ten ways to spot a layaway shopper this holiday season

BIGinsight™

400 W. Wilson Bridge Rd.

Suite 200

Worthington, OH 43085

Ph: 614-846-0146

Special Report:

Ten Ways to Spot a Layaway Shopper

this Holiday Season

November 2012

9,383 respondents participated in the November Monthly

Consumer Survey, conducted 11/-11/6/2012.

Layaway shoppers wouldn’t place in a Santa

look-a-like contest.

Source: BIGinsight.com

© 2012, Prosper®

Layaway Shoppers are significantly younger than all Holiday Shoppers, and they

are less likely to be grandparents or consider themselves retired. Over half have

children under 18 in their household, so they may be playing Santa this year.

Demographics of Holiday Shoppers

Holiday Shoppers

Overall

Layaway Holiday

Shoppers

Average Age: 45.3 38.7

Children in Household: 33.6% 58.6%

Grandparents: 29.3% 24.4%

Retired: 17.9% 5.8%

Average Income: $56,336 $49,076

Despite tighter budgets, layaway-ers intend to

spend more this holiday season.

Source: National Retail Federation/BIGinsight.com

© 2012, Prosper®

2 out of 5 Holiday Layaway Shoppers intend to spend more this holiday season vs.

last year’s, compared to just 1 in 5 of Holiday Shoppers overall.

Regarding the upcoming holiday shopping season (Christmas, Chanukah/Hanukkah, or Kwanzaa) do

you intend on spending more, the same or less than you did last year?

41.6%

39.0%

19.4%

Holiday Layaway Shoppers

21.0%

52.9%

26.1%

Overall Holiday Shoppers

More

Same

Less

Layaway shoppers have a holly jolly outlook for

the economy…

© 2012, Prosper®

While Holiday

Layaway

Shoppers are

more confident in

the economy than

Holiday Shoppers

overall, their

outlook on the

employment

environment is

less jolly.

Economic and Employment Outlook

Holiday

Shoppers

Overall

Holiday

Layaway

Shoppers

Confident/Very confident in

economy 40.4% 54.7%

Expect "more" layoffs in next 6

months 22.0% 32.7%

Concerned with being laid off 3.5% 5.1%


…Yet remain conservative with their everyday

finances.

© 2012, Prosper®

Holiday Layaway

Shoppers are more

likely than Holiday

Shoppers overall to be

planning to pay down

debt, decrease

spending and increase

savings. Nearly 3 in 10

(28.6%) admit they plan

to pay with cash more

often, compared to

18.4% of all Holiday

Shoppers.

0% 10% 20% 30% 40%

Sell Stocks

Refinance home

Buy Stocks

Pay with cash more often

Increase savings

Decrease overall spending

Pay down debt

Which of the following financial steps are you planning to take in the next 3 months? (Check all that apply)

Holiday Shoppers Overall Holiday Layaway Shoppers



Cold hard cash is key with layaway shoppers.

© 2012, Prosper®

Although debit cards are the most popular method of payment for Holiday Shoppers,

those utilizing layaway are more likely to prefer cash and much less likely to prefer

credit cards for purchasing gifts this year.

Which payment method do you plan to use MOST OFTEN when purchasing holiday gifts?

25.2%

2.8%

43.4%

28.6%

Holiday Shoppers Overall

Cash

Check

Debit card/Checkcard

Credit card

35.5%

3.5% 49.9%

11.0%

Holiday Layaway Shoppers


These early birds are getting the worms…

© 2012, Prosper®

Over two-thirds of layaway shoppers have already started holiday

shopping, vs. 52.8% of Holiday Shoppers overall. Shoppers with

installment plans are also more likely to take advantage of pre-

Thanksgiving sales (58.9% vs. 31.6%).

69.1% Started holiday shopping already

88.3% Layaway is deciding factor for where to shop

43.2% “First-timers”

58.9% Take advantage of pre-Thanksgiving sales

44.5% Regularly consider store’s return policy


…But still plan to bargain-hunt with the best of

‘em on Black Friday.

© 2012, Prosper®

Holiday Layaway Shoppers are also more likely to scope out deals on

Black Friday weekend and find this shopping craze “Hot”.

Holiday Shoppers

Overall

Holiday Layaway

Shoppers

Is it likely that you will go shopping the Friday, Saturday, or Sunday after

Thanksgiving?

Yes 31.6% 56.3%

Maybe 33.7% 32.5%

No 34.7% 11.2%

Please tell us whether you think the following trends/personalities are HOT or

NOT: (Black Friday)

Hot 68.1% 78.3%


Layaway shoppers use their connections to

find best deals.

© 2012, Prosper®

Holiday Layaway

Shoppers are more likely

than Holiday Shoppers

overall to use a variety of

tools to search for the best

sales, including advertising

circulars, TV advertising,

emails and websites from

retailers, and coupon sites.

3 in 10 Holiday Layaway

Shoppers (30.5%) also

plan to use Facebook to

keep track of holiday

sales. 0% 10% 20% 30% 40% 50% 60%

Advertising Circulars

TV Advertising

Emails from Retailers

Retailers' Websites

Coupon Websites

Facebook

Direct Mail

Group Buying Websites

Radio Advertising

Blogs

Retailer Apps

Twitter

Holiday Shoppers Overall Holiday Shoppers Planning to Use/Using Layaway

Do you plan to use any of the following to keep track of retailers' holiday

sales and promotions this year?



While they embrace their inner fashionistas, it’s

electronics and toys that are bound for the layaway bins.

© 2012, Prosper®

Over half (57.5%) of

those holiday

shoppers who are

planning to use

layaway or already

have will utilize this

shopping strategy for

electronic gifts.

Another 41.2% plan

to hold now/pay later

for toys along with

36.4% who will do the

same with apparel

items. 0% 10% 20% 30% 40% 50% 60%

Electronics

Toys

Apparel

Jewelry

Furniture

Home Décor

Baby Equipment

Linens or Bedding

Lawn & Garden

Do you plan to or have you already put holiday gifts in Layaway for any of the

following merchandise categories?

Holiday Shoppers Planning to Use/Already Using Layaway for Gifts



Discounters are most likely to get those

layaway dollars.

© 2012, Prosper®

2 in 3 (65.5%) of

Holiday Layaway

Shoppers are

planning to use

Walmart’s layaway

program, while

42.2% will head to

Kmart. Toys R Us

(21.2%) rounds out

the Top 3 layaway

retailers this holiday

season.

0% 10% 20% 30% 40% 50% 60% 70%

Walmart

Kmart

Toys R Us

Sears

Burlington Coat Factory

Marshall's

TJ Maxx

Hallmark

In which of the following stores do you plan to use or have you already used

Layaway for holiday shopping? (Check all that apply)

Holiday Shoppers Planning to Use/Already Using Layaway for Gifts



For more insights on the holiday season…

BIGinsight.com

Forbes Prosper

Now Blog NRF Holiday

Headquarters

http://www.biginsight.com/

http://blogs.forbes.com/prospernow/

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For media inquiries:

Pam Goodfellow, Consumer Insights Director

[email protected]

Chrissy Wissinger, Senior Manager, Communications

[email protected]

614-846-0146

www.BIGinsight.com

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© 2012, Prosper®

ten ways to spot a layaway shopper this holiday season

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