Apparel and books top the list of items in Santa's sack; national consumer survey shows traditional holiday gift items remain favorites

Business Wire, Dec 14, 1995

DALLAS--(BUSINESS WIRE)--Dec. 14, 1995-- When Santa unloads his sack this year, Americans are more likely to be wearing and reading their Christmas gifts, according to a recent national consumer survey conducted by M/A/R/C Research. In an age when technology has altered nearly every aspect of daily living, the poll reveals the average American household shopper still shows a preference towards giving traditional gift items.

In the study just released by M/A/R/C Research, a division of Dallas-based The M/A/R/C Group, 89 percent of all holiday shoppers reported they will purchase clothing as gifts, followed by 56 percent who plan to purchase books. In contrast, computers or computer-related items ranked sixth of the top seven gifts with only 22 percent of holiday shoppers reporting plans to purchase these items. Of the consumers who planned to purchase computer goods, 48 percent reported intent to purchase computer software.

Surprisingly, the study also revealed that nearly nine percent of those surveyed commented they had no intention of purchasing gifts for the holidays.

The study was conducted via telephone with a random national sample of 501 consumers.

"Our research reveals that while fashions, fads and trends continuously influence consumers' behavior, tradition still rules their gift-giving choices," commented Gregg Hupp, vice president of market intelligence for The M/A/R/C Group.

Of the seven gift categories, the top four -- clothing, books, housewares and jewelry -- reflect a strong preference toward traditional gift-giving items. Housewares placed third with 49 percent and jewelry came in fourth with 45 percent of participants commenting they intend to purchase these items.

Video games ranked fifth with 35 percent, followed by the computer category. Cellular phones completed the list with 8 percent.

Established in 1965, M/A/R/C Research is a leading strategic custom research firm with 30 years of expertise in the marketing research industry. M/A/R/C has specialty practices in market forecasting and simulation, customer satisfaction and quality programs, and brand equity-based marketing consulting.

The M/A/R/C Group, based in Irving, Texas, is a leading marketing intelligence firm. A $68.5 million company with seven offices in North America, The M/A/R/C Group is recognized for the development of analytical marketing systems and the ability to provide solutions to complex marketing problems. The M/A/R/C Group serves major clients in such industry segments as consumer products, restaurant and food service, telecommunications, technology, retailing and financial services. -0-

HOLIDAY SHOPPERS PREFERRED GIFT GIVING LIST Compiled by M/A/R/C Research

1. Clothing 89% 2. Books 56% 3. Housewares 49% 4. Jewelry 45% 5. Video Games 35% 6. Computers/related items 22% 7. Cellular phone 8%

CONTACTS: Susan Tull or Bryan Curran

Edelman Worldwide

214/520-3555

or

Gregg Hupp

The M/A/R/C Group

214/506-3408