Research Findings Show Americans Manage Holiday Stress Better Than We Might Think
2008-11-20 22:19:07 -
www.businesswire.com/cgi-bin/mmg.cgi?eid=5836468 - Market research firms KW Strategems and Decipher recently conducted a survey in coordination with sampling solutions provider Survey Sampling International (SSI) that unlocked interesting data on how Americans handle holiday stress. The survey also uncovered what gifts stand out as the most preferable to give and receive, which may help shoppers in the weeks ahead.
Within the survey, respondents were asked to rate their stress levels during the holiday season " defined as the end of November through the first part of January " on a scale from zero to 10 across five categories: health, fitness, weight, personal relationships and finances. In summary, the study indicated:
- Overall, Americans claim to be good at handling holiday stress - On a 10-point scale, Americans rated their stress level at 3.44 points.
- Finances are the most likely cause of holiday stress - Two-thirds of Americans claim financing the holidays is a significant stress factor.
- Slightly more than one-half of Americans will try to spend less this holiday season.
- The holidays prove to be a more stressful time for women - Seven-in-ten women are moderately or significantly worried about finances during the holidays.
- Nearly one-half of women are moderately or significantly worried about their weight during the holidays.
To balance out the findings on what causes stress for Americans during the holidays, the study also asked respondents what strategies they will use to help combat stress. Slightly more than one-half of Americans (57 percent) said they will spend less money to reduce stress this season. Finishing holiday shopping early ranked second on the list with 30 percent of respondents vowing to not be standing in retail lines at the last minute.
"The holidays in the U.S. are approached with such high expectations," said Sigal Kremer, co-founder of KW Strategems. "We were surprised that the study showed most respondents didn"t experience as much stress as we expected, and that many are already thinking ahead at ways they"ll conquer stress over the next few weeks."
When it comes to the perfect gift to buy for family, friends or co-workers, 35 percent of respondents said store-bought gifts ranked highest as gifts buyers preferred to give. While gift cards came in second at a close 31 percent.
With giving and receiving, 53 percent of Americans are more likely to give a tangible gift, but 47 percent said they would prefer to receive cash in order to have a choice for what they will receive this season. What"s more, women are more likely to want to give a tangible gift, but one in four would like to receive a gift "experience" such as a spa gift certificate, dinner, movie passes, etc.
The complete survey report is available and can be downloaded free of charge at any of the sponsoring companies" Web sites:
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About Decipher
Founded in 2000, Decipher is a marketing research services provider specializing in online survey programming, data collection, data processing/reporting, and custom technology development. Utilizing Web-based applications, Decipher integrates state-of-the-art technology with traditional research techniques. In an industry that"s $8.2 billion and growing, Decipher"s online survey tools and data reporting suite provide users with the unique ability to automate post field production, and significantly increase the accuracy and quality of research reporting for their businesses.
About KW Strategems
KW Strategems is a full-service marketing research agency that provides customized and targeted qualitative and quantitative research including moderating and a broad spectrum of quantitative techniques ranging from product ideation/conception to in market performance. KW Strategems is owned by Sigal Kremer and Melinda Wooten.
About Survey Sampling International
Survey Sampling International is the premier global provider of sampling solutions for survey research. SSI offers access to more than 6 million consumer and business-to-business research respondents in 54 countries via Internet, telephone, and mobile. Additional client services include custom profiling, survey programming and hosting, data processing, sampling consulting, and survey optimization.
SSI serves more than 1,800 clients, including nearly three-quarters of the top researchers, worldwide. Founded in 1977, SSI has an international staff of 400 people representing 50 countries and 36 languages. The company is based in Shelton, CT, with additional offices in London, Paris, Rotterdam, Stockholm, Frankfurt, Madrid, Beijing, Mumbai, Seoul, Shanghai, Sydney, Tokyo, Toronto, and La Quinta, CA. Additional SSI representatives are in Guangzhou and Kuala Lumpur.
Editor"s Note: Please see detailed graphs on the survey results.
Frause
Jennifer Fields, 503-467-4686
mailto:jfields@frause.com
