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WALMART SURVEY OF UNION MEMBERS IN NEW YORK CITY – SUMMARY OF RESULTSDouglas E. Schoen, LLC
January 21, 2011
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Overview• This survey was conducted with a representative sample
of 400 union members in New York City. The fieldwork was conducted from January 17 – January 19, 2011.
• The purpose of this survey is to assess support for locating a Walmart in New York City among union members in the city.
• The margin of error for this survey is +/- 5%.
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Overview• There is broad support among union members for
bringing a Walmart to New York City. Over 70% of union members support locating a Walmart in the city.
• Union members of all types – public and private employee members, and union members of all sectors – support locating a Walmart in the city.
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Bringing New Business to NYC• Union members overwhelmingly believe it is important to
bring business to New York City. 98% of union members say it is important to bring new business to the city.
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Bringing New Business to NYC
Bringing new business to NYC0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100% 98%
1%
ImportantNot important
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Creating New Jobs in NYC
Creating new jobs in NYC0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%100%
0%
ImportantNot important
• 100% of union members say it is important to create new jobs in the city.
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Bringing New Retail Stores to NYC
Bringing new retail to NYC0%
10%
20%
30%
40%
50%
60%
70%
80%
90%81%
13%
ImportantNot important
• And a large majority (81%) say it is important to bring new retail stores to the city.
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Favorability of Walmart• Walmart has a favorable impression among New York City
union members. 68% are favorable of Walmart, while 15% are unfavorable.
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Favorability of Walmart
Walmart0%
10%
20%
30%
40%
50%
60%
70%
80%
68%
15%
FavorableUnfavorable
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Bringing a Walmart to New York City• We asked union members the following question to test
their support for bringing a Walmart to New York City:• In the past, there have been proposals to build a large
retail store like Walmart in New York City. So far, there are no Walmarts yet that have been located in New York City. Generally speaking, do you strongly favor, moderately favor, moderately oppose or strongly oppose locating a Walmart store in New York City?
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Bringing a Walmart to New York City• New York City union members favor bringing a Walmart to the city, 74% to 20%.
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Bringing a Walmart to New York City
Locating a Walmart in NYC0%
10%
20%
30%
40%
50%
60%
70%
80%74%
20%
FavorOppose
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Bringing a Walmart to New York City – Public vs. Private Union• Both public and private employee union members favor
bringing a Walmart to the city.• Public employee union members favor it 73% to 20%, and
private employee union members favor it 76% to 23%.
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Bringing a Walmart to New York City - Public vs. Private Union
Public employee union Private employee union0%
10%
20%
30%
40%
50%
60%
70%
80%73%
76%
20%23%
FavorOppose
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Bringing a Walmart to New York City –Union Sector• Union members in all industry sectors favor bringing a
Walmart to the city.• Skilled trade union members favor it 75% to 19%, health
care and nursing union members favor it 72% to 22%, and trade/machine/operator union members favor it 52% to 20%.
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Bringing a Walmart to New York City - Union Sector
Skilled trade Health care/nursing Trade/machine/operator0%
10%
20%
30%
40%
50%
60%
70%
80% 75%72%
52%
19%22% 20%
FavorOppose
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Why do you favor a Walmart in NYC?• Union members who favor bringing a Walmart to the city
say the primary reason they do so is because it will create new jobs, followed by the belief that it will provide consumers with more choices and low-cost products.
• The third reason for favoring a Walmart in the city among supporters is that it will save them money.
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Why do you favor a Walmart in NYC?
Why do you favor a Walmart in New York City? (two choices permitted)
It will create new jobs 70%
It will provide consumers with more choices and low-cost products
62%
It will save me money 49%
It will save time and make shopping more convenient by providing a place for me to do all of my shopping at once
39%
It will generate revenue for the city 38%
It will contribute to the community 32%
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Why do you oppose a Walmart in NYC?
• Among the 20% of union members who oppose locating a Walmart in New York City, the strongest reason they oppose it is because they believe Walmart will hurt local businesses, followed by the belief that it will only pay employees low wages with poor benefits, and that it will only hire non-union employees.
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Why do you oppose a Walmart in NYC?
[If oppose locating a Walmart in NYC] Why do you oppose a Walmart in New York City? Two choices permitted
It will hurt local businesses 67%
It will only pay employees low wages with poor benefits 62%
It will only hire non-union employees 56%
It will impact the community negatively 35%
It will increase traffic and congestion 33%
It will not generate enough revenue for the city to be worth it 22%
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Locating a Walmart in Your Neighborhood
Locating a Walmart in your neighborhood0%
10%
20%
30%
40%
50%
60%
70% 65%
32% FavorOppose
• 65% of union members favor having a Walmart in their neighborhood, while 32% oppose this.
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Locating a Walmart in Your Neighborhood – Public vs. Private Union• Members of both public and private employee unions
support locating a Walmart in their neighborhood.• Public employee union members support this 59% to
36%, and private employee union members support this 67% to 33%.
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Locating a Walmart in Your Neighborhood - Public vs. Private Union
Public employee union Private employee union0%
10%
20%
30%
40%
50%
60%
70%
80%
59%
67%
36%33%
FavorOppose
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Locating a Walmart in Your Neighborhood – Union Sector• Support for locating a Walmart in their neighborhood is
strongest among skilled trade union members, and weakest among health care and nursing union members.
• Members of both public and private employee unions support locating a Walmart in their neighborhood.
• Skilled trade union members support this 69% to 28%, while trade/machine/operator members are split, 47% to 47%. Health care and nursing union members oppose locating a Walmart in their neighborhood 33% to 67%.
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Locating a Walmart in Your Neighborhood - Union Sector
Skilled trade Trade/machine/operator Health care/nursing0%
10%
20%
30%
40%
50%
60%
70%
80%
69%
47%
33%28%
47%
67%
FavorOppose
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Impact of Walmart on the City• By 68% to 16%, union members say a Walmart in New
York City will help the city rather than hurt it. 9% say it will have no impact on the city.
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Impact of Walmart on the City
Walmart in NYC0%
10%
20%
30%
40%
50%
60%
70%
80%
68%
16%
9%
Help the cityHurt the cityHave no impact
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Impact of Walmart on the City• Union members agree by four to one (80% to 20%) that
they should have a Walmart in New York City so that their city gets the same benefits that New Jersey and Long Island get by having Walmart stores – jobs for residents and local tax revenue.
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Impact of Walmart on the City
We should have a Walmart in the city to get the same benefits that NJ and Long Island get by having Walmart
stores – jobs for residents and local tax revenue.
0%
20%
40%
60%
80%80%
20%
AgreeDisagree
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Impact of Walmart on the City• 79% of union members say it is important that in thinking
about if bringing a Walmart to New York City would help the city, the store would bring new tax revenue for the city. 15% say it is not important.
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Impact of Walmart on the City
A Walmart would bring new tax revenue to the city
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%79%
15%
ImportantNot important
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Walmart Built with Union Labor• Union members are more favorable to a Walmart in the
city knowing that the store will be built with union labor, 55% to 3%.
• 35% say it has no impact on their opinion.
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Walmart Built with Union Labor
Walmart in NYC would be built with union labor
0%
10%
20%
30%
40%
50%
60%55%
3%
35%More favorable to a Walmart in NYCLess favorableNo impact on opinion
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Employment Opportunities at Walmart
• Union members believe there are real opportunities for employees to advance themselves at Walmart, 33% to 20%.
• 47% are not sure.
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Employment Opportunities at Walmart
Walmart in NYC0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
33%
20%
47%
Real opportunities to advanceNot real opportunitiesNot sure
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Walmart’s Contribution to Local Communities
• By 45% to 16%, union members say Walmart contributes positively to the communities it is located in.
• 39% are not sure.
Walmart's contri...0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%45%
16%
39%
PositiveNot positiveNot sure
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Walmart Helps People Save Money
• By 84% to 5%, union members say Walmart helps people save money.
Walmart0%
10%
20%
30%
40%
50%
60%
70%
80%
90% 84%
5%
Helps people save moneyDoes not help
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Positive Walmart Messages• Next we read union members some arguments that have
been made in support of bringing Walmart to New York City. We asked if they found each argument to be a convincing or not convincing reason to bring Walmart to the city.
• All of the arguments tested well among union members, with over three-quarters saying each one is a convincing reason to bring Walmart to the city.
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Positive Walmart Messages• The two strongest messages are:
1. Walmart will provide low-cost goods to consumers that will help them save money.
2. In these tough economic times in which the middle class is struggling, we need the new jobs and low-cost goods that Walmart offers.
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Positive Walmart Messages
Walmart will provide low-cost goods to consumers that will help them save money.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90% 85%
12%
ConvincingNot convincing
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Positive Walmart Messages
In these tough economic times in which the midd...0%
10%
20%
30%
40%
50%
60%
70%
80%
90% 84%
14%
ConvincingNot convincing
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Positive Walmart Messages
The second tier messages, which still received strong support, are as follows.
3. With youth and minority unemployment as high as it is, a Walmart in New York City will offer opportunities for individuals to enter the work force and get started.
4. Walmart will help New Yorkers save money by offering affordable products so that they can live better.
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Positive Walmart Messages
5. Walmart will save consumers time and money by enabling them to do all of their shopping efficiently and quickly in one location in New York City. City residents would no longer have to travel to the suburbs to receive the benefits of shopping at a big box retailer like Walmart.
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Positive Walmart Messages
With youth and minority unemployment as high as it is, a Walmart in New York City will offer opportunities for individuals to enter the work
force and get started.
0%
20%
40%
60%
80% 78%
20%
ConvincingNot convincing
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Positive Walmart Messages
Walmart will help New Yorkers save money by offering affordable products so that they can live
better.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%78%
21%
ConvincingNot convincing
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Positive Walmart Messages
Walmart will save consumers time and money by enab...0%
10%20%30%40%50%60%70%80%90%
77%
20% ConvincingNot convincing
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Support for Walmart in NYC – After Positive Walmart Messages• After hearing the positive Walmart messages, support for
locating a Walmart in New York City increased seven points among union members to 81%. Opposition to Walmart decreases four points to 16%.
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Bringing a Walmart to New York City – After Positive Messages
Union members0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
74%
20%
81%
16%
Favor
Oppose
Favor after positive arguments
Oppose after posi-tive arguments
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Negative Walmart Messages• Next we read union members some arguments that have
been made against locating a Walmart in New York City, and asked if each one was a convincing or not convincing reason to oppose bringing Walmart to the city.
• Union members surveyed felt that two of the three arguments were convincing reasons to oppose locating a Walmart in the city, but these arguments did not test as strong as the positive messages.
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Negative Walmart Messages• The two stronger messages are as follows:
1. Walmart would hurt New York City, as the small, local businesses that make up the character of our neighborhoods will inevitably be run out of business.
2. Walmart does not provide high-paying jobs with good benefits. New Yorkers need a living wage.
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Negative Walmart Messages
Walmart would hurt New York City, as the small, local businesses that make up the character of our neighborhoods will inevitably be run out of
business.
0%
20%
40%
60%62%
36%
ConvincingNot convincing
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Negative Walmart Messages
Walmart does not provide high-paying jobs with good benefits. New Yorkers need a living wage.
0%
10%
20%
30%
40%
50%
60%
52%
39%
ConvincingNot convincing
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Negative Walmart Messages• The third message tested weakest among union
members, as they found this to not be a convincing reason to oppose Walmart in the city.
3. Committing to keeping Walmart and other big-box retailers out of New York City will help protect small businesses and protect the character of New York City as we know it.
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Negative Walmart Messages
Committing to keeping Walmart and other big-box retailers out of New York City will help pro-tect small businesses and protect the character
of New York City as we know it.
30%
40%
50%
60%
48% 49%
ConvincingNot convincing
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Bringing a Walmart to New York City - After Negative Messages
• Support for locating a Walmart in New York City went back to where it started at 71%. Opposing to bringing Walmart to the city increased to 26%.
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Locating a Walmart to New York City – After Negative Messages
Union members0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
74%
20%
81%
16%
71%
26%
Favor
Oppose
Favor after positive messages
Oppose after posi-tive messages
Favor after negative messages
Oppose after nega-tive messages
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Impact of Walmart on Union Members
• Union members believe Walmart in New York City will help working people in the city, 76% to 15%.
Walmart in NYC0%
10%
20%
30%
40%
50%
60%
70%
80% 76%
15%
Help work-ing people in the cityWill not help them
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Impact of Walmart on Union Members
• Union members believe Walmart in New York City will give working people more choice in goods and lower prices, 75% to 16%.
Walmart in NYC0%
10%
20%
30%
40%
50%
60%
70%
80% 75%
16%
Will give working people more choice in goods and lower pricesThis will not be the case
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Impact of Walmart on Union Members
• Union members believe Walmart in New York City will create jobs for working people, 83% to 12%.
Walmart in NYC will create jobs for working
people
0%
10%
20%
30%
40%
50%
60%
70%
80%
90% 83%
12%
YesNo
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Impact of Walmart on Union Members
Walmart in NYC 0%
5%
10%
15%
20%
25%
30%
35%32%
19%
25%
Help orga-nized laborHurt itHave no impact
• Union members believe Walmart in New York City will help organized labor rather than hurt it, 32% to 19%.
• One-quarter say it will have no impact on organized labor.
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Labor Leaders who Oppose Walmart
Labor leaders who oppose
Walmart
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%41%
35%
24%
Pursuing their own selfish in-terestsDoing what is right for all New YorkersNot sure
• 41% of union members believe that labor leaders who oppose Walmart are just pursuing their own selfish interests, compared to 35% who say they are doing what is right for all New Yorkers.
• 24% are not sure.
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Impact of Walmart on Union Members• Union members believe a Walmart in the city will help working people
because it will create jobs rather than hurt working people because it hires non-unionized people, 65% to 26%.
Which is closer to your view?0%
10%
20%
30%
40%
50%
60%
70%
26%
65%
Because Walmart hires non-unionized people, a Walmart in the city will hurt working people
Because Walmart will in-crease employment and give people opportunities to get ahead who otherwise might not have jobs, a Walmart in the city will help working people
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City Council • Union members say that City Council should not be able to pass
legislation that prevents retailers like Walmart from coming to New York City, 60% to 27%.
Should City Council be able to pass legislation that prevents retailers like Walmart from coming to New
York City?
0%
10%
20%
30%
40%
50%
60%
70%60%
27% NoYes
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City Council • 51% of union members say that if their elected officials
tried to block Walmart from coming to the city, they would be angry that these officials are preventing the creation of jobs and stopping consumers from being able to shop where they want. One-third say they would be happy that these officials are looking out for the best interest of the city.
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City Council
If elected officials tried to block Walmart from coming to NYC, would you feel…
0%
10%
20%
30%
40%
50%
60%
51%
33%
Angry that they are pre-venting the creation of jobs and stopping con-sumers from being able to shop where they wantHappy that they are looking out for the best interest of the city
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Shopping Habits of Union Members• A vast amount of revenue is being lost to shopping
outside of the city. • 72% of union members say that at least some of the time
they leave New York City to do their shopping.
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Shopping Habits of Union Members
How often do you leave New York City and go somewhere else to shop?
0%
10%
20%
30%
40%
50%
60%
70%
80%72%
28%
At least some of the timeRarely or never
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Shopping Habits of Union Members• 26% of union members say that more than half of their
monthly spending is spent at retailers outside the city rather than at retailers inside of the city.
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Shopping Habits of Union Members
About what percentage of your monthly spending do you spend at retailers inside of New York City, compared to retailers
outside of the City?
0%
20%
40%
60%
26%
65%
More than half spent at retailers outside of the cityMore than half spent at retailers inside the city
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Shopping Habits of Union Members• When union members leave the city to shop, a plurality say
they go to Costco, followed by Target and then BJ’s Wholesale Club.
When you leave the city to shop, what stores do you usually go to? (two choices permitted)
Costco 46%
Target 41%
BJ’s Wholesale Club 39%
Home Depot 38%
Walmart 30%
Kmart 15%
Sam’s Club 4%
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Shopping Habits of Union Members• A plurality of union members say they spend $250 - $500
a month on retail and groceries. • Taken into consideration that a plurality of union members
say they leave the city at least some of the time to do their shopping, a considerable amount of their monthly spending goes to retailers outside of New York City. Thus, millions of dollars of tax revenue is leaving the city.
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Shopping Habits of Union Members
About how much do you spend a month on retail and grocery shopping?$0 - $100 7%
$100 - $250 29%
$250 - $500 39%
$500 - $1,000 18%
Greater than $1,000 2%