Though Americans are still operating with the recession in the back of their minds and many have fundamentally changed their shopping habits, some findings from NRF’s first holiday survey imply consumers won’t only be focusing on low prices and basic necessities this year. According to NRF’s 2010 Holiday Consumer Intentions and Actions Survey, conducted by BIGresearch, U.S. consumers plan to spend an average of $688.87 on holiday-related shopping, a slight rise from last year’s $681.83.
“Consumers will still shop with the economy in the back of their minds, but we’re starting to see shoppers take baby steps toward a new normal,” said NRF president and CEO Matthew Shay. “As Americans open up their wallets for more discretionary gifts like jewelry or take advantage of sales to buy for themselves, retailers will begin to truly believe that the worst may be behind them.”
As another sign that shoppers feel a bit of breathing room in their budget, the number of people who say they will make a holiday purchase from a discounter dropped from 70.1 percent last year to 65.1 percent this year. Popular holiday shopping destinations will include department stores (54.5%), grocery stores (46.7%), the Internet (43.9%) and clothing stores (33.6%).
On the NRF blog, Ellen Davis, NRF vice president, has highlighted 10 holiday trends:
- Americans [still] aren’t ready to declare an end to the recession.
- …But there’s a glimmer of hope.
- Fundamentals are out. Fun is in.
- There’s still room for service with a smile.
- Forget price. It’s all about value.
- Kids today are a walking contradiction.
- It’s all about me. Again.
- Men are from Mars. Women are from Venus.
- The biggest spenders are just one click away.
- Can you hear me now? Good. (Smartphones and shopping)
For the full trend report, click here.