consumers intend to shop for holiday gifts this year.

This year fewer consumers plan to shop in each of the top ten channels.

Where Consumers Tell NPD They Plan To Shop For Holiday 2010
(Also see attached chart)

1- Discount Stores = 54% (2010) 58% (2009)
2- Online = 35% (2010) 37% (2009)
3- National Chains = 29% (2010) 32% (2009)
4- Department Stores = 22% (2010) (#4 was Electronics Stores 2009 with 26%)
5- Toy Stores = 20% (2010) (#5 was Department Stores 2009 with 25%)
6- Electronics Stores = 19% (2010) (#6 was Warehouse Clubs in 2009 with 21%)
7- Warehouse Clubs = 17% (2010) (#7 was Toy Stores in 2009 with 20%)
8- Outlet Stores = 16% (2010) (#8 was also Outlet Stores in 2009 with 20%)
9- Clothing Specialty Stores = 15% (2010) (#9 was also Clothing Specialty Stores
    with 18%)
10- Off Price Retailers = 13% (2010) (#10 was Catalogs/Mail Order with 16%)

Source: The NPD Group, Inc./ Annual Holiday Survey

“Forty-four percent of consumers told NPD they plan to look around for the best price and value before they buy, which could benefit online sales,” according to NPD Chief Industry Analyst Marshal Cohen, “As consumers ‘pre-search’ by scouring websites for the best prices and deals, they will likely discover that shopping online offers not only competitive prices but a whole lot more convenience and they decide to buy online.”

NPD asked survey participants about some of the factors that influence their choice of shopping destination. Besides value and price, some other things that will influence where consumers shop for gifts are: convenient location, quality of products the ‘store’ offers, and free shipping offers.

Which Factors Influence Where You Will Shop For Gifts (2010)?
(Also see attached chart)

1-    Overall Value for the Price = 60%
2-    Special Sale Price = 58%
3-    Convenient Location = 47%
4-    Quality of Products they offer = 42%
5-    Free Shipping Offers = 39%
6-    Store Has Simple, Hassle-Free Return Policy = 36%
7-    Carries Wide Selection of Products & Brands = 35%
8-    Advertising or Circulars = 30%

Source: The NPD Group, Inc./Annual Holiday Survey

“Last year consumers wanted to spend as little as possible on gifts. This year they are being more selective about where they spend,” noted Cohen.

Source: The NPD Holiday Survey of Consumer Purchase Intentions was fielded to members of NPD's online consumer panel from September 7th to September 15th, 2010. The survey was fielded to a U.S. representative sample; the findings presented here represent 2003 completed surveys. NPD maintains an online panel of nearly 2 million consumers that tell us about their shopping habits.

About The NPD Group, Inc.
The NPD Group is the leading market research provider of reliable and comprehensive consumer and retail information for a wide range of industries. Today, more than 1,800 manufacturers, retailers, and service companies rely on NPD to help them drive critical business decisions at the global, national, and local market levels. NPD helps our clients to identify new business opportunities and guide product development, marketing, sales, merchandising, and other functions. Information is available for the following industry sectors: automotive, beauty, commercial technology, consumer technology, entertainment, fashion, food and beverage, foodservice, home, office supplies, software, sports, toys, and wireless.

CONTACT:
Beth Boyle
The NPD Group, Inc.
516-625-4603
beth(dot)boyle(at)npd(dot)com

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