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Holiday shopping lists growing in 2014 -- see it in SAS Visual Analytics

by Community Manager on ‎11-25-2014 12:22 PM - edited on ‎10-05-2015 04:27 PM by Community Manager (773 Views)

Recent SAS research says the average holiday shopper has 13 people on the gift list and will spend $1,119. SAS surveyed 2,007 consumers and found that more than a third of holiday shoppers have longer shopping lists this year than in 2013. More than half of holiday shoppers are buying the same amount as last year, while only 10 percent were cutting back.

Analyzed using SAS Visual Analytics, the survey shows that consumers plan to spend approximately $115 per family member, $57 per friend, and $38 per coworker. The following examples give you an idea of the findings in SAS Visual Analytics. Get more details, including infographics and a survey summary, in the news release.


Answers in a word cloud to the question, "What's the one thing on your holiday gift list this year?"
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SAS_VA_WordCloud.JPG

 

Holiday spend by gender

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SAS_Visual_Analytics_Holiday_Spend.jpg

 

Holiday spend by holiday shopping style: the Black Friday Warrior, the Budget Buster, the Practical Shopper, the Perfect Gifter, the Cyber Shopper, the Last-Minute Hopeful and the Humbug

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SAS_Visual_Analytics_Sigother_gift.jpg

 

Frequency of "I like to indulge my family and friends during the holidays" by shopping style

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SAS_Visual_Analytics_indulgefamily.jpg

 

I'm a Practical Shopper. I used to love spending time at the mall, picking out the perfect gift. With two little ones, even two trips to the store for gifts is a luxury during the holiday season. Efficiency is the name of the game.

 

Which shopping style characterizes you?

Comments
by Trusted Advisor
on ‎12-01-2014 02:41 PM

Interesting analysis Anna - particularly the prominence of "nothing" "not sure" "nothing specific" "don't know" "no idea" in the word cloud. I'd like to see the word cloud with text analytics categorization - curious to see what the topics would be.

My shopping style is definitely Cyber Shopper! Prefer to do it online, skipping the crowds and potential parking woes. :smileyhappy:

by Community Manager
on ‎12-02-2014 10:42 AM

I hear you on the crowds!

We haven't applied text analytics to the responses because there was nothing behind them other than the count, based on the straight-forward question about what respondents want for Christmas. It would be good to know more about these "don't knows" though, wouldn't it? Those are the people you have do some major guesswork for when shopping for gifts.

by Trusted Advisor
on ‎12-02-2014 01:18 PM

Hi Anna,

Your response highlights how a survey is more about collecting responses - it's also about the statistics and models you want to do/questions you want answered and to work backwards from the analytics to putting the survey together so it can be achieved.

Cheers,

Michelle

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