Nielsen’s Holiday Shopping Sales Survey advises retailers to market early

Schaumburg, Ill. -- Online, club, dollar, toy and consumer electronics retailers, as well as categories such as gift cards, technology, vacations and toys, will all perform well this season, according to Nielsen’s fourth-annual Holiday Shopping Sales Survey.



Across all income levels, only 5% of U.S. households plan to spend more this year, with affluent households (those earning $100,000 or more) leading the way.



“Nielsen expects the vast majority of consumers to be increasingly practical and focused on value this season,” said James Russo, VP global consumer insights, Nielsen. “More affluent consumers will drive spending, particularly in entertainment, vacations, toys and technology.”



Roughly 52% of Nielsen Holiday Survey respondents reported plans to spend $500 or less. At the other end of the spectrum, affluent households reported plans for modest spending increases in stores as well as for out-of-home and in-home entertaining.



“This is a year to market early,” Russo advised. Consumers are planning, creating lists and collecting coupons. In fact, coupon use continues to grow each year with almost 40% of consumers reporting plans to use coupons, versus a little more than 20% before the recession. Given all that planning, it is not surprising that close to 20% of consumers have already started their holiday shopping.”