The findings of the 11th annual University of St. Thomas Holiday Spending Sentiment Survey were released today. Equipped with 11 years of research data, University of St. Thomas marketing professors find the mood of holiday shoppers is close to pre-recession levels.
This survey has been conducted in late October since 2002 and provides more than a decade’s worth of longitudinal data on Twin Cities holiday shopping trends. The survey measures the intent of Twin Cities shoppers: how much they think they will spend for holiday gifts, what they will spend it on, and where they will spend it. The research is conducted by Dr. Lorman Lundsten, Jon Seltzer and Dr. John Sailors of St. Thomas’ Opus College of Business.
Key findings this year:
The relative popularity of 14 major gift categories:
You can read more from the survey in the UST Newsroom. What do you plan to spend this year? Do these findings match up with your holiday spending plans? Let us know in the comments!