Holiday Shopping Trends 2015 Report

Outline
Methodology
Detailed Findings
Appendix

Methodology
Method Online survey via ThinkNow Research’s Omnibus Study
Sample Size
Hispanics: n=608
Non-Hispanics: n=414
Screening Criteria
• Hispanics: self identify as Hispanic origin
• Non-Hispanics: self identify as Non-Hispanic origin
• 18-64 years of age
Quotas/ Weighting
Quotas:
• Age bracket
• Gender balance
• Region
• Primary language spoken at home (Hispanics only)
Some light weighting applied to balance samples to U.S. Census data
with respect to age, gender and region.
Test Area Nationwide
Fieldwork Timing October, 2015

Hispanics are starting their Holiday shopping
later than non-Hispanics in 2015 and are more
likely to do their shopping “All at once”.
Both Hispanics and non-Hispanics plan to
spend more this Holiday season than last.
Bilingual and Male Hispanics will spend the
most by significant margins

HS.A. First, when do you usually start your Christmas/holiday shopping, if at all? Please select one response.
Base: Total Sample – Hispanics (n=608), Non-Hispanics (n=414)
When Do They Start Their Holiday Shopping?
3%
5%
14%
21%
25%
15%
3%
4%
2%
2%
0%
0%
6%
August or before
September
October
November – before Thanksgiving
November – Thanksgiving Day/ weekend,…
December – first 2 weeks
December – 3rd week
December – 1 week before Christmas
Weekend before Christmas
Few days before Christmas
Christmas Eve
Christmas Day
After Christmas
I don’t buy holiday gifts

Hispanics Non-Hispanics

13%
7%
19%
17%
21%
13%
1%
1%
1%
1%
0%
1%
6%


 and letters indicate statistically
significant difference (95% confidence)

HS.B. Approximately how much money in total did you spend on Christmas gifts last holiday season (2014)?.
Base: Total Sample – Hispanics (n=575), Non-Hispanics (n=392), Spanish-Dom (n=195), Bilingual (n=204), English-Dom
(n=176), Males (n=278), Females (n=297)
Average Amount Spent on Christmas Gifts in 2014
$806
$840
$771
$927
$698
$915
$692
Spanish-
Dom
Bilingual English-
Dom
Males Females
D
(A) B)
(G) (H) (I) (C) (D)
------------------------------ Hispanics ----------------------------------
MEAN
GI

Change in Holiday Spending This Year
Compared to Last Year
HS.C. Do you plan on sending the same, more or less this year for Christmas gifts compared to last year?
Same
53%
More
28%
Less
19%
Hispanics
Same
59%
More
25%
Less
16%
Non-Hispanics

Several
trips
69%
All at once
28%
Don't
holiday
shop
3%
Hispanics
Several
trips
74%
All at once
22%
Don't
holiday
shop
4%
Non-Hispanics
HS1: Do you usually make several holiday shopping trips or try to do it all at once?
Number of Holiday Shopping Trips

Non-Hispanics are significantly more likely to
do their Holiday shopping alone.
Hispanics are more likely to take adult family
members, friends and kids on their holiday
shopping trips than non-Hispanics

HS2: Who do you normally bring along with you when holiday shopping? Select all that apply.
Base: Do at least some holiday shopping – Hispanics (n=557), Non-Hispanics (n=378)
Who They Bring Along on Holiday Shopping Trips
57%
28%
26%
19%
52%
37%
24%
16%
Adult family
members
No
one/alone
Friends
Kids Hispanics
Non-Hispanics


Non-Hispanics are more likely to do their
shopping online than Hispanics but about 90%
of both groups will do at least some of their
shopping online.
Hispanic consumers are most likely to do
between 25%-50% of their shopping online

HS4: What percentage of your total holiday shopping do you plan to do online?
Base: Do at least some holiday shopping : Total Sample – Hispanics (n=575), Non-Hispanics (n=392)
Proportion of Holiday Shopping Done Online
12
22
41
18
7
0
20
40
60
80
None 1% to< 25% 25% to < 50% 50% to < 75% 75% to < 100%
Hispanics

Percentage of Online Shopping
9
17
32 31
11
0
20
40
60
80
None 1% to< 25% 25% to < 50% 50% to < 75% 75% to < 100%
Non-Hispanics

36%
43%
Hispanics
Non-Hispanics
MEAN


Hispanics indicated they were more likely than
Non-Hispanics to text friends about good
deals, accompany friends or family on holiday
shopping trips, give a Groupon or other deal
voucher and use layaway services.

Holiday Shopping Behaviors
Text your friends
about good deals
you find
Share good deals
with friends on
Facebook, Twitter,
other social media
Shopping trips not
for yourself, but to
accompany friends
or family
Buy holiday gifts
for pets – either
your own or of
friends or family
Give a Groupon or
other deal voucher
(Groupon, Living
Social, etc.) as a
gift
Give a gift card as
a present
Use layaway
services at a retail
store
HS.5: On a scale of 1-5, how inclined are you to do the following in the course of your holiday shopping?
Base: Do at least some holiday shopping – Total Sample - Hispanics (n=557), Non-Hispanics (n=378)
17%
13% 19% 16%
19% 20%
19%
12%
22%
19%
13%
12%
21%
15%
27%
28%
28% 27%
33%
37%
24%
25%
22%
16%
36%
31%
27%
18%
38%
31% 27% 29% 32%
26% 24%
32%
17% 15%
38%
48%
20% 21%
H NH H NH H NH H NH H NH H NH H NH
Actions Inclined to Take During the Course of Holiday Shopping
- Very/Somewhat Likely -
Very likely
Somewhat
likely
Neither likely
nor unlikely
Somewhat
unlikely
Very unlikely
64% 59% 55% 56% 65% 63% 49% 57%  38%  30% 74% 78% 47%  39%
Top 2 Box

Hispanics are more likely to say they plan on
eating lunch or dinner out while they are doing
their holiday shopping.

Eating Out While Holiday Shopping
HS10: When you go Holiday shopping, do you usually plan on eating lunch or dinner while you’re out?
Base: Do at least some holiday shopping. Total Sample – Hispanics (n=557), Non-Hispanics (n=378)

Yes
73%
No
27%
Hispanics
Yes
64%
No
36%
Non-Hispanics

Just over half of Hispanics say they went
shopping on Black Friday last year.
Hispanics are significantly more likely to say
they will shop on Black Friday this year
compared to Non-Hispanics.

Black Friday Shopping
15%
22%
10%
8%
11%
16%
29%
22%
34% 32%
0%
20%
40%
60%
80%
100%
Likelihood of Black Friday Shopping
Very likely
Somewhat
likely
Neither likely
nor unlikely
Somewhat
unlikely
Very unlikely

HS.8: Did you go shopping on Black Friday last year?
HS.6: How likely are you to go shopping on Black Friday this year?
53%
44%
Hispanics
Non-Hispanics
Shopped Black Friday Last Year

63% 54% Top 2 Box
-6% from
69% in 2014


Hispanic consumers are also more likely to
shop Thanksgiving Day than Non-Hispanics.

Shopping on Thanksgiving Day
21%
38%
13%
8%16%
15%
25%
15%
24% 24%
0%
20%
40%
60%
80%
100%
Likelihood of Shopping on Thanksgiving Day
Very likely
Somewhat
likely
Neither likely
nor unlikely
Somewhat
unlikely
Very unlikely



HS. 7: Are you more or less likely to start your Black Friday shopping if the sales started on Thanksgiving?

49% 39% Top 2 Box

Cyber Monday will likely draw both Hispanic
and non-Hispanic consumers: 69% vs. 66%.
There was a decrease, however, among
Hispanics who said they are very or somewhat
likely to shop on Cyber Monday, compared to
2014 (from 79% to 69%).

Shopping on Cyber Monday
9% 9%
5% 6%
16%
19%
35% 28%
34% 38%
0%
20%
40%
60%
80%
100%
Likelihood of Shopping on Cyber Monday
Very likely
Somewhat
likely
Neither likely
nor unlikely
Somewhat
unlikely
Very unlikely
HS.9: Online retailers generally offer some of their best deals of the season that day. How likely are you shop on Cyber Monday?
69% 66% Top 2 Box
- 10% from
79% in 2014

41% of Hispanic consumers plan on
observing Three Kings Day this holiday
season.
Hispanics who plan to observe Three Kings
day are most likely to celebrate by gathering
with family and serving special foods.
Hispanics are also more likely than Non-
Hispanics to say they will buy special gifts.

Eating Out While Shopping
HS10: When you go Holiday shopping, do you usually plan on eating lunch or dinner while you’re out?

Yes
73%
No
27%
Hispanics
Yes
64%
No
36%
Non-Hispanics

Almost half of Hispanics anticipate traveling by
car more than two hours from home from
home during the holidays.
A third of non-Hispanics plan to do the same.
Over half plan to bring the family dog on their
holiday trip.

Traveling During the Holidays
HS.13: Do you anticipate that you’ll be traveling in your car to a destination over two hours from your home during the holidays this year?
HS.14: How likely is it you’d bring a pet along on this trip?
Base: Do at least some holiday shopping – Hispanics (n=575), Non-Hispanics (n=392)
45%
32%
Hispanics
Non-Hispanics
Anticipate Traveling 2+ Hours from
Home During Holidays

58%
Dog
Hispanics
Likelihood of Bringing Family Dog
during Holiday Travels

Metric
Hispanics
n = 608
Non-
Hispanics
n = 414 Metric
Hispanics
n = 608
Non-
Hispanics
n = 414
Male 51% 49% Born in the U.S. 55% 97%
Female 49% 51% Moved here 45% 3%
Average years living in U.S. 12 18
Age
21 to 34 46% 36% Household Income
35 to 64 54% 64% Less than $30,000 35% 24%
Mean age 37 41 $30,000 to less than $50,000 18% 14%
$50,000 to less than $70,000 17% 19%
Census Region 70,000 to less than $100,000 10% 11%
Northeast 15% 19% $100,000 or more 13% 26%
Midwest 9% 24% Prefer not to state 7% 6%
South 37% 37%
West 40% 20% Median income ($000) $50 $65
Sample Profile

Sample Profile
Metric
Hispanics
n = 608
Non-
Hispanics
n = 414 Metric
Hispanics
n = 608
Non-
Hispanics
n = 414
Marital Status Educational Attainment
Married 51% 50% Less than High School 10% 3%
Single 27% 28% High school graduate 25% 25%
Living with partner 12% 11% Some College, but no degree 22% 26%
Separated/divorced 8% 11% Trade or technical school 5% 3%
Widowed 2% 1% Graduated from 2-year College 9% 10%
Graduated from 4-5 year College 22% 23%
Average household size 3.5 2.9 Post Graduate Degree 8% 9%
Presence of Children Employment Status
No children <18 present 39% 58% Employed or self employed (net) 65% 60%
Any children <18 present 61% 42% Full-time Homemaker 13% 11%
Currently unemployed 9% 10%
Student, not employed 5% 4%
Unable to work/Disabled 3% 8%
Retired 5% 6%

Sample Profile
Metric
Hispanics
n=608
Language Spoken at Home
Spanish only 10%
Spanish mostly 22%
Spanish and English equally 36%
English mostly 15%
English only 17%
Country of Origin
Mexican/Mexican American 64%
Puerto Rican 12%
South American 11%
Cuban 6%
Central American 7%
Dominican 3%
Acculturation
Less Acculturated 23%
Bicultural 49%
More Acculturated 28%

Quantitative Research
Carlos Yanez
818-843-0220 x110
carlos@thinknowresearch.com
Qualitative Research
Jairo Moncada
818-843-0220 x111
jairo@thinknowresearch.com
Panel
Ashwin Agrawal
818-843-0220 x107
ashwin@thinknowresearch.com
Contact Info
Corporate
Mario X. Carrasco
Partner
818-843-0220 x101
mario@thinknowresearch.com
Roy Eduardo Kokoyachuk
Partner
818-843-0220 x102
roy@thinknowresearch.com

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