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1.6 million adults in a 24 day Christmas shopping rush

29 Nov 12

Credit: boxit.co.nz

1.6 million adults in a 24 day Christmas shopping rush

1.6 million shoppers will rush shops in 24 days

1.308 million will spread their present shopping in December right up to Christmas Eve. They will be joined by another 311,000 who say they’re going to leave present buying until the last few days before Christmas.

According to a new survey by Horizon Research, the adult shoppers will personally spend an average of $436 each on presents this year, a total of $1.433 billion.

However, 24.4%, or 798,000 of the country’s 3.27 million adults say they will be seriously cutting back on Christmas spending this year.

Another 5% or 164,000 say their families can’t afford Christmas this year and their average spend on presents will be $101, not the $436 average for the whole country.

In all 39% of adults say they’re cutting back on or skipping Christmas spending this year, which might not be good news for retailers.

Some 10.1% say they won’t spend anything extra on Christmas, while 1.7% (56,000 adults) say they’ll be spending more.

20.7% say their income will cover the spending, 13.1% have been putting a little away throughout the year to pay for it, while 9.6% will pay for Christmas on their credit cards, 6.3% will dip into savings and 0.9% will go to money lenders.

5.3% of adults, or 173,300 people, are going to leave some or all of their Christmas present buying until the post-Christmas sales;

2.3% will leave some of their Christmas present buying until Boxing Day or New Year sales; and
3% will leave most of it until then.

When do you do most of your Christmas shopping?

No. People 18+

Results for 1743 total responses

A.	3 months or more before Christmas	14.7%	481,000
B.	1 to 2 months before Christmas	22.5%	736,000
C.	In December, right up to Christmas Eve	40.0%	1,308,000
D.	In the last few days before Christmas	9.5%	311,000
E.	I leave some of it until the Boxing Day or New Years' sales	2.3%	75,000
F.	I leave most of it until Boxing Day or New Years' sales	3.0%	98,000
G.	Something else (please tell us what that is)	7.8%	255,000

Which one of the following statements about preparing for this Christmas/festive season applies most to you?

A.	I will be seriously cutting back on Christmas spending this year	24.4%	798,000
B.	I have been putting a little away throughout the year so I should be OK	13.1%	428,000
C.	My income will cover it	20.7%	677,000
D.	I will have to dip into my savings	6.3%	206,000
E.	I will use my credit card	9.6%	314,000
F.	My family cannot afford the expense of Christmas this year	5.0%	164,000
G.	I will have to borrow from money lenders	0.9%	29,000
H.	I won't spend anything extra on Christmas	10.1%	330,000
I.	I will be spending more on Christmas this year than last year	1.7%	56,000
J.	None of these	8.2%	268,000

How much do you personally expect to spend in total on presents for your family and friends this Christmas/festive season?

A.	$0 to $50	6.8%	222,000
B.	$51 to $100	7.1%	232,000
C.	$101 to $200	13.1%	428,000
D.	$201 to $350	13.2%	432,000
E.	$351 to $500	15.4%	504,000
F.	$501 to $750	8.8%	288,000
G.	$751 to $1000	8.5%	278,000
H.	$1001 to $1500	5.9%	193,000
I.	$1501 to $2000	1.7%	56,000
J.	$2001 to $3000	0.3%	10,000
K.	More than $3000	0.2%	7,000
L.	I'm not sure	13.9%	455,000
M.	I won't be spending anything	5.0%	164,000

	AVERAGE SPEND		$436.47

The HorizonPoll survey of 1743 respondents aged 18+ was conducted nationwide between November 23 and 26.

Weighted by age, gender, region, ethnicity, education level, region and party vote 2011, to represent the New Zealand adult population at the 2006 census and last general election, the survey has a maximum margin of error of +/-2.3%

For further information please contact:

Grant McInman

Manager

Horizon Research

Telephone: 021 076 2040

E-mail: gmcinman@horizonresearch.co.nz

On the web: www.horizonpoll.co.nz