Insights into the shopping behaviors of multicultural consumers this holiday season. The study contents include the following: # Spending During The Upcoming Holiday Season # Top Reasons For The Anticipated Increase In Holiday Spending # Where Consumers Find Holiday Gift Ideas # Most Popular Holiday Gift Categories # Most Commonly Used Device For Making Holiday Purchases # And More...

1. ThinkNow Retail™
2017 Report
Innovations in technology expected to
ignite a boon for retailers this holiday
season

2. 2
ThinkNow Retail™
Survey Method
Field Timing
303
Hispanics 509
Hispanics
1,287
Total
Base
Sizes
› Online via ThinkNow Research’s
Omnibus Study
Regional Coverage
› National
Screening Criteria
257
Non-Hispanic
Whites
255
African-
Americans
266
Asian-
Americans
› 18-64 years of age› August, 2017
MethodologyWhat is it?
ThinkNow Retail ™ is a nationwide survey
that examines the holiday shopping
behavior of Americans. The study looks at
the market as a whole and by key
race/ethnic segments.

3. 3
Who We Are
An authority on creating
and managing research
products that help clients
gather insights about
rapidly changing consumer
segments.
Conduct online, in-person
and telephone research.
Research experience
specifically in the Hispanic,
African American, Asian and
Total markets.
Experience in hard-to reach
demographic sub-groups.
Only full-service market
research company that
owns & operates an in-
house Hispanic panel.
Servicing Fortune 500
clients, ad agencies, non-
profits and other market
research companies.

4. 4
Our Services
QUANTITATIVE
QUALITATIVE
MIXED MODE
ONLINE MARKET
RESEARCH
COMMUNITIES
CONCEPT AND
COPY TESTING
ADVERTISING
EFFECTIVENESS
ONLINE PANEL
BUILDING
WEBSITE
USABILITY
STUDIES
OMNIBUS
SURVEYS
ATTITUDES &
USAGE
BRAND
TRACKING
PRODUCT
TESTING
ONLINE &
OFFLINE
QUALITATIVE
ONLINE
PANEL
INTERCEPTS PHONE
info@thinknowresearch.com
818-843-0220
www.thinknowresearch.com

5. Research Results

6. 6
3-in-10 consumers say they will be spending more during the upcoming holiday
season compared to last year
Do you plan on spending the same, more or less this year for Christmas shopping compared to last year?
Base: Total Market (n=1187) Hispanics (n=486), Whites (n=229), African Americans (n=231), Asians (n=241)
17% 16% 17%
22% 19%
52% 50%
56%
39%
52%
30% 33%
27%
39%
28%
Total Market Hispanics (A) Whites (B) African-Americans
(C)
Asians (D)
More
Same
Less
Holiday Spending: 2017 vs. 2016
Letters indicate statistically significant difference (95% confidence)
BD
C
C C
Hispanics and African-Americans in particular are the most likely to spend more this year.

7. 7
47%
45%
32%
30%
47%
44%
39%
28%
46% 44%
29%
31%
49%
44%
26%
22%
51%
42%
44%
40%
Total Market Hispanics (A) Whites (B) African Americans (C) Asians (D)
More disposable income and great deals are the top reasons for the anticipated
increase in holiday spending
Letters indicate statistically significant difference (95% confidence)
Why do you plan on spending MORE this year for Christmas gifts compared to last year?
Among those who will spend more this year – Base: Total (n=400) Hispanics (n=171), Whites (n=64), African Americans (n=95), Asians (n=70)
Top Reasons for Spending MORE For Holidays This Year
Among Those Who Will Be Spending More
C
C
C
Have more disposable income Deals are good/better
Technology/ Innovations make me
spend more
Credit conditions are good/better
For Hispanics and Asians in particular, technology/innovation are significant factors as well.

8. 8
Overall, consumers expect to spend an average of $576 during this holiday
season
Amount Will Spend For Holiday Season
11% 12% 10%
15% 15%
45% 47% 46%
45% 47%
25%
28%
25%
24%
24%
19%
14%
19% 16% 14%
Total Market Hispanics (A) Whites (B) African-Americans
(C)
Asians (D)
$1,000 or more
$500 - $999
$100 - $499
Under $100
D
D
$576 $536 $578 $537 $515Average 
Approximately how much money are you planning to spend for this holiday season?.
Base: Total Market (n=1187), Hispanics (n=486), Whites (n=229), African Americans (n=231), Asians (n=241)
Letters indicate statistically significant difference (95% confidence)

9. 9
Hispanic consumers are the most likely to have children and siblings on their
holiday shopping list
D
People on Holiday Gift List
Which of the following groups are on your holiday list this year?
Base: Total (n=1187) Hispanics (n=486), Whites (n=229), African Americans (n=231), Asians (n=241)
Total Market Hispanics (A) Whites (B)
African-
Americans (C)
Asians (D)
Parent(s) 63% 67% C 64% C 51% 64% C
Spouse or partner 55% 61% C 54% C 39% 55% C
Children under 18 years of age 52% 57% CD 51% 49% 41%
Siblings 51% 56% C 50% 43% 51%
Friends 43% 41% C 44% C 27% 56% ABC
Other family members 29% 22% 32% AC 22% 29%
Adult children (18+) 27% 23% D 30% AD 26% D 17%
Yourself 25% 27% B 19% 39% AB 38% AB
Co-workers 16% 15% 15% 12% 25% ABC
Grandparent(s) 13% 13% 12% 11% 14%
Neighbors 12% 9% 13% C 7% 8%
A large share of African-Americans and Asians will be shopping for themselves
Letters indicate statistically significant difference (95% confidence)

10. 10
Where do you get most of the ideas for the gifts that you are planning to buy?
Base: Total Market (n=1187), Hispanics (n=486), Whites (n=229), African Americans (n=231), Asians (n=241)
4% 3% 4% 5% 4%
3% 7% 2% 3% 7%
6%
10%
5%
7% 6%
16%
16%
16%
19% 13%
27%
30%
26%
24% 34%
44%
34%
48%
41%
36%
Total Market Hispanics (A) Whites (B) African Americans
(C)
Asians (D)
Ask people what they want
Search Online
Browse in Stores
Advertising
Sales catalogs
Other
AD
C
BC
More consumers find holiday gift ideas online than in-person.
Sources for Gift Ideas
Letters indicate statistically significant difference (95% confidence)
Hispanics are more likely to find gift idea through advertising than other groups.

11. 11
The most popular holiday gifts this year will be clothing, gift cards, toys and electronics.
Differences exist by race/ethnic segments.
Items Planning to Buy as Gifts
Top Items Shown Total Market Hispanics (A) Whites (B) African Am. (C) Asians (D)
Clothing 51% 57%C 49% 47% 53%
Gift Cards 50% 47% 50% 42% 58% AC
Toys 41% 45% C 42% 33% 38%
Electronics 40% 39% BD 40% 37% 39%
Money 34% 30% 32% 41% 39%
Jewelry/Watch 31% 30% 31% 30% 27%
Cologne/Perfume 31% 40% BCD 27% 32% 24%
Video Games 30% 39% BCD 26% 32% 27%
Sweet food items (cakes, chocolates, cookies, etc.) 29% 29% C 31% C 18% 30% C
Alcoholic beverages (wine, beer, hard liquor, etc.) 25% 26% CD 26% CD 16% 17%
Books 24% 23% C 26% C 16% 25% C
Shoes 24% 34% BD 20% 27% 21%
Cosmetics 23% 30% BC 21% 17% 27% C
Home accessories (blankets, towels, pillows, etc.) 23% 20% 23% 18% 23%
Music 22% 21% D 23% D 17% 14%
Gifts I make myself 21% 14% 26% ACD 12% 15%
Purse/Wallet 19% 24% B 16% 19% 20%
Small household appliances (juicer/blender, microwave, etc.) 17% 14% 18% 15% 18%
Baby items (clothing, baby toys ,etc.) 15% 20% D 14% 16% 12%
Food baskets 15% 13% 14% 15% 16%
Sports/Exercise equipment 13% 11% D 14% D 10% 6%
Work tools (chainsaw, drill, etc.) 13% 10% 15% 4% 8%
Which category items are you likely to give as gifts this year?
Base: Total (n=1187) Hispanics (n=486), Whites (n=229), African Americans (n=231), Asians (n=241)

12. 12
On average, about 40% of all holiday gift purchases will be made online. This is nearly as
high as in-person purchases (44%).
44% 46% 45% 43% 40%
39% 35%
40%
34%
44%
7% 9%
6%
10%
8%
4% 4% 3%
6%
3%3% 4% 3% 4% 2%
Total Market Hispanics (A) Whites (B) African Americans
(C)
Asians (D)
Over the Phone
By Mail
Mobile App
Online
In Person / In Store
How Will Buy Gifts (Mean Proportion)
Asians are the only segment that are less likely to shop in-person than online.
Thinking about all the holiday gifts that you will buy this year, please write the percentage of gifts you plan on making by each
of the following methods.
Base: Total Market (n=1187), Hispanics (n=486), Whites (n=229), African Americans (n=231), Asians (n=241)
Letters indicate statistically significant difference (95% confidence)

13. 13
Aside from the added convenience and lack of crowds, consumers like to shop online for
gifts because they are able to take their time and are able to find better deals.
Reasons For Shopping Online
Among those who buy gifts online
What are the main reasons why you purchase holiday gifts online?
Among those who will shop online for holidays– Base: Total (n=1032) Hispanics (n=432), Whites (n=189), African Americans (n=190), Asians (n=221)
Total Market Hispanics (A) Whites (B) African Am (C) Asians (D)
Easier/faster 58% 55% 59% 57% 63%
No crowds or lines 52% 49% 51% 57% 58%
Better prices 51% 58% 49% 50% 61% BC
Can take my time 51% 50% 50% 51% 52%
Wider selection 44% 44% 45% 42% 44%
Can compare items 43% 38% 46% 38% 46%
Can read reviews 43% 42% 44% 34% 58% ABC
More availability of products 42% 40% 42% 35% 51% AC
Can send gifts to others more easily 33% 24% 35% A 29% 32%
Less pressure than in-person shopping 27% 33% B 24% 34% B 37% B
Letters indicate statistically significant difference (95% confidence)

14. 14Which of those retailers are you planning to shop at for the holiday seasons (to buy presents, holiday decorations/wrapping paper/cards, etc.)?
Base: Total Market (n=1187), Hispanics (n=486), Whites (n=229), African American (n=231), Asians (n=241),
Retailers Planning to Shop for Holidays
2/3 say they will shop at Amazon for the holidays – the highest of any retailer


8%
8%
9%
10%
10%
11%
12%
13%
19%
20%
21%
24%
25%
26%
29%
41%
55%
66%
Total Market
Amazon
Walmart
Target
Best Buy
Toys 'r Us
Macy's
Kohl's
JC Penney
Victoria's Secret
Bed, Bath & Beyond
Home Depot
Costco
Walgreen's
Sears
Nordstrom
Kmart
Lowe's
CVS Pharmacy 9%
7%
12%
8%
15%
12%
14%
12%
17%
19%
30%
22%
32%
26%
30%
49%
59%
64%
Hispanics (A) 8%
10%
7%
10%
10%
10%
11%
15%
18%
20%
20%
26%
21%
27%
28%
37%
53%
67%
Whites (B) 5%
3%
13%
8%
6%
11%
5%
9%
23%
18%
16%
14%
20%
23%
27%
41%
62%
55%
AA (C) 12%
4%
5%
15%
11%
8%
25%
12%
24%
17%
18%
23%
39%
21%
35%
46%
41%
72%
Asians (D)
C C AC
D D D
BC
BC BC
C C C
BCD
ABCC C
AC
BD D
C CD
C C
Asian consumers in particular are likely to shop via Amazon.
Walmart ranks second overall; Target third.
Letters indicate statistically significant difference (95% confidence)

15. 15
60%
50%
47%
33%
59%
62%
42%
38%
62%
46%
50%
30%
53% 54%
40%
35%
59%
54%
44%
33%
Total Market Hispanics (A) Whites (B) African Americans (C) Asians (D)
For holiday purchases you make online, which of these devices do you use?.
Base: Total Market (n=1187), Hispanics (n=486), Whites (n=229), African Americans (n=231), Asians (n=241)
Devices Used for Online Holiday Purchases
B
SmartphoneLaptop /
Notebook
Tablet
Desktop
Computer
Laptop will be the most commonly used device for making holiday purchases
Hispanic consumers over-index on smartphone purchases
Letters indicate statistically significant difference (95% confidence)

16. 16
How do you plan to pay for MOST of your holiday purchases?
Base: Total Market (n=1187), Hispanics (n=486), Whites (n=229), African Americans (n=231), Asians (n=241),
Payment Methods for Holiday Purchases
5% 4%
6% 5% 8%
9%
6%
11% 9% 7%
21%
24%
21% 28%
16%
27%
24%
26% 18%
51%
34%
41%
34% 38%
16%
Total Market Hispanics (A) Whites (B) African-American (C) Asians (D)
Debit Card
Credit Card
Cash
PayPal
Gift Cards
Loyalty Cards
Other
D
D
ABC
ABC
D
D DD
D
Debit card is the most utilized method of payment.
Among Asians, however, credit card usage is much higher.
Letters indicate statistically significant difference (95% confidence)

17. Demographics

18. 18
Gender
Males, 51%
Females,
49%
Hispanics
Males, 50%
Females,
50%
Whites
Males, 48%
Females,
52%
African-American
Males, 47%
Females,
53%
Asian
Base Size: Hispanics n=509, Whites n=257, African-American n=255, Asian n=266

19. 19
Age
18-34, 46%
35-64, 54%
Hispanics
18-34, 34%
35-64, 66%
Whites
18-34, 41%
35-64, 59%
African-American
18-34, 39%
35-64, 61%
Asian
37
42 39 39
Hispanics Whites African-American Asian
Mean Age
Base Size: Hispanics n=509, Whites n=257, African-American n=255, Asian n=266

20. 20
Other
67% 67%
63%
69%
Employed
Hispanics Whites African-American Asian
38% 41%
25%
65%
College Graduate or More
Hispanics Whites African-American Asian
$46K
$67K
$38K
$78K
Median Household Income
Hispanics Whites African-American Asian
Base Size: Hispanics n=509, Whites n=257, African-American n=255, Asian n=266

21. 21
Demographic Profile, Hispanics
Spanish-
Dominant,
33%
Bilingual,
34%
English-
Dominant,
33%
Home Language Use
n=509
Less
Acculturated
, 19%
Bicultural,
51%
More
Acculturated
, 30%
Acculturation Level
Mexican or
Mexican
American,
64%
Puerto Rican,
11%
South
American,
11%
Central
American,
6%
Cuban, 6%
Dominican,
3%
Country or Origin