Holiday Marketing to Women: Women Are Discount Shoppers

December 9, 2010 § Leave a comment

Big Kmart discount store in Ontario, Oregon (USA).

Image via Wikipedia

More than half of all Americans (53%)  are going to purchase a toy this Holiday Season.  Even if you don’t have a child at home, you may be purchasing for a relative or friend

A newly released Harris Poll report has lots of good information on spending and types of toys being purchased, but the most interesting information was the difference in what men and women are buying and where they buy them. It seems that discount stores rule with Mom, and while Dad is buying at discount stores, he will also buy more toys online and at the big box toy stores.  Women’s preference for discount stores was also revealed in National Retail Federation 2010 holiday shopping data.  It seems that women are more frugal than men when it comes to holiday shopping, and women start their shopping earlier.  Of course, like a lot of research, we already knew that, but here are the numbers behind it.

Total Child in household Gender
With children Without children Men Women
% % % % %
Large discount store (such as Walmart or K-Mart) 54 55 54 48 61
Online 23 24 22 27 18
National toy store retail chain 11 11 11 14 8
Local, privately owned specialty toy store 5 6 4 5 5
Other location 6 4 8 6 7
Total Child in household Gender
With children Without children Men Women
% % % % %
Children’s books 43 50 38 41 46
Games for consoles 32 43 24 36 27
Board games 32 43 24 31 33
Dolls 26 33 21 25 27
Arts and crafts 29 35 24 27 30
Building blocks and bricks 22 28 18 24 20
Sports equipment 21 29 15 29 12
Handheld electronic games 20 28 14 23 16
Game consoles 13 23 6 16 9
Something else 31 36 27 27 35
Not sure 21 13 27 22 21

Men seem to be buying more sports and gaming related toys, while Mom is buying the books. I was a little surprised at this breakdown but men like to buy boy toys.  It’s the way it has been at our house.

When it comes to the amount Americans are spending, the recession still has an effect on holiday spending. While 44% say their spending will be no different than last year, over one-third (37%) say they will spend less than they did last year.  And 15% say they will spend more than they did last year.

Among toy buyers with a child in the household, almost one-quarter say they will (23%) spend more than they did last year, over one-third (36%) say their spend will be no different and two in five (41%) say they will spend less than they did last year.

 

Share

Advertisements

Tagged: , , , , , , ,

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

What’s this?

You are currently reading Holiday Marketing to Women: Women Are Discount Shoppers at The Lipstick Economy.

meta

%d bloggers like this: