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Kairos Consumers Releases Results of December U.S. Retailing Survey
Dec 19, 2011 (03:12 PM EST)


Consumers anticipate an eight percent increase over 2010 in personal spending; Internet retailers eBay and Amazon come out the big winners

CHICAGO, Dec. 19, 2011 /PRNewswire/ -- U.S. retailers should be prepared for a mixed bag of spending in the critical final two weeks of the year according to a consumer study just completed by global consumer research firm Kairos Consumers. The survey of December spending plans for nearly 1,000 U.S. consumers was conducted last week and examined how and where buyers will spend their holiday cash, both online and in-store.

Consumers surveyed forecast that their total December spending will be up by eight percent over the same month last year. The Internet led in total spending increases (36 percent) with only Best Buy showing a decline (-six percent). Spending per household is up by five percent, led by Internet retailers.

Comparing responses among thirteen different major retailers, Amazon is the biggest winner with consumers claiming 41 percent in total spending increases. When it comes to discounters, consumers are split, indicating a 10 percent increase in spend at Target but one percent decrease at Wal-Mart. Consumers increased December spending at all department stores covered except Macy's.

Nordstrom comes out on top in online shopping more, than doubling its online share from December 2010. Consumers indicate that less than 13% of all purchases at Wal-Mart, Target and Kohl's would be made online in December, with the latter two showing declines.

"We knew that same store sales were up moderately for November, but a strong Black Friday did not make for an explosive month overall. Still, with promotions like free shipping, it seems that higher end department stores with a strong presence like Nordstrom may be reaping advantages and of course Amazon and eBay are replacing some actual store visits to several of the retailers," said Katerina Makatouni, principal of Kairos Consumers.

Kairos Consumers surveyed nearly 1,000 U.S. consumers online between December 12 and 14. The survey sample mirrored in composition the U.S. population as reported by the US Census Bureau through its American Community Survey, using nested quotas for gender, age and race.

For a full copy of the survey results, including demographic analysis, please contact Betsy Hoag: bhoag@kairosconsumers.com

About Kairos Consumers (http://www.kairosconsumers.com/)

Kairos Consumers is a global market research agency specializing in the design, management and analysis of qualitative and quantitative consumer and B2B research studies. Research capabilities include online and telephone surveys, online and in-person focus groups, in-depth interviews, retail audits and online analytics/social media tracking. The company has analysts and consultants in 50+ countries. The executive team brings together a combined 30+ years of experience in international consumer and B2B research, marketing, and strategic planning. Clients and partners include research firms and consultancies, investment companies, retailers, CPG manufacturers, marketing and advertising agencies and governmental organizations.

SOURCE Kairos Consumers