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5 Christmas Season Holiday Spending

5 Christmas Season Holiday Spending

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2008:

2009:

2010:

2011:

2012:

2013:

2014:

2015:



-6.8%

5.6%

6.4%

5.6%

1.6%

3.7%

3.9%

2.1%



-6.0%

1.4%

3.2%

4.0%

0.6%

1.8%

1.9%

1.5%



* excluding motor vehicle and parts dealers

** GAFO: (general merchandise, apparel, furnishings, and other)



According to the National Retail Federation, total holiday (November and

December) retail sales (excluding autos, gas and restaurant sales) increased 3.7% to

$630.5 billion in 2015, significantly higher than the 10-year average of 2.5%. Holiday

sales in 2015 represented approximately 19% of the retail industry’s annual sales.

NRF’s consumer spending survey found that the average shopper spent $805.65

in 2015, up from $802.45 in 2014.

Gift spending by recipient in 2015 was as follows:

• Family:

$462.95

• Friends:

$ 77.85

• Co-workers:

$ 25.95

• Other, including pets: $ 28.05

Fifty-six percent (56%) of holiday shoppers purchased non-gift items for

themselves and/or others, spending an average of $131.59.

Consumers also spent on decorations ($53.02), greeting cards/postage ($28.67),

and food for holiday festivities ($107.80).

Holiday shopping by retail venue in 2015 was as follows:

• Discount stores:

55.9%

• Department:

55.6%

• Grocery stores:

44.1%

• Clothing or accessories stores:

33.4%

• Electronics stores:

30.8%

• Drug stores:

19.2%

• Craft and fabric stores:

18.8%

Forty percent (40%) of holiday shoppers began their holiday shopping before

Halloween, 41% began their holiday shopping in November, and 19% began sometime

in December.

Total holiday gift card spending was $25.9 billion in 2015. According to NRF’s

Gift Card Spending Survey, the average person buying gift cards spent $153.08, an

11.4% drop from 2014.



CONSUMER BEHAVIOR 2017-2018



• 97 •



12.6 State-by-State Retail Spending

According to the National Retail Federation, retail sales in 2015 were distributed

by state as follows:



















































































Alabama:

Alaska:

Arizona:

Arkansas:

California:

Colorado:

Connecticut:

District Of Columbia:

Delaware:

Florida:

Georgia:

Hawaii:

Idaho:

Illinois:

Indiana:

Iowa:

Kansas:

Kentucky:

Louisiana:

Maine:

Maryland:

Massachusetts:

Michigan:

Minnesota:

Mississippi:

Missouri:

Montana:

Nebraska:

Nevada:

New Hampshire:

New Jersey:

New Mexico:

New York:

North Carolina:

North Dakota:

Ohio:

Oklahoma:

Oregon:

Pennsylvania:

Rhode Island:



Pct. of National Total



Retail Sales



1.50%

0.26%

2.24%

0.91%

11.90%

1.70%

1.25%

0.15%

0.37%

7.30%

3.01%

0.50%

0.51%

4.05%

1.99%

0.92%

0.79%

1.26%

1.33%

0.51%

1.99%

2.34%

3.10%

1.80%

0.89%

1.97%

0.36%

0.62%

1.14%

0.67%

3.12%

0.62%

5.93%

2.89%

0.25%

3.39%

1.00%

1.27%

4.07%

0.34%



$ 48,849,750,000

$ 8,467,290,000

$ 72,948,960,000

$ 29,635,515,000

$387,541,350,000

$ 55,363,050,000

$ 40,708,125,000

$ 4,884,975,000

$ 12,049,605,000

$237,735,450,000

$ 98,025,165,000

$ 16,283,250,000

$ 16,608,915,000

$131,894,325,000

$ 64,807,335,000

$ 29,961,180,000

$ 25,727,535,000

$ 41,033,790,000

$ 43,313,445,000

$ 16,608,915,000

$ 64,807,335,000

$ 76,205,610,000

$100,956,150,000

$ 58,619,700,000

$ 28,984,185,000

$ 64,156,005,000

$ 11,723,940,000

$ 20,191,230,000

$ 37,125,810,000

$ 21,819,555,000

$101,607,480,000

$ 20,191,230,000

$193,119,345,000

$ 94,117,185,000

$ 8,141,625,000

$110,400,435,000

$ 32,566,500,000

$ 41,359,455,000

$132,545,655,000

$ 11,072,610,000



CONSUMER BEHAVIOR 2017-2018



• 98 •



























South Carolina:

South Dakota:

Tennessee:

Texas:

Utah:

Vermont:

Virginia:

Washington:

West Virginia:

Wisconsin:

Wyoming:



1.36%

0.32%

2.10%

7.49%

0.84%

0.25%

2.63%

2.26%

0.54%

1.80%

0.21%



$ 44,290,440,000

$ 10,421,280,000

$ 68,389,650,000

$243,923,085,000

$ 27,355,860,000

$ 8,141,625,000

$ 85,649,895,000

$ 73,600,290,000

$ 17,585,910,000

$ 58,619,700,000

$ 6,838,965,000



12.7 Market Resources

Estimates Of Monthly Retail and Food Services Sales By Kind Of Business , U.S.

Department of Commerce. (www.census.gov/retail/marts/www/marts_current.pdf)

National Retail Federation, 325 7 th Street NW, Washington, DC 20004.

(202) 783-7971. (www.nrf.com)

Quarterly Retail E-Commerce Sales, U.S. Department of Commerce.

(www.census.gov/retail/mrts/www/data/pdf/ec_current.pdf)

Retail Business Market Research Handbook 2017-2018, Richard K. Miller &

Associates, September 2016. (www.rkma.com/report-detail.cfm?report_id=132)



CONSUMER BEHAVIOR 2017-2018



• 99 •



13

ENTERTAINMENT & LEISURE SPENDING



13.1 Expenditures On Leisure Activities

Richard K. Miller & Associates (RKMA, www.rkma.com) estimates the U.S.

entertainment and leisure market at $2.6 trillion. For comparison: U.S. retail sales were

$5.3 trillion in 2015, according to the U.S. Department of Commerce; national

healthcare expenditures were $3.2 trillion in 2015, according to the Centers for

Medicare & Medicaid Services.

The following are RKMA estimates of the major components of the leisure

market:

• Adult entertainment:

$ 26 billion

(sources: Forbes, U.S. News & World Report, Associated Press)







Art:



$ 27 billion



(source: TEFAF)







Bars and nightclubs:



$ 21 billion



(source: National Restaurant Association)







Bicycles:



$



6 billion



(source: National Bicycle Dealers Association)







Casino/parimutuel wagering:



$ 68 billion



(source: Gaming & Leisure and Jay Sarno & Associates)







Collecting:



$ 70 billion



(source: Investors Business Daily)







Consumer books:



$ 23 billion



(sources: U.S. Department of Commerce)







Consumer electronics:



$287 billion



(source: Consumer Technology Association)







Craft and hobby supplies:



$ 31 billion



(sources: Craft & Hobby Association)







Cultural, the not-for-profit arts industry:



$135 billion



(source: Americans for the Arts)







Dining out (casual and fine dining only):



$220 billion



(source: National Restaurant Association)







Equestrian:



$102 billion



(source: American Quarter Horse Association)







Event rentals:



$



3 billion



$



2 billion



(source: The Wall Street Journal)







Fantasy sports:

(source: Fantasy Sports Trade Association)



CONSUMER BEHAVIOR 2017-2018



• 100 •







Festivals:



$ 25 billion



(source: International Festivals & Events Association)







Fishing:



$ 42 billion



(source: U.S. Fish and Wildlife Service)







Gardening:



$ 30 billion



(source: National Gardening Association)







Golf:



$ 34 billion



(source: National Golf Foundation)







Health and fitness clubs:



$ 25 billion



(source: International Health, Racquet & Sportsclub Association)







Hunting:



$ 34 billion



(source: U.S. Fish and Wildlife Service)







Lotteries:



$ 27 billion



(source: North American Association of State and Provincial Lotteries)







Motion picture and sound recording industries:



$ 58 billion



(source: SRI International)







Motorcycles:



$ 18 billion



(source: Packaged Facts)







Museums:



$ 21 billion



(source: American Alliance of Museums)







Music concerts:



$



7 billion



$



7 billion



(source: Pollstar)







Musical instruments and products:

(source: Music Trades)







National parks:



$ 12 billion



(source: U.S. Park Service)







Pets:



$ 53 billion



(source: American Pet Products Association)







Photography:



$ 17 billion



(sources: Photo Marketing Association, Bureau of Economic Analysis)







Premium video (pay TV, mobile video, DVD, broadband

video, and theater/box office receipts):



$182 billion



(source: iSuppli)







Private clubs:



$ 23 billion



(source: IBISWorld)







Radio (ad-supported, not direct consumer spending):



$ 17 billion



(source: Radio Advertising Bureau)







Recreational boating:



$122 billion



(source: National Marine Manufacturers Association)







Recreation vehicles:



$ 13 billion



(source: Recreation Vehicle Industry Association)







Social caterers:



$



9 billion



(sources: National Restaurant Association, Technomic)







Spas:



$ 16 billion



(source: International Spa Association, PricewaterhouseCoopers)







Specialty auto accessories:



$ 29 billion



(source: Specialty Equipment Market Association)



CONSUMER BEHAVIOR 2017-2018



• 101 •



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