2008 Holiday Shopping Intentions

2008 Holiday Shopping Intentions
And “The Economy and Shopping Online”

Google Confidential and Proprietary 1

Background & Methodology

• Google commissioned OTX, an independent market research firm, to gain a
better understanding of consumers’ shopping intentions for the upcoming
2008 Holiday Season. Specific goals of the study are to:
– Provide insight into the behavior of consumers when holiday shopping for the
following product categories: Accessories, Apparel, Consumer electronics, Home
appliances, Home furnishings, Jewelry, Pet products, Sporting goods, Toys and
Watches
– Understand the role the internet & online search plays in holiday shopping
– Identify the “hot gifts” for the upcoming season
– Gauge the impact of the current economic climate
– Discern whether respondents will postpone purchases until after the holiday season
when sales are more prevalent.
• Interviews were conducted via an online quantitative survey from 9/16 to
9/24/08 yielding a total sample of 10,039 holiday shoppers.
• Respondents were randomly assigned to 2 of the aforementioned product
categories based on their intended purchase behavior yielding a sample of
size of approximately 1900 for each product category.
“The Economy and Shopping Online,” Google & Compete, Inc., Nov 2008 Google Confidential and Proprietary 2

Key Findings

• Researching starts early

• Research increased due to economy

• Online research is king

• Internet is key influencer of holiday
purchases

• Post holiday sales important this year

2008 Google Google Confidential and Proprietary 3

General Holiday Shopping
Behavior and Attitudes

Google Confidential and Proprietary 4

Holiday Researching Starts Early in the Season

Holiday Research Timeline

31%

26%

11%

8% 8%
6%
4% 5%

Before Hallow een Betw een Hallow een Black Friday (day Weekend after Cyber Monday Early/Mid December Last minute After
and Thanksgiving after Thanksgiving) Thanksgiving (Monday after Christmas/Holiday
Thanksgiving) Season (during post-
holiday sales or
markdow ns)

(Q1). When do you plan to start your holiday shopping/researching and purchasing this year?
(n=10,039)

2008 Google/OTX Holiday Shopping Intentions Study | General Shopping Google Confidential and Proprietary 5

Holiday Purchasing Happens Cyber Monday –
Early/Mid December

40%
Holiday Purchase Timeline

16%

13%
11%

6% 6%
4%

3%

Bef ore Halloween Between Halloween Black Friday (day Weekend af ter Cy ber Monday Early /Mid December Last minute Af ter
and Thanksgiv ing af ter Thanksgiv ing) Thanksgiv ing (Monday af ter Christmas/Holiday
Thanksgiv ing) Season (during post-
holiday sales or
(Q2). When do you plan to do the majority of your holiday purchasing? markdowns)
(n=10,039)


Internet Is Top Source of Information for Holiday
Shopping…

Sources of Information Used in Holiday Shopping
Internet 86% Online will
In-Store (Subnet) 54% play a role in
In-store displays 50% 86% of the
Sales associates 15% upcoming holiday
Friends, relatives or colleagues 46% season shopping,
both as a
Catalogs 45%
research tool and
TV 43% to make
Newspapers 40% purchases.
Magazines 26% Internet beats out
Radio 13%
the #2, In-Store.
by a large margin.
Books 8%
Billboards 6%

(Q6). Which of the following sources of information, if any, do you plan to use during your Holiday Shopping this year?
(n=10,039)


…And Online Plays Key Role in Purchases

Approach to Holiday Shopping Total
Consumers are
Research online then go to store to purchase 54% more likely to
Visit the store and purchase the products at the store 51% research online
before an in-
Research online and buy the products online 49%
store purchase
Research online, go to the store to check out the than to visit the
28%
products, then go online to purchase the products
store first.

Online plays role
throughout entire
purchase
(Q11). Thinking about your upcoming holiday shopping, in which of the following ways do you think you’ll approach your
Holiday Shopping? Select all that apply. cycle.
(n=10,039)


Internet Is the Most Useful Source!

Usefulness of Sources of Information
Internet 71%
Friends, relatives or colleagues 58%
Catalogs 53%
Internet beats
In-store displays 51%
out Word of
TV 46% mouth as most
useful!
Newspapers 44%
Magazines 28%
Sales associates 27%
Radio 18%
Books 13%
Billboards 12%

(Q7). And, based on your past shopping experience, how useful do you think each of the following sources of information will be to you while you do your Holiday Shopping?
(n=10,039), Top 2 box.


Search Engines Are the Go-To Source Throughout the
Holiday Season…
36% say that search engines are their go-to source for gift ideas

Search Engines Extremely/Very Useful
(Among Those Who Will Do a Majority of Shopping During Time Period Listed)

85% 82% 79% 76%

Before Thks Thks Wknd Dec After Holidays

(Q16). Using the scale below, please tell us how much you agree or disagree with the following statements about shopping during the holiday season.
(n=10,039) Top 2 box.
(Q9). You mentioned that you plan to use search engines while doing your Holiday Shopping this year. Based on your past shopping experience, how useful do you
think search engines (like google.com or yahoo.com) will be to you? Base: Plan to use Search Engine for Holiday Shopping. (n=4343)


…And Search Continues to Bring Shoppers to
Retailers Year Round
Search referrals to retailers grew 57% over the past year, sending 95
million shoppers per month
Millions

140 Monthly Unique Visitors
120

100 Volume of Search Referrals

80

60

40

20

0
Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
07 07 07 07 07 07 07 07 07 08 08 08 08 08 08

Source: “The Economy and Shopping Online,” Google & Compete, Inc., Nov 2008
Analysis conducted on clickstream data on Compete’s panel of 2MM U.S. consumers during Q2 2007 and Q2 2008.


Search Also Brings Purchasers…

Search drives 16% of online retail sales, up 12% from last year

Search Driven Share of Retail Conversions

+90%
+12% 20%
16% +10% +25%
14%
10% 11% 11% 10%
8%

Total Retail Apparel Home Furnishings Consumer
Electronics
2007 2008

“The Economy and Shopping Online,” Google & Compete, Inc., Nov 2008
Average Percentages Q2 2007 and Q2 2008. Retail, as a percent of total retail site visitors. Categories, as a percent category shoppers


…And More shoppers Are Buying Online This Year

40% make purchases online, an 18% increase over last year

Retail Purchase Rate Among Online Consumers

+18%
Growth 40%
34%

2007 2008

Analysis conducted on clickstream data on Compete’s panel of 2MM U.S. consumers during Q2 2007 and Q2 2008
Average Percentages, Q2 2007 and Q2 2008

Google Increasingly Delivers Customers

% of Referrals from Google Growth in Google Driven
Traffic in Past Year

Apparel 18% Apparel 21%
Consumer Electronics 21% Consumer Electronics 42%
Depart Store/Mass Merch 22% Depart Store/Mass Merch 16%
Home Furnishings 27% Home Furnishings 35%
Home Improvement 28% Home Improvement 41%
Jewelry & Watches 29% Jewelry & Watches 25%
Office Supplies 20% Office Supplies 26%
Sporting Goods/Fitness 26% Sporting Goods/Fitness 14%

0% 5% 10% 15% 20% 25% 30% 35% 0% 10% 20% 30% 40% 50%

Source: Hitwise, week ending 10/4/08


Online Advertising Trumps TV

Green items indicate significant difference at 95% confidence Total Male Female

Likelihood to pay attention to ads
Online
Online 63% 62% 64%
advertising is
TV commercials 60% 58% 61%
as important
Magazine advertisements 32% 30% 34% as TV
Direct mail offers 39% 33% 43% commercials
when it comes to
Radio advertisements 19% 21% 18% consumer’s
Will not pay attention to any advertisements while doing attention this
13% 14% 12% holiday season.
my Holiday Shopping this year.

(Q13). Which of the following types of advertisements, if any, are you likely to pay attention to while planning or doing your Holiday Shopping this year?
(n=10,039)


Consumers Are Seeking Value Via
Promotions…

Likelihood to take offer Total
Price discounts or sales 86%
After price
Free shipping 75% discounts,
consumers are
Purchase incentives (e.g., buy one get one free, half off
69%
second purchase, discount off complimentary item) looking for free
Coupons 66% shipping
Rebates 61%

Gift sets or complementary items packaged together at
53%
a slight price advantage (e.g., hat and scarf)

(Q12). In general, how likely are you to take advantage of the following holiday offers and promotions during the upcoming Holiday Season?
(n=10,039). Top 2 box.


…And Comparison Shopping Sites

Use of comparison shopping sites increased in all categories since
last year

Online Shoppers Use of Comparison Shopping Sites
+17%
+25%
100%
+17% 84%
75% +4%
80% 72%
60% 62%
60% 53% 54% 56%

40%

20%

0%
Total Retail Category Apparel Home Furnishings Consumer
Electronics
2007 2008

Average Percentages Q2 2007 and Q2 2008. Retail, as a percent of total retail site visitors. Categories, as a percent category shoppers


Don’t Underestimate Post-holiday Sales

Non-
Green items indicate significant difference at 95% confidence Total Male Female Mother
Mother

Holiday Shopping Attitudes
I plan on taking advantage of post-holiday sales and
63% will take
63% 57% 68% 69% 67%
promotions advantage of
I have a holiday shopping budget and keep to it 51% 49% 53% 53% 53% post-holiday
I enjoy shopping for the Holiday Season 49% 40% 55% 60% 51% sales

(Q16). Using the scale below, please tell us how much you agree or disagree with the following statements about shopping during the holiday
season. (n=10,039). Top 2 box.


Key Findings

• Researching starts early
– 31% of consumers plan to start holiday shopping and research before Halloween and a majority (57%) will start before Thanksgiving

• Research increased due to economy
– 43% of consumers say they plan to spend more time this year shopping around for gifts because of the current state of the economy
– Use of comparison shopping sites by online retail shoppers up 25% 2008 vs. 2007

• Online research is king
– #1 - Research online then go to store to purchase (54%)
– #3 - Research online and buy the products online (49%)
– #4 - Research online, go to the store to check out the products, then go online to purchase the products (28%)

• Internet is key influencer of holiday purchases
– Sources: used to plan holiday shopping
• #1 – Internet (86%)
• #2 – In-store (54%)
– Search
• Search engines are my go-to sources for gift ideas (36%)
• Search referrals to retailers grew 57% 2008 vs. 2007
• Search drove 16% of online retail sales in Q2 2008, up 12% from last year
– Advertising: pay attention to while planning or doing your Holiday shopping
• #1 – Online (63%)
• #2 – TV (60%)

• Post holiday sales important this year
– 63% of consumers say they will take advantage of post-holiday sales


Gift Cards

2008 Google/Compete, Inc Online Research and Purchase Activity Report Google Confidential and Proprietary 20

Gift Card Purchase Intention

Non-
Green items indicate significant difference at 95% confidence Total Male Female Mother Mother
69 % of
consumers
Base 10,039 4,250 5,789 2,593 3,196 planning to
Department store cards 39% 37% 40% 41% 39% purchase gift
cards for the
Dining or Entertainment cards 29% 26% 32% 31% 32%
upcoming holiday
Clothing store cards 28% 23% 31% 36% 27% season.
Universal/prepaid gift cards | American Express, Discover… 19% 19% 19% 21% 18% Women are
Online retailer cards 14% 17% 12% 13% 11% slightly more likely
Other type of gift card 17% 16% 18% 16% 19%
than men to
purchase gift
I don't plan to purchase gift cards this Holiday Season 31% 34% 30% 28% 31% cards.

(Q14). What gift cards, if any, are you planning on purchasing this Holiday Season?


Attitudes about Gift Cards

Gift cards are appreciated and given because of the freedom it gives to users.
Moms show a higher acceptance of gift cards compared to non-mothers.
(Top 2 Boxes – Net)

I appreciate receiving gift cards because they give
me the freedom to buy what I want or need
(71%)

I give gift cards because it gives them the
freedom to buy what they want or need
(68%)

Giving gift cards makes it easier to shop for my
friends, friends or colleagues
(66%)

I plan on using any gift cards I receive to take
advantage of any after-holiday sales and (66%)
promotions

Gift cards are appropriate gifts to give during the
holiday season
(62%)

I prefer receiving gift cards over actual presents (46%)

When I give gift cards, I tend to spend more than
if I were purchasing a traditional gift for someone
(36%)

Total (Base 10,039)

(Q15). Using the scale below please tell us how much you agree or disagree with the following statements regarding the use of gift cards as holiday presents.
Green items indicate significant difference at 95% confidence.


Attitudes about Gift Cards Males vs. Females

Females show a higher acceptance of gift cards compared to males.
(Top 2 Boxes – Net)

I appreciate receiving gift cards because they give (71%)
me the freedom to buy what I want or need (77%)

I give gift cards because it gives them the (68%)
freedom to buy what they want or need (73%)

Giving gift cards makes it easier to shop for my (71%)
friends, friends or colleagues (77%)

I plan on using any gift cards I receive to take
(68%)
advantage of any after-holiday sales and
promotions (73%)

Gift cards are appropriate gifts to give during the (68%)
holiday season (73%)

(71%)
I prefer receiving gift cards over actual presents
(77%)

When I give gift cards, I tend to spend more than if (68%)
I were purchasing a traditional gift for someone (73%)

Males (Base 4,250) Females (Base 5,789)

(Q15). Using the scale below please tell us how much you agree or disagree with the following statements regarding the use of gift cards as holiday presents.
Green items indicate significant difference at 95% confidence. (All female items indicate a significant difference for this question.)


Hot Products


What People Want to Receive for the Holidays
Gifts Want
Total Holiday Shoppers (n=10,039)
Nearly 3 out of 4 holiday shoppers PRODUCTS - NET 72%
mentioned a product related gift they ELECTRONICS
31%
want for the holidays. PRODUCTS
CLOTHING / APPAREL 18%
GIFT CARDS 14%
Electronics is the most sought after FASHION ACCESSORIES
12%
product with one third wanting an (including Watches)
HOME FURNISHINGS 10%
electronics product for the holidays.
JEWELRY 8%
Money 6%
Gift cards is also a popular item at
SPORTS/FITNESS 5%
14% among all holiday shoppers.
HOME APPLIANCES 4%
Women are more likely to want gift
AUTOMOTIVE 4%
cards versus men.
HEALTH/BEAUTY 3%
WATCHES 3%

Vacation/trip/travel/cruise
2%
TOYS 2%
Pet
supplies/toys/treats
0.1%

Q20. Now please think about what YOU want for the holidays. What are the gifts that you want this Holiday Season? Please
be as specific as possible (i.e. give product names/brand, etc.)

What People Want to Receive Overview
Gender Parent
Total Non-
Male Female Moms Moms
Base 10039 4250 5789 2593 3196
PRODUCTS - NET 72% 68% 75% 77% 74%
ELECTRONICS 31% 35% 28% 28% 29%
CLOTHING 18% 13% 22% 24% 20%
FASHION ACCESSORIES (including Watches) 12% 9% 15% 16% 15%
Watch 3% 3% 2% 3% 2%
HOME FURNISHINGS 10% 5% 13% 13% 13%
JEWELRY 8% 2% 12% 12% 12%
SPORTS/FITNESS 5% 7% 4% 4% 4%
HOME APPLIANCES 4% 2% 6% 7% 6%
AUTOMOTIVE 4% 5% 3% 4% 3%
HEALTH/BEAUTY 3% 1% 5% 6% 5%
TOYS 2% 2% 1% 2% 1%
MISCELLANEOUS BRANDS/PRODUCTS – SUBNET 29% 22% 34% 31% 37%
MISCELLANEOUS BRANDS - SUB-SUBNET 7% 4% 9% 9% 10%
MISCELLANEOUS PRODUCTS - SUB-SUBNET 28% 21% 33% 29% 35%
Gift cards 14% 9% 17% 15% 19%
Money 6% 6% 6% 6% 7%
Vacation/trip/travel/cruise 2% 1% 2% 2% 2%
Pet supplies/toys/treats 0.1% 0.1 % 0.2% 0.1 % 0.3%
NON-PRODUCT-RELATED (Friends/Family, Peace, Health, 6% 6% 6% 6% 7%
Happiness, Debt Free, Fun, Charity, Political)
Nothing 10% 13% 9% 9% 9%
Don't know 8% 7% 8% 7% 9%


What People Want to Receive by Brand/Retailer
Many of the top brands mentioned as gifts people want include electronic related brands
or products with iPod and Wii showing strong unaided mentions. The top 2 retailers
mentioned are Wal-Mart and Target as places Holiday Shoppers would like to receive
gifts from.

Ipod 2.3%
Sony 2.0%
Nintendo Wii 1.8%
Wal-Mart 1.7%
Playstation 3 1.5%
Apple 1.3%
Dell 1.3%
Xbox 360 1.2%
Coach 1.2%
Target 1.2%
Nike 1.0%
HP 0.9%
Iphone 0.8%
Canon 0.6%
Nintendo Wii games/accessories 0.6%
Old Navy 0.6%
Victoria's Secret 0.6%
Bath and Body Works 0.6%
Amazon 0.6%
Samsung 0.5%
Total Holiday Gap 0.5%
Shoppers Macy's 0.5%
(n=10,039)


What People Want to Give for the Holidays
2 out of 3 Holiday Shoppers Gifts Giving
mentioned a specific product that they Total Holiday Shoppers (n=10,039)
want to give to others for the holidays. PRODUCTS - NET 69%
CLOTHING 30%
Clothing products edges out ELECTRONICS 26%
Electronics products as gifts for Gift cards 21%
others this holiday season. Gift Cards TOYS 20%
and Toys are also strong with nearly FASHION ACCESSORIES
15%
(including Watches)
1 out of 5 holiday shoppers each. JEWELRY 12%
HOME FURNISHINGS 7%
Both Jewelry and Watches are higher SPORTS/FITNESS 7%
for gifts Holiday Shoppers want to WATCH 5%
give to others versus what shoppers Money 4%
want for themselves.
HOME APPLIANCE 3%
HEALTH/BEAUTY 3%
More Holiday Shoppers want home AUTOMOTIVE 1%
furnishings as gifts for themselves Pet
1%
rather than gifts they are willing to supplies/toys/treats
1%
give. Vacation/trip/travel/cruise

Q21. Now please think about what you want to GIVE as gifts for the upcoming holidays. What are the gifts that you plan on
giving this Holiday Season? Please be as specific as possible (i.e. give product names/brand, etc.)

What People Want to Give Overview
Gender Parent

Male Female Moms Non-Moms
Total
Base 10039 4250 5789 2593 3196
PRODUCTS - NET 69% 63% 73% 76% 71%
CLOTHING 30% 21% 36% 38% 34%
ELECTRONICS 26% 23% 28% 35% 23%
FASHION ACCESSORIES (including Watches) 15% 11% 17% 18% 16%
Watch 5% 4% 5% 6% 4%
TOYS 20% 14% 25% 33% 19%
JEWELRY 12% 14% 11% 11% 12%
HOME FURNISHINGS 7% 4% 10% 9% 11%
SPORTS/FITNESS 7% 5% 9% 10% 7%
HOME APPLIANCE 3% 3% 3% 3% 3%
HEALTH/BEAUTY 3% 1% 5% 4% 5%
AUTOMOTIVE 1% 1% 1% 1% 1%
MISCELLANEOUS BRANDS/PRODUCTS - SUBNET 38% 32% 43% 39% 46%
MISCELLANEOUS BRANDS - SUB-SUBNET 8% 5% 10% 10% 10%
MISCELLANEOUS PRODUCTS - SUB-SUBNET 36% 30% 40% 36% 43%
Gift cards 21% 19% 23% 21% 25%
Money 4% 4% 4% 3% 5%
Pet supplies/toys/treats 1% 1% 1% 1% 2%
Vacation/trip/travel/cruise 1% 0% 1% 0% 1%
NON-PRODUCT-RELATED - NET 1% 1% 1% 1% 1%
Nothing 5% 6% 4% 4% 4%
Don’t know 16% 17% 16% 14% 18%

What People Want to Give by Brand/Retailer
Again, many of the top brands mentioned as gifts people want to give include electronics
related products even though clothing was #1.

Nintendo Wii 1.9%
Wal-Mart 1.8%
Ipod 1.7%
Target 1.2%
Nintendo Wii games/accessories 1.1%
Old Navy 1.0%
Playstation/Playstation 2 games 0.9%
Xbox 360 0.9%
Gap 0.9%
Nike 0.9%
Best Buy 0.8%
Sony 0.8%
Xbox 360 games/accessories 0.8%
Bath and Body Works 0.8%
Playstation 3 0.7%
Macy's 0.7%
Barbies 0.7%
Apple 0.6%
Coach 0.5%
Fisher Price 0.5%
Lego 0.5%
Total Holiday Kohl's 0.5%
Shoppers
(n=10,039)


Appendix


Online Provides a New Customer Experience
Non-
Green items indicate significant difference at 95% confidence Total Male Female Mother Mother

Base (Excluding “have never used”) 8,436 3,584 4,852 2,204 2,648

Because it's convenient 81% 79% 83% 83% 84% Convenience,
To compare products and prices 80% 79% 81% 82% 81% comparison
shopping and
Because I can shop any time during the day 80% 77% 82% 82% 82%
shopping any time
To find discounts and savings 77% 74% 78% 79% 77% during the day are
To avoid the crowds 76% 73% 78% 78% 77% the top reasons
To compare product features 75% 74% 75% 76% 74%
for shopping
online this coming
Because it's easier to find unusual or hard to find gifts 73% 69% 76% 77% 75%
holiday season.
To find gift ideas 73% 69% 76% 77% 75% 69% prefer
To research the products before purchasing the researching online
69% 69% 69% 69% 69%
products at the physical quot;brick-and-mortarquot; store before heading
To place an order for a product or gift 68% 64% 70% 70% 70% out to the store
location to make
To find store information 61% 59% 62% 64% 61%
the purchase.
Because it's easier to contact customer service if any
34% 36% 32% 35% 30%
problems arise

(Q10). Using the scale below, please tell us how much you agree with each of the following statements about why you plan to shop online during the Holiday Season.
Base: Plan to shop online


Mass Merchandisers Are Primary Destination

Mass merchandisers reign with regards to what type of retailers holiday shoppers plan on
using. Department, Electronics and Toy stores round out the top 5.

M ass merchandise retailer (like Target, Kmart, Wal-M art) 66%

Department sto re (like M acy's, Sears, No rdstro m's Neiman M arcus) 43%

Electro nics retailer (like B est B uy, Circuit City) 42%

To y Sto res (To ys R Us, KB To ys) 41%

B o o ksto re o r bo o k retailer (like B arnes & No ble, B o rders) 34%

Chain clo thing retailer (like Gap, Old Navy, A bercro mbie and Fitch) 33%

Internet-only retailer (like amazo n.co m, bluefly.com) 31%

Disco unt chain retailer (like TJ M axx, M arshalls) 31%

Health and B eauty sto res (like Sepho ra, B ath and B o dy Wo rks) 25%

M usic / Electro nics / Video sto res (like A pple, B ro o ksto ne, Game Sho p) 25%

Chain pet supply retailer (like P etco o r P etSmart) 25%

Sho e Retailers (like zappo s.co m, A ldo , Fo o t Lo cker) 16%

Jewelry Sto res (like Zales, Kay, M ayors) 15% Total Holiday Shoppers
A thletic sho e retailer (like Fo o t Lo cker) 15%
(Q3). In which of the following types of retailers
A ccesso ry retailer (like Claire's) 14% do you plan to shop this Holiday Season?
Please think of any websites you may visit.
(n=10,039)


Cash Makes a Comeback

Two out of three plan on using cash this holiday season and Moms show an
even stronger preference toward cash.

72%
67% 68%
64% 65%

56%
53%
53%
50% 51%
48% 47%
47%
46% 45% 44%
40%

18% 18% 18% 19% 18%

2% 2% 2% 3% 2%

Total (n=10039) Male (n=4250) Female (n=5789) Mother (n=2593) Non-Mother (n=3196)

Debit Card Credit Card Gift Card Cash Other

(Q2). How do you plan to make your purchases in the upcoming Holiday Season?
Green items indicate significant difference at 95% confidence. (n=10,039)


2008 Holiday Shopping Intentions

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