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MARKETING
Bargain Hunting ters, teachers and clergy. Candy Americans just aren’t buy-
Holidays
and food spending may be one ing into the talk of recovery.”
continued from page 98
bright spot this year, with the Though Americans were less in-
average person planning to clined to purchase gift cards last
budget will be spent on gifts. spend $10 more in that catego- season, the popular gifts retain
While spending on family mem- ry this season than a year ago. their spot at the top of the list
bers will decline by a slight two That would be an average of among gift recipients. Accord-
percent to an average of $387.06 $90.26 in 2009. Spending on ing to the survey, 55.2 percent
this season, gifts for friends and other non gift categories such as of adults would like to receive
co workers are expected to take decorations, greeting cards and a gift card this holiday season.
double digit drops. postage, and fl owers is expected Other popular gifts include
Gifts for friends are project- to drop slightly this season. clothing, cited by 48.8 percent
ed to average $66.77 versus “While the economic climate of recipients; books and DVDs
$80.13 a year ago. Gifts for has shown some improvement by 48.6 percent, and electronics
coworkers are expected to fall from last holiday season, re- by 33.2 percent. NRF contin-
to $19.26, down from an aver- tailers are not out of the woods ues to expect holiday sales to
age of $22.63 in holiday 2008. yet,” said Phil Rist, EVP of stra- decline one percent to $437.6
Americans also said they plan tegic initiatives for BIGresearch. billion this season. ■
to spend about fi ve percent less, “With a variety of factors still
$34.81 this season, on “other” up in the air, including uncer-
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www.covermag.com December 2009 99
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