press release · 2019. 11. 26. · press release 2020 k street, nw, suite 410 washington dc 20006...

PRESS RELEASE

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Vice President, US, Public Affairs, Ipsos

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Six in Ten Shoppers Are Buying Things They Would Buy Anyway during Black Friday, Small Business Saturday, and Cyber Monday

Three quarters of Black Friday and Cyber Monday shoppers will only be shopping sales

Washington, DC, November 22, 2019 — A new Ipsos poll on behalf of USA Today explores

American shopping intentions towards specific holiday shopping days and the season overall.

• Three in four Americans plan to shop during the holiday season.

• Cyber Monday (65%) is more popular than Black Friday (57%) among Millennials.

• Those with children are more likely than their counterparts to engage in any of the shopping

days or the holiday shopping season.

• Around three quarters of Black Friday (77%) and Cyber Monday (75%) shoppers say they

will only buy items on sale while shopping on the respective days.

• Six in ten or more shoppers agree that the items they buy on Black Friday (69%), Small

Business Saturday (60%) and Cyber Monday (64%) are things they would buy anyway. A

small majority agree with this for the holiday shopping season (53%).

• Around a quarter of Black Friday (28%), Small Business Saturday (26%), and Cyber Monday

(27%) shoppers say they will be shopping for themselves, with another 4 in 10 saying they

will be shopping for others.

• A majority of shoppers with children will be shopping primarily for others except on Cyber

Monday during which 51% plan to shop mostly for themselves, and 43% plan to shop mostly

for others.

• Shoppers are split on how they will be shopping for Black Friday: 37% say more online, 29%

say more in-store, and 35% say\ equally across both. Half of Small Business Saturday

shoppers will be shopping in-store.

• Four in ten holiday season shoppers (41%) will be making their purchases equally in-store

and online.

• Clothing is the main shopping category across the days and for the overall holiday shopping

season.

• Sixty-three percent of Americans think sales should not start on Thanksgiving, and 44%

agree that the holidays are more about shopping and receiving presents than anything else.

For full results, please refer to the following questionnaire.

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Full Annotated Questionnaire:

1. Do you have plans to do any shopping on the following days? (Select one for each)

Total Yes Summary

Total

(N=1,004) Age 18-34 (N=290)

Age 35-54 (N=326)

Age 55+ (N=388)

Children in Household

(N=262)

No Children in Household

(N=742)

The holiday shopping season (Thanksgiving to Christmas)

75% 78% 83% 65% 85% 71%

Cyber Monday (Monday after Thanksgiving)

49% 65% 56% 30% 64% 44%

Black Friday (Friday after Thanksgiving)

41% 57% 49% 21% 58% 35%

Small Business Saturday (Saturday after Thanksgiving)

28% 37% 31% 18% 34% 25%

a. Black Friday (Friday after Thanksgiving)

Total Age 18-34 Age 35-54 Age 55+ Children in Household


Yes 41% 57% 49% 21% 58% 35%

No 43% 30% 35% 62% 24% 51%

Don’t know 15% 14% 15% 17% 18% 14%

b. Small Business Saturday (Saturday after Thanksgiving)



Yes 28% 37% 31% 18% 34% 25%

No 51% 45% 48% 60% 42% 55%

Don’t know 21% 19% 21% 22% 23% 20%

c. Cyber Monday (Monday after Thanksgiving)



Yes 49% 65% 56% 30% 64% 44%

No 32% 20% 27% 46% 20% 37%

Don’t know 19% 15% 17% 24% 16% 20%

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d. The holiday shopping season (Thanksgiving to Christmas)



Yes 75% 78% 83% 65% 85% 71%

No 16% 13% 11% 22% 7% 19%

Don’t know 9% 9% 6% 13% 8% 10%

2. [IF YES TO BLACK FRIDAY] Do you agree or disagree with the following statements? (Select one for each) Total Agree Summary

Total

(N=384) Age 18-34 (N=157)

Age 35-54 (N=143)

Age 55+ (N=84)


(N=143)


(N=241)

I will only buy items on sale during Black Friday

77% 80% 75% 74% 78% 77%

I will certainly make a spur of the moment purchase during

Black Friday 72% 73% 73% 71% 75% 71%

I know exactly the stores I plan to shop at for Black

Friday 71% 69% 77% 64% 71% 71%

Most of my Black Friday purchases are things I would

get anyway 69% 76% 67% 58% 75% 64%

I have a specific shopping list I will follow for Black Friday

65% 64% 68% 61% 68% 63%

I plan to spend more on Black Friday this year than I did last

year 50% 57% 51% 34% 52% 49%

a. I know exactly the stores I plan to shop at for Black Friday



Strongly agree 29% 31% 30% 23% 32% 27%

Somewhat agree 42% 38% 46% 41% 39% 44%

Somewhat disagree 16% 18% 10% 24% 18% 14%

Strongly disagree 8% 10% 8% 6% 8% 9%

Don’t know 5% 3% 6% 7% 4% 5%

Agree (Net) 71% 69% 77% 64% 71% 71%

Disagree (Net) 24% 28% 18% 30% 25% 23%


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b. I have a specific shopping list I will follow for Black Friday



Strongly agree 23% 27% 23% 15% 22% 24%

Somewhat agree 42% 37% 45% 46% 46% 39%

Somewhat disagree 21% 23% 16% 26% 17% 23% Strongly disagree 10% 11% 10% 9% 12% 9%

Don’t know 4% 3% 5% 4% 3% 5%

Agree (Net) 65% 64% 68% 61% 68% 63%

Disagree (Net) 31% 34% 27% 35% 29% 33%

c. I will only buy items on sale during Black Friday



Strongly agree 39% 40% 38% 38% 36% 41%

Somewhat agree 38% 40% 37% 36% 42% 36%


Don’t know 4% 1% 5% 9% 3% 4%

Agree (Net) 77% 80% 75% 74% 78% 77%

Disagree (Net) 19% 19% 20% 17% 19% 19%

d. Most of my Black Friday purchases are things I would get anyway



Strongly agree 24% 29% 26% 10% 31% 19%

Somewhat agree 45% 47% 41% 48% 44% 46%


Don’t know 4% 1% 6% 3% 2% 4%

Agree (Net) 69% 76% 67% 58% 75% 64%

Disagree (Net) 28% 23% 27% 39% 22% 31%


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e. I will certainly make a spur of the moment purchase during Black Friday



Strongly agree 28% 32% 28% 20% 30% 26%

Somewhat agree 44% 41% 45% 51% 44% 45%


Don’t know 5% 3% 7% 6% 4% 6%

Agree (Net) 72% 73% 73% 71% 75% 71%

Disagree (Net) 22% 24% 20% 23% 22% 23%

f. I plan to spend more on Black Friday this year than I did last year



Strongly agree 20% 27% 18% 7% 20% 20%

Somewhat agree 30% 29% 33% 26% 32% 29%


Don’t know 13% 8% 14% 20% 11% 14%

Agree (Net) 50% 57% 51% 34% 52% 49%

Disagree (Net) 37% 35% 35% 47% 36% 38%

3. [IF YES TO BLACK FRIDAY] Is your shopping on Black Friday mostly items for you or

mostly items for other people? (Select one)

Total

(N=384) Age 18-34 (N=157)

Age 35-54 (N=143)

Age 55+ (N=84)


(N=143)


(N=241)

Mostly for me 14% 17% 13% 10% 11% 16%

More for me but also some for others 15% 18% 13% 10% 7% 20%

Equally for me and others 32% 30% 36% 28% 31% 32%

More for others but also some for me 17% 16% 14% 25% 19% 16%

Mostly for others 23% 19% 24% 27% 31% 16%

For me (Net) 28% 35% 26% 20% 18% 35%

For others (Net) 40% 35% 38% 52% 50% 32%


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4. [IF YES TO BLACK FRIDAY] How much of your Black Friday shopping do you plan to do in-store and online? (Select one)

Total

(N=384) Age 18-34 (N=157)

Age 35-54 (N=143)

Age 55+ (N=84)


(N=143)


(N=241)

Most of it online 20% 17% 21% 26% 19% 22%

More of it online 16% 16% 18% 12% 17% 16%

Equal amount online as in-store 35% 34% 37% 30% 41% 30%

More of it in-store 17% 19% 14% 17% 16% 17%

Most of it in-store 12% 13% 10% 14% 7% 15%

Online (Net) 37% 33% 40% 38% 36% 37%

In-store (Net) 29% 33% 23% 32% 23% 32%

5. [IF YES TO BLACK FRIDAY] Which of the categories do you plan to shop for during Black

Friday? (Select all that apply)

Total

(N=384) Age 18-34 (N=157)

Age 35-54 (N=143)

Age 55+ (N=84)


(N=143)


(N=241)

Clothing/Accessories 74% 72% 72% 85% 74% 74%

Technology 64% 65% 66% 56% 69% 60%

Toys and Baby Equipment

42% 42% 49% 28% 62% 29%

Health and Beauty 37% 46% 32% 30% 37% 37%

Home and Furniture 30% 40% 25% 20% 28% 31%

Food and Drink 20% 23% 21% 12% 16% 23%

Automobile 6% 7% 8% - 8% 5%

Other 7% 4% 9% 8% 3% 9%


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6. [IF YES TO SMALL BUSINESS SATURDAY] Do you agree or disagree with the following statements? (Select one for each) Total Agree Summary

Total

(N=267) Age 18-34 (N=111)

Age 35-54 (N=92)

Age 55+ (N=64)


(N=93)


(N=174)


Small Business Saturday 71% 73% 77% 58% 84% 64%

I will only buy items on sale during Small Business

Saturday 65% 73% 64% 52% 75% 59%

I plan to spend more on Small Business Saturday this year

than I did last year 61% 62% 69% 45% 70% 56%

I know exactly the stores I plan to shop at for Small

Business Saturday 60% 59% 65% 53% 66% 56%

Most of my Small Business Saturday purchases are

things I would get anyway 60% 63% 59% 55% 64% 57%

I have a specific shopping list I will follow for Small Business Saturday

53% 61% 50% 43% 55% 51%

a. I know exactly the stores I plan to shop at for Small Business Saturday



Strongly agree 22% 25% 21% 18% 27% 19%

Somewhat agree 38% 34% 44% 34% 39% 37%



Don’t know 7% 6% 7% 9% 7% 7%

Agree (Net) 60% 59% 65% 53% 66% 56%

Disagree (Net) 33% 35% 29% 38% 27% 37%


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b. I have a specific shopping list I will follow for Small Business Saturday



Strongly agree 16% 19% 20% 5% 18% 15%

Somewhat agree 37% 42% 30% 38% 37% 36%


Don’t know 6% 3% 7% 10% 5% 7%

Agree (Net) 53% 61% 50% 43% 55% 51%

Disagree (Net) 41% 35% 44% 47% 40% 42%

c. I will only buy items on sale during Small Business Saturday



Strongly agree 22% 26% 23% 14% 29% 18%

Somewhat agree 43% 47% 42% 38% 46% 42%


Don’t know 8% 3% 11% 10% 6% 9%

Agree (Net) 65% 73% 64% 52% 75% 59%

Disagree (Net) 27% 24% 24% 38% 20% 31%

d. Most of my Small Business Saturday purchases are things I would get anyway



Strongly agree 15% 18% 17% 7% 20% 12%

Somewhat agree 45% 46% 42% 48% 43% 46%


Don’t know 9% 6% 9% 17% 7% 11%

Agree (Net) 60% 63% 59% 55% 64% 57%

Disagree (Net) 31% 31% 33% 28% 29% 32%


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e. I will certainly make a spur of the moment purchase during Small Business Saturday



Strongly agree 20% 18% 26% 12% 22% 19%

Somewhat agree 51% 55% 51% 46% 62% 45%


Don’t know 10% 5% 10% 18% 6% 12%

Agree (Net) 71% 73% 77% 58% 84% 64%

Disagree (Net) 19% 23% 14% 24% 10% 24%

f. I plan to spend more on Small Business Saturday this year than I did last year



Strongly agree 16% 21% 16% 7% 18% 15%

Somewhat agree 45% 41% 53% 38% 53% 40%


Don’t know 16% 9% 14% 30% 13% 18%

Agree (Net) 61% 62% 69% 45% 70% 56%

Disagree (Net) 23% 28% 17% 25% 17% 27%

7. [IF YES TO SMALL BUSINESS SATURDAY] Is your shopping on Small Business Saturday

mostly items for you or mostly items for other people? (Select one)

Total

(N=267) Age 18-34 (N=111)

Age 35-54 (N=92)

Age 55+ (N=64)


(N=93)


(N=174)

Mostly for me 14% 17% 15% 9% 14% 15%





For me (Net) 26% 33% 21% 21% 23% 27%

For others (Net) 44% 37% 52% 45% 50% 42%


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8. [IF YES TO SMALL BUSINESS SATURDAY] How much of your Small Business Saturday shopping do you plan to do in-store and online? (Select one)

Total

(N=267) Age 18-34 (N=111)

Age 35-54 (N=92)

Age 55+ (N=64)


(N=93)


(N=174)

Most of it online 12% 14% 9% 13% 16% 10%

More of it online 11% 17% 9% 5% 15% 9%




Online (Net) 23% 31% 18% 18% 31% 19%

In-store (Net) 50% 36% 61% 57% 44% 54%

9. [IF YES TO SMALL BUSINESS SATURDAY] Which of the categories do you plan to shop

for during Small Business Saturday? (Select all that apply)

Total

(N=267) Age 18-34 (N=111)

Age 35-54 (N=92)

Age 55+ (N=64)


(N=93)


(N=174)


Home and Furniture 40% 48% 32% 39% 36% 42%

Technology 36% 40% 38% 24% 44% 31%


Toys and Baby Equipment 31% 30% 33% 27% 42% 24%

Food and Drink 25% 29% 22% 23% 18% 28% Automobile 6% 11% 4% 1% 6% 7%

Other 9% 4% 10% 18% 4% 13%


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10. [IF YES TO CYBER MONDAY] Do you agree or disagree with the following statements? (Select one for each)

Total Agree Summary

Total

(N=468) Age 18-34 (N=175)

Age 35-54 (N=173)

Age 55+ (N=120)


(N=156)


(N=312)

I will only buy items on sale during Cyber Monday

75% 76% 76% 72% 80% 72%

Most of my Cyber Monday purchases are things I would

get anyway 64% 65% 65% 60% 67% 62%


Cyber Monday 62% 66% 65% 49% 68% 58%

I know exactly the stores I plan to shop at for Cyber

Monday 60% 60% 61% 56% 56% 62%

I have a specific shopping list I will follow for Cyber Monday

56% 57% 61% 43% 61% 52%

I plan to spend more on Cyber Monday this year than

I did last year 48% 58% 46% 32% 47% 48%

a. I know exactly the stores I plan to shop at for Cyber Monday



Strongly agree 23% 22% 26% 18% 22% 23%

Somewhat agree 37% 39% 34% 37% 34% 39%



Don’t know 9% 7% 10% 8% 7% 9%

Agree (Net) 60% 60% 61% 56% 56% 62%

Disagree (Net) 32% 32% 29% 36% 37% 29%


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b. I have a specific shopping list I will follow for Cyber Monday



Strongly agree 21% 28% 20% 11% 25% 19%

Somewhat agree 35% 29% 41% 33% 36% 33%


Don’t know 6% 4% 7% 9% 4% 8%

Agree (Net) 56% 57% 61% 43% 61% 52%

Disagree (Net) 38% 39% 33% 47% 35% 40%

c. I will only buy items on sale during Cyber Monday



Strongly agree 39% 37% 43% 34% 47% 34%

Somewhat agree 36% 39% 33% 38% 33% 38%


Don’t know 6% 3% 7% 11% 3% 9%

Agree (Net) 75% 76% 76% 72% 80% 72%

Disagree (Net) 18% 21% 17% 17% 17% 19%

d. Most of my Cyber Monday purchases are things I would get anyway



Strongly agree 19% 25% 16% 13% 19% 18%

Somewhat agree 45% 40% 49% 47% 48% 43%


Don’t know 7% 4% 10% 5% 7% 7%

Agree (Net) 64% 65% 65% 60% 67% 62%

Disagree (Net) 29% 31% 24% 36% 26% 31%


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e. I will certainly make a spur of the moment purchase during Cyber Monday



Strongly agree 23% 26% 26% 11% 32% 18%

Somewhat agree 39% 39% 39% 37% 37% 40%


Don’t know 9% 5% 12% 11% 7% 10%

Agree (Net) 62% 66% 65% 49% 68% 58%

Disagree (Net) 29% 29% 23% 40% 24% 32%

f. I plan to spend more on Cyber Monday this year than I did last year



Strongly agree 15% 21% 14% 10% 15% 16%

Somewhat agree 32% 38% 32% 22% 32% 33%


Don’t know 19% 14% 18% 32% 17% 21%

Agree (Net) 48% 58% 46% 32% 47% 48%

Disagree (Net) 33% 28% 36% 36% 36% 31%

11. [IF YES TO CYBER MONDAY] Is your shopping on Cyber Monday mostly items for you or

mostly items for other people? (Select one)

Total

(N=468) Age 18-34 (N=175)

Age 35-54 (N=173)

Age 55+ (N=120)


(N=156)


(N=312)

Mostly for me 15% 18% 14% 12% 10% 18%





For me (Net) 27% 31% 24% 25% 18% 32%

For others (Net) 43% 44% 40% 48% 51% 38%


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12. [IF YES TO CYBER MONDAY] Which of the categories do you plan to shop for during Cyber Monday? (Select all that apply)

Total

(N=468) Age 18-34 (N=175)

Age 35-54 (N=173)

Age 55+ (N=120)


(N=156)


(N=312)


Technology 62% 64% 64% 55% 66% 60%

Toys and Baby Equipment

35% 41% 36% 23% 52% 25%

Health and Beauty 31% 35% 29% 25% 26% 33% Home and Furniture 26% 34% 21% 20% 24% 27%

Food and Drink 14% 14% 12% 17% 10% 17%

Automobile 3% 4% 3% 2% 3% 3%

Other 9% 3% 11% 14% 6% 10%

13. [IF YES TO HOLIDAY SHOPPING SEASON] Do you agree or disagree with the following

statements? (Select one for each)

Total Agree Summary

Total

(N=742) Age 18-34 (N=222)

Age 35-54 (N=267)

Age 55+ (N=253)


(N=219)


(N=523)


holiday season shopping 73% 76% 76% 67% 82% 69%

I know exactly the stores I plan to shop at during the holiday shopping season

62% 65% 63% 58% 68% 59%

I have a specific shopping list I will follow during the holiday

shopping season 62% 65% 63% 59% 68% 60%

I will only buy items on sale during the holiday shopping

season 62% 66% 63% 58% 69% 59%

Most of my holiday shopping season purchases are things

I would get anyway 53% 61% 54% 44% 61% 50%

I plan to spend more during the holiday shopping season this year than I did last year

40% 60% 37% 24% 51% 35%


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a. I know exactly the stores I plan to shop at during the holiday shopping season



Strongly agree 21% 25% 21% 18% 25% 19%

Somewhat agree 41% 40% 42% 40% 42% 40%


Don’t know 6% 6% 4% 9% 5% 7%

Agree (Net) 62% 65% 63% 58% 68% 59%

Disagree (Net) 32% 29% 33% 34% 28% 34%

b. I have a specific shopping list I will follow during the holiday shopping season



Strongly agree 20% 23% 20% 16% 23% 18%

Somewhat agree 43% 42% 43% 43% 45% 42%


Don’t know 5% 4% 5% 5% 2% 6%

Agree (Net) 62% 65% 63% 59% 68% 60%

Disagree (Net) 33% 31% 32% 36% 30% 34%

c. I will only buy items on sale during the holiday shopping season



Strongly agree 23% 24% 25% 18% 27% 20%

Somewhat agree 40% 42% 38% 40% 42% 39%


Don’t know 5% 4% 6% 6% 3% 6%

Agree (Net) 62% 66% 63% 58% 69% 59%

Disagree (Net) 32% 30% 31% 36% 28% 35%


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d. Most of my holiday shopping season purchases are things I would get anyway



Strongly agree 14% 19% 12% 10% 20% 11%

Somewhat agree 40% 42% 42% 34% 41% 39%


Don’t know 6% 4% 7% 7% 4% 8%

Agree (Net) 53% 61% 54% 44% 61% 50%

Disagree (Net) 41% 34% 39% 49% 36% 43%

e. I will certainly make a spur of the moment purchase during holiday season shopping



Strongly agree 23% 31% 22% 18% 26% 22%

Somewhat agree 50% 45% 54% 50% 57% 47%


Don’t know 6% 5% 7% 6% 4% 7%

Agree (Net) 73% 76% 76% 67% 82% 69%

Disagree (Net) 21% 19% 17% 27% 14% 24%

f. I plan to spend more during the holiday shopping season this year than I did last year



Strongly agree 14% 24% 14% 5% 21% 11%

Somewhat agree 26% 37% 23% 20% 30% 24%


Don’t know 11% 11% 10% 13% 8% 13%

Agree (Net) 40% 60% 37% 24% 51% 35%

Disagree (Net) 49% 29% 53% 63% 41% 52%


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14. [IF YES TO HOLIDAY SHOPPING SEASON] Does your holiday shopping include mostly items for you or mostly items for other people? (Select one)

Total

(N=742) Age 18-34 (N=222)

Age 35-54 (N=267)

Age 55+ (N=253)


(N=219)


(N=523)

Mostly for me 8% 9% 8% 5% 7% 8%





For me (Net) 16% 19% 14% 14% 12% 17%

For others (Net) 62% 54% 58% 73% 63% 61%

15. [IF YES TO HOLIDAY SHOPPING SEASON] How much of your holiday shopping do you

plan to do in-store and online? (Select one)

Total

(N=742) Age 18-34 (N=222)

Age 35-54 (N=267)

Age 55+ (N=253)


(N=219)


(N=523)

Most of it online 13% 14% 14% 12% 14% 13%

More of it online 16% 18% 14% 17% 17% 15%




Online (Net) 29% 32% 28% 29% 31% 28%

In-store (Net) 30% 27% 23% 40% 21% 34%

16. [IF YES TO HOLIDAY SHOPPING] Which of the categories do you plan to shop for during

the holiday shopping season? (Select all that apply)

Total

(N=742) Age 18-34 (N=222)

Age 35-54 (N=267)

Age 55+ (N=253)


(N=219)


(N=523)


Technology 52% 59% 53% 44% 58% 49%


Toys and Baby Equipment 37% 46% 36% 31% 58% 27%

Food and Drink 34% 28% 34% 40% 31% 35%

Home and Furniture 30% 37% 29% 24% 31% 29% Automobile 7% 12% 8% 2% 11% 5%

Other 15% 6% 17% 21% 10% 17%


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17. Do you agree or disagree with the following statements: (Select one for each)

Total Agree Summary



Sales should not start on Thanksgiving.

63% 58% 61% 69% 57% 65%

The holidays are more about shopping and receiving

presents than anything else. 44% 40% 47% 45% 50% 42%

Black Friday and Cyber Monday kill the spirit of

giving. 39% 37% 38% 41% 35% 40%

a. Black Friday and Cyber Monday kill the spirit of giving.



Strongly agree 14% 13% 13% 15% 11% 15%

Somewhat agree 25% 24% 25% 26% 24% 25%



Don’t know 9% 7% 10% 10% 7% 10%

Agree (Net) 39% 37% 38% 41% 35% 40%

Disagree (Net) 52% 56% 52% 49% 58% 50%

b. Sales should not start on Thanksgiving.



Strongly agree 37% 33% 34% 43% 33% 38%

Somewhat agree 26% 24% 27% 26% 24% 26%



Don’t know 9% 5% 10% 11% 7% 9%

Agree (Net) 63% 58% 61% 69% 57% 65%

Disagree (Net) 29% 38% 29% 21% 36% 26%


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c. The holidays are more about shopping and receiving presents than anything else.



Strongly agree 19% 22% 16% 20% 20% 19%

Somewhat agree 25% 18% 31% 25% 30% 23%


Don’t know 4% 3% 5% 4% 3% 4%

Agree (Net) 44% 40% 47% 45% 50% 42%

Disagree (Net) 52% 57% 48% 51% 47% 54%

18. Do you plan to donate to a cause on Giving Tuesday? (Select one)



Yes 21% 28% 22% 15% 25% 19%

No 43% 40% 44% 44% 42% 43%

Don’t know 36% 32% 34% 42% 34% 37%

19. Do you and your family celebrate the following fall and winter holidays? (Select one for each)

Total Yes Summary



Christmas 91% 92% 92% 89% 95% 89%

Thanksgiving 92% 92% 92% 93% 94% 91%

New Year 82% 93% 84% 71% 94% 77%

Hanukkah 10% 11% 14% 6% 13% 9%

Winter Solstice 13% 21% 15% 5% 15% 12%

Kwanzaa 7% 10% 11% 1% 10% 6%

a. Christmas



Yes 91% 92% 92% 89% 95% 89%

No 9% 8% 8% 11% 5% 11%


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b. Thanksgiving



Yes 92% 92% 92% 93% 94% 91%

No 8% 8% 8% 7% 6% 9%

c. New Year



Yes 82% 93% 84% 71% 94% 77%

No 18% 7% 16% 29% 6% 23%

d. Hanukkah



Yes 10% 11% 14% 6% 13% 9%

No 90% 89% 86% 94% 87% 91%

e. Winter Solstice



Yes 13% 21% 15% 5% 15% 12%

No 87% 79% 85% 95% 85% 88%

f. Kwanzaa



Yes 7% 10% 11% 1% 10% 6%

No 93% 90% 89% 99% 90% 94%


PRESS RELEASE


Washington DC 20006

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Contact:

Email:

Tel:

Chris Jackson


[email protected]

+1 202 420-2025

About the Study

These are some of the findings of an Ipsos poll on behalf of USA Today conducted between

November 20-21, 2019. For this survey, a sample of roughly 1,004 adults age 18+ from the

continental U.S., Alaska, and Hawaii was interviewed online in English. The sample includes 290

adults aged 18-34, 326 adults aged 35-54, 388 adults aged 55 years or older, 262 respondents with

children in their household, and 742 respondents without children in their household.

The sample for this study was randomly drawn from Ipsos’ online panel (see link below for more info

on “Access Panels and Recruitment”), partner online panel sources, and “river” sampling (see link

below for more info on the Ipsos “Ampario Overview” sample method) and does not rely on a

population frame in the traditional sense. Ipsos uses fixed sample targets, unique to each study, in

drawing a sample. After a sample has been obtained from the Ipsos panel, Ipsos calibrates

respondent characteristics to be representative of the U.S. Population using standard procedures

such as raking-ratio adjustments. The source of these population targets is U.S. Census 2016

American Community Survey data. The sample drawn for this study reflects fixed sample targets on

demographics. Posthoc weights were made to the population characteristics on gender, age,

race/ethnicity, region, and education.

Statistical margins of error are not applicable to online non-probability polls. All sample surveys and

polls may be subject to other sources of error, including, but not limited to coverage error and

measurement error. Where figures do not sum to 100, this is due to the effects of rounding. The

precision of Ipsos online polls is measured using a credibility interval. In this case, the poll has a

credibility interval of plus or minus 3.5 percentage points for all respondents, plus or minus 6.6

percentage points for those aged 18-34, plus or minus 6.2 percentage points for those aged 35-54,

plus or minus 5.7 percentage points for those aged 55 or older, plus or minus 6.9 percentage points

for those with children in their household, and plus or minus 4.1 percentage points for those without

children in their household. Ipsos calculates a design effect (DEFF) for each study based on the

variation of the weights, following the formula of Kish (1965). This study had a credibility interval

adjusted for design effect of the following (n=1,004, DEFF=1.5, adjusted Confidence Interval=+/-5.0

percentage points).

For more information on this news release, please contact:

Chris Jackson

Vice President, US

Public Affairs

+1 202 420-2025

[email protected]

mailto:[email protected]:[email protected]:[email protected]

PRESS RELEASE


Washington DC 20006

+1 202 463-7300

Contact:

Email:

Tel:

Chris Jackson


[email protected]

+1 202 420-2025

About Ipsos

Ipsos is the world’s third largest market research company, present in 90 markets and employing

more than 18,000 people.

Our passionately curious research professionals, analysts and scientists have built unique multi-

specialist capabilities that provide true understanding and powerful insights into the actions, opinions

and motivations of citizens, consumers, patients, customers or employees. We serve more than

5000 clients across the world with 75 business solutions.

Founded in France in 1975, Ipsos is listed on the Euronext Paris since July 1st, 1999. The company

is part of the SBF 120 and the Mid-60 index and is eligible for the Deferred Settlement Service

(SRD).

ISIN code FR0000073298, Reuters ISOS.PA, Bloomberg IPS:FP www.ipsos.com
mailto:[email protected]://www.ipsos.com/http://www.ipsos.com/

press release · 2019. 11. 26. · press release 2020 k street, nw, suite 410 washington dc 20006...

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