Holiday Spending Survey Findings Disagree

Two surveys projecting consumer spending on year-end holiday gifts provide differing opinions on the rosiness of the upcoming season. The National Retail Federation's comprehensive study covers a nationwide rep sample of consumers and is an excellent source for marketers to access tracking data year-to-year. Released simultaneously, however, is the University of Florida's localized version that surveys state residents on upcoming spending patterns. NRF paints a rosy view while the university forecasts a down period. While marketers might quickly jump on NRF's assessment of the state of consumer discretionary income levels I find a more focused viewpoint likely brings about less directional advice on how to allocate marketing resources for the fourth quarter. Marketers segmenting consumers based on these data into potential spenders and re-gifters, for instance, should consider all data points equally before moving forward with year-end resource allocations.