Holidays 2007: Consumers Shopping Earlier, Spending Only a Little More

A combination of unseasonable weather, subprime-mortgage and Wall Street woes, and higher oil prices have conspired to diminish consumers’ planned holiday spending, according to a Brand Keys consumer-spending study, reports MarketingCharts.

The average shopper intends to spend only 2 percent over last year’s spending estimate for gifts and good cheer, according to the Brand Keys survey of 16,000 consumers in the nine U.S. census regions.

“Given that there isn’t as great an increase in anticipated spending this year, you’ll see retailers competing for fewer consumer dollars,” said Brand Keys President Robert Passikoff.

Still, nearly half of the consumers surveyed (52 percent) indicated that they have begun their holiday shopping earlier this year, with most indicating they’ve been looking for gifts (and sales) before the traditional post-Thanksgiving “Black Friday.”

Holiday Spending

For the first time in nearly a decade, however, the number of consumers who indicated that they were going to spend less has increased, virtually doubling compared with a year ago (30 percent versus 15 percent). (See table of projected-spending findings.)

On average, consumers will be spending about $815.00, or only 2 percent more than last year, according to Passikoff.

Where Will They Spend Their Money?

Specific loyalty to retail channels is again in question as consumers indicated that they would use the full range of retail formats and channels (see info on where consumers will be spending their money).

“More shoppers, with wallets gouged by gasoline prices and seeking to avoid the crowds, lines at check-out, and the stress associated with bricks-and-mortar shopping, say they’ll go online to shop this holiday season,” noted Passikoff.

“They are also looking for retailers where there is a higher levels of customer service and more upscale merchandise. Attributes like those seem to pump up the price-value equation. That’s where the Department stores are going to benefit most and will most probably look to encourage multiple visits by customers.”

On What Will Money Be Spent?

“Just what might be expected, and similar to last years’ declared purchases. There’s been a slight bump in the electronics- technology category, up 10 percent from last year, and gift cards are up 15 percent from 2006,” noted Passikoff.

Consumers say they will spend money during the holiday season on the following:

• Gift Cards: 70 percent
• Clothing & Accessories: 54 percent
• Electronics/Computers/Phones: 63 percent
• CDs/DVDs/Video Games:55 percent
• Books: 30 percent
• Home Décor: 20 percent
• Travel: 5 percent

The only category that slightly down in terms of purchase intent is Travel, according to the Brand Keys data.