• by Jack Loechner , Staff Writer @mp_research, December 9, 2008

In a recent survey by KW Strategems and Decipher in coordination with Survey Sampling International, slightly more than one-half of Americans (57%) said they will spend less money to reduce stress this season. Finishing holiday shopping early ranked second on the list with 30% of respondents vowing to not be standing in retail lines at the last minute.

Sigal Kremer, co-founder of KW Strategems, said "... the study showed most respondents didn't experience as much stress as expected, and... many are already thinking ahead at ways they'll conquer stress over the next few weeks."

Respondents were asked to rate their stress levels during the holiday season (from the end of November through the first part of January) across five categories: health, fitness, weight, personal relationships and finances. In summary, the study indicated:

• On a 10-point scale, Americans rated their stress level at 3.44 points.
• Two-thirds of Americans claim financing the holidays is a significant stress factor.
• Slightly more than one-half of Americans will try to spend less this holiday season.
• Seven-in-ten women are moderately or significantly worried about finances during the holidays.
• Nearly one-half of women are moderately or significantly worried about their weight during the holidays.

Holiday Stress Index (Based on an average of holiday stress impact on health, fitness, weight, personal relationships, finances)
Segment	Stress Level(10=Significant Stress)
Total US	3.44
Males	2.99
Females	3.89
Age 18-29	3.67
Age 30-44	3.96
Age 45-59	3.64
Age 60+	2.48
Source: KW Strategems, November 2008

 

Moderate or Significant Holiday Stress Factors(% of Respondents)
Stress Factor	Men	Women
Health	24%	33%
Fitness	22	30
Weight	30	48
Personal Relationship	25	35
Finances	56	35
Source: KW Strategems, November 2008

35% of respondents said store-bought gifts ranked highest as gifts buyers preferred to give family, friends or co-workers. Gift cards came in second at a close 31%.

Though 53% of Americans are more likely to give a tangible gift, 47% said they would prefer to receive cash in order to have a choice for what they will receive this season. What's more, women are more likely to want to give a tangible gift, but one in four would like to receive a gift experience, such as a spa gift certificate, dinner, movie passes.

Please visit here for more information and to access the PDF file of the complete study.