CORRECTING and REPLACING Sales and Coupons Are Most Influential in Driving Consumers to Shop This Holiday Season

HRC Retail Advisory Survey Finds Generation Z Chooses Apparel Over
Games as Gifts

NORTHBROOK, Ill.–(BUSINESS WIRE)–Please replace the release with the following corrected version due to
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The corrected release reads:


HRC Retail Advisory Survey Finds Generation Z Chooses Apparel Over
Games as Gifts

Sales and coupons are more influential than any other tactic in
motivating consumers to shop this holiday season, according to a survey
conducted by HRC Retail Advisory (HRC), a leading strategic retail
advisory firm. The survey also found that gift cards remain an extremely
popular item, while apparel will surprisingly top many gift lists for
both family and friends this year.

“There are limited doorbusters to drive consumers to the store this
holiday season,” said Farla Efros, President of HRC Retail Advisory. “As
we’ve seen over the weekend, gift cards and free shipping allow this new
consumer to shop however and wherever they want. Importantly, our survey
found several key attitudes and behaviors for holiday that were
consistent throughout the generations. Recognizing and responding to
these trends, while catering to a younger group of shoppers who are
gaining more and more influence within their household will be essential
to a retailer’s success this holiday season and a necessary step for
them to remain competitive going forward.”

To better understand the growing influence of Millennial and Generation
Z consumers and the implications for retailers, HRC recently surveyed
3,100 participants in the U.S. and Canada on their attitudes, behaviors
and influences driving holiday gifts and shopping.

Significant findings of the survey include:

Sales and Coupons Driving Store Traffic

Sometimes it still comes down to price. Despite more modern approaches,
a significant 89% of respondents said that deep discounts (including
coupons) are the key determinant of what stores they will visit for
holiday shopping this year. Consumers are also likely to enter a store
based on store window displays, according to 87% of all consumers
surveyed. Additionally, 79% of consumers surveyed said they would be
influenced on what stores to visit based on a retailer’s website.

Children Choosing Apparel Over Games for Holiday 2016

Surprisingly, when children were asked how they wanted a loved one to
spend $500 for their gifts, apparel won out over all other categories,
including games. In fact, the apparel category is headed for a big win
this holiday, as respondents plan to allocate more than 30% of their
budget on apparel and footwear purchases for family and friends this
year. Millennial and Generation-X parents are planning to spend 40% of
an assumed $500 holiday budget for their children on clothing and shoes,
versus a small 16% on gaming consoles and games.

Increased Popularity of Gift Cards

An overwhelming percentage of study respondents will include gift cards
in their holiday shopping this year. 83% of Millennial parents plan to
include gift cards in their holiday purchases, and 32% of respondents
who intend to buy gift cards indicated that gift cards will comprise at
least half of their holiday budget. 62% of all study respondents with a
preference preferred to receive a gift card rather than an actual gift.
And this was consistent across all generations studied, which indicates
that people would like to select their own gifts, rather than receiving
a gift that may be wrong for them.

Income An Important Indicator For Gift Card Giving

The intent to purchase gift cards grows as income levels grow. 83% of
Millennial parents earning $50K to $75K intend to include gift cards in
their holiday shopping plans. Among Millennials that have children and
earn over $150K per year, 96% plan to include gift cards in their
holiday shopping. However, while inclination to purchase gift cards
tends to be stronger among higher earners, these shoppers do not
necessarily intend to spend a greater percentage of their holiday budget
on gift cards.

Notes on Survey Methodology and Analysis

HRC Retail Advisory’s survey findings are based on a targeted sample of
four distinct demographics: Millennials with no children, Millennial
parents of children under 18, Gen X and Baby Boomer parents of children
under 18, and children ages 10-17. The sample size was 675 per group in
the United States, and 100 per group in Canada. The survey was fielded
in October 2016 and was completed through proprietary sample sources
amongst panelists who participate in online surveys. The total sample
size was 3,100 completes.

About HRC Retail Advisory

HRC Retail Advisory is a leading strategic retail advisory firm based in
Northbrook, IL that helps retailers unlock value across key operating
functions: including helping retailers to develop cost-effective cost
infrastructures to transform their businesses in this new economy,
enhance merchandise strategy, margin and inventory optimization,
merchandise planning and allocation, store operations including more
effective labor management and more cost-efficient supply chains. For
more information, visit


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Stacy Berns / Danielle Poggi