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Suite 200
Worthington, OH 43085
Ph: 614-846-0146
Special Report:
Ten Ways to Spot a Layaway Shopper
this Holiday Season
November 2012
9,383 respondents participated in the November Monthly
Consumer Survey, conducted 11/-11/6/2012.
Layaway shoppers wouldn’t place in a Santa
look-a-like contest.
Source: BIGinsight.com
© 2012, Prosper®
Layaway Shoppers are significantly younger than all Holiday Shoppers, and they
are less likely to be grandparents or consider themselves retired. Over half have
children under 18 in their household, so they may be playing Santa this year.
Demographics of Holiday Shoppers
Holiday Shoppers
Overall
Layaway Holiday
Shoppers
Average Age: 45.3 38.7
Children in Household: 33.6% 58.6%
Grandparents: 29.3% 24.4%
Retired: 17.9% 5.8%
Average Income: $56,336 $49,076
Despite tighter budgets, layaway-ers intend to
spend more this holiday season.
Source: National Retail Federation/BIGinsight.com
© 2012, Prosper®
2 out of 5 Holiday Layaway Shoppers intend to spend more this holiday season vs.
last year’s, compared to just 1 in 5 of Holiday Shoppers overall.
Regarding the upcoming holiday shopping season (Christmas, Chanukah/Hanukkah, or Kwanzaa) do
you intend on spending more, the same or less than you did last year?
41.6%
39.0%
19.4%
Holiday Layaway Shoppers
21.0%
52.9%
26.1%
Overall Holiday Shoppers
More
Same
Less
Layaway shoppers have a holly jolly outlook for
the economy…
© 2012, Prosper®
While Holiday
Layaway
Shoppers are
more confident in
the economy than
Holiday Shoppers
overall, their
outlook on the
employment
environment is
less jolly.
Economic and Employment Outlook
Holiday
Shoppers
Overall
Holiday
Layaway
Shoppers
Confident/Very confident in
economy 40.4% 54.7%
Expect "more" layoffs in next 6
months 22.0% 32.7%
Concerned with being laid off 3.5% 5.1%
Source: BIGinsight.com
…Yet remain conservative with their everyday
finances.
© 2012, Prosper®
Holiday Layaway
Shoppers are more
likely than Holiday
Shoppers overall to be
planning to pay down
debt, decrease
spending and increase
savings. Nearly 3 in 10
(28.6%) admit they plan
to pay with cash more
often, compared to
18.4% of all Holiday
Shoppers.
0% 10% 20% 30% 40%
Sell Stocks
Refinance home
Buy Stocks
Pay with cash more often
Increase savings
Decrease overall spending
Pay down debt
Which of the following financial steps are you planning to take in the next 3 months? (Check all that apply)
Holiday Shoppers Overall Holiday Layaway Shoppers
Source: BIGinsight.com
Source: BIGinsight.com
Cold hard cash is key with layaway shoppers.
© 2012, Prosper®
Although debit cards are the most popular method of payment for Holiday Shoppers,
those utilizing layaway are more likely to prefer cash and much less likely to prefer
credit cards for purchasing gifts this year.
Which payment method do you plan to use MOST OFTEN when purchasing holiday gifts?
25.2%
2.8%
43.4%
28.6%
Holiday Shoppers Overall
Cash
Check
Debit card/Checkcard
Credit card
35.5%
3.5% 49.9%
11.0%
Holiday Layaway Shoppers
Source: National Retail Federation/BIGinsight.com
These early birds are getting the worms…
© 2012, Prosper®
Over two-thirds of layaway shoppers have already started holiday
shopping, vs. 52.8% of Holiday Shoppers overall. Shoppers with
installment plans are also more likely to take advantage of pre-
Thanksgiving sales (58.9% vs. 31.6%).
69.1% Started holiday shopping already
88.3% Layaway is deciding factor for where to shop
43.2% “First-timers”
58.9% Take advantage of pre-Thanksgiving sales
44.5% Regularly consider store’s return policy
Source: National Retail Federation/BIGinsight.com
…But still plan to bargain-hunt with the best of
‘em on Black Friday.
© 2012, Prosper®
Holiday Layaway Shoppers are also more likely to scope out deals on
Black Friday weekend and find this shopping craze “Hot”.
Holiday Shoppers
Overall
Holiday Layaway
Shoppers
Is it likely that you will go shopping the Friday, Saturday, or Sunday after
Thanksgiving?
Yes 31.6% 56.3%
Maybe 33.7% 32.5%
No 34.7% 11.2%
Please tell us whether you think the following trends/personalities are HOT or
NOT: (Black Friday)
Hot 68.1% 78.3%
Source: National Retail Federation/BIGinsight.com
Layaway shoppers use their connections to
find best deals.
© 2012, Prosper®
Holiday Layaway
Shoppers are more likely
than Holiday Shoppers
overall to use a variety of
tools to search for the best
sales, including advertising
circulars, TV advertising,
emails and websites from
retailers, and coupon sites.
3 in 10 Holiday Layaway
Shoppers (30.5%) also
plan to use Facebook to
keep track of holiday
sales. 0% 10% 20% 30% 40% 50% 60%
Advertising Circulars
TV Advertising
Emails from Retailers
Retailers' Websites
Coupon Websites
Direct Mail
Group Buying Websites
Radio Advertising
Blogs
Retailer Apps
Holiday Shoppers Overall Holiday Shoppers Planning to Use/Using Layaway
Do you plan to use any of the following to keep track of retailers' holiday
sales and promotions this year?
Source: National Retail Federation/BIGinsight.com
Source: National Retail Federation/BIGinsight.com
While they embrace their inner fashionistas, it’s
electronics and toys that are bound for the layaway bins.
© 2012, Prosper®
Over half (57.5%) of
those holiday
shoppers who are
planning to use
layaway or already
have will utilize this
shopping strategy for
electronic gifts.
Another 41.2% plan
to hold now/pay later
for toys along with
36.4% who will do the
same with apparel
items. 0% 10% 20% 30% 40% 50% 60%
Electronics
Toys
Apparel
Jewelry
Furniture
Home Décor
Baby Equipment
Linens or Bedding
Lawn & Garden
Do you plan to or have you already put holiday gifts in Layaway for any of the
following merchandise categories?
Holiday Shoppers Planning to Use/Already Using Layaway for Gifts
Source: BIGinsight.com
Source: BIGinsight.com
Discounters are most likely to get those
layaway dollars.
© 2012, Prosper®
2 in 3 (65.5%) of
Holiday Layaway
Shoppers are
planning to use
Walmart’s layaway
program, while
42.2% will head to
Kmart. Toys R Us
(21.2%) rounds out
the Top 3 layaway
retailers this holiday
season.
0% 10% 20% 30% 40% 50% 60% 70%
Walmart
Kmart
Toys R Us
Sears
Burlington Coat Factory
Marshall's
TJ Maxx
Hallmark
In which of the following stores do you plan to use or have you already used
Layaway for holiday shopping? (Check all that apply)
Holiday Shoppers Planning to Use/Already Using Layaway for Gifts
Source: BIGinsight.com
Source: BIGinsight.com
For more insights on the holiday season…
BIGinsight.com
Forbes Prosper
Now Blog NRF Holiday
Headquarters
For media inquiries:
Pam Goodfellow, Consumer Insights Director
Chrissy Wissinger, Senior Manager, Communications
614-846-0146
www.BIGinsight.com
Contact
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© 2012, Prosper®