This Just In… Consumers Spending Less This Holiday
That’s what we’re seeing in several surveys. And the American consumer can’t hammer that point to death enough. Oh… and did you know that most Americans, while they won’t be spending more this holiday season, will be spending less?
The latest survey I’ve seen came in my inbox this morning, and was conducted by Robert Passikoff at Brand Keys. And the indication… people are not going to spend as much this holiday season…
But the Brand Keys survey of 16,000 consumers tells us something a little more interesting: 90% of those questioned will spend money at discount stores, up for 70% last year, and 95% will make a purchase online, a sizable 35% shift.
Specialty stores are going to take a hit: Last year it was 63% of those surveyed shopping them, this year it appears to be just 30%.
And the catalog channel? It’ll be 70%, up from 50% last year.
Like many of the surveys we’ve seen, consumers are starting to shop early. Nearly two-thirds of the Brand Keys respondents say they’ve already started their holiday shopping.
