Market Intelligence: Items for use in the home may sell for holidays
| Thursday, Nov 19 2009 04:57 PM
Last Updated Thursday, Nov 19 2009 05:00 PM
Retailers offering items that can be used in the home are more likely to benefit from recent shifts in shopping behavior, compared to marketers of luxury items. According to a recent 2009 survey from the National Retail Federation and BIGResearch, 36 percent of U.S. consumers say they will shop for more practical gifts this holiday season.
The International Council of Shopping Centers has found that due to the recession, "people are spending more time at home -- eating in, renting movies, etc. -- and purchasing gifts that make this practice more enjoyable seems to be garnering increased interest."
Harris Interactive reports that clothing, toys and games remain the most popular items, followed by gifts that could be used in the home such as, DVDs, housewares and consumer electronics. Fifty-four percent of Americans plan to buy toys for gifts this year, but their choices will be more practical. Forty-five percent are opting for books and 33 percent intend to buy board games, dolls and crafts. Only 12 percent will buy a video game console this year.
Bakersfield perspective
Bakersfield adults plan to buy the following home related items in the next 12 months:
Item .... % of Adults
Furniture ... 16 percent
Computer ... 12 percent
High definition TV ... 11 percent
Digital camera ... 8 percent
Video game system ... 5 percent
Digital video recorder ... 3 percent
DVD player ... 3 percent
Sample: 1,243 Bakersfield Metro adults
Source: Scarborough Research Survey 2009 R1
