Holiday Poll Finds American Consumers are Spending Strong, but Buying Cheaper

PRLog (Press Release) - Nov 30, 2006 -
Seattle, Wash. - November 22, 2006 - The latest global GMI Poll, which surveyed 14,201 consumers in 15 countries from October 30 th through November 7 th,
2006, found that while 78% of Americans expect to spend the same or more on holiday gifts this year, many are choosing to buy cheaper. The poll, powered by global market intelligence solutions provider GMI (Global Market Insite, Inc.), revealed that 64% of U.S. respondents selected 'discount stores' as their first or second stop when purchasing holiday gifts, whereas less than 6% chose luxury shops.

For the second year in a row, GMIPoll results show that a majority of U.S. consumers will shop online again this holiday season, with nearly 80% of respondents choosing it as a destination and 39% of those consumers selecting it #1. However, many Americans wish gift giving wasn't so popular: the study found that 66% of Americans find gift-giving expectations to be the most annoying aspect of the holidays.

"The prominent choice of discount retailers by U.S. consumers is a very interesting finding," notes Allyson Stewart-Allen, founder of International Marketing Partners and advisor to a number of national government agencies and Fortune 100 companies. "That the richest consumers in the world intend to shop at these discounters says that the U.S. retail sector is very mature. U.S. mainstream retailers will be missing a large part of the holiday market due to the compelling propositions made by discount stores, unlike in some of the other countries studied."

Internationally, the study found that Europeans stick to traditional roots when it comes to holiday shopping and gift advice. For example, of the nearly 900 respondents in Spain who selected 'Department/Specialty Stores', over 85% made it their first choice. The United Kingdom was one market that broke against trends, and like the U.S., chose the Internet over more traditional shops. In gauging what affects their purchase, most European countries, including Germany, Italy, and Spain, all chose 'recommendations from friends' as having the most sway over their purchases. France was one place where this was not the case, with 58% of respondents selecting 'TV/Print/Billboard advertising', which beat out 'friends' (39%).

Other interesting findings from the study:
• Of the 1,000 U.S. consumers surveyed, 60% said that a recommendation from a friend influenced their purchasing decisions, beating out regular advertising and in-store displays by 14% and 13% respectively.
• In the popular gift card market, 64% of respondents said they like to buy cards from stores that have multiple items or products. The next most popular choice for gift cards was for CDs and DVDs, which 40% of U.S. respondents selected.

The 15 countries polled for this study were Australia , Brazil, Canada, China, Denmark , France , Germany , Italy , Norway , Russia , Spain , Sweden , The Netherlands , UK, and USA.

About GMIPoll
GMIPoll quickly and accurately gathers international opinions about topical issues and critical global events, with real-time results. GMIPoll is the only survey that polls global opinions in real time, online, and with statistically accurate results. More information on GMIPoll is available at http://www.gmipoll.com or email us for more information.

About GMI
GMI (Global Market Insite, Inc.) is the only provider of comprehensive integrated solutions for global market intelligence for both market research firms and corporate market research departments at Global 2000 companies. More information is available at http://www.gmi-mr.com or email us.

About Allyson Stewart-Allen/International Marketing Partners
International Marketing Partners is the London and Los Angeles-based marketing consulting firm founded by Allyson Stewart-Allen, the world's leading recognized authority on trans-Atlantic business, international marketing and working across business cultures. An American based in London and Los Angeles, Allyson Stewart-Allen advises a number of national government agencies and Fortune 100 companies, and is a member of the Senior Advisory Council of New York-based Business for Diplomatic Action (BDA). She has served as a judge for the UK's International Business Awards and the US Stevie Awards(tm) for International Business. Co-author of the first-ever book on the American business culture ( Working with Americans , (c) Prentice Hall), Allyson is a regular contributor to the international business media, including CNN, BBC, USA Today, Newsweek, Business Week, Les Echos, Bloomberg, Financial Times, Sky News, Wall Street Journal, Marketing Magazine as well as major daily newspapers.
More information is available at http://www.intermarketingonline.com or http://www.workingwithamericans.com.