Holiday Shopping Report 2013

Ted MarzilliCEO YouGov Direct
November 11, 2013, 12:45 AM GMT+0

Macy’s has shown the greatest growth in consumer purchase consideration over the past two weeks, an indicator of possible increasing sales in the near future.

Macy’s may have been helped by its full page Black Friday ad featuring a $10 off coupon and sales prices “leaking” to the press and online around Halloween.

Luxury retailer Nordstrom made the second biggest gain in purchase consideration.
However, there are still several retailers with higher purchase consideration scores than both of these chains, including Amazon, Wal-Mart, Best Buy, Target, eBay, Kohl’s, Old Navy, J.C. Penney and Toys R Us.

Three weeks away from Black Friday, Amazon, Best Buy, Wal-Mart, Target, Old Navy and eBay are the retailers best positioned for both potential sales and value perception simultaneously with consumers.

These retailers have the highest concurrent scores of two of YouGov BrandIndex’s key indicators, purchase consideration and value perception.

J. Crew, Old Navy and Kmart have led the major national retailer pack in value perception gains over the past two weeks. Old Navy has wedged itself into a tie with Best Buy as the retailer with the third highest value perception in the country. Amazon leads the list with a comfortable lead ahead of second place Target.

YouGov BrandIndex measured 21 of the most popular retail chains as perceived by adults 18+. Each retailer was measured using two of YouGov BrandIndex’s key scores: Purchase Consideration ("When you are in the market next to purchase in this category, from which of the following brands would you consider purchasing?”) and Value (“"Does it give good value for what you pay?").

YouGov BrandIndex’s Value score ranges from 100 to -100 and are compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback. The Purchase Consideration scale is from zero to 100%.

Value and Purchase Consideration: Holiday shopping chains

Purchase Consideration Improvers: Holiday Shopping
Value Improvers: Holiday Shopping