Abstract
This report is the second of two volumes examining holiday shopping in the U.S. This volume presents a broad range of consumer behavior and attitudes related to U.S. holidays, based on exclusive consumer research conducted for this report.
Readers will learn to better understand consumer interest, attitudes and behavior related to the following holidays: New Year' s, Valentine' s Day, St. Patrick' s Day, Ramadan, Easter, Mother' s Day, Memorial Day, Father' s Day, Independence Day, Labor Day, Halloween, Thanksgiving, Christmas and Kwanzaa.
Specifically, this report examines the following topics and includes demographic analysis for each:
- Share of the population that celebrates each holiday
- Entertaining, decorating and gift-giving levels for each holiday
- Holiday shopping behavior such as shopping companions, preferred retail outlets, and effectiveness of holiday incentives
- Online holiday shopping, including the use of price-comparison engines
Throughout the report, Mintel tracks three specific groups of holiday enthusiasts: Decorators, Entertainers and Givers. Their behavior is distinctly different from that of all respondents, yet quite similar to each other.
The first volume of this report, Holiday Shopping: The Market-U.S., June 2007, contains market size, segmentation, supply, retail, and advertising data.
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