Nearly three-quarters (73%) of consumers around the world expect to spend the same amount or less on holiday gifts compared to last year, according to a recent Nielsen global survey of online respondents in 56 countries. The survey shows that nearly half (48%) of global respondents expect to spend about the same amount of money, one-quarter (25%) plan to spend less and 11 percent expect to spend more. Fifteen percent don’t know or do not purchase holiday gifts.
Consumers planning to spend more than last year on holiday gift giving are in the minority, but those that are planning to increase spending are concentrated in the Asia Pacific and Middle East regions. Europe dominates the top 10 list of countries with the largest percentage of consumers planning to spend less this year.
| Top 10 Countries with Consumers Intending to Spend More than Last Year on Holiday Gifts Percent of consumers planning to spend more on holiday gifts |
|
|---|---|
| Indonesia | 24% |
| Vietnam | 23% |
| India | 21% |
| Brazil | 21% |
| Egypt | 19% |
| China | 17% |
| Saudi Arabia | 17% |
| Peru | 16% |
| Philippines | 15% |
| Pakistan | 15% |
| Source: Nielsen Global Holiday Spending Expectations, Q3 2011 Global Online Survey | |
| Top 10 Countries with Consumers Intending to Spend Less than Last Year on Holiday Gifts Percent of consumers planning to spend less on holiday gifts |
|
|---|---|
| Portugal | 67% |
| Greece | 57% |
| Ireland | 57% |
| Hungary | 48% |
| Italy | 48% |
| South Africa | 46% |
| Mexico | 45% |
| Romania | 43% |
| USA | 41% |
| UK | 38% |
| Source: Nielsen Global Holiday Spending Expectations, Q3 2011 Global Online Survey | |
Books, Technology and Clothing Top Gift-Giving List
The product categories likely to get a sales boost this holiday season include books, clothing and technology, where more than half of global online consumers expect to spend more or about the same as last year.
Regionally, holiday shopping preferences vary for the top five gifts where consumers plan to increase spending compared to last year. Technology products are at the top of the list in Asia Pacific and Middle East, toys in North America, books in Europe and clothing in Latin America.
| Top 5 Gifts on Which Consumers Plan to Spend More | ||||
|---|---|---|---|---|
| Asia Pacific | Europe | Latin America | Middle East/Africa | North America |
| Technology | Books | Apparel | Technology | Toys |
| Apparel | Toys | Vacation | Apparel | Gift Cards |
| Books | Technology | Technology | Books | Technology |
| Vacations | Apparel | Books | Bedroom/Bathroom Accessories | Apparel |
| Jewelry | Vacation | Bedroom/Bathroom Accessories | Vacation | Video Games/Consoles |
While holiday traditions and celebrations differ across the globe, celebrating within a holiday budget is universal. Many consumers still grappling with a sense of economic uncertainty are in a recessionary mindset. As a result, continued spending restraint in many parts of the world will likely have an impact on consumers’ holiday gift-giving budgets.
http://blog.nielsen.com/nielsenwire/consumer/global-holiday-shopping/
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