LIU Hornstein Center Poll Finds Younger Shoppers More Likely to Shop in Stores This Holiday Season

LIU Hornstein Center Poll Finds Younger Shoppers More Likely to Shop in Stores This Holiday Season

PR Newswire (paid press release):

BROOKVILLE, N.Y., Dec. 15, 2017 /PRNewswire-USNewswire/ — The Generations Institute at Long Island University, in collaboration with the university’s Steven S. Hornstein Center for Policy, Polling and Analysis, has released their polling data on 2017 holiday shopping trends. Polling results suggest that shoppers across all age groups rarely seek out small businesses for holiday shopping, and that coupons or discounts alone are not enough to attract customers. Despite a continually recovering economy, consumer confidence seems to be low. The poll indicated that two thirds of shoppers were planning to spend the same or less on their holiday shopping. Only 12.6 percent were planning to spend more this year than in previous years.

“Americans have shown that they are evenly split between shopping online and shopping by foot for holiday gifts,” said Dr. Edward Summers, Fellow at the Hornstein Center. “However, the most surprising results showed that younger shoppers between the ages of 18 and 29 are more likely to shop in stores than any other age group. They are also planning to spend a bit more than they did last year, in contrast to the older age groups polled. The data also suggests that average Americans are less brand loyal, looking to shop at big retailers over mom and pop businesses on Main Street and at sites like Amazon instead of store sites.”

Dr. Summers, who obtained his PhD in Public Policy, is a Fellow at the Hornstein Center. His career includes experience in public policy, higher education, and opinion research.

While results skewed fairly evenly between whether the 1,033 respondents planned to do most of their shopping in-store or on-line, 21.88 percent and 26.62 percent respectively, the poll showed that on-line shoppers leaned heavily towards on-line marketplaces such as Amazon with over 64 percent indicating that as their preferred on-line shopping destination.

Questions and results follow:

 

Steven S. Hornstein Center for Policy, Polling, and Analysis
Holiday Shopping Trends Survey
December, 2017

1)

Which best describes your holiday shopping habits?

I will do all or most of my shopping in stores:                                   

22%

I will do all or most of my shopping on-line:                                       

27%

I will shop equally in-store and on-line:                                              

32%

Unsure:                                                                                                

6%

I do not do holiday shopping:                                                             

12%

2)

Which incentive will encourage you to shop at a particular store or retailer during the holidays?

I wait for the retailer/store to distribute coupons:                                   

5%

I wait for the retailer/store to offer promotions:                                    

16%

I wait for the retailer/store to offer promotions and coupons:               

31%

I shop regardless of coupons or promotions:                                        

29%

Unsure:                                                                                                 

7%

I do not do holiday shopping:                                                                 

12%

3)

What type of store or retailer will you shop at during the holiday season?

I shop at big box retailers or stores:                                              

21%

I shop at small businesses:                                                                    

8%

I shop at both big box retailers and small businesses:                            

53%

Unsure:                                                                                                  

5%

I do not do holiday shopping:                                                                   

12%

4)

Where do you shop on-line?

Big Box retailers:                                                                                     

7%

Manufacturer-specific websites:                                                                  

13%

On-line marketplaces (i.e. Amazon, Etsy, Alibaba):                                 

64%

I do not shop on-line:                                                                               

8%

I do not do holiday shopping:                                                                   

8%

5)

Which best describes your holiday spending plans this year?

I plan on spending more on holiday shopping than usual:                       

13%

I plan on spending less on holiday shopping than usual:                         

29%

I plan on spending the same on holiday shopping as usual:                     

40%

Unsure:                                                                                                    

8%

I do not do holiday shopping:                                                                      

11%

Polling Center

This Long Island University Generations Institute poll was conducted December 8-December 10, 2017 in collaboration with LIU’s Steven S. Hornstein Center for Policy, Polling & Analysis. 1,033 individuals representative of national demographics provided responses. The Steven S. Hornstein Center for Policy, Polling & Analysis is an independent and fully non-partisan institute which endeavors to conduct research on a variety of issues affecting the American public. Questions can be directed to Michael Morrisey at [email protected]

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SOURCE Long Island University

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