Moms Plan to Up Spending This Holiday: Survey
Contradicting broader surveys that suggest holiday gift shopping will run lower than last year, a new survey by parenting Web site BabyCenter finds that mommy shoppers plan to spend more on presents this year than they did in 2008.
The BabyCenter 2009 Holiday Survey polled the site’s online 21th Century Mom Panel in early October about their giving and travel expectations for the holidays. Respondents who plan to buy gifts this year reported that they expect to spend an average of $825 for all their presents. That represents a 32% increase over the amount moms polled in the 2008 survey said they would lay out for holiday gifts.
As for where these store-bought items are coming from, 88% of survey respondents said they will do their holiday shopping both online and in brick and mortar stores. Only 10% expect to do all their gift shopping in an actual physical store. And 54% responded Oct. 9-15 that they had already begun to shop for the holidays. But 14% said they would begin gift shopping the day after Thanksgiving, with another 23% anticipating starting their search “sometime soon after Thanksgiving.” Only 9% said they would wait for December.
But not all those gifts to family and friends will come out of a shopping bag. Sixty-four percent of those polled said they expect to give both home-made and store-bought gifts this year, as against 33% who said they will only distribute only store-bought items. One percent said they will mall all the presents they give, and another 2% don’t plan to give any gifts.
When it comes to charity, 42% more respondents than last said they will be volunteering time to charities this year. Donations of clothing and food should also be up this year 9by 15% and 11% respectively over last year’s numbers. But the proportion who said they will be giving money to charity this year fell 9% from last year’s level.
Among those buying gifts, toys were the most popular commodity (83%), followed by clothing shoes or accessories (80%), gift certificates (68%), movies on DVD or Blu-Ray) (53%) and baby gear (36%).
The results of the 2009 BabyCenter Holiday Survey show both the temporary and the permanent effects of the recession on young families,” BabyCenter editor in chief Linda Murray said in a release. “The fact that moms are planning to spend more this year is a positive sign that their financial situations are improving. But we’re also seeing that recent tough times have had a lasting impact on moms, making them more aware of what’s truly important in life…caring for family, friends and the community.”
