1. Holiday Shopping
Survey 2010

2. Overview & Methodology
Objective – Obtain an understanding of the sentiment among small to midsized business (SMB)
retailers and consumers toward the economy and determine its impact on the holiday shopping season.
Approach – Zoomerang distributed a survey to retail businesses with less than 1,000 employees, as
well as consumers. Both parties were asked to provide insight into their confidence in the economy, its
future and how it would impact the next few months of business and/or spending.
Results – In total, 340 retail businesses and 2,192 consumers completed a survey about their
confidence in the economy and how it will impact holiday spending. The results showed that both
groups are apprehensive about the holiday season.
Key Takeaways –
- A majority of the SMB retailers are not confident in the economy at the moment. However, most
believe that the 2010 holiday season will be stronger than 2009.
- The lack of confidence among SMB retailers means that a high percentage will not increase their
2010 holiday budgets compared to 2009.
- While consumers share a lack of confidence in the economy with SMB retailers, 62% of
consumers plan to spend the same or more this holiday season compared to 2009.
- More than half of consumers plan to complete their holiday shopping both online and in-person.
- Of the consumers that bought luxury items in 2009, only 55% plan to do so again this year.

3. Retailers

4. Retail SMB Confidence in State of Economy
Of the 340 retailers, 157 indicated they were not confident with the current economy

5. Retail SMB Precautions Taken - Economy
20% have not taken precautions and are operating business as usual

6. Retail SMB Holiday Projections 2010
Despite the lack of confidence, retailers do believe the holidays will improve compared to 2009

7. Retail SMB Steps to Ensure Most of Holiday Season
5% have not taken steps to ensure they are getting the most out of this holiday season

8. Consumers

9. Consumer Confidence in State of the Economy
Similar to SMBs, consumers lack confidence in the economy

10. Consumer Holiday Budget 2010 vs. 2009
Despite the lack of confidence, consumers do not plan to decrease holiday budgets

11. Consumer Gift Giving 2010 vs. 2009
A large majority plan on giving gifts to the same number of recipients

12. Consumer Holiday Shopping Location 2010
Consumers plan on shopping online and in-store this holiday season

13. Consumer Gift Giving by Type 2009
The economic situation forced people to focus on essential items (i.e. clothing)

14. Consumer Luxury Item purchase in 2010
Of the 25% who purchased luxury items in 2009, only 55% plan do so again in 2010

15. Consumer Wish List – Gift for Themselves
Similar to purchasing gifts, consumers primarily hope to receive essential items

16. Appendix

17. Retail SMB Business Location
Breakdown of the top 10 states (out of 42) represented in the retail survey respondent base
State Percentage
California 11%
New York 9%
Pennsylvania 7%
Florida 6%
Michigan 6%
Texas 4%
Illinois 4%
Minnesota 4%
Ohio 4%
Oregon 4%
Colorado 3%

18. Retail SMB Business Size
Number of permanent, full-time employees at the small to midsized businesses surveyed
Number of Employees Percentage
1 - 25 81%
26 - 50 6%
51 - 100 7%
101 - 250 3%
251 - 500 2%
501 - 1,000 1%

19. Retail SMB Role in the Organization
All of the respondents make or influence decisions that affect the business
Role Percentage
Owner/ Owner Operator 64%
Store Manager 24%
Partner 7%
Buyer 5%

20. Retail SMB Industry
Breakdown of the top 10 industries represented in the survey respondent base
Industry Percentage
Clothing 14%
Accessories/ Jewelry 9%
Gifts 9%
Furniture/ Home Furnishings/ Housewares 6%
Health/ Beauty 6%
Electronics/ Appliances 6%
Sporting Goods/ Hobbies 5%
Specialty Food/Beverage 5%
Home Improvement/ Hardware/ Building Supplies 4%
Books/ Music 4%

21. Retail SMB Type of Store
More than half of the respondents do not have an online presence
Type Percentage
Brick and mortar/ Physical storefront/ Kiosk 51%
Ecommerce/ Online store 25%
Both a physical store and an online store 24%

22. Consumer Age Range
More than half of respondents are age 40 or older
Age Percentage
Under 20 3%
20 – 29 18%
30 – 39 18%
40 – 49 21%
50 – 59 17%
60 or over 24%