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 In November 2010, an Environics Research Poll about Holiday Shopping provided an in-depth look into Canadian’s shopping behaviour during the holidays. Specifically, the study looked at what respondents found to be stressful about holiday shopping. Three key insights emerged with similar regularity: 35 percent cited concerns about whether they could afford the gifts they wanted to buy; 34 percent worried whether the recipients would like their gifts; and 31 percent said the biggest stress was buying for people who are difficult to shop for.
Busy Moms* and Single Men** are two important sub-groups within the “hard-to-shop for” segment. Being able to identify these difficult-to-shop-for groups is important for retailers and daily newspapers because these sub-groups represent potentially valuable target groups that are often overlooked.
To help eliminate some of this holiday shopping stress, retailers should target family members and friends who are shopping for people who fall into the difficult to shop for category. For instance, spouses or parents of Busy Moms might be interested in purchasing cosmetics or fragrances for the Busy Mom in their lives since 26% of Busy Moms bought cosmetics and/or fragrances within the past 12 months. Also, since 76% of Busy Moms have taken an overnight trip in the past 12 months, it might just be time to take your spouse on a mini-holiday. And throw in some jewelry too. In the past three years, 51% of Busy Moms purchased jewelry.
 Retailers could also benefit from targeting groups who are shopping for single men, another group that is notoriously difficult to shop for. Parents, siblings or friends who are looking to buy presents for single men should be aware that 32% of this cohort owns a personal electronic device (PED) and 12% intend to purchase a PED in the next 12 months. 32% of single men also participated in video gaming as one of their hobbies in the past 12 months and 50% of single men bought a book in the past 12 months. Any of these products would be a great gift idea!
NADbank is more than just a readership study. The NADbank study provides information on daily newspapers, but also collects survey data on product and retail shopping behaviours. To learn more, please contact MeLing Johnston, Vice President of Member Services at NADbank.
A key strength of advertising in a daily newspaper is the high reach that they deliver on short notice!
*Female, Employed, by Self or Someone Else, or Student, and Adult with Children in Household
**Male and Single and One Person in Household
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