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Middle Class Unexpectedly Loosening Belts for Holiday Shopping Season
added: 2010-12-23

Amid a surge in feelings of financial security, middle-class families are unexpectedly easing their frugal spending behaviors for the holidays.

The latest results of First Command Financial Behaviors Index® reveal that 69 percent of middle-class families plan to cut back in some way on holiday spending. That’s a noteworthy drop from 75 percent in September – and 77 percent a year ago – suggesting a growing confidence as we move through the prime holiday shopping season.

This recent change in holiday spending plans corresponds to a jump in the Attitudes sub-index, which has shot up about 20 percent since September. The surge is mostly attributable to an increase in feelings of financial security and not feeling financially stretched.

“We are encouraged to see that a growing number of Americans are feeling a bit more confident around this holiday shopping season than last year,” said Scott Spiker, CEO of First Command. “People are less likely to cut back on holiday spending than they were just two months ago. Perhaps increased optimism for the holiday season has people easing up a bit on belt-tightening behaviors.”

In related holiday shopping news, consumers are becoming more willing to break out the plastic. Fifty-five percent of survey respondents said they plan to pay for holiday purchases with credit cards, up six points from 49 percent last year.

Three-quarters of consumers who plan to use credit to pay for holiday purchases will use their card about the same as last year. The majority are shopping for:

- electronics (77 percent)

- apparel (66 percent)

- gift cards (52 percent)

Meanwhile, cash remains king. Two thirds of middle-class Americans are planning to pay for their holiday purchases with cash. They are shopping for:

- gift cards (61 percent)

- apparel (53 percent)

- toys (53 percent)

Just 38 percent of consumers plan to use cash to buy electronics.


Source: Business Wire

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