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Flemington, NJ, November 24, 2008 – A new national study among 111 Americans revealed that the majority (59%) plan on reducing their gift-spending budget this holiday season. Respondents also predicted that they will spend about 25% less on gifts this year.
The study was conducted by HCD Research during November 22-24 to obtain Americans’ perceptions of the economy and how it will affect their gift spending budget this holiday season. To view agreement curves and detailed results go to: www.mediacurves.com.
Among the respondents, 37% attributed their reduced spending to the uncertainty in regard to the economy; 34% reported it was due to increased expenses in other areas; and 23% claimed that job loss or the fear of job loss was the reason for their holiday cutbacks.
Among the findings:
“Is [your gift budget] less, more or the same this holiday season compared to last year?”
|
|
|
More |
The Same |
Not Sure |
|
Employed and confident |
59% |
5% |
36% |
0% |
|
Employed but not confident |
51% |
4% |
45% |
0% |
|
Unemployed |
77% |
5% |
14% |
4% |
|
Total |
59% |
6% |
35% |
0% |
While viewing the video, participants indicated their levels of agreement by moving their mouse from left to right on a continuum. The responses were recorded in quarter-second intervals and reported in the form of curves. The participants were also post-viewing questions.
The Media Curves web site provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements.
Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, president and CEO, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net).
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