In this month’s issue of The Checkout, we look at how Americans are feeling about holiday shopping this season. The experts tell us the recession is waning, but is our confidence fully restored?
Our findings indicate that shoppers will be buying just as many gifts as before, but discovering new strategies to do so for less money. Half of shoppers (52 percent) plan to spend less than last year, particularly those 35 to 64 years of age. Electronics stores will be among the hardest hit, though men and younger shoppers (18-34) and they’ll actually spend more in this channel. Not surprisingly, mass merchandisers like Target and Walmart, offering low prices and heavy value messaging, will see new shoppers in their stores, with 23 percent of respondents indicating they will shop that channel “slightly more” or “much more” than last year.