Survey Sheds Light on Holiday Spending, Advertising

Troy, Mich., Selection is the main factor that determines where consumers shop for apparel, according to a new survey by advertising agency Meridian. Selection was picked as the most important factor by half of the consumers polled.

Other findings of the survey include:

• One quarter of respondents said price is the top reason for shifting holiday spending to other locations from the stores they shopped last year.

• Affluent consumers spent more of their holiday budgets with department stores in 2004 vs. 2003, reversing a pattern of declining spending established over the past few years. Meridian says this reflects more upscale merchandising and advertising strategies on the part of some department store chains.

• Mass retailers and mid-line retailers are twice as successful as department stores in creating store traffic through advertising.