According to The NPD Group, males are receiving gifts others feel they would not purchase for themselves
TORONTO, December 19, 2012 – Regardless of what may be topping their gift wish list, men will most likely find themselves receiving trendy sweaters, cozy jackets or a practical pair of socks this holiday season. According to the Consumer Apparel Tracker and Holiday Survey of Consumer Purchase Intention studies from global information company The NPD Group, ’tis the season to purchase apparel for the men in your lives and to treat them to something they otherwise would not buy.
Women predominately do most of the shopping for Christmas and Hanukkah (76 per cent of purchases), with more than half of their time being devoted to shopping for the opposite sex. Of the total apparel dollars spent last season, a whopping $1.6 billion (21 per cent) were on presents for others and over half was spent on men.
“In line with years past, women are responsible for the majority of holiday purchases and it is not uncommon for them to head straight for the clothing racks,” said Tracey Jarosz, executive director for Canada Fashion at The NPD Group. “However, while men may be on the receiving end of many of these presents, the gifts they buy for others are considerably more expensive than those bought by women.”
Though men buy fewer presents on average, they spend 31 per cent more per item than women. Women, on the other hand, have a tendency to buy more and spend less, which is reflected in the fact that they are both early shoppers and sale seekers. Women are not hesitant to plan their purchases and hunt for bargains and, based on a three year trend ending October 2012, have made sale purchases 57 per cent of time during the holidays when picking up something for someone else. Men, by contrast, have bought at the regular price 51 per cent of the time.
Regionally, Ontarians accounted for 46 per cent of the total apparel spend gifted for the holidays, while Quebec, Canada’s second-largest province, accounted for only 10 per cent. Nationally and across all categories, 78 per cent of Canadians plan to spend the same or more this year as they did in 2011 (67 per cent and 11 per cent respectively).
Among the top five apparel gifting categories for males in the month of December are tops (36 per cent), outerwear (16 per cent), sweats/active bottoms (14 per cent), bottoms (11 per cent) and socks/hosiery (eight per cent). For boys, sleepwear ranks as the number-one apparel gifting category for Christmas and Hanukkah.
Source:The NPD Consumer Apparel Tracker rolling 12 months October 2012 and Holiday Survey of Consumer Purchase Intention was fielded to members of NPD's online consumer panel from October 22 to November 1, 2012. The survey was fielded to a Canadian representative sample; the findings presented here represent 2,134 completed surveys. NPD maintains an online panel of nearly 100,000 consumers that tell us about their shopping habits.