2017假日购物报告（英文版）_21页-2mb

ThinkNow Retail™ 2017 Holiday Shopping Report Summary

Core Content

The ThinkNow Retail™ 2017 Report provides insights into the holiday shopping behavior of American consumers, with a focus on key race/ethnic segments. The survey was conducted through ThinkNow Research's Omnibus Study in August 2017, targeting individuals aged 18–64 across the National market. The report highlights trends in spending, gift selection, shopping methods, and demographic profiles.

Key Findings

Holiday Spending Trends

• 30% of consumers (3-in-10) expect to spend more this holiday season than last year.
• Hispanics and African-Americans are the most likely to increase their spending.
• The average expected holiday spending is $576.

Gift Purchases

• 40% of all holiday gifts will be purchased online, nearly matching in-person purchases (44%).
• Hispanics are more likely to find gift ideas through advertising.
• Clothing, gift cards, toys, and electronics are the most popular holiday gifts.
• Hispanics are more likely to include children and siblings on their gift list, while African-Americans and Asians are more likely to shop for themselves.

Shopping Preferences

• Online shopping is favored for its convenience, speed, and better deals.
• Amazon is the most popular retailer for holiday shopping, with 67% of consumers planning to shop there.
• Walmart and Target follow as the second and third most preferred retailers, respectively.
• Laptops are the most commonly used device for online holiday purchases, while Hispanics over-index on smartphone usage.

Payment Methods

• Debit cards are the most utilized payment method.
• Credit card usage is significantly higher among Asians.

Demographic Insights

Race/Ethnicity

• Hispanics are the most likely to include children and siblings on their gift list.
• Asians are the only segment less likely to shop in-person than online.
• Hispanics and African-Americans are more likely to be influenced by technology/innovations in their spending decisions.

Age

• The survey includes data from 18–64 year-olds, with a focus on age distribution across race/ethnic groups.
• Age plays a role in shopping behavior, with younger consumers more likely to use online methods.

Employment and Education

• Employed consumers are more likely to increase their holiday spending.
• College graduates and those with higher median household incomes show different shopping behaviors and preferences.

Methodology

• Survey Method: Conducted online via ThinkNow Research's Omnibus Study.
• Base Sizes:
  • Total: 1,287
  • Hispanics: 509
  • Non-Hispanic Whites: 257
  • African-Americans: 255
  • Asian-Americans: 266
• Coverage: National.
• Services Offered:
  • Quantitative and qualitative research
  • Mixed-mode research (online, intercept, phone)
  • Online panel building
  • Concept and copy testing
  • Advertising effectiveness
  • Website usability studies
  • Omnibus surveys
  • Attitudes and usage studies
  • Product testing

Conclusion

The 2017 ThinkNow Retail™ Report underscores the growing influence of technology and online shopping on holiday consumer behavior. It also highlights the distinct preferences and behaviors of different race/ethnic groups, with Hispanics and African-Americans showing a higher likelihood of increasing their spending and Asians being the only group less likely to shop in-person. The report serves as a valuable resource for retailers and advertisers seeking to understand and target diverse consumer segments effectively.