For Two Thirds of Consumers, the State of the Economy Is Impacting Their Holiday Shopping Plans; Many Motivated to Seek Out Bargains and Coupons This Holiday Season

Many Set a Budget for their Holiday Gift Shopping

Tuesday, October 22, 2013

New York, NY – Two thirds (66%) of consumers report that the state of the economy will have some impact on their holiday shopping this year, including four in ten (41%) who say that it will motivate them to seek out bargains and coupons this holiday season, according to a new poll of over 1,000 adults conducted by Ipsos Public Affairs on behalf of Offers.com. While a third of respondents (36%) say that the state of the economy will not impact their spending, they are much more likely to say that they are worried and that they will spend less (27%) than to say that that they are confident and will spend more (5%).

  • Women are more likely than are men to be motivated to seek out bargains and coupons (49% vs. 33%).
  • In contrast, men are more likely than women both to say that the state of the economy will not impact their spending (40% vs. 32%), and to say that they are confident and plan to spend more this year (6% vs. 3%).


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Gift Lists and Budgets

U.S. adults are fairly split when it comes to making a holiday gift list, with half (51%) saying that they do so and half (49%) saying that they do not. However, a greater proportion set a budget on their holiday gift shopping, with six in ten (62%) doing so, while four in ten (38%) do not.

  • Women are more likely than men to both make a gift list (64% vs. 37% of men), and to set a holiday shopping budget (68% vs. 55%).
  • Those who make gift lists also tend to be more likely to set a budget, with eight in ten (79%) of those who make a gift list also saying that they set a budget.
  • Among online shoppers (92%), those who regularly search for online coupons are also more likely to make a gift list (61%). These savvy shoppers are also more likely to set a holiday shopping budget than are those who search for deals less frequently or not at all (70%, vs. 62% and 49% respectively).


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Many Searching for Coupons Online

Among the 92% of U.S. adults who make purchases online, only 19% say that they always search for online coupons, deals and sales. Nearly a quarter do so most of the time (23%), 23% do so sometimes and 23% do so once in a while. Just one in eight online shoppers (12%) never look for coupons or sales.

  • Those with a household income of less than $50,000 are more likely that those earning more to say that they never search for online deals and coupons (15% vs. 9%).
  • Women are more than twice as likely as men to say that they always search for such savings (26% vs. 12%).
  • Adults under 55 are also among those most likely to search online, with just over one in four (26%) of those aged 18-34 and one in five (20%) of those aged 35-54 saying that they always do so, compared to one in eight (13%) adults 55 and over.


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However, about seven in ten (69%) of all shoppers say that when searching for specific holidays like Christmas, Valentine’s Day, or Mother’s Day, they are likely to look online for coupons, deals, or sales before making their purchase, including nearly four in ten (37%) who are very likely to do so, and one-third (32%) who are somewhat likely to do so. In contrast, a quarter (25%) report that they are unlikely to so do (12% not very likely/13% not at all likely), while about one in twenty (6%) are not sure.

A Plurality Shop throughout the Year

Among those who make online purchases, four in ten (40%) say that they do the majority of their online holiday shopping throughout the year, while one-third (33%) do so from Thanksgiving Day through Christmas Eve, one in eight (12%) do so from Thanksgiving Day through Cyber Monday, and just one percent do so on Christmas Eve. One in seven (14%) do not do any of their holiday shopping online.

  • Women are among those most likely to shop throughout the year (44% vs. 36% of men).
  • Those with household incomes of $50,000 or more are more likely to do so from Thanksgiving Day through Cyber Monday (14% vs. 8% of those with incomes of under $50,000).
  • Those most likely to report that they do not do any of their holiday shopping online include men (17% vs. 12% of women), those 35 and over (16% vs. 9% of those under 35), and those with lower household incomes (19% vs. 11% of those with higher incomes).


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These are some of the findings of an Ipsos poll conducted September 23 – September 24, 2013. For the survey, a national sample of 1,018 adults from Ipsos’ U.S. online panel was interviewed online. Weighting was then employed to balance demographics and ensure that the sample's composition reflects that of the U.S. adult population according to Census data and to provide results intended to approximate the sample universe. A survey with an unweighted probability sample of 1,018 adults and a 100% response rate would have an estimated margin of error of +/- 3.1 percentage points, 19 times out of 20 of what the results would have been had the entire population of adults in the United States had been polled. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement error.

For more information on this news release, please contact:

Julio Franco
Associate Vice President
Ipsos Public Affairs
617.526.0057
julio.franco@ipsos.com

About Ipsos Public Affairs

Ipsos Public Affairs is a non-partisan, objective, survey-based research practice made up of seasoned professionals. We conduct strategic research initiatives for a diverse number of American and international organizations, based not only on public opinion research, but elite stakeholder, corporate, and media opinion research.

Ipsos has media partnerships with the most prestigious news organizations around the world. In the U.S., UK and internationally, Ipsos Public Affairs is the media polling supplier to Reuters News, the world's leading source of intelligent information for businesses and professionals, and the Hispanic polling partner of Telemundo Communications Group, a division of NBC Universal providing Spanish-language content to U.S. Hispanics and audiences around the world.

Ipsos Public Affairs is a member of the Ipsos Group, a leading global survey-based market research company. We provide boutique-style customer service and work closely with our clients, while also undertaking global research.

To learn more visit: www.ipsos-na.com

About Ipsos

Ipsos is an independent market research company controlled and managed by research professionals. Founded in France in 1975, Ipsos has grown into a worldwide research group with a strong presence in all key markets. In October 2011 Ipsos completed the acquisition of Synovate. The combination forms the world’s third largest market research company.

With offices in 85 countries, Ipsos delivers insightful expertise across six research specializations: advertising, customer loyalty, marketing, media, public affairs research, and survey management.

Ipsos researchers assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media and they measure public opinion around the globe.

Ipsos has been listed on the Paris Stock Exchange since 1999 and generated global revenues of €1,789 billion (2.300 billion USD) in 2012.

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For Two Thirds of Consumers, the State of the Economy Is Impacting Their Holiday Shopping Plans; Many Motivated to Seek Out Bargains and Coupons This Holiday Season

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JulioFranco Julio Franco
Associate Vice President
Ipsos Public Affairs
Work+1.617.526.0057