Home Blog A Political Holiday Split Screen - Marshal Cohen
Oct 17, 2016

A Political Holiday Split Screen

Subscribe to our blog

We’ve heard a lot – and are about to hear more – about how the Democratic and Republican presidential nominees feel on a wealth of issues. But what do their supporters feel about the weighty issues surrounding the 2016 holiday shopping season? And do their attitudes about holiday shopping tie back to the messages their candidate will likely be voicing during the final debate on October 19, 2016?    

Debt and government overspending are time honored election themes but whose supporters show more fiscal responsibility when it comes to their annual holiday shopping?

On the economy: Out of the gate, Trump supporters are more likely to say that the state of the economy will have a “significant impact” on their holiday purchases this year (15% of Trump supporters, vs. 11% of Clinton supporters).

On spending: Democrats are often accused by their political rivals of overspending and driving up the national debt, and echoes of this narrative can be seen to some degree among Clinton supporters’ spending habits and plans. Clinton supporters are more likely than Trump supporters to say they plan on spending more this holiday season than in 2015 (15% of Clinton supporters vs. 11% of Trump supporters), despite the fact that they’re also more likely to still be paying off debt from the last holiday season (23% of Clinton supporters vs. 17% of Trump supporters).

On budget cuts: As for getting the best deals, Trump supporters are more likely to identify special sale prices (64% of Trump supporters vs. 58% of Clinton supporters) and overall value for the price (62% of Trump supporters vs. 54% of Clinton supporters) as factors that will influence where they shop for the holidays this year.

 

Analyzing the results

Even this year’s intense election cycle has done little to dampen consumer confidence going into the holiday season, which we forecast to grow moderately.

And while there are significant differences between the presidential candidates, there is very little difference in how each of their supporters plans to approach their 2016 holiday shopping. Although marketing to Trump and Clinton supporters separately isn’t necessary, marketers do need to pay attention to the distraction this election is for consumers and how it will impact their shopping behavior, at least in the short term.  Retailers will need to find ways to break through the noise surrounding the election and be innovative in marketing to consumers. The best way to get the attention of the distracted is to give them a great deal. They’ll be back regardless of who wins the election. 

 

Source: The NPD Group, Inc. / Annual Holiday Survey


Stay current in your industry
SUBSCRIBE

Related Content

Tagged: Retail


Lingering Apprehension About In-Store Shopping Leaves Apparel Consumers Planning to Favor E-Commerce for the Near Future, Reports NPD
Lingering Apprehension About In-Store Shopping Leaves Apparel Consumers Planning to Favor E-Commerce for the Near Future, Reports NPD

Online shopping has been a source of optimism in apparel through the pandemic. Now, altered in-store shopping experiences are keeping e-commerce strong.

Spending Gets More Personal as U.S. Consumers Get Out of Their Homes and Go Into Stores, Reports NPD
Spending Gets More Personal as U.S. Consumers Get Out of Their Homes and Go Into Stores, Reports NPD

The importance of enhancing life at home during the pandemic remains, but retail trends show an increased interest in categories like apparel and beauty. Social Image Requests (optional): consumer, wearing mask, in a store, shopping for apparel

The NPD Group Launches Chinese Luxury — Direct Retail Tracking
The NPD Group Launches Chinese Luxury — Direct Retail Tracking

NPD launches service that covers both domestic and international brick-and-mortar spending in luxury direct retail made by consumers in China.

Apparel Consumers Have Moved From a Mode of Necessity and Comfort to One of Recreation, Reports NPD
Apparel Consumers Have Moved From a Mode of Necessity and Comfort to One of Recreation, Reports NPD

Shifts in apparel consumer purchase behavior during the pandemic point to important changes as U.S. sales declines soften dramatically.

Newsletter

Subscribe and get key market trends and insights relevant to your industry each month.

We will not sell your information. View privacy notice. | Cookie Settings

Follow Us

© 2020 The NPD Group, Inc.