Consumer preferences for presents and memories about past Christmases.

1. Argos
Christmas Nostalgia Research
December 2013
A Presentation Prepared For:

2. Research Methodology
2
A number of questions were placed on the Amárach Research September
omnibus. The omnibus survey is a syndicated survey whereby clients
can include questions within the survey.
A total sample of 1,000 was achieved with quotas set on gender, age,
social class and region to achieve a sample aligned with national
population. Due to the high proliferation of the internet among the Irish
population, the Amárach Research omnibus is completed fully online.
Interviewing fieldwork dates were November 15th – 22nd.

3. Sample Profile
3
(Base: All Irish adults aged 15+)
Sex
Age
Social Class
Region
%
%
%
%
16-24
Male
49
25-34
17
Dublin
22
35-44
Female
Munster
16
C2DE
F50-
51
55+
26
26
28
Conn/Ulster
18
48
19
45-55
Rest of
Leinster
ABC1
F50+
28
52
Quotas were set to ensure that the sample attained is aligned to the Irish population, any
sampling error is corrected with minor data weighting.

4. MAIN FINDINGS

5. Christmas Stocking Traditions
5
(Base: All Irish adults aged 15+)
Higher Amongst:
%
Christmas stockings as well as
gifts under the tree
46
Stockings at end of bed
Stockings hung over bed
26
20
Stockings were next to the tree
15
None of these
15-24 (54%) , Dublin (52%)
55+ (48%)
No differences
15
25-34 (15%)
Nearly half of Irish adults had Christmas stockings and gifts under the tree as a child.
Stockings were most likely kept at the end of the bed as a child although this is
predominantly driven by those aged 55+ and is less popular among younger adults.
(Q.1)

6. Opening Gifts on Christmas Eve
6
(Base: All Irish adults aged 15+)
Demographic for One/Some
One/Some
Yes – more
than one
%
Gender
%
33
Region
%
Male
32
Dublin
33
Female
33
Rest of
Leinster
35
13%
None
20%
67%
Yes –
open one
Munster
Age
16-24
49
25-34
50
35-44
45-54
55+
31
26
29
Connaught/
Ulster
35
Social Class
ABC1F50+
33
C2DEF50-
32
14
One third were allowed open one or more gifts on Christmas eve although this has
become much more common with half of 15-34 year olds saying this applies to them but
only 14% of 55+’s agree.
(Q.2a)

7. Time Woke Up on Christmas Morning
7
(Base: All Irish adults aged 15+)
11am: 1%
1am: *%
10am: 3%
2am: *%
9am: 7%
3am: 1%
8am: 19%
4am: 2%
7am: 30%
5am: 9%
6am: 25%
Three-quarters of Irish adults say they woke up on Christmas morning around 6-8am.
Younger adults were waking up later with 39% saying they got up around 8 or later (versus
30% of all adults) while 74% of 55+’s got up around 7am or earlier (versus 67% of all adults).
(Q.6)

8. Intention to Keep up Tradition
8
(Base: All Irish adults aged 15+)
Demographic for Yes
Gender
%
No
Yes
Male
Female
15%
%
Region
%
87
Age
Dublin
84
Rest of
Leinster
87
Munster
82
84
83
88
Connaught/
Ulster
25-34
85
Social Class
35-44
87
ABC1F50+
85
45-54
84
C2DEF50-
84
55+
85%
16-24
81
Over 8-in-10 Irish adults plan to keep their Christmas tradition alive with their own
children.
(Q.7)

9. Most Excited Age for Christmas
9
(Base: All Irish adults aged 15+)
Higher Amongst:
%
3 years old
2
4 years old
3
5 years old
55+ (18%)
13
6 years old
18
7 years old
45-54 (22%)
22
8 years old
15
9 years old
7
10 years old
9
35-44 (13%)
11 years old
5
Other
25-34 (12%)
45-54 (8%)
6
The peak age for Christmas excitement seems to 7, as mentioned by 1-in-5 adults. Over
half (55%) said they were most excited between the ages of 6-8.
(Q.4)

10. Toys Associated with Childhood Christmas
10
(Base: All Irish adults aged 15+)
%
%
Board Games
44
%
Gameboy
15
Furby
9
(14)
Polly Pocket
8
(13)
(12)
Bike
35
Nintendo
14
Lego
34 (42)
Scalectrix
14
(21)
Care Bear
7
(23)
T.M.N.T’s
7
Train Set
23
(35)
Kitchen Playset
13
Barbie
22
(39)
Bucharoo
11
Tiny Tears
6
Teddy bear
21
(21)
Rubix Cube
10
Cabbage Patch
Kid
6
Power Rangers
5
Crayola
18
(28)
Etch-a-Sketch
10
Doll’s house
18
(32)
My Little Pony
9
(16)
Sylvanian
Families
4
Walkman
18
Tamogotchi
9
(15)
Beanie Babies
3
Action man
16
Star Wars
9
(14)
Others
(12)
4
(26)
Board games are the toy most commonly associated with Childhood Christmas’, followed
by bikes and lego.
( ) = Boys
( ) = Girls
(Q.3)

11. Favourite Christmas Board Game
11
(Base: All Irish adults aged 15+)
%
Monopoly
%
24
Snakes and Ladders
16
(15-24 : 30%)
Game of Life
3
(55+ : 29%)
Battle Ship
2
Draughts
7
(55+ : 16%)
Pictionary
2
Scrabble
6
(55+ : 9%)
Twister
1
Cluedo
5
(15-24 : 8%)
Chinese Checkers
1
Connect Four
5
(35-44 : 8%)
Frustration
1
Chess
4
(Males : 7%)
Ludo
1
Trivial Pursuit
4
Other
2
Guess Who
4
(15-24 : 9%)
Operation
3
(25-34 : 6%)
(35-44 : 7%)
None
7
1-in-4 Irish adults said Monopoly was their favourite board game to play at Christmas,
while 1-in-6 said Snakes and Ladders (although this jumps to 3-in-10 among the over 55’s).
(Q.5a)

12. Board Games for This Christmas
12
(Base: All Irish adults aged 15+)
%
%
Monopoly
39 (45-54 : 48%)
Scrabble
22
Operation
6
(55+ : 33%)
Twister
5
Battle Shio
4
Game of Life
4
Cranium
2
Scattergories
1
Trivial Pursuit
16
(55+ : 22%)
Connect Four
16
(35-44 : 24%)
Snakes and Ladders
15
Draughts
13
(45-54 : 18%)
Chess
10
Card Games
1
Guess Who
10
Other
3
Cluedo
9
None
Pictionary
9
19
(Q.5b)

13. Argos
Christmas Nostalgia Research