Who is doing the shopping?
According to the latest YouGov Holiday Omnibus survey, in households that shop for the holidays and that have two parent figures, women bear the brunt (or enjoyment, depending on one’s personal preferences) of shopping responsibilities. On average, women say they do 78% of the holiday shopping and men agree that women do a majority of the shopping (although men report that women do 60% of the shopping).
While men fully admit they do not do the bulk of the holiday shopping (in addition to the above statistic, 20% of men admit to barely engaging in holiday shopping activities, being responsible for a scant 10% or less of the shopping), in their opinion, they do far more than they are given credit for. On average, men say they do 40% of the holiday shopping while their wives or girlfriends say men do only 22% of the shopping. Further, nearly one in five men (17%) say they are responsible for 50% or more of the holiday shopping. How many women say this is the case? Zero!
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.
About YouGov: 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
