Top places to buy
According to the latest YouGov Holiday Omnibus survey, the trend for online shopping continues with 39% of parents expecting to purchase mainly online and some in store compared to 28% who expect to shop either wholly in-store or mostly in-store and some online.
Walmart and Amazon dominate the retail space for children’s gift purchases, followed by Target at a fairly distant third. Presents for boys are most likely to come from Walmart while girls’ presents are slightly more likely to be sourced from Amazon.
As children get older, parents start relying more on specialty retailers—although mass retailers continue to dominate in every age and gender group. Foot Locker becomes a significant source of presents for boys ages 12 and older, while girls in this age range can expect gifts from Forever 21.
Top Retail Outlets for Parents to Purchase Holiday Gifts:
Note on Methodology
Total sample size was 1,176 parents with children ages 6-17 years old. Fieldwork was undertaken between December 4, 2014 to December 10, 2014. The survey was carried out online. The figures have been weighted and are representative of all US parents of children 6-17.
YouGov is an international full-service research and consulting company, which has pioneered the use of technology to collect higher quality, in-depth data for companies, governments, and institutions so that they can better serve the people that sustain them. www.research.yougov.com