2016 SAS Holiday Shopper Survey

2016 SAS Holiday Shopper Survey

With Halloween over, the holiday season is officially in
swing as retailers replace pumpkins and witches with
trees and ornaments. Holiday shoppers are gearing up
for gift buying and bargain hunting. Many shoppers
will attempt to stick to last year’s budget, which
presents retailers with the challenge of vying for more
of the wallet to increase sales this season. In addition,
traditional shopping is giving way to more digital
experiences, especially among the millennials, and
retailers will need to focus both in-store and online.
In October, SAS conducted online survey research
among 4,061 adult shoppers from the United States,
Canada and the United Kingdom to gain insight into their
holiday shopping habits. Here’s a look at what we found.
5 Key Holiday Shopper Insights
• Holiday shoppers might be a bit more frugal in their
spending this year compared to 2015. Two-thirds plan
to hold the line on the amount they spend versus 54
percent last holiday season. Fewer consumers say
they will spend more on holiday shopping this year
compared to last year (16 percent versus 26 percent).
• Online shopping is now as prevalent as in-store buying,
and most gift buyers will use both channels. Seven
in 10 shoppers say they will visit stores, and an equal
percent will buy online.
• Thanksgiving Day and even Black Friday might be losing
some appeal as shopping days. Only 15 percent of US
shoppers say they will go out on Thanksgiving, while 35
percent will be gift buying on Black Friday. In 2014, 27
percent planned to shop in stores Thanksgiving Day,
and 40 percent were shopping on Black Friday.
• One-third of shoppers pay attention to product
suggestions from online retailers and use them to find
gifts for their recipients.
• Most shoppers want to select the gifts they give
themselves, but one in four would be interested in
having the process automated by providing a robot
assistant to guide gift choices.
2016 Holiday Shopper Survey Findings
Most shoppers are holding the line on
spending this year
Across all countries surveyed, 16 percent of respondents
plan to spend more this year than they did in 2015, but
nearly two-thirds of shoppers plan to stick to the same
budget as last year. This is a change from last year, in
which 27 percent of shoppers said that they planned to
increase the holiday budget.
Among those who are cutting back on spending, 55
percent indicated that the economy is to blame. Family
changes are driving increased spending among 44
percent of those shelling out more for gifts this season.
In the United States, 11 percent said that the impending
presidential election is affecting their spending.
Younger gift givers (under 30) are more likely than older
consumers to loosen the purse strings this year. Men
are slightly more likely than women to spend more (18
percent and 14 percent, respectively).
Thanksgiving is for turkey, not shopping –
unless you’re a millennial
In the US, nearly four in 10 shoppers find it to be at least
somewhat negative when a store decides to open on
Thanksgiving Day, and only 15 percent of US shoppers
plan to venture out after their turkey dinner. However,
Thanksgiving Day shopping is viewed as more positive
among younger shoppers, and they are much more likely
than their older counterparts to suit up for a turkey day
trip to the mall.
Black Friday troop will also be young this year
In the United States, Black Friday is still the most popular
shopping day of the holiday season, edging out Cyber
Monday (28 percent versus 22 percent). This is slightly
lower than last year, in which 35 percent of shoppers
planned to shop on Black Friday, and 32 percent planned
to shop on Cyber Monday.
However, the crowd that will be out on Black Friday
will be lacking baby boomers – less than 20 percent
of Americans over 50 plan to shop on Black Friday,
compared with more than half of millennials.
Brexit impact positive for UK retailers
The June Brexit decision has had varied effects, but the
overall impact appears to be positive for UK retailers this
holiday season. Nearly one in four UK consumers say
Brexit has made them more likely to buy merchandise
made or sold in the UK. Among those under 30, three
in 10 said that they are more likely to buy merchandise
made or sold in the UK.
2

(Wo)man’s best friend
More than a quarter of adult shoppers will purchase holiday
gifts for their pets this year. Women are the ones who can’t
resist the puppy-dog eyes – they are 50 percent more likely
than men to buy gifts for their furry friends.
At the same time, only 16 percent of all respondents plan
to buy gifts for their neighbors, and even fewer plan to
buy them for co-workers. At the top of the list are family
members – 85 percent of all respondents plan to give gifts
to adult family members, and 64 percent plan to give to the
kids in the family.
Retailer product suggestions can be a gamble
Slightly more than one-third of shoppers say that they
get gift ideas from online retailers’ product suggestions,
and 16 percent use social media – Facebook, Twitter or
Pinterest – for gift ideas.
However, shoppers may only be using product
suggestions for ideas – nearly four in 10 say that seeing
those suggestions does not make them want to buy that
particular product, even if they had previously viewed
it. Another reason that shoppers may not be taking
those suggestions is that they are not always accurate –
more than one-third of surveyed shoppers say that the
recommendations are, at most, slightly accurate.
Gift cards: The easiest gift is still the most popular
Gift cards are at the top of the list of gifts that shoppers
plan to give, except in the United Kingdom. Americans
and Canadians were 50 percent more likely to take the
easy route for their friends and family than those in the UK.
Americans are also more likely to consider more modern
gifts – 20 percent plan to give digital gifts, and they are
twice as likely to gift a subscription box (such as Birch Box or
Bespoke Post) as those in Canada and the UK.
Rechargeable shoppers? No, thank you.
While some customers enjoy product suggestions,
they do not want to give up gift-buying control. When
presented with the option of a robot that would buy gifts
for a specific set of people, 75 percent of shoppers were
not interested, even at no additional cost. Only one in
five shoppers would be interested if the service were free,
with men slightly more interested than women.
Online shopping: Women look for cost savings,
men want convenience
Among the women surveyed, one in five say that they
make online purchase decisions based on shipping
costs. In addition, 44 percent of women say that
they compare prices for items that they find online,
compared with 39 percent of men. Women are also
much more likely to hunt for discount coupons when
browsing for gifts.
Men, on the other hand, just want to get it all done at
once. They are 60 percent more likely than women to
have their gifts arrive already wrapped and ready to go.
Mobile online shopping is the go-to for
millennials
Of the shoppers we surveyed, 71 percent plan to shop
primarily in the store, including nearly 80 percent of
those over 50. Millennials, on the other hand, plan to
shop from the couch – nearly half plan to shop primarily
via their mobile device, and 17 percent plan to shop
with a tablet. Among all respondents who shop online,
convenience is the most popular reason.
Millennials also have more patience than the over-50
crowd when it comes to online shopping. They are 50
percent more likely to spend time reading product
reviews before making a purchase, and they are 50
percent more likely to search for coupons online before
completing their purchase.
And despite the impersonal nature of online shopping,
shoppers have not lost the holiday spirit. More than 80
percent of shoppers do not ship gifts to the recipients.
Mobile payment systems just aren’t
convenient enough
Despite the popularity of mobile shopping, mobile
payment systems like Apple Pay, Samsung Pay and
Google Wallet are not widely used. Among the
shoppers that we surveyed, only 17 percent use mobile
payment systems. Younger generations are more likely
to use them – 36 percent of those under 40 report that
they use some form of mobile payment system.
The biggest reason for not using them? The supposed
convenience of mobile payment systems just doesn’t
beat the convenience of a credit or debit card, say 60
3

percent of shoppers. Another 37 percent say that they
are concerned about security when it comes to mobile
payment systems.
After the holidays, women start on next year’s list
As shoppers start putting this year’s decorations away,
women already have next year on their minds. They
are 50 percent more likely than men to browse the
after-holiday sales, and 50 percent more likely to start
stockpiling gifts for next year. In particular, more than 70
percent of millennial women plan to take advantage of
after-holiday sales.
What happens to the unwanted gifts?
One after-holiday tradition that shoppers can agree on:
regifting. Less than 20 percent of shoppers are likely
to give a gift that they’ve received to someone else.
In particular, shoppers over 50 are the least likely to
consider regifting something. Last year, regifting was
more popular – 36 percent said that they were likely to
repurpose their gift for someone else.
Returns, on the other hand, are more acceptable. Nearly
one in four shoppers plan to return or exchange a gift,
and they don’t even know what they’re getting!
4

2016 SAS Holiday Shopper Survey Question Responses: All
This holiday season, I expect to spend…
Countries
Which of the following reasons has had an effect on your spending
habits this year?
Less than I spent last year 17%
Around the same as I spent last
year
65%
More than I spent last year 15%
Not sure / don't know 3%
Total 100%
Economy 46%
Family changes 35%
US Presidential Election 7%
Employment 34%
Other 14%
In total, how much do you expect to spend on gifts this holiday
season? (In local currency)
Who is on your holiday gift list this year? Select all that apply.
100 or less 12%
101-250 24%
251-500 30%
501-750 15%
751-1000 10%
More than 1000 9%
Total 100%
Family members 18 and over 85%
Family members under age 18 64%
Spouse or significant other 61%
Friends 54%
Pets 27%
Co-workers 15%
Neighbors 16%
Teachers 8%
Service providers 12%
Others 3%
Where do you get ideas for the gifts you give?
Select all that apply.
I ask people what they want 69%
I browse for gift ideas at stores 63%
I search Pinterest for gift ideas 15%
I search Twitter for gift ideas 4%
I search Facebook for gift ideas 12%
I get ideas from others 46%
I get ideas from the media 31%
I get ideas from online retailers'
product suggestions
34%
Other 9%
5

What gifts are you likely to give this holiday season?
Select all that apply.
Gift Cards 61%
Toys / Games 48%
Apparel / Accessories 48%
Charity Donation 9%
Subscription Boxes 4%
Digital Gifts 18%
Books, Music or Movies 42%
Cosmetics / Fragrance 29%
Money 39%
Jewelry 25%
Consumer Electronics 21%
Household Goods 29%
Homemade Gifts / Baked Goods 28%
Food or Beverage 30%
Sporting Goods 14%
Vacation / Trip 6%
Other, please specify: 4%
In light of the UK’s decision to Brexit, are you more likely to buy gifts
made in the UK?
More likely to buy UK
merchandise
23%
No change 76%
Less likely to buy UK merchandise 1%
How do you primarily shop for holiday gifts?
Online via my PC 60%
In-store 71%
Online via my mobile phone 18%
Online via my tablet 14%
If a brand or item you want to purchase as a holiday gift is not
available in-store, are you likely to…?
Go online to the same store's
website to find it
Go online to another retailer's
website to find it
Go to different store in-person to
get it
Go to another location of the
same store to get it
Stay in same store and buy a
different brand or item
26%
18%
27%
14%
8%
Search for item on eBay 4%
Other 3%
Total 100%
6

When are you likely to shop for holiday gifts this year?
Select all that apply.
My holiday shopping is already
done
5%
Boxing Day 3%
Thanksgiving Day 10%
Black Friday 28%
Cyber Monday 22%
During the holiday shopping
season (Nov. & Dec.)
73%
The week before Christmas 18%
Christmas Eve 5%
Other 8%
If a store decides to open on Thanksgiving Day, what impact does it
have on your opinion of that store?
Extremely positive 12%
Somewhat positive 8%
Neither positive nor negative 41%
Somewhat negative 21%
Extremely negative 18%
Why do you shop for holiday gifts online?
Please select up to three...
It's more convenient 53%
I can search for better deals 37%
It saves time 33%
Free shipping offers 31%
The crowds at stores are
overwhelming
28%
It saves money 23%
Better selection / variety 30%
I am not limited by store hours 23%
I'm more aware of how much I'm
spending
There's too much traffic on the
roads
7%
7%
Lack of parking at retailers 4%
Other 2%
Once you’ve placed your gifts in a virtual shopping basket, how long
are you willing to wait for the transaction to complete?
Less than 10 seconds 3%
10-20 seconds 14%
30 seconds – 1 minute 28%
One to two minutes 30%
Up to five minutes 14%
More than five minutes 11%
Total 100%
7

When shopping for holiday gifts online, how often do you…? –Make
purchase decisions based on shipping dates
When shopping for holiday gifts online, how often do you…? –Make
purchase decisions based on shipping costs
When shopping for holiday gifts online, how often do you…? –Have
your gift arrive already wrapped
When shopping for holiday gifts online, how often do you…? –Ship
your purchased gift to your home
When shopping for holiday gifts online, how often do you…? –Ship
your purchased gift to the recipient
When shopping for holiday gifts online, how often do you…? –
Compare prices
When shopping for holiday gifts online, how often do you…? –Read
product reviews
Never 8%
Rarely 17%
Sometimes 39%
Frequently 25%
Always 11%
Total 100%
Never 5%
Rarely 10%
Sometimes 34%
Frequently 33%
Always 18%
Total 100%
Never 46%
Rarely 23%
Sometimes 19%
Frequently 8%
Always 4%
Total 100%
Never 2%
Rarely 4%
Sometimes 16%
Frequently 35%
Always 43%
Total 100%
Never 29%
Rarely 27%
Sometimes 26%
Frequently 13%
Always 5%
Total 100%
Never 2%
Rarely 4%
Sometimes 18%
Frequently 35%
Always 41%
Total 100%
Never 4%
Rarely 7%
Sometimes 28%
Frequently 35%
Always 26%
Total 100%
8

When shopping for holiday gifts online, how often do you…? –Look
for discount coupons online
When shopping for holiday gifts online, how often do you…? –
Purchase items from the product suggestions made by online retailers
If a particular website indicated that a brand/item was out of stock
would you…?
Of the following methods of personalized communication, select the
three that you prefer most.
Never 8%
Rarely 15%
Sometimes 28%
Frequently 26%
Always 23%
Total 100%
Never 16%
Rarely 32%
Sometimes 38%
Frequently 10%
Always 4%
Purchase another brand on the
same website
Go to a different website to get
your desired brand/item
Go to the same store as the
website (if it exists) in person to
get your desired brand/item
Total 100%
16%
62%
19%
Other 3%
Text messages with promotional
offers from companies I do
business with
Text messages with promotional
offers specific to my location from
companies I do business with
Personalized emails from
companies I do business with
Promotional emails from
companies related to my lifestyle
and/or interests
Advertisements relevant to my
lifestyle and/or interests on
webpages I visit
Messages and advertisements
relevant to my lifestyle and/or
interests on social media feeds
Direct mail/catalogs from
companies related to my lifestyle
and/or interests
Advertisements from mass media
outlets (TV, newspapers, etc.)
Loyalty program updates and
offers from companies I do
business with
Total 100%
20%
13%
60%
41%
19%
10%
40%
16%
54%
9

While browsing the internet for gifts, you notice that advertisements
for items that you previously viewed. How likely are you to click and
purchase those items?
When shopping online, how accurate are retailers when making
product suggestions based on your previous searches?
When shopping for gifts, do you use any form of mobile payment
systems?
Why do you not use any mobile payment systems?
Not at all likely 17%
Somewhat unlikely 20%
Neither likely nor unlikely 36%
Somewhat likely 21%
Very Likely 6%
Total 100%
Not accurate at all 8%
Slightly accurate 29%
Moderately accurate 45%
Very accurate 14%
Extremely accurate 4%
Total 100%
Yes 17%
No 83%
Total 100%
Worried about security 37%
Don't understand the technology 13%
It is not accepted everywhere 9%
My credit/debit card is just as
convenient
59%
Other 10%
Imagine that a service is available for a robot to buy gifts for a specific
set of people on your list. Would you use this service?
The Holidays are over. Now what? Based on previous holidays, how
likely are you to ...? – Return or exchange a gift
The Holidays are over. Now what? Based on previous holidays, how
likely are you to ...? - Shop during the after-holiday sales
The Holidays are over. Now what? Based on previous holidays, how
likely are you to ...? - Shop for gifts for next year
Yes, but only if it was free 19%
No, I prefer to buy my own gifts 75%
Yes, I would pay a small fee for this
service
6%
Total 100%
Very Unlikely 19%
Unlikely 25%
Neither likely nor unlikely 33%
Likely 18%
Very Likely 5%
Total 100%
Very Unlikely 10%
Unlikely 10%
Neither likely nor unlikely 21%
Likely 39%
Very Likely 20%
Total 100%
Very Unlikely 26%
Unlikely 22%
Neither likely nor unlikely 19%
Likely 22%
Very Likely 11%
Total 100%
10

The Holidays are over. Now what? Based on previous holidays, how
likely are you to ...? - Donate some of your gifts
The Holidays are over. Now what? Based on previous holidays,
how likely are you to ...? - Give one or more gifts you receive to
someone else
Gender
Very Unlikely 26%
Unlikely 26%
Neither likely nor unlikely 28%
Likely 15%
Very Likely 5%
Total 100%
Very Unlikely 32%
Unlikely 25%
Neither likely nor unlikely 24%
Likely 14%
Very Likely 5%
Total 100%
Male 42%
Female 58%
Prefer not to answer 0%
What's your employment situation?
Age groups
Country
Total 100%
Employed full-time 37%
Employed part-time 14%
Full-time student 2%
Not currently employed 11%
Retired 31%
Other 5%
Total 100%
18 to 24 4%
25 to 29 6%
30 to 39 16%
40 to 49 16%
50 to 59 22%
60 to 69 23%
70 or older 13%
Total 100%
Canada 25%
United Kingdom 25%
United States 50%
Total 100%
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