Commentary

If Your Target Audience is Teen Holiday Shoppers...

According to a timely AMP Insights Holiday Shopping Behavior survey looking at teens between the ages of 13 and 19, with 45% male and 55% female respondents, 39% began shopping on Black Friday and another 29% started a month ago.

Teens have deep pockets:

  • 49% are planning on spending over $150 on gifts for others this holiday season
  • 20% are planning on spending over $300 on gifts for others this holiday season

They're planning to give gifts to those closest to them:           

  • 86% plan to give gifts to parents
  • 75% plan to give gifts to siblings
  • 74% plan to give gifts to friends
  • 60% pan to give gifts to boyfriends and girlfriends

Teens treat themselves when shopping for holiday gifts for others:

  •  65% say when shopping for gifts for others, they will sometimes shop for themselves if they happen to find something they need or want

Finding the best deal is the number one priority for teens. They research gift items to help them find the best places to go for the best prices:

  • 45% research a gift item to find the best deal before purchasing

Friends and family members are teens' most trusted sources:

  • 66% ask friends or family members for recommendations on the gifts they buy
  • 43% look up expert reviews online
  • 37% look up consumer reviews onlineTeens research products online, but do their holiday shopping in-stores:
  •  73% expect to buy gifts from big retail stores
  • 69% expect to buy gifts in stores at a mall

Though apparel is ranked high on teens' wish lists, Electronics and Entertainment category are top choices:

  • 79% hope to receive gifts in the Electronics category
  • 69% hope to receive gifts in the Entertainment category
  • 61% hope to receive gifts in the Accessories category
  •  47% hope to receive gifts in the Apparel category
  • 46% hope to receive gifts in the Footwear category
  • 32% hope to receive gifts in the Health and Beauty category

Within the Electronics and Entertainment categories, teens want items for a fun experience:

  • 85% hope to receive video games
  • 74% hope to receive movies
  • 74% hope to receive music
  • 64% hope to receive an iPod
  • 59% hope to receive a laptop

Teens learn about products the most through WOM:

  • 71% hear about the gift items that they want to receive through friends and family

Cash or Credit Card:

  • 59% say when someone isn't sure which gift to buy, they would like to be given cash
  • 47% say when someone isn't sure which gift to buy, they would like a gift card to a retail store they like

Big retail stores rise to the top for shopping:

  • 62% GameStop
  • 60% Wal-Mart
  • 57% Best Buy
  • 53% Target
  •  46% Hot Topic
  • 45% JC Penny's
  • 40% Macy's
  • 37% Aeropostale
  • 37% Apple
  • 36% Hollister

After all is said and done:

  • 70% most look forward to spending time with family
  •  61% most look forward to spending time with friends

Ready! Aim! Fire!

1 comment about "If Your Target Audience is Teen Holiday Shoppers... ".
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  1. Gordon Borrell from Borrell Associates, November 30, 2010 at 8:33 a.m.

    Teen spending is interesting, but their preferences make this group -- and their younger "tween" siblings -- heavy influencers on their parents. A poll by TweenTribune.com two weeks ago of 2,500 youths showed that, by a 2-to-1 margin, kids expecting more from their parents outnumbered those expecting less. Electronics were the top-named gift. Results of poll are here: http://www.tweentribune.com/content/most-students-expect-big-high-tech-christmas.

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About the Author

Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.