NPD Data Signals Weaker Holiday Shopping Season (AMZN, BBY, WMT, more)
NPD Group, Inc. release its annual survey of U.S. Customer Spending intentions, the holiday edition. The survey polled 1,995 participants to compile the data.
When polled about spending intentions for the 2009 holiday season, people planning to spend more stayed flat at 11%. People planning to spend about the same dropped from 63% in 2008 to 59% this year. Finally, an increase came from consumers saying that they would spend less this season, from 26% in 2008 to 30% this year. Overall, the theme to this years results is a 4% shift.
“That 4 percent increase is certainly a sign of the times. On the other hand, that 4 percent is not as dramatic as it could have been.” said Marshal Cohen, chief industry analyst, The NPD Group, Inc.
In terms of growth compared to last year, NPD sees a modest 0.5% to 1.5% increase year-over-year. NPD dubbed this "back to the future" growth, where gains at or below 5% were the commonplace, harking to years past.
The top three purchasing factors, in order from the best response, are value, special sale, and convenient location. The numbers were 62%, 61%, and 50%, respectively.
Apparel topped the gift category for the second year in a row, with 49% of respondents planning on making a purchase in that sector. Toys, movies, books, and electronics round out the top five.
Companies to watch this season are:
- Amazon.com Inc. (NYSE: AMZN)
- Best Buy Co. Inc. (NYSE: BBY)
- Wal-Mart Stores Inc. (NYSE: WMT)
- Target Corp. (NYSE: TGT)
- Macy's Inc. (NYSE: M)
- Sak's Incorporated (NYSE: SKS)
- Kohl's Corp. (NYSE: KSS)
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