In a recent research, SAS discovered that holiday shoppers behavior has changed significantly compared to 2013. More than 1/3 of holiday shoppers have included more items in their shopping lists, 1/2 of holiday shoppers are buying the same amount as last year, while only 10 percent were cutting back.
Moreover, SAS’ survey of 2,007 consumers presents the approximately spending per family member, per friend, and per coworker. In this way the profile of average holiday shopper has been created and it can be perceived as following:
Almost 46 years old // shopping for 13 people // planning to spend $1,119 on gifts
Alan Lipson, SAS Global Retail Industry Strategist said “This is a good sign for the economy, so retailers should take heart” and he continues by stating that “Our research suggests retailers should target the budget-conscious shopper during the Black Friday weekend. Alternate promotions are in order as the season progresses. Effectively appealing to different consumer segments – especially during the holiday season, when consumers aren’t shopping for themselves – is a complex puzzle. Analyzing data is the only way to solve it.”
“This is a good sign for the economy, so retailers should take heart,” said Alan Lipson, SAS Global Retail Industry Strategist. “Our research suggests retailers should target the budget-conscious shopper during the Black Friday weekend. Alternate promotions are in order as the season progresses. Effectively appealing to different consumer segments – especially during the holiday season, when consumers aren’t shopping for themselves – is a complex puzzle. Analyzing data is the only way to solve it.”
Other interesting shopping profiles are the Black Friday Warriors, the Budget Busters, the Practical Shoppers , the Cyber Shoppers , the Last-Minute Hopefuls and the Humbugs.
For more info you can find the original article here and download the infographic below. 
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