After asking state residents in Arizona, Nevada, and Utah what their anticipated holiday spend might look like back in October and November, we took the opportunity to ask about holiday shopping actuals in our January and February POPs in each state. Comparing pre-event opinions and plans to post-event actuals helps us better understand the relationship between the two and provide insights into the why behind the movement.
In November, 78% of Arizonans planned to purchase holiday gifts for families and friends. In January, 79% reported purchasing holiday gifts.
Among the 78%, a majority plan to do all (10%), most (40%), or some (32%) of their holiday shopping online. Arizonans estimate that they actually did all (19%), most (37%), or some (25%) of their holiday shopping online.
Key demographic groups who prefer to do all or most of their holiday shopping online:
Respondents ages 35-44 years old (60%)
HHI $100k+ (60%)
Parents of minor children (59%)
Key demographic groups who did all or most of their holiday shopping online:
Respondents ages 35-44 years old (68%)
Parents of minor children (67%)
HHI $100k+ (66%)
On average, Arizonans plan to spend between $400 (weighted median) and $655 (weighted mean) on holiday shopping. On average, Arizonans spent between $450 (weighted median) and $1,009 (weighted mean) on holiday shopping.
The survey also found that women in Arizona are likely to spend more than men on shopping this holiday season – a $500 median among women compared to $325 among men.
January’s actuals show that males spent more on average ($1,345 compared to females’ $720) and in median spend ($500 median for men, $400 median among women).
On average, key demographic groups who spent the most:
HHI $100k+ ($2,544)
Respondents ages 35-44 ($2,551)
Parents of minor children ($1,837)
Parents are likely to spend more than non-parents, though parents of minor children plan to spend the same amount as parents of adult children ($500 median).
Parents spent significantly more than non-parents as forecasted, though on average, parents of minor children ($1,837) spent more than twice the amount of parents with adult children ($863).
Biggest spenders of all: Fathers of minor children ($3,240 on average)