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Consumer Intentions: Turn Down the Heat
by Jack Loechner, Monday, November 21, 2005 3 AM
Consumer Intentions: Turn Down the Heat According to the Consumer Intentions and from BIGresearch, consumers will be keeping a wary eye on their home heating bills this holiday
season, and when asked what they would do if their home heating bill increased by 50%, almost 2/3 say "turn down the thermostat" and 62% say "wear heavier clothing." When it comes
to Holiday shopping, only 36.9% said the cost of heating their home would have no effect on their holiday shopping. For the 63% who said the cost of home heating would affect their holiday shopping,
the top solutions were:
- Look for more special sale items
- Spend less on gifts
Joe Pilotta, VP of BIGresearch, said
"Consumers say they will cope with higher energy bills during the Holiday season by being more price conscious in order to enjoy the holidays..."
Suppose your home heating bill increase by 50%. What would you do? (Check all that apply)
Adjust thermostat to reduce consumption
65.2% Spend less on other goods and services
33.0% Use a space heater 22.9%
Wear heavier clothing in the house 32.1%
Sign up for budget billing 20.3%
Install energy efficient lighting 11.5%
Increase insulation 18.2%
Replace windows 5.3%
Install energy management and monitoring controls 4.7%
Shop more for necessities at lower priced stores
27.3% Shop more for the things I want at lower priced stores
21.8% Do more comparison shopping 21.1% Don't pay heating and cooling bills
7.3% Other:
6.1% Source: BIGresearch
How will the cost of heating your home affect your Holiday Shopping?
(Multiple response OK) Spend less on gifts 31.3% Look for more special sale items
32.7% Shop at discount stores more often 26.1% Buy for fewer people 20.2% It will have no effect at all 36.9% Other: 1.9%
Source: BIGresearch
Complimentary findings are available here.