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Holiday 2012 might best be described as “the season of practicality,” according to just-released results of Woodfield Mall’s Holiday Gift Survey. More than 40 percent of all adult women and men surveyed ranked casual apparel among the top three gifts on their holiday wish-lists, with shoes and boots coming in a close second at 37 percent.
“These aren’t the items we’ve traditionally seen among top holiday gift picks,” said Woodfield Mall Marketing Director Lisa Stricker, linking the survey results to a pragmatic shift in consumer attitudes.
Younger women proved among the most practical of all survey respondents. Fifty-three percent of women age 18-24 listed casual apparel among their top-three gift picks, as opposed to 31 percent of men and older women. Shoes and boots were a top pick for 50 percent of women 18-24, and 53 percent of women 25-34.
Also in the clothing category, athletic apparel spiked as a gift choice for middle-aged women and younger men. Twenty-one percent of women 35-44, and 25 percent of men 18-24, chose athletic apparel, as opposed to 10 percent of all other respondents. Outerwear (coats and jackets) enjoyed a following among male respondents, 18 percent of whom ranked it among their top-three gift picks, versus seven percent of women. Handbags were a popular gift choice for women age 55 and older; 37 percent of this group expressed interest in a handbag as a gift, versus 25 percent of all other women surveyed.
More in line with traditional expectations, jewelry also made a strong showing in Woodfield’s holiday gift survey. Women (28 percent overall) indicated a preference for necklaces, bracelets and earrings, with the strongest support for this category coming from women 45-54, at 35 percent. Watches were the stand-out jewelry choice for men. Twenty-five percent of all men surveyed ranked a watch among their top gift picks.
In the expectedly strong electronics category, tablet computers were the stand-out gift choice. Twenty-two percent of all respondents ranked a tablet computer among their top three picks, with men 25-54 leading the techno-centric pack at 40 percent. Laptop computers and cameras each scored a 16 percent overall preference rating, and cell phones, 15 percent. Gaming systems and software enjoyed a strong following among men 18-44, where 24 percent selected these items as a top gift pick.
The Woodfield Holiday Gift Survey was conducted Nov. 1 through 20, 2012. A total of 404 men and women, age 18 and older, completed the survey on-line at shopwoodfield.com and through in-mall intercepts. The top three gift picks in all statistically-projectable gender/age
groups were as follows:
Women 18-24 – casual apparel (53%); shoes/boots (50%); necklace/bracelet/earrings (30%)
Women 25-34 – shoes/boots (53%); casual apparel (40%); handbags/briefcase (32%)
Women 35-44 – casual apparel (43%); shoes/boots (34%); tablet computer (24%)
Women 45-54 – necklace/bracelet/earrings (35%); shoes/boots (33%); casual apparel (31%)
Women 55+ - casual apparel (51%); handbag/briefcase (37%); necklace/bracelet/earrings (29%)
Men 18-24 – casual apparel & outerwear (30% ea.); athletic wear & watch & gaming system/software (25% ea.)
Men 25-44 – tablet computer (37%); casual apparel & watch & cell phone & laptop (27% ea.)
Men 45+ - tablet computer (41%); casual apparel & sporting goods (36% ea.); shoes/boots & watch (23% ea.)
Woodfield Mall, the Chicago area’s largest shopping center, is home to nearly 300 stores and restaurants, including dozens that can’t be found anywhere else in the Midwest. Merchants range from the unique – fine art and jewelry dealers, cutting-edge clothiers for men, women, teens and children, and home furnishing emporiums – to nationally-recognized department stores Nordstrom, Lord & Taylor, Macy’s, jcpenney and Sears. Located at Route 53 and Golf Road in Schaumburg, 25 miles from downtown Chicago, Woodfield is the top tourist destination in Illinois. For additional information, including extended holiday hours and seasonal events, visit www.shopwoodfield.com, or call 847-330-1537.