ThinkNow Research: Holiday Shopping Trends 2014 vs. 2013

Holiday Shopping Trends

2014

Outline

Methodology

Detailed Findings

Appendix

Methodology

Methodology

Method Online survey via ThinkNow Research’s Omnibus Study

Sample SizeHispanics: n=623

Non-Hispanics: n=403

Screening Criteria• Hispanics: self identify as Hispanic origin

• Non-Hispanics: self identify as Non-Hispanic origin

• 18-64 years of age

Quotas/ Weighting

Quotas:

• Age bracket

• Gender balance

• Region

• Primary language spoken at home (Hispanics only)

Some light weighting applied to balance samples to U.S. Census data

with respect to age, gender and region.

Test Area Nationwide

Fieldwork Timing October, 2014

Detailed Findings

Nearly two thirds of both Hispanics and Non-

Hispanics indicated that they make several

trips to accomplish their holiday shopping.

In 2014, there was a slight increase (from 73%

to 76%) in share of Hispanics who make

multiple trips to complete their holiday

shopping.

Several trips76%

All at once17%

Don't holiday shop7%

Hispanics

Several trips71%

All at once19%

Don't holiday shop

10%

Non-Hispanics

1: Do you usually make several holiday shopping trips or try to do it all at once?

Base: All Respondents – Hispanics (n=623), Non-Hispanics (n=403)

and letters indicate statistically

significant difference (95% confidence)

Holiday Shopping Trips

+ 3% from 73% in 2013

Hispanics were less likely than Non-Hispanics

to say they shop alone. In fact, Hispanics

were significantly more likely to say they bring

adult family members along when holiday

shopping.

Compared to a year ago, Hispanics have

shifted towards holiday shopping with adults,

friends, or kids. There was a notable increase

in mentions of shopping with adult family

members (from 56% to 65%).


significant difference (95% confidence)2: Who do you normally bring along with you when holiday shopping? Select all that apply.

Base: Do at least some holiday shopping – Hispanics (n=580), Non-Hispanics (n=356)

Company on Holiday Shopping Trips

25%

65%

29%

19%

31%

55%

28%

13%

No one/alone

Adult familymembers

Friends

Kids Hispanics

Non-Hispanics

+ 9% from 56% in 2013

- 5% from 30% in 2013

With a notable increase in Hispanics doing

more online shopping compared to last year

(up 6% from last year), Hispanics and Non-

Hispanics are now on par with the vast

majority of both groups planning to do at least

some of their holiday shopping online.

Hispanic online shoppers estimate that 46% of

their holiday shopping will be done online.

3: Will you do at least some of your Christmas shopping online this year?

4: What percentage of your total holiday shopping do you plan to do online?




Online Shopping Plans

88%

86%

Hispanics

Non-Hispanics

Will do at Least Some Christmas Online Shopping This Year

1

15

4333

8

0

20

40

60

80

None 1% to< 25% 25% to < 50% 50% to < 75% 75% to < 100%

Hispanics

0

22

3631

10

0

20

40

60

80

None 1% to< 25% 25% to < 50% 50% to < 75% 75% to < 100%

Non-Hispanics

Percentage of Online Shopping

+ 6% from 82% in 2013

Average Share2013: 42%2014: 45%

Average Share2013: 41%2014: 46%

Hispanics indicated they were more likely than

Non-Hispanics to give gift cards, text friends

about good deals, and buy holiday gifts for

pets during the course of their holiday

shopping.

Holiday Shopping Behaviors

Give a gift card as

a present

Text your friends

about good deals

you find

Shopping trips not

for yourself, but to

accompany friends

or family

Share good deals

with friends on

Facebook, Twitter,

other social media

Buy holiday gifts

for pets – either

your own or of

friends or family

Use layaway

services at a retail

store

Groupon or other

deal voucher

(Groupon, Living

Social,etc.) as a gift

5: On a scale of 1-5, how inclined are you to do the following in the course of your holiday shopping?




12%17%

13%

19%

19%20%

14%

20%

16% 14%

25%

21%

23%

22%

35%29%

26%

24%

34% 29%29%

24%

30% 28%

23%19%

23%21%

44% 41% 41%30% 31% 32% 30%

24%30% 30%

22% 18% 20% 16%

H NH H NH H NH H NH H NH H NH H NH

Actions Inclined to Take During the Course of Holiday Shopping

Very likely

Somewhatlikely

Neither likelynor unlikely

Somewhatunlikely

Very unlikely

79% 71% 67% 53% 66% 62% 59% 49% 45% 36% 43% 37% 43% 37%Top 2 Box

Hispanic consumers are significantly more

likely to say they went shopping on Black

Friday the previous year.

Hispanics are also significantly more likely to

say they will shop on Black Friday this year

compared to Non-Hispanics.

Black Friday Shopping

16%27%

5%

10%11%

12%27%

20%

42%31%

0%

20%

40%

60%

80%

100%

Hispanics Non-Hispanics

Likelihood of Black Friday Shopping

Very likely

Somewhatlikely


Somewhatunlikely

Very unlikely

8: Did you go shopping on Black Friday last year?

6: How likely are you to go shopping on Black Friday this year?


66%

47%

Hispanics

Non-Hispanics

Shopped Black Friday Last Year



69% 51% Top 2 Box+ 5% from

61% in 2013

-2% from 71% in 2013

Hispanic consumers are also more likely to

shop Thanksgiving Day than Non-Hispanics.

Shopping on Thanksgiving Day

20%31%

11%

12%14%

11%

26%

23%

29%23%

0%

20%

40%

60%

80%

100%


Likelihood of Shopping on Thanksgiving Day

Very likely

Somewhatlikely


Somewhatunlikely

Very unlikely

7: Are you more or less likely to start your Black Friday shopping if the sales started on Thanksgiving?




55% 47% Top 2 Box

Continuing on the trend of Black Friday and

Thanksgiving Day shopping, Hispanics are

also more inclined to say they are likely going

to shop on Cyber Monday.

There was a significant increase among

Hispanics who said they are very or somewhat

likely to shop on Cyber Monday, compared to

2013 (from 72% to 79%).

Shopping on Cyber Monday

7% 10%3%

6%11%

21%

29%

28%

49%

35%

0%

20%

40%

60%

80%

100%


Likelihood of Shopping on Cyber Monday

Very likely

Somewhatlikely


Somewhatunlikely

Very unlikely

9: Online retailers generally offer some of their best deals of the season that day. How likely are you shop on Cyber Monday?




79% 63% Top 2 Box

+ 7% from 72% in 2013

About half of Hispanic consumers plan on

observing Three Kings Day this holiday

season.

Hispanics who plan to observe Three Kings

day are most likely to celebrate by gathering

with family and serving special foods.

Hispanics are significantly more likely than

Non-Hispanics to say they will gather with

family.

11: Are you planning to celebrate or observe Three Kings Day this holiday season?

12: How do you celebrate Three Kings Day? Select all that apply.




Three Kings Day

20%

47%

Non-HispanicsHispanics

Plan to Celebrate Three Kings Day

75%

54%

44%

32%

24%

20%

14%

12%

3%

52%

52%

41%

25%

23%

17%

18%

25%

1%

Gather with family

Serve special foods

Buy special gifts

Make it a fun day athome for the children

Do special activities athome

Go to church

Go on special familyoutings

Go to a parade

Other

How Three Kings Day Will be Celebrated

Hispanics

Non-Hispanics

-3% from 50% in 2013

Hispanics are slightly more likely to say they

plan on eating lunch or dinner our while they

are doing their holiday shopping.

Eating Out While Shopping

10: When you go Holiday shopping, do you usually plan on eating lunch or dinner while you’re out?




Yes79%

No21%

Hispanics

Yes73%

No27%

Non-Hispanics

Roughly half of Hispanics anticipate traveling

by car more than two hours from home from

home during the holidays.

With a Dog With a Cat Another Type of Pet

Traveling During the Holidays

24% 27%

44%35%

57% 55%16%

17%

19%

24%

17%14%

3%5%

8%8%

8%7%

5%3%

6%4%

8%

6%

12%15%

8%11%

5%10%

41% 32%

15% 18%

6% 7%

H NH H NH H NH

Likelihood of Bringing Pets During Holiday Travels

Very likely

Somewhat likely


Somewhatunlikely

Very unlikely

Don’t have this pet

13: Do you anticipate that you’ll be traveling in your car to a destination over two hours from your home during the holidays this year?

14: How likely is it you’d bring a pet along on this trip?


49%

42%

Hispanics

Non-Hispanics

Anticipate Traveling 2+ Hours from Home During Holidays



52% 47% 23% 29% 11% 18% Top 2 Box

Appendix

Metric

Hispanics

n = 623

Non-

Hispanics

n = 403 Metric

Hispanics

n = 623

Non-

Hispanics

n = 403

Male 51% 49% Born in the U.S. 73% 88%

Female 49% 51% Moved here 27% 12%

Average years living in U.S. 14 16

Age

21 to 34 47% 36% Household Income

35 to 64 54% 65% Less than $30,000 28% 27%

Mean age 36 42 $30,000 to less than $50,000 25% 12%

$50,000 to less than $70,000 15% 18%

Census Region 70,000 to less than $100,000 12% 13%

Northeast 14% 19% $100,000 or more 14% 26%

Midwest 9% 24% Median income ($000) $45 $58

South 37% 37%

West 40% 20%

Sample Profile

Sample Profile

MetricHispanics

n = 623

Non-

Hispanics

n = 403 Metric

Hispanics

n = 623

Non-

Hispanics

n = 403

Marital Status Educational Attainment

Married 51% 46% Less than High School 4% 4%

Single 30% 33% High school graduate 18% 20%

Living with partner 10% 11% Some College, but no degree 25% 20%

Separated/divorced 7% 9% Trade or technical school 5% 7%

Widowed 1% 1% Graduated from 2-year College 10% 8%

Graduated from 4-5 year College 28% 28%

Average household size 3.3 2.8 Post Graduate Degree 9% 13%

Presence of Children Employment Status

No children <18 present 44% 57% Employed or self employed (net) 67% 61%

Any children <18 present 56% 43% Full-time Homemaker 10% 8%

Currently unemployed 10% 11%

Student, not employed 7% 6%

Unable to work/Disabled 3% 6%

Retired 3% 8%

Sample Profile

MetricHispanics

n=623

Language Spoken at Home

Spanish only 9%

Spanish mostly 25%

Spanish and English equally 32%

English mostly 17%

English only 16%

Country of Origin

Mexican/Mexican American 66%

Puerto Rican 15%

South American 8%

Cuban 5%

Central American 5%

Dominican 2%

Acculturation

Less Acculturated 20%

Bicultural 53%

More Acculturated 26%

Quantitative Research

Carlos Yanez

818-843-0220 x110

[email protected]

Qualitative Research

Jairo Moncada

818-843-0220 x111

[email protected]

Panel

Gus Peña

818-843-0220 x107

[email protected]

Contact Info

Corporate

Mario X. Carrasco

Partner

818-843-0220 x101

[email protected]

Roy Eduardo Kokoyachuk

Partner

818-843-0220 x102

[email protected]

mailto:[email protected]





Marketing

ThinkNow Research: Holiday Shopping Trends 2014 vs. 2013