SOURCE: Lands' End

Lands' End

November 09, 2010 12:38 ET

'Tis the Season to Share the Joy

Survey by Lands' End and Every Day with Rachael Ray Reveals Revelers Will Shop, Share Joy and Show Kindness in Many Ways This Season

DODGEVILLE, WI--(Marketwire - November 9, 2010) -  'Tis the season to shop and Share the Joy. According to a recent survey of holiday shoppers conducted on behalf of Lands' End and Every Day with Rachael Ray magazine, shoppers are ready and willing this year.

In addition to revealing that more than seven out of ten gift buyers (71 percent) plan to spend the same or more than last year, the survey also uncovered that respondents will be spreading holiday cheer by giving back, sending holiday cards and decking the halls. 

Three-quarters (75 percent) of respondents stated they plan to Share the Joy this holiday season by performing random acts of kindness. More than half (55 percent) plan to donate to a worthy cause and more than a third (35 percent) will volunteer their time during the holidays. 

Also, when it comes to buying and sending greeting cards, the majority (82 percent) will send holiday greeting cards with one third (34 percent) planning to purchase cards with proceeds benefiting a nonprofit organization.

Giving and giving back isn't the only way respondents plan to Share the Joy this holiday season. Nearly 9 out of 10 (86 percent) plan to get into the holiday spirit by hanging holiday garland or wreaths and more than 95 percent of respondents said they plan to attend at least one, if not multiple, holiday parties and gatherings this year.

"It's not surprising so many want to celebrate the holidays and share the joy of the season through special gifts, holiday gatherings and volunteerism," said Susan Sachatello, chief marketing officer, Lands' End. "The holidays truly are a time to recognize those that mean the most to you with heartfelt gifts, warm holiday wishes and kind gestures." 

What are some additional buying and spending trends this holiday season? Here's what the survey found:

  • Spending: Most holiday budgets will range from between $500 - $1,000 (43 percent), with some budgets less than $500 (41 percent) and other big spenders planning to spend more than $1,000 (16 percent).

  • Quantity: The survey also found 45 percent will purchase gifts for each family member with some buying presents for 11-20 people on the list (44 percent) while others plan to buy for more than 20 (14 percent).

  • For Whom: This year, even pets will receive presents. In fact, almost half of all respondents (46 percent) plan to purchase a gift for the family dog. 

  • When to Shop: While many holiday shoppers agree to include everyone on the list including pets, the survey found not all shoppers agree when to tackle the tasks of holiday shopping. More than four out of ten (42 percent) shop for holiday gifts throughout the year, over a third (35 percent) plan on doing most holiday shopping the first two weeks of December, 19 percent will do most shopping over Thanksgiving weekend and there are those few that will procrastinate until the week before Christmas (4 percent).

  • When in Doubt: For those struggling with gift ideas, gift cards still rank tops as a preferred present. The survey found more than 90 percent of gift recipients would like to receive a gift card this holiday while only 74 percent of that same group surveyed plan to give gift cards. Gift cards are not the only cards survey respondents like to receive. Almost all (97 percent) enjoy the tradition of receiving holiday cards in the mail.

  • Travel: The survey found more than a third of respondents (36 percent) will travel out of town for the holidays. Good thing gracious hosts plan to greet these guests with a good meal (67 percent), personalized touches (39 percent) and Christmas stockings just for them (25 percent).

  • Gatherings and Guests: The survey found respondents share holiday joy in many other ways as well. More than half (56 percent) host holiday get-togethers, others plan to give homemade baked goods (78 percent) and some will create a comfy stay for holiday houseguests with cozy bedding (39 percent). Holiday hostesses will share the joy by serving great food such as hors d'oeuvres (56 percent), a multiple-course meal (40 percent), potluck (31 percent) or brunch (19 percent) during holiday gatherings. To lend a hand, holiday party attendees assist with clean-up (77 percent), bring a dish to pass (75 percent), assist with prep or bring a hostess gift (55 percent). 

"Holiday parties and hosting houseguests is an amazing way to share in the joy of the season," said Sonal Dutt, lifestyle director, Every Day with Rachael Ray. "Gatherings do not have to be over-the-top productions, they can be casual get-togethers where friends and family can exchange gifts and have a good meal."

Additional Survey Stats:

  • Black Friday v. Cyber Monday -- When asked if shoppers plan to shop in stores on Black Friday (the day after Thanksgiving) or online on Cyber Monday (the Monday after Thanksgiving) responses were the same (31 percent).

  • Gift for Me -- Nearly half of survey respondents (47percent) plan to treat themselves to their own holiday gift this season.

  • Homebound -- When it comes to holiday travel, many plan to stay close to home this year. In fact, 65 percent do not plan on traveling out of town and 28 percent will travel less than 100 miles.

  • Socially Yours -- While the majority of survey respondents (82 percent) will send out holiday greeting cards, four out of ten (40 percent) will post season's greetings on Facebook. 

  • Getting Personal -- It's the thought that counts -- 71 percent feel receiving a monogrammed gift is more thoughtful.

  • Hostess with the Mostess -- Nearly 40 percent of respondents plan on hosting out-of-town guests this holiday season.

  • Season of Good Service -- More than half (53 percent) of those surveyed expect better customer service during the holidays.

  • Good Returns -- Eight out of ten (84 percent) of shoppers consider return policies before buying gifts. 

  • Santa Rules -- More than seven out of ten respondents (73 percent) label gifts from Santa.

  • Sneaky Santa -- Only 30 percent plan on buying a gift for a Secret Santa office gift exchange this year.

  • Midnight Snack -- More than half (60 percent) of participants leave milk and cookies out for Santa.

About Every Day with Rachael Ray
With practical, easy ideas and a "keep-it-real" attitude, Every Day with Rachael Ray delivers a fresh approach to cooking, entertaining, style and travel that helps the readers take things off their to-do lists and have fun while they're doing it.

About Lands' End®.
Lands' End is a classic American lifestyle brand with a passion for quality, legendary service, real value and a simple two-word promise to stand behind everything it sells: Guaranteed. Period.® Lands' End delivers timeless style for Men, Women, Kids and the Home at, 1-800-800-5800, the Lands' End Shops at Sears and around the world. Lands' End is a proud member of the Sears Holdings Corporation (NASDAQ: SHLD).

Editor's Note: Lands' End conducted a research study to gain insight into holiday attitudes, activities and shopping habits. The self-administered online survey consisted of 50 questions and was completed by 1327 respondents. It was fielded from Sept. 27 - Oct. 5, 2010. 

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