Happy holidays

American consumers are optimistic about the 2009 holiday shopping season, according to research from Information Resources Inc.

“However, consumers are taking a more strategic approach to shopping this year and are heading into stores with shopping lists in hand and a budget in mind,” Chicago-based IRI noted in this press release.

The research surveyed roughly 1,000 households about the 2009 holiday shopping season and learned that most consumers are eating more meals at home,+ purchasing private label goods and are bargain hunting.

“While consumers are beginning to awaken from the economic sea change just in time for the beginning of the holidays, they are taking very thoughtful and strategic approaches to their purchasing and are sifting hard through such questions as ‘What do I really need?’, ‘What does my family need?’, and ‘What can we still live without?’” IRI Consulting & Innovation President Thom Blischok said in the statement.

IRI FINDINGS
• Consumers concern about the price of food has dropped more than 20% this year (98% in 2008 versus 77% in 2009).

• Expressed concern for the effect of gasoline prices on holiday shopping has dropped by 10% compared to 2008.

• The overall effect of the recession on shopping decisions decreased nearly 5%.

• More than 81% of consumers note religion as a major factor in their holiday celebrations.

• More than 98% of shoppers make spending time with family a priority in the holiday season.

• 93% of consumers’ holiday plans include getting together with family and friends over the dinner table and at parties.

• More than 90% of shoppers are making gift-giving a priority, up nearly 3 percentage points from last year.

• More than 94% plan on spending no more than $500 on food and 90% plan on spending no more than $200 on holiday beer, wine, and spirits purchases.

• 23% of shoppers have a gift-giving budget over $799, down 13% from 2008.

• Expect an 18% increase in online shopping from 2008, when only 41% of consumers shopped online.