Kellogg Shopping Index shows income, job security influence holiday spending
EVANSTON, Ill. — A new, ongoing study of consumers and their spending habits explored the trends driving holiday spending this year.
The Kellogg Shopper Index, an online survey of approximately 1,200 consumers, conducted between Oct. 26 and Nov. 16, unveiled that change in income may influence holiday spending. For example, participants who had a significant increase in their income indicated they would spend 16% more in holiday gifts versus last year, while participants who said they experienced a decrease in income plan to spend 9% less, compared with 2009.
What’s more, the survey noted, those that felt very secure about their job plan to spend 10% more on holiday gifts, while those with relatively stable job security said they will spend 2% more. People whose job security has worsened, however, said they will spend 4% less this year.
Highly materialistic panelists said they would allocate 34% of their holiday gift budget on themselves and 66% spent on gifts for others. Less materialistic participants said they will spend only 17% on themselves and 83% on gifts for others, the index showed. "Materalistic" panelists were classified based on their positive response to questions about how possessions are signs of success, buying brand names and buying items to impress others, the researchers said.
"Essentially not everyone is coming back to shop," said Eric Anderson of Kellogg Center for Global Marketing Practice, which supports the Kellogg Shopper Index. "While our panelists indicate they plan to spend slightly more than last year, we see two very different psychological mindsets at play. The first set represents those likely to have foregone nice rewards over the last two years, and who now want to treat themselves or others. The second set represents those who are still very cautious but are willing to spend for the right deal."
Added Richard Wilson of the Kellogg Center for Global Marketing Practice, "From our perspective at the Center for Global Marketing Practice, further academic research and a deeper understanding of what’s causing these types of consumer behaviors to manifest in the marketplace will help drive more effective practitioner marketing strategy."
American Greetings, Taylor Swift celebrates the holidays
CLEVELAND — Warm holiday sentiments can be found in the greeting card aisle this season with a new collection of cards written and inspired by Taylor Swift for American Greetings.
Taylor Swift’s collection once again expands with 10 new cards, a boxed cards collection and a collector’s edition Heirloom Christmas tree ornament. The new seasonal cards feature such winter scenes as holiday cookies and snow-covered Christmas trees, each with a heartfelt message inside.
The new boxed cards collection include the "heart hands" image, this time adorned with a pair of red gloves. The Taylor Swift Heirloom ornament features a depiction of a scene from Swift’s "Love Story" video and plays the award-winning song.
"This year we focused on pairing fun and iconic imagery with Taylor’s holiday sentiments to ensure a collection that is sure to delight friends and family," said Lindsay Kalback, a member of Taylor Swift’s brand management team at American Greetings. "The holidays are the perfect time to celebrate the important relationships in our lives, and we know that fans of Taylor’s cards will find the perfect way to do just that."
Kodak gets personal
ROCHESTER, N.Y. — Kodak is introducing a new innovation that provides consumers with ways to give greeting cards a personal touch.
Kodak’s new personal greeting cards give consumers a variety of ways to quickly customize and print personal cards in seconds at select in-store Kodak picture kiosks nationwide. Customers can create cards in three easy steps:
Touch the screen on the kiosk;
Select an occasion and the preferred style of the card; and
Begin the personalization process.
Kodak offers customers top-name designs, including Bonnie Marcus Collection, Shade Tree Greetings and Fravessi Greetings, in addition to customizable and writeable designs that allow for the placement of a personal photo on the inside cover of the folded card.
"We are really excited to announce our new Kodak personal greeting cards, which enable consumers to personalize their greeting cards and have them professionally printed in seconds," said Rowan Lawson, director of worldwide marketing for retail systems solutions at Eastman Kodak Co. "With this new solution, and with our industry-leading designer partners, such as Bonnie Marcus, we’re transforming the experience of creating a greeting card, moving from a static message to one that conveys true emotion and embraces the creativity of each consumer’s individuality."