Looking Up - Homemade for the Holidays

Ahead of the Christmas holiday season, J. Walker Smith analyses the National Retail Federation (NRF) spending forecast, comparing what appear to be alarming figures to previous year's reports.

Looking Up – Homemade for the Holidays

J.Walker SmithYankelovich MONITOR®

Expectations for the holiday shopping season are modest. But are they modest to the point of frugality? No.

Before Halloween, the National Retail Federation (NRF) released its 2009 forecast predicting a 3.3 percent year-over-year decline in spending. Nearly two-thirds of consumers interviewed said the economy was affecting their plans, with over eight in ten of those saying they were spending less. The average amount consumers said they planned to spend on gifts was $502.90, lower than the expected amount in 2008 ($534.79) and the peak year 2007 ($578.00). These...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands