ThinkNow Retail™
2018 Report

2
ThinkNow Retail™
Survey Method
Field Timing
303
Hispanics 515
Hispanics
1,289
Total
Base
Sizes
› Online via ThinkNow Research’s
Omnibus Study
Regional Coverage
› National
Screening Criteria
258
African-
Americans
257
Asian-
Americans
259
Non-Hispanic
Whites
› 18-64 years of age› August, 2018
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
subgroups such as race/ethnicity, gender
and age.

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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
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

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Key Findings
• Close to one-fourth of holiday shoppers will begin their holiday shopping
before October. The most popular month to begin is November – this is
especially true of Millennials.
• On average, consumers will spend $506 on gifts this holiday season. This
is $70 less than last year’s average.
• Shoppers are more likely to browse for gift ideas online than in-person.
• Gift cards will be the single most popular item this holiday season, followed
by clothing items and toys.
• Amazon and Walmart are the top two retail destinations for holiday
shoppers this season.
• Shoppers are as likely to buy their gifts online or via mobile app as they are
to buy in-person. Most online shoppers make purchases though their
smartphone.
• 4-in-10 Hispanic shoppers will also celebrate Three King’s Day.

Research Findings

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Nearly one-fourth of consumers will begin their holiday shopping before October.
Launch of Holiday Shopping:
Total Market & Race/Ethnicity
D
D
When do you think you will start shopping for holiday presents?
Base: Holiday Shoppers - Total Market (1152), Hispanics (480), African-Americans (221) , Asians (213), Whites (229)
• The peak start periods are in November -- before Thanksgiving and Black Friday.
• Hispanic and Asian shoppers get a later start than White and African-Americans.
0%
5%
10%
15%
20%
25%
30%
August or sooner September October November,
before
Thanksgiving
Thanksgiving
Day
Black Friday (the
day after
Thanksgiving)
End of
November
First two weeks
of December
The week before
Christmas
After Christmas
Total Market Hispanics African-Americans Asians Whites
92%
of adults 18-64 say
they will be shopping
for holiday gifts this
year

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Millennials begin their holiday shopping later than their older cohorts.
Launch of Holiday Shopping:
Gender & Age
D
D
0%
5%
10%
15%
20%
25%
30%
August or sooner September October November,
before
Thanksgiving
Thanksgiving
Day
Black Friday (the
day after
Thanksgiving)
End of
November
First two weeks
of December
The week before
Christmas
After Christmas
Males Females 18-34 35-54 55-64
When do you think you will start shopping for holiday presents?
Base: Holiday Shoppers - Males (560), Females (592), 18-34, (572), 35-54 (365), 55-64 (215)
• They are most likely to start their shopping in November.

9Approximately how much money are you planning to spend for this holiday season?
Base: Holiday Shoppers
Approximate Amount Planning to Spend on Holiday Gifts
AVERAGE
• This is about $70 less than last year’s average.
• Non-Hispanic Whites and males in general plan to spend the most.
Base size →
Overall, consumers plan to spend an average of $506 on gifts this holiday season.
Total
Market
Hispanics A-A Asians Whites Males Females 18-34 35-54 55-64
(A) (B) (C) (D) (E) (F) (G) (H) (J)
(1,152) (480) (221) (213) (238) (560) (592) (572) (365) (215)
$506
$449 $451 $452
$544
$566
$447
$416
$568
$545
ABC
F G
G
Letters indicate significantly greater
than at 95% confidence level.
$576 in
2017

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Consumers are more likely to browse for gift ideas online than in-person.
Holiday Gift Ideas – Browsing Online vs. In-Person:
Total Market
31%
17%
I search online for
gift ideas
I browse for gift
ideas at stores
D
Where do you get most of the ideas for the gifts that you are planning to buy?
Base: Holiday Shoppers (n=1152)
• The same trend is seen across age, gender and race/ethnicity.
• Consumers prefer browsing online because they feel it’s faster, prices are better and they avoid the holiday crowds/lines.
TOP REASONS FOR
BROWSING ONLINE
Easier/faster 55%
Better prices 53%
No crowds or lines 50%
Can take my time 44%
More availability of products 42%
TOP REASONS FOR
BROWSING IN-PERSON
Can see/touch the items 57%
Don’t have to wait for delivery 50%
Enjoy shopping in-person 41%
Access to in-store-only discounts 30%
27% in
2017
16% in
2017

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Gift cards will be the single most popular item this holiday season.
D
Which of the following categories of items are you likely to give as gifts this holiday season?
Base: Holiday Shoppers (1,187)
Total Market
Gift Cards 47%
Clothing 42%
Toys 37%
Money 29%
Jewelry/Watch 28%
Electronics 26%
Sweet food items (chocolates, candy, etc.) 25%
Books 25%
Video Games 24%
Home accessories (blankets, towels, pillows, etc.) 23%
Cologne/Perfume 21%
Shoes 20%
Voice-controlled products (Alexa, etc.) 19%
Alcoholic beverages (wine, beer, hard liquor, etc.) 19%
Baby items (clothing, baby toys, etc.) 18%
Cosmetics 16%
Purse/Wallet 15%
Music 15%
Gifts I make myself 14%
Food baskets 14%
Small household appliances (juicer/blender,
microwave, etc.)
12%
• Clothing items are second, followed by toys.
• 2-in-10 consumers are planning to buy voice-controlled
products.
Most Popular Holiday Gifts for 2018:
Total Market

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Walmart
Amazon
Target
Best Buy
Kohl’s
Macy's
JC Penney
Bed, Bath & Beyond
Victoria’s Secret
Kmart
Walgreen’s
Home Depot
Costco
Sephora
Costco
CVS
Sears
Lowe’s
Nordstrom 10%
8%
10%
8%
12%
0
12%
13%
11%
9%
20%
19%
21%
24%
24%
29%
41%
66%
55%
6%
9%
10%
10%
11%
11%
11%
13%
13%
14%
16%
19%
20%
21%
23%
24%
39%
62%
64%
Amazon and Walmart are the top retail destinations for holiday shoppers this
season.
D
Retailers Will Shop for Holidays – 2018 vs. 2017:
Total Market
HS14. At which of these retailers are you planning to shop at for the holiday season (to buy presents, holiday decorations, cards, etc.)?
Base: Holiday Shoppers (1,187)
2018 2017
• More consumers said they will shop at
Walmart and Kmart this holiday season
compared to one year go,
• The close of Toys“R”Us may be one
reason for the expected increase for
these two retailers.
• A few retailers were mentioned less often
this year, including Amazon and Best
Buy.





Not included in retailer list for 2017
Up/Down arrows indicate significant
difference from 2017 at 95% confidence level.

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44%
39%
7%
8%In-person / In-store
Online
Mobile App
Phone/Mail/Other
On average, consumers are as likely to buy their gifts online or via mobile app as
they are to buy in-person.
Thinking about all the holiday gifts that you will buy this year. Please write in the percentage of gifts you plan on making by
each of the following methods.
Base: Holiday Shoppers - 2018 (1152), 2017 (1187)
Proportion of Gifts Will Buy Per Method: 2018 vs. 2017:
Total Market
• This was a similar trend in 2017.
42%
39%
8%
11%
2018 2017
46% 47%

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8% 12% 9% 11%
8%
9%
8%
9%
35%
40%
41% 39%
49%
39% 42% 41%
Hispanics (A) African-Americans (B) Asians (C) Whites (D)
In-person / In-store
Online
Mobile App
Phone/Mail/Other
Hispanic shoppers are the mostly likely to buy gifts in-person.
Thinking about all the holiday gifts that you will buy this year. Please write in the percentage of gifts you plan on making by
each of the following methods.
Base: Holiday Shoppers
• African-Americans, Asians and Whites are more likely to shop online/via their mobile.
(480) (221) (213) (238)
Proportion of Gifts Will Buy Per Method:
Race/Ethnicity
BCD
A A
Letters indicate significantly greater
than at 95% confidence level.
Base size →

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Men are less likely than women to buy gifts in-person.
12% 10% 13% 10% 9%
8% 8%
10%
9%
4%
41%
37%
39%
39%
37%
39%
45%
38% 42%
50%
Males (E) Females (F) 18-34 (G) 35-54 (H) 55-64 (J)
In-person / In-store
Online
Mobile App
Phone/Mail/Other
• Millennials over-index on holiday purchases made via mobile apps.
E
J
GH
J
(560) (592) (572) (365) (215)
Proportion of Gifts Will Buy Per Method:
Gender & Age
Thinking about all the holiday gifts that you will buy this year. Please write in the percentage of gifts you plan on making by
each of the following methods.
Base: Holiday Shoppers
Letters indicate significantly greater
than at 95% confidence level.
Base size →

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55%
66% 68%
58%
48%48%
52%
58%
53%
44%43%
33%
30%
34%
51%
28%
32%
29%
19%
27%
Total Market Hispanics (A) African-Americans
(B)
Asians (C) Whites (D)
Smartphone
Laptop/Notebook
Desktop Computer
Tablet
The majority of online holiday shoppers use their smartphone to make purchases.
For holiday purchases you make online, which of these devices do you use?
Base: Buy Gifts Online
Device(s) Used for Online Holiday Shopping:
Total Sample & Race/Ethnicity
(932) (383) (173) (179) (197)
• Smartphone usage is especially high for Hispanics and African-Americans.
Letters indicate significantly greater
than at 95% confidence level.
Base size →
ABC
C
DD
D

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The likelihood to use a smartphone for holiday purchases declines with age.
For holiday purchases you make online, which of these devices do you use?
Base: Buy Gifts Online
53%
56%
66%
54%
31%
50%
45%
52%
47%
40%
49%
37%
43% 41%
51%
29%
26% 28% 26%
29%
Males (E) Females (F) 18-34 (G) 35-54 (H) 55-64 (J)
Smartphone
Laptop/Notebook
Desktop Computer
Tablet
Device(s) Used for Online Holiday Shopping:
By Gender & Age
• Tablet usage for gift purchases is similar across gender and age.
(459) (473) (487) (290) (155)Letters indicate significantly greater
than at 95% confidence level.
Base size →
F
HJ
J

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Credit cards and debit cards are the most used forms of payment for holiday gifts.
How do you plan to pay for MOST of your holiday purchases?
Base: Holiday Shoppers
23%
28% 30%
14%
19%
30%
25%
16% 52%
32%
32% 36%
34%
26%
32%
9%
6%
11%
2%
10%
5% 4%
8% 5% 5%
Total Market Hispanics (A) African-Americans
(B)
Asians (C) Whites (D)
Other
Gift Cards
PayPal
Debit Card
Credit Card
Cash
B
AC
AC
B
Payment Method for Holiday Purchases
Total Market & Race/Ethnicity
• Hispanics and African-Americans are more likely to use cash than Asians and Whites.
• Asians over-index on credit card usage.
(1,152) (480) (221) (213) (238)Base size →
CD CD
ABD
C
C
Letters indicate significantly greater
than at 95% confidence level.

19
More woman will pay with cash than men.
Do you plan on spending the same, more or less this year for Christmas shopping compared to last year?
Base: Holiday Shoppers
Payment Method for Holiday Purchases:
Gender & Age
• Men are more likely to use Paypal and other less traditional forms of payment.
F
E
J J
(560) (592) (572) (365) (215)
18%
27%
19%
25% 23%
31%
28%
25%
33%
30%
31%
33%
37%
26% 37%
11%
6%
10% 9%
5%7% 4% 6% 6% 4%
Males (E) Females (F) 18-34 (G) 35-54 (H) 55-64 (J)
Other
Gift Cards
PayPal
Debit Card
Credit Card
Cash
Base size →
Letters indicate significantly greater
than at 95% confidence level.
F
E
J
H

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43%
61%
49%
15%
Total Hispanics
Spanish-Dominant (A)
Bilingual (B)
English-Dominant (C)
4-out-of-10 Hispanic shoppers will also be celebrating Three King’s Day.
Will you be celebrating Three King’s Day?
Base: Hispanic Holiday Shoppers
• This share is even higher among Spanish-Dominant and Bilingual Hispanics.
Will Celebrate 3 Kings Day
Hispanic Holiday Shoppers
C
C
Letters indicate significantly greater
than at 95% confidence level.
Base size
Top 2 Box: Definitely/Probably
(480)
(156)
(170)
(154)

Demographics

Sample Profile
Total Market
(18-64)
Hispanics
(A)
African American
(B)
Asians
(C)
N.H. Whites
(D)
Base size 1289 515 258 257 259
Race/Ethnicity Identify With Most:
Hispanics 18% 100% - - -
African-American 14% - 100% - -
Asians 6% - - 100% -
N.H. Whites 62% - - - 100%
Gender:
Male 50% 51% 48% 47% 50%
Female 50% 49% 52% 53% 50%
Age:
Millennials (18-34) 38% 45% 41% 39% 34%
Gen X (35-54) 42% 43% 41% 44% 42%
Boomers (55-64) 20% 12% 18% 16% 24%A
Marital Status:
Single (NET) 34% 39%D 51%ACD 32% 28%
Married or living with partner (NET) 50% 48%B 35% 58%AB 54%B
Separated/divorced/widowed (NET) 15% 12%C 13%C 6% 17%C
% with one or more children 36% 39%B 29% 35% 36%

Sample Profile
Total Market
(18-64)
Hispanics
(A)
African American
(B)
Asians
(C)
N.H. Whites
(D)
Base size 1289 515 258 257 259
Census Region:
Northeast 18% 14% 17% 21%A 19%
Midwest 21% 9% 17%A 12% 26%ABC
South 37% 37%C 57%CD 23% 35%C
West 24% 40%BD 9% 44%BD 20%B
% Employed 66% 64% 60% 66% 69%
% College Graduate or More 35% 30%B 22% 54%ABD 37%B
% Foreign Born 11% 40%BD 6%D 53%ABD 2%
% Parent Foreign Born 22% 55%BD 12% 71%ABD 12%
Median Annual HH Income $59 $47 $35 $83 $66

Sample Profile
Hispanics
Language Spoken at Home:
Spanish dominant 35%
Spanish and English equally 35%
English dominant 30%
Country of Origin:
Mexican 63%
Puerto Rican 13%
South American 9%
Central American 5%
Cuban 5%
Dominican 3%
Other 2%
Acculturation:
Less Acculturated 17%
Bicultural 54%
More Acculturated 29%