Buzz Marketing Group's TWELFTH WAVE of our annual report profiling 20somethings. This month, we discuss Millennials and Holiday Spending.

1. Buzz on
Holiday Spending
Study 12.0
Th e t we lf th wa ve o f a n e w a n n ua l r e p o r t p r o f ili n g th e se u p
a nd c o m i n g Mille n n ia ls.

2. Who was
Involved?
9000
This network is used as a resource for
2 ethnographies, focus groups, personal
h ed 10.29.1 interviews, immersion
Launc experiences, surveys, and polls.
611 members of our
1,237 atte mpts Overall, this panel is composed of
trend influencers and represent all of
buzzSpotter® the “tribes” we have identified, which
include: independents, preppies,
network F ie lded o
nline techies and alternatives. buzzSpotters®
participated in this Closed 11.02.12
611
survey.
63% /37%
female male Par tic ipa n ts
buzzmg.com

3. location Rest
of
the
USA
AZ
2%
14%
CA
TX
FL
11%
4%
4%
SC
GA
2%
4%
PA
The majority of 5%
IL
participants are OR
9%
3%
from these states. IN
OH
2%
5%
MD
NC
NY
2%
3%
NJ
MA
13%
STATS BY STATE AND PERCENTAGE >>> 6%
MI
4%
MN
3%
MO
2%
2%
buzzmg.com

4. AGE
18-­‐22
22%
The respondents 23-­‐26
31%
ranged in age from
18 – 35 years old. 21%
27-­‐30
31-­‐35
26%
buzzmg.com

5. ethnicity Hispanic
American
Indian
8%
1%
Asian
American
Other
3%
1%
Black
18%
White
69%
buzzmg.com

6. Relationship
Status Divorced
9%
Single
DaUng
13%
2%
In
a
relaUonship
8%
Married
68%
buzzmg.com

7. Education
Ph.D
None
of
the
1%
Above
4%
Masters
Degree
High
school
12%
diploma
26%
Bachelors
Associates
Degree
Degree
36%
21%
buzzmg.com

8. employment
54%
15%
11%
8%
6%
4%
2%
Working
full-­‐ Working
part-­‐ Unemployed
Self-­‐employed
Other
A
student
A
student-­‐worker
Ume
Ume
buzzmg.com

9. Household
income
e twee n
ille n nials fall b
45% o f our M use h o ld
th e na tio n al ave rage h o
000 and $82,
000
in c o me o f $3
3,
45%
33%
13%
1%
2%
1%
5%
Less
than
$8,000
-­‐
$33,000-­‐
$82,000
-­‐
$170,000
-­‐
More
than
I
don't
want
$8,000
$33,000
$82,000
$170,000
$370,000
$370,000
to
specify
buzzmg.com

10. Who do you
shop with?
92%
54%
44%
22%
21%
Myself
My
Child(ren)
My
Friends
My
Parent(s)
Other
buzzmg.com

11. When will you
begin Holiday
39%
shopping?
18%
14%
13%
7%
5%
4%
1%
November
I
shop
all
Black
October
2
Weeks
Before
Halloween
Last
year
long
Friday
before
October
minute
for
holiday
Christmas
gias...
buzzmg.com

12. How many
times will You
go shopping? Twice
Once
2%
5%
Three
Umes
8%
Four
Umes
6%
Five
Umes
3%
As
many
Umes
as
I
need
to
76%
buzzmg.com

13. How will the
economy
impact your
spending?
I
will
look
for
more
sales
72%
56%
I
will
do
more
comparaUve
shopping
online
I
will
do
more
online
shopping
47%
32%
I
will
spend
less
overall
and
I
will
use
more
coupons
I
will
buy
more
store
brand/generic
products
17%
16%
I
will
not
be
impacted
by
the
economy
this
year
I
will
try
to
reuse
last
year's
items
8%
buzzmg.com

14. How much do
you plan to
spend this
year?
22%
19%
15%
14%
14%
9%
8%
$0
-­‐
$200
$200
-­‐
$400
$400
-­‐
$600
$600
-­‐
$800
$800
-­‐
$1,000
-­‐
More
than
$1,000
$1,200
$1,200
buzzmg.com

15. Do you plan to
spend more or
less than last
year?
more
than
last
year
less
than
last
year
21%
26%
the
same
amount
as
last
year
53%
buzzmg.com

16. How do you plan
to pay for your
purchases this
year?
Cash
23%
Debit
Card
44%
Credit
Card
33%
buzzmg.com

17. Are you more
likely to purchase
something if part
of the proceeds go
to charity?
No
39%
Yes
61%
buzzmg.com

18. What type of
charities do
you prefer to
donate to?
Global
10%
NaUonal
29%
Local
61%
buzzmg.com

19. Which causes
do you prefer
to support?
75%
54%
42%
32%
Children
(
Make
A
Health
Related
Women's
Issues
Green
(
NaUonal
Wish)
(
Breast
Cancer
)
(
DomesUc
Violence
Wildlife
FederaUon
)
buzzmg.com

20. Are you using Did you use
coupons this coupons last
year? m ou n t o f year?
in c rease in th e a last
Th e re is an 11% c o mpariso n to
oupo ns in
Mille n nials using c
year.
2012
2011
89%
78%
22%
11%
Yes
No
Yes
No
buzzmg.com

21. Where will you
purchase your
items this year?
88%
82%
77%
55%
48%
31%
29%
28%
7%
Online
Retail
LocaUons
Department
Discount
Stores
Electronics
Drug
Stores
Catalogs
Smart
Phones/ Other
Stores
Stores
Tablets
buzzmg.com

22. How much do
you plan to
spend on
electronics?
32%
15%
14%
12%
8%
7%
4%
3%
2%
2%
$100
-­‐
$200
-­‐
$300
-­‐
$400
-­‐
$500
-­‐
$600
-­‐
$700
-­‐
$800
-­‐
$900
-­‐
More
than
$200
$300
$400
$500
$600
$700
$800
$900
$1,000
$1,000
buzzmg.com

23. Which
electronics do
you plan to
buy?
None
of
the
Above
12%
DVD
Player
Laptop
6%
18%
TV
Smart
Phone
10%
13%
MP3
Player
11%
Tablet
20%
E-­‐reader
10%
buzzmg.com

24. Will you use your
technology
purchase at home
and at work?
I
don't
plan
on
purchasing
technology
this
year
14%
Yes,
at
both
work
and
home
42%
Just
at
home
43%
Just
at
work
1%
buzzmg.com

25. If you plan to
buy a laptop,
which brand?
ASUS
5%
Toshiba
Apple
9%
22%
Samsung
10%
Dell
/
Alienware
16%
HP
17%
Sony
9%
Acer
/
Gateway
Lenovo
8%
4%
buzzmg.com

26. Where are you
most likely to
purchase
electronics?
K-­‐mart
4%
Other
6%
Best
Buy
26%
Amazon
20%
eBay
Target
6%
16%
Radioshack
Walmart
4%
18%
buzzmg.com

27. What is most
important when
purchasing a
laptop?
FuncUonality
Value
9%
Brand
Name
16%
Reviews
10%
Lowest
Price
16%
Quality
49%
buzzmg.com

28. OUR MILLE NNIAL S ARE
Key S TILL SP E NDING. 38% of
our Millennials said they will
Findings spend at least $800 this holiday
season and 15% of them said
they would spend more than
$1,200. Only 8% will spend $200
or less this year.
SHOP PING HAS
C HARITIES MAY E VOL VED Although 82% of
.
INF L UE NCE SP E NDING our Millennials will shop in
THIS YEAR. 61% of our traditional retail locations, 88%
Millennials stated they would be of them will also be shopping
more likely to purchase online. 89% admitted they will
something if part of the be using coupons and 72% said
proceeds went to charity. Local they will be looking for more
charities are the most popular sales this year.
with our Millennials (61%).
buzzmg.com

29. Co n tac t Us!
Buzz Marketing Group
1515 Market St.
Suite 1810
Philadelphia, PA 19102
215.399.5679
www.buzzmg.com