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53% of Members say they have already begun their holiday shopping. ... The main reasons for not shopping online are Like to see the product before ... – PowerPoint PPT presentation

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Title: Show Your Card


1
Show Your Card SaveHoliday Shopping Report
  • Analysis and Report Prepared by
  • Brett Waters
  • ACS Marketing Research
  • November 2008

2
Actionable Insights
Insight
The tough economic climate will have a negative
impact on holiday shopping, with most Members
spending less this year than they did last year.
Recommendation
Members will be looking for deals and savings
that will stretch the value of the dollar and get
them more for less. AAA should actively promote
online SYCS partners that sell electronics,
books and clothing as these are the top items
Members shop for online.
Members want convenience and flexibility when
shopping online.
3
Key Findings
Holiday Shopping By the numbers
  • 62 of Members say they expect to spend less this
    year on holiday gifts compared to what they spent
    last year.
  • 59 of Members say they are most likely to use a
    credit card to pay for holiday purchases while
    33 will use a debit card / check.
  • Interestingly, younger Members (Gen Y Gen X)
    are more likely to use a debit card / check to
    pay for their holiday purchases.
  • 54 do not expect to shop and buy more online
    this year than they did last year.
  • Younger Members (Gen Y Gen X) expect to shop
    and buy more online this year compared to older
    Members.
  • 53 of Members say they have already begun their
    holiday shopping.
  • 20 will begin their holiday shopping around
    Thanksgiving.
  • 40 of Members expect to do up to one-quarter of
    their holiday shopping online.
  • Members who shop online say they prefer the
    convenience / avoidance of crowds and the
    flexibility of 24/7 shopping.
  • Members are most likely to purchase Books,
    clothing, and Electronics online.
  • 20 of Members will not do any of their holiday
    shopping online.
  • These Members prefer to see the items they are
    purchasing before buying. They also have
    concerns about internet privacy / security.

4
Holiday Shopping
Compared to the amount of money you spent last
year on all holiday gifts you purchased, this
year do you expect to spend
  • Compared to last year, six in ten Members (62)
    say they expect to spend less this year on
    holiday gifts while one-third (35) expect to
    spend about the same as last year.
  • Three percent of Members expect to spend more
    this year on holiday gifts than they did last
    year.

Less than last year
About the same as last year
More than last year
Base All Respondents N 540
5
Holiday Shopping
When do you expect to begin your holiday shopping?
  • Over half of Members (53) say they have already
    begun their holiday shopping while two in ten
    (20) will begin their holiday shopping around
    Thanksgiving.
  • Another two in ten (18) say they will begin
    their holiday shopping the first 2 weeks of
    December and only one in ten (9) will wait until
    the last 2 weeks of December to begin their
    holiday shopping.

Already started
Around Thanksgiving
First 2 weeks of December
Last 2 weeks of December
Base All Respondents N 536
6
Holiday Shopping
I expect to shop and buy more online this year
than last year.
  • Most Members (54) do not expect to shop and buy
    more online this year than they did last year
    (41 Disagree and 13 Strongly Disagree).
  • Younger Members expect to shop and buy more
    online this year (55) compared to older Members
    (51 for Boomers and 37 for Matures).

Strongly Agree
Agree
Disagree
Strongly Disagree
Base All Respondents N 539
7
Holiday Shopping
  • Two in ten Members (19) say they do not plan on
    doing any of their holiday shopping online.
  • The main reasons for not shopping online are Like
    to see the product before buying (68), Concern
    about internet security (41) Dont want to pay
    for shipping (35) and Like the experience of
    shopping in person (35).
  • Among members who plan to do at least some
    holiday shopping online, nearly half (49) plan
    to do up to a quarter of their holiday shopping
    online (24 plan to do 1 to 10 online and 25
    plan to do 11 to 25 online).

What percentage of your holiday shopping do you
plan to do online this year?
Why are you not going to do any holiday shopping
online?
8
Holiday Shopping
  • The top reasons Members like online shopping are
    Convenience Avoid crowds (72), Flexibility of
    24/7 shopping (70) and Finding the lowest price
    (49).
  • Members are most likely to purchase Books (59),
    clothing (49) and Electronics (47) online.

What are the main reasons you like to shop online?
What items are you likely to buy online?
9
Holiday Spending
  • Overall, six in ten Members (59) indicate they
    are most likely to use a credit card to pay for
    purchases made this holiday season, followed by
    one-third (33) who will use a debit card /
    check. One in ten (8) will use cash.
  • Younger Members are significantly more likely to
    pay for holiday purchases with a debit card /
    check compared to older Members.

In general, what form of payment would you be
most likely to use to make your purchases this
holiday season?
Credit Card
Debit Card / Check
Cash
Base All Respondents N 541
10
Demographics
Gender
Age
Base All Respondents N 525 Median Age 57.0
years old
Base All Respondents N 540
11
Demographics
State of Residence
Employment Status
Base All Respondents N 537
Base All Respondents N 537
12
Methodology
  • On November 10, 2008, 9,000 randomly selected AAA
    members were sent an email and invited to
    participate in an online survey. The email
    contained a link to a website where members could
    anonymously complete the survey.
  • The survey fielded for 4 days (November 10 13,
    2008) and a total of 543 members completed the
    survey. Based upon the 9,000 members invited to
    participate, the survey has an approximate
    response rate of 6.0. (Note It is difficult to
    determine the exact response rate of online
    surveys, as we do not know how many invalid email
    addresses we had and the number of emails that
    were undeliverable.)
  • The survey results have an overall error rate of
    4.2 percentage points. That means there is a 95
    chance that the results found in this study are
    within plus or minus 4.2 points of the results
    that would have been found if all Auto Club South
    households had been interviewed. The actual
    statistical error depends on the number of
    respondents to each question and on the observed
    proportions.
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