2008 Holiday Shopping Intentions

1Google Confidential and Proprietary

2008 Holiday Shopping IntentionsAnd “The Economy and Shopping Online”

2Google Confidential and Proprietary“The Economy and Shopping Online,” Google & Compete, Inc., Nov 2008

Background & Methodology

• Google commissioned OTX, an independent market research firm, to gain a better understanding of consumers’ shopping intentions for the upcoming 2008 Holiday Season. Specific goals of the study are to:

– Provide insight into the behavior of consumers when holiday shopping for the following product categories: Accessories, Apparel, Consumer electronics, Home appliances, Home furnishings, Jewelry, Pet products, Sporting goods, Toys and Watches

– Understand the role the internet & online search plays in holiday shopping

– Identify the “hot gifts” for the upcoming season

– Gauge the impact of the current economic climate

– Discern whether respondents will postpone purchases until after the holiday season when sales are more prevalent.

• Interviews were conducted via an online quantitative survey from 9/16 to 9/24/08 yielding a total sample of 10,039 holiday shoppers.

• Respondents were randomly assigned to 2 of the aforementioned product categories based on their intended purchase behavior yielding a sample of size of approximately 1900 for each product category.

2

3Google Confidential and Proprietary2008 Google

Key Findings

• Researching starts early

• Research increased due to economy

• Online research is king

• Internet is key influencer of holiday

purchases

• Post holiday sales important this year

4Google Confidential and Proprietary

General Holiday ShoppingBehavior and Attitudes

5Google Confidential and Proprietary2008 Google/OTX Holiday Shopping Intentions Study | General Shopping

Holiday Researching Starts Early in the Season

5%4%

11%

6%

8%8%

26%

31%

Before Hallow een Betw een Hallow een

and Thanksgiving

Black Friday (day

after Thanksgiving)

Weekend after

Thanksgiving

Cyber Monday

(Monday after

Thanksgiving)

Early/Mid December Last minute After

Christmas/Holiday

Season (during post-

holiday sales or

markdow ns)

Holiday Research Timeline

(Q1). When do you plan to start your holiday shopping/researching and purchasing this year?(n=10,039)


Holiday Purchasing Happens Cyber Monday –Early/Mid December

6%

16%

13%

11%

4%

40%

3%

6%

Bef ore Halloween Between Halloween

and Thanksgiv ing

Black Friday (day

af ter Thanksgiv ing)

Weekend af ter

Thanksgiv ing

Cy ber Monday

(Monday af ter

Thanksgiv ing)

Early /Mid December Last minute Af ter

Christmas/Holiday

Season (during post-

holiday sales or

markdowns)

Holiday Purchase Timeline

(Q2). When do you plan to do the majority of your holiday purchasing?(n=10,039)


Internet Is Top Source of Information for Holiday Shopping…

Internet 86%

In-Store (Subnet) 54%

In-store displays 50%

Sales associates 15%

Friends, relatives or colleagues 46%

Catalogs 45%

TV 43%

Newspapers 40%

Magazines 26%

Radio 13%

Books 8%

Billboards 6%

(Q6). Which of the following sources of information, if any, do you plan to use during your Holiday Shopping this year? (n=10,039)

Sources of Information Used in Holiday Shopping

Online will

play a role in

86% of the

upcoming holiday

season shopping,

both as a

research tool and

to make

purchases.

Internet beats out

the #2, In-Store.

by a large margin.


…And Online Plays Key Role in Purchases

Research online then go to store to purchase 54%

Research online and buy the products online 49%

Research online, go to the store to check out the products, then go online to purchase the products

28%

(Q11). Thinking about your upcoming holiday shopping, in which of the following ways do you think you’ll approach your Holiday Shopping? Select all that apply.(n=10,039)

Visit the store and purchase the products at the store 51%

Approach to Holiday Shopping TotalConsumers are

more likely to

research online

before an in-

store purchase

than to visit the

store first.

Online plays role

throughout entire

purchase

cycle.


Internet Is the Most Useful Source!

Internet 71%

Friends, relatives or colleagues 58%

Catalogs 53%

In-store displays 51%

TV 46%

Newspapers 44%

Magazines 28%

Sales associates 27%

Radio 18%

Books 13%

Billboards 12%

(Q7). And, based on your past shopping experience, how useful do you think each of the following sources of information will be to you while you do your Holiday Shopping?(n=10,039), Top 2 box.

Usefulness of Sources of Information

Internet beats

out Word of

mouth as most

useful!


Search Engines Are the Go-To Source Throughout the Holiday Season…

36% say that search engines are their go-to source for gift ideas

(Q9). You mentioned that you plan to use search engines while doing your Holiday Shopping this year. Based on your past shopping experience, how useful do you think search engines (like google.com or yahoo.com) will be to you? Base: Plan to use Search Engine for Holiday Shopping. (n=4343)

82%79% 76%

85%

Before Thks Thks Wknd Dec After Holidays

Search Engines Extremely/Very Useful (Among Those Who Will Do a Majority of Shopping During Time Period Listed)

(Q16). Using the scale below, please tell us how much you agree or disagree with the following statements about shopping during the holiday season. (n=10,039) Top 2 box.

11Google Confidential and Proprietary“The Economy and Shopping Online,” Google & Compete, Inc., Nov 2008 11

…And Search Continues to Bring Shoppers to Retailers Year Round

Search referrals to retailers grew 57% over the past year, sending 95 million shoppers per month

Source: “The Economy and Shopping Online,” Google & Compete, Inc., Nov 2008Analysis conducted on clickstream data on Compete’s panel of 2MM U.S. consumers during Q2 2007 and Q2 2008.

0

20

40

60

80

100

120

140

Mill

ion

s

Apr07

May07

Jun07

Jul07

Aug07

Sep07

Oct07

Nov07

Dec07

Jan08

Feb08

Mar08

Apr08

May08

Jun08

Monthly Unique Visitors

Volume of Search Referrals


Search Also Brings Purchasers…

Search drives 16% of online retail sales, up 12% from last year

“The Economy and Shopping Online,” Google & Compete, Inc., Nov 2008Analysis conducted on clickstream data on Compete’s panel of 2MM U.S. consumers during Q2 2007 and Q2 2008.Average Percentages Q2 2007 and Q2 2008. Retail, as a percent of total retail site visitors. Categories, as a percent category shoppers

14%10% 11%

8%

16%

11%

20%

10%

Total Retail Apparel Home Furnishings Consumer

Electronics

+10%

+90%

+25%

+12%

2007 2008

Search Driven Share of Retail Conversions


…And More shoppers Are Buying Online This Year

40% make purchases online, an 18% increase over last year

Source: “The Economy and Shopping Online,” Google & Compete, Inc., Nov 2008Analysis conducted on clickstream data on Compete’s panel of 2MM U.S. consumers during Q2 2007 and Q2 2008Average Percentages, Q2 2007 and Q2 2008

Retail Purchase Rate Among Online Consumers

34%40%

2007 2008

+18%Growth

14Google Confidential and Proprietary2008 Google 14

Google Increasingly Delivers Customers

% of Referrals from Google

Source: Hitwise, week ending 10/4/08

Apparel

Consumer Electronics

Depart Store/Mass Merch

Home Furnishings

Home Improvement

Jewelry & Watches

Office Supplies

Sporting Goods/Fitness

0% 35%5% 10% 15% 20% 25% 30%

18%

21%

22%

27%

28%

29%

20%

26%

Apparel

Consumer Electronics

Home Furnishings

Home Improvement

Jewelry & Watches

Office Supplies

Sporting Goods/Fitness

21%

42%

16%

35%

41%

25%

26%

14%

0% 10% 20% 30% 40% 50%

Growth in Google DrivenTraffic in Past Year

Depart Store/Mass Merch


Online Advertising Trumps TV

Green items indicate significant difference at 95% confidence Total Male Female

Online 63% 62% 64%

TV commercials 60% 58% 61%

Magazine advertisements 32% 30% 34%

Direct mail offers 39% 33% 43%

Radio advertisements 19% 21% 18%

Will not pay attention to any advertisements while doing my Holiday Shopping this year.

13% 14% 12%

(Q13). Which of the following types of advertisements, if any, are you likely to pay attention to while planning or doing your Holiday Shopping this year?(n=10,039)

Likelihood to pay attention to adsOnline

advertising is

as important

as TVcommercials

when it comes to

consumer’s attention this

holiday season.


Consumers Are Seeking Value Via Promotions…

Likelihood to take offer

Price discounts or sales 86%

Free shipping 75%

Purchase incentives (e.g., buy one get one free, half off second purchase, discount off complimentary item)

69%

Coupons 66%

Rebates 61%

Gift sets or complementary items packaged together at a slight price advantage (e.g., hat and scarf)

53%

(Q12). In general, how likely are you to take advantage of the following holiday offers and promotions during the upcoming Holiday Season? (n=10,039). Top 2 box.

Total

After price

discounts, consumers are

looking for free

shipping


…And Comparison Shopping Sites

Use of comparison shopping sites increased in all categories since last year

Source: “The Economy and Shopping Online,” Google & Compete, Inc., Nov 2008Analysis conducted on clickstream data on Compete’s panel of 2MM U.S. consumers during Q2 2007 and Q2 2008.Average Percentages Q2 2007 and Q2 2008. Retail, as a percent of total retail site visitors. Categories, as a percent category shoppers

60%53% 54%

72%75%

62%56%

84%

0%

20%

40%

60%

80%

100%

Total Retail Category Apparel Home Furnishings Consumer

Electronics

Online Shoppers Use of Comparison Shopping Sites

+17% +4%

+25%+17%

2007 2008


Don’t Underestimate Post-holiday Sales

Non-Mother

MotherFemaleMaleTotalGreen items indicate significant difference at 95% confidence

I plan on taking advantage of post-holiday sales and promotions

63% 57% 68% 69% 67%

I have a holiday shopping budget and keep to it 51% 49% 53% 53% 53%

I enjoy shopping for the Holiday Season 49% 40% 55% 60% 51%

63% will take

advantage of

post-holiday

sales

(Q16). Using the scale below, please tell us how much you agree or disagree with the following statements about shopping during the holiday season. (n=10,039). Top 2 box.

Holiday Shopping Attitudes

19Google Confidential and Proprietary2008 Google

Key Findings

• Researching starts early– 31% of consumers plan to start holiday shopping and research before Halloween and a majority (57%) will start before Thanksgiving

• Research increased due to economy – 43% of consumers say they plan to spend more time this year shopping around for gifts because of the current state of the economy

– Use of comparison shopping sites by online retail shoppers up 25% 2008 vs. 2007

• Online research is king– #1 - Research online then go to store to purchase (54%)

– #3 - Research online and buy the products online (49%)

– #4 - Research online, go to the store to check out the products, then go online to purchase the products (28%)

• Internet is key influencer of holiday purchases– Sources: used to plan holiday shopping

• #1 – Internet (86%)

• #2 – In-store (54%)

– Search

• Search engines are my go-to sources for gift ideas (36%)

• Search referrals to retailers grew 57% 2008 vs. 2007

• Search drove 16% of online retail sales in Q2 2008, up 12% from last year

– Advertising: pay attention to while planning or doing your Holiday shopping

• #1 – Online (63%)

• #2 – TV (60%)

• Post holiday sales important this year– 63% of consumers say they will take advantage of post-holiday sales

20Google Confidential and Proprietary2008 Google/Compete, Inc Online Research and Purchase Activity Report

Gift Cards


Gift Card Purchase Intention

Green items indicate significant difference at 95% confidence Total Male Female MotherNon-

Mother

Base 10,039 4,250 5,789 2,593 3,196

Department store cards 39% 37% 40% 41% 39%

Dining or Entertainment cards 29% 26% 32% 31% 32%

Clothing store cards 28% 23% 31% 36% 27%

Universal/prepaid gift cards | American Express, Discover… 19% 19% 19% 21% 18%

Online retailer cards 14% 17% 12% 13% 11%

Other type of gift card 17% 16% 18% 16% 19%

I don't plan to purchase gift cards this Holiday Season 31% 34% 30% 28% 31%

69 % of

consumers

planning to

purchase gift cards for the

upcoming holiday

season.

Women are

slightly more likely

than men to

purchase gift

cards.

(Q14). What gift cards, if any, are you planning on purchasing this Holiday Season?


Attitudes about Gift Cards

I appreciate receiving gift cards because they give

me the freedom to buy what I want or need

I give gift cards because it gives them the

freedom to buy what they want or need

Giving gift cards makes it easier to shop for my

friends, friends or colleagues

I plan on using any gift cards I receive to take

advantage of any after-holiday sales and

promotions

Gift cards are appropriate gifts to give during the

holiday season

I prefer receiving gift cards over actual presents

When I give gift cards, I tend to spend more than

if I were purchasing a traditional gift for someone

Total (Base 10,039)

Gift cards are appreciated and given because of the freedom it gives to users. Moms show a higher acceptance of gift cards compared to non-mothers.

(Top 2 Boxes – Net)

(71%)

(68%)

(66%)

(66%)

(62%)

(46%)

(36%)

(Q15). Using the scale below please tell us how much you agree or disagree with the following statements regarding the use of gift cards as holiday presents.Green items indicate significant difference at 95% confidence.


Attitudes about Gift Cards Males vs. Females

I appreciate receiving gift cards because they give

me the freedom to buy what I want or need

I give gift cards because it gives them the

freedom to buy what they want or need

Giving gift cards makes it easier to shop for my

friends, friends or colleagues

I plan on using any gift cards I receive to take

advantage of any after-holiday sales and

promotions

Gift cards are appropriate gifts to give during the

holiday season

I prefer receiving gift cards over actual presents

When I give gift cards, I tend to spend more than if

I were purchasing a traditional gift for someone

Males (Base 4,250) Females (Base 5,789)

Females show a higher acceptance of gift cards compared to males.

(Top 2 Boxes – Net)

(71%)

(77%)

(68%)

(73%)

(71%)

(77%)

(68%)

(73%)

(68%)

(73%)

(71%)

(77%)

(68%)

(73%)

(Q15). Using the scale below please tell us how much you agree or disagree with the following statements regarding the use of gift cards as holiday presents.Green items indicate significant difference at 95% confidence. (All female items indicate a significant difference for this question.)


Hot Products


What People Want to Receive for the Holidays

Nearly 3 out of 4 holiday shoppers mentioned a product related gift they want for the holidays.

Electronics is the most sought after product with one third wanting an electronics product for the holidays.

Gift cards is also a popular item at 14% among all holiday shoppers. Women are more likely to want gift cards versus men.

72%

31%

18%

14%

12%

10%

8%

6%

5%

4%

4%

3%

3%

2%

2%

0.1%

PRODUCTS - NET

ELECTRONICS

PRODUCTS

CLOTHING / APPAREL

GIFT CARDS

FASHION ACCESSORIES

(including Watches)

HOME FURNISHINGS

JEWELRY

Money

SPORTS/FITNESS

HOME APPLIANCES

AUTOMOTIVE

HEALTH/BEAUTY

WATCHES

Vacation/trip/travel/cruise

TOYS

Pet

supplies/toys/treats

25Q20. Now please think about what YOU want for the holidays. What are the gifts that you want this Holiday Season? Please be as specific as possible (i.e. give product names/brand, etc.)

Gifts WantTotal Holiday Shoppers (n=10,039)

26Google Confidential and Proprietary2008 Google/OTX Holiday Shopping Intentions Study | General Shopping 26

What People Want to Receive Overview

TotalGender Parent

Male Female Moms Non-Moms

Base 10039 4250 5789 2593 3196

PRODUCTS - NET 72% 68% 75% 77% 74%

ELECTRONICS 31% 35% 28% 28% 29%

CLOTHING 18% 13% 22% 24% 20%

FASHION ACCESSORIES (including Watches) 12% 9% 15% 16% 15%

Watch 3% 3% 2% 3% 2%

HOME FURNISHINGS 10% 5% 13% 13% 13%

JEWELRY 8% 2% 12% 12% 12%

SPORTS/FITNESS 5% 7% 4% 4% 4%

HOME APPLIANCES 4% 2% 6% 7% 6%

AUTOMOTIVE 4% 5% 3% 4% 3%

HEALTH/BEAUTY 3% 1% 5% 6% 5%

TOYS 2% 2% 1% 2% 1%

MISCELLANEOUS BRANDS/PRODUCTS – SUBNET 29% 22% 34% 31% 37%

MISCELLANEOUS BRANDS - SUB-SUBNET 7% 4% 9% 9% 10%

MISCELLANEOUS PRODUCTS - SUB-SUBNET 28% 21% 33% 29% 35%

Gift cards 14% 9% 17% 15% 19%

Money 6% 6% 6% 6% 7%

Vacation/trip/travel/cruise 2% 1% 2% 2% 2%

Pet supplies/toys/treats 0.1% 0.1 % 0.2% 0.1 % 0.3%

NON-PRODUCT-RELATED (Friends/Family, Peace, Health, Happiness, Debt Free, Fun, Charity, Political) 6% 6% 6% 6% 7%

Nothing 10% 13% 9% 9% 9%

Don't know 8% 7% 8% 7% 9%

Q20. Now please think about what YOU want for the holidays. What are the gifts that you want this Holiday Season? Please be as specific as possible (i.e. give product names/brand, etc.)


What People Want to Receive by Brand/Retailer

27

2.3%

2.0%

1.8%

1.7%

1.5%

1.3%

1.3%

1.2%

1.2%

1.2%

1.0%

0.9%

0.8%

0.6%

0.6%

0.6%

0.6%

0.6%

0.6%

0.5%

0.5%

0.5%

Ipod

Sony

Nintendo Wii

Wal-Mart

Playstation 3

Apple

Dell

Xbox 360

Coach

Target

Nike

HP

Iphone

Canon

Nintendo Wii games/accessories

Old Navy

Victoria's Secret

Bath and Body Works

Amazon

Samsung

Gap

Macy's

Many of the top brands mentioned as gifts people want include electronic related brands or products with iPod and Wii showing strong unaided mentions. The top 2 retailers mentioned are Wal-Mart and Target as places Holiday Shoppers would like to receivegifts from.

Q20. Now please think about what YOU want for the holidays. What are the gifts that you want this Holiday Season? Please be as specific as possible (i.e. give product names/brand, etc.)

Total Holiday Shoppers (n=10,039)


69%

30%

26%

21%

20%

15%

12%

7%

7%

5%

4%

3%

3%

1%

1%

1%

PRODUCTS - NET

CLOTHING

ELECTRONICS

Gift cards

TOYS

FASHION ACCESSORIES

(including Watches)

JEWELRY

HOME FURNISHINGS

SPORTS/FITNESS

WATCH

Money

HOME APPLIANCE

HEALTH/BEAUTY

AUTOMOTIVE

Pet

supplies/toys/treats

Vacation/trip/travel/cruise

What People Want to Give for the Holidays

2 out of 3 Holiday Shoppers mentioned a specific product that they want to give to others for the holidays.

Clothing products edges out Electronics products as gifts for others this holiday season. Gift Cards and Toys are also strong with nearly 1 out of 5 holiday shoppers each.

Both Jewelry and Watches are higher for gifts Holiday Shoppers want to give to others versus what shoppers want for themselves.

More Holiday Shoppers want home furnishings as gifts for themselves rather than gifts they are willing to give.

Gifts GivingTotal Holiday Shoppers (n=10,039)

Q21. Now please think about what you want to GIVE as gifts for the upcoming holidays. What are the gifts that you plan on giving this Holiday Season? Please be as specific as possible (i.e. give product names/brand, etc.)

29Google Confidential and Proprietary2008 Google/OTX Holiday Shopping Intentions Study | General Shopping 29Q21. Now please think about what you want to GIVE as gifts for the upcoming holidays. What are the gifts that you plan on giving this Holiday Season? Please be as specific as possible (i.e. give product names/brand, etc.)

What People Want to Give Overview

23%35%28%23%26%ELECTRONICS

Total

Gender Parent

Male Female Moms Non-Moms

Base 10039 4250 5789 2593 3196

PRODUCTS - NET 69% 63% 73% 76% 71%

CLOTHING 30% 21% 36% 38% 34%

FASHION ACCESSORIES (including Watches) 15% 11% 17% 18% 16%

Watch 5% 4% 5% 6% 4%

TOYS 20% 14% 25% 33% 19%

JEWELRY 12% 14% 11% 11% 12%

HOME FURNISHINGS 7% 4% 10% 9% 11%

SPORTS/FITNESS 7% 5% 9% 10% 7%

HOME APPLIANCE 3% 3% 3% 3% 3%

HEALTH/BEAUTY 3% 1% 5% 4% 5%

AUTOMOTIVE 1% 1% 1% 1% 1%

MISCELLANEOUS BRANDS/PRODUCTS - SUBNET 38% 32% 43% 39% 46%

MISCELLANEOUS BRANDS - SUB-SUBNET 8% 5% 10% 10% 10%

MISCELLANEOUS PRODUCTS - SUB-SUBNET 36% 30% 40% 36% 43%

Gift cards 21% 19% 23% 21% 25%

Money 4% 4% 4% 3% 5%

Pet supplies/toys/treats 1% 1% 1% 1% 2%

Vacation/trip/travel/cruise 1% 0% 1% 0% 1%

NON-PRODUCT-RELATED - NET 1% 1% 1% 1% 1%

Nothing 5% 6% 4% 4% 4%

Don’t know 16% 17% 16% 14% 18%


What People Want to Give by Brand/Retailer

30

1.9%1.8%

1.7%

1.2%

1.1%

1.0%

0.9%

0.9%

0.9%

0.9%

0.8%

0.8%

0.8%

0.8%

0.7%

0.7%

0.7%

0.6%

0.5%

0.5%

0.5%

0.5%

Nintendo Wii

Wal-Mart

Ipod

Target

Nintendo Wii games/accessories

Old Navy

Playstation/Playstation 2 games

Xbox 360

Gap

Nike

Best Buy

Sony

Xbox 360 games/accessories

Bath and Body Works

Playstation 3

Macy's

Barbies

Apple

Coach

Fisher Price

Lego

Kohl's

Again, many of the top brands mentioned as gifts people want to give include electronics related products even though clothing was #1.

Total Holiday Shoppers (n=10,039)

Q21. Now please think about what you want to GIVE as gifts for the upcoming holidays. What are the gifts that you plan on giving this Holiday Season? Please be as specific as possible (i.e. give product names/brand, etc.)


Appendix


Online Provides a New Customer Experience

Green items indicate significant difference at 95% confidence Total Male Female MotherNon-

Mother

Base (Excluding “have never used”) 8,436 3,584 4,852 2,204 2,648

Because it's convenient 81% 79% 83% 83% 84%

To compare products and prices 80% 79% 81% 82% 81%

Because I can shop any time during the day 80% 77% 82% 82% 82%

To find discounts and savings 77% 74% 78% 79% 77%

To avoid the crowds 76% 73% 78% 78% 77%

To compare product features 75% 74% 75% 76% 74%

Because it's easier to find unusual or hard to find gifts 73% 69% 76% 77% 75%

To find gift ideas 73% 69% 76% 77% 75%

To research the products before purchasing the products at the physical "brick-and-mortar" store

69% 69% 69% 69% 69%

To place an order for a product or gift 68% 64% 70% 70% 70%

To find store information 61% 59% 62% 64% 61%

Because it's easier to contact customer service if any problems arise

34% 36% 32% 35% 30%

Convenience,

comparison

shopping and

shopping any time

during the day are the top reasons

for shopping

online this coming

holiday season.

69% prefer researching online

before heading

out to the store

location to make

the purchase.

(Q10). Using the scale below, please tell us how much you agree with each of the following statements about why you plan to shop online during the Holiday Season.Base: Plan to shop online


Mass Merchandisers Are Primary Destination

66%

43%

42%

41%

34%

33%

31%

31%

25%

25%

25%

16%

15%

15%

14%

M ass merchandise retailer (like Target, Kmart, Wal-M art)

Department store (like M acy's, Sears, Nordstrom's Neiman M arcus)

Electronics retailer (like Best Buy, Circuit City)

Toy Stores (Toys R Us, KB Toys)

Bookstore or book retailer (like Barnes & Noble, Borders)

Chain clo thing retailer (like Gap, Old Navy, Abercrombie and Fitch)

Internet-only retailer (like amazon.com, bluefly.com)

Discount chain retailer (like TJ M axx, M arshalls)

Health and Beauty stores (like Sephora, Bath and Body Works)

M usic / Electronics / Video stores (like Apple, Brookstone, Game Shop)

Chain pet supply retailer (like Petco or PetSmart)

Shoe Retailers (like zappos.com, Aldo, Foot Locker)

Jewelry Stores (like Zales, Kay, M ayors)

Athletic shoe retailer (like Foot Locker)

Accessory retailer (like Claire's)

Mass merchandisers reign with regards to what type of retailers holiday shoppers plan on using. Department, Electronics and Toy stores round out the top 5.

(Q3). In which of the following types of retailers do you plan to shop this Holiday Season?

Please think of any websites you may visit. (n=10,039)

Total Holiday Shoppers


Cash Makes a Comeback

50%

45%

53%56%

51%

46%48%

44%

40%

47%

18% 18% 18% 19% 18%

67%64%

68%

72%

65%

2% 2% 2% 3% 2%

Total (n=10039) Male (n=4250) Female (n=5789) Mother (n=2593) Non-Mother (n=3196)

Debit Card Credit Card Gift Card Cash Other

Two out of three plan on using cash this holiday season and Moms show an even stronger preference toward cash.

(Q2). How do you plan to make your purchases in the upcoming Holiday Season?Green items indicate significant difference at 95% confidence. (n=10,039)

48%

53%56%

47%

2008 Holiday Shopping Intentions

Business

upcoming holiday shopping

holiday season

holiday purchasing

holiday researching

holiday shoppinginternet

holiday shoppingtotalconsumers

holiday shoppers

holiday shoppingresearching