Emphasis On Fewer, More Thoughtful Gifts This Holiday: Saint Leo Poll

TAMPA, FL — While retail analysts predict holiday sales will be up this year following the 2020 season in the midst of the coronavirus pandemic, supply chain issues and economic struggles due to job losses continue to plague holiday shoppers.

According to a new Saint Leo University Polling Institute survey, money and shipping woes will translate into a frugal holiday season for many Floridians.

The number of Americans who say they will celebrate Christmas has decreased from the last time Saint Leo asked in 2019 (pre-COVID pandemic).

Among Americans surveyed, 79.5 percent say they will celebrate the holiday in 2021, down from 88.9 percent in 2019.

In Florida, 82 percent will make merry, which also is down from 2019 polling, which showed 89.2 percent of Florida respondents planning to celebrate Christmas.

“Many people are saying they are going to celebrate Christmas differently this year than in the past,” said Dr. Keith Jones, associate professor of marketing in Saint Leo University’s Tapia College of Business. “They have recognized the importance of doing things with friends and family rather than buying gifts—for example dining out rather than buying an outfit or other item.”

The Saint Leo University poll was conducted online Oct. 17-23, among 1,000 total respondents nationally. The resulting margin of error for the results is 3.0 percentage points in either direction.

In Florida, 500 additional people were polled. The margin of error for the responses is plus or minus 4.5 percentage points.

Poll respondents in 2019 and 2021 were asked what they expected to spend—in total—on holiday gifts for family and friends excluding charitable donations. The following table reflects gift spending as reported:

The poll also asked whether the pandemic will affect their holiday expenditures. Respondents were asked if they strongly agreed, somewhat agreed, somewhat disagreed or strongly disagreed with the statement: “I will have less money to spend over the coming holidays because of the COVID-19 pandemic.”

Those who report they strongly or somewhat agree with the statement comprise 46.5 percent nationally, and among the Florida poll respondents 50.6 percent.

Respondents also were asked, compared to last year, what their spending levels might be in 2021. The results are displayed below:

“With the economic issues at hand, people are not wanting to create financial burdens by spending more this year,” Jones said. “While they may be making the same level of expenditures, for whom and for what they expend the money will look different this year; they will look for more meaningful gifts.”

He added that the trend is focusing more on activities than items, so people may be gifting “experiences” to their loved ones such as vacations, recreation activities and spending time together engaging in a new hobby or activity.

The Saint Leo University poll also asked respondents who celebrate Christmas if the following statements applied to them. The table shows the percent of respondents reporting “yes.”

“As always, those items that are in high demand will be in short supply, especially if they are coming from overseas,” Jones said. “Even the most basic things—there have been several reports discussing there may be limited wines and spirits because of the lack of glass bottles.”

For all retailers, the impact is going to be on supplies, he said.

“If they do not have a stable supply chain, they will not have the product to sell and will suffer. I have not seen anything that indicates the consumer's willingness to switch if a product is not available, but I personally believe we will see this happening," he said.

His advice to retailers: Step up your traditional practices.

“We are seeing seasonal discounts in place. However, most studies indicate that the consumer should not expect as deep of discounts or as aggressive price promotions as in the past," he said. "With product shortages, the retailer cannot afford to give away products as in the past. While they will discount, it may only be 10 percent this year rather than the 15 percent last year.”

Shopping Local

Jones said there are indications that “buying local” will have a greater emphasis this year than in past, and the Saint Leo University poll results show 50.1 percent of national respondents and 56.1 percent of Florida respondents say they plan to shop at local markets and shops.

“Again, the local shop may have the item in stock that the bigger retailer does not, simply because the smaller retailer is sometimes overlooked,” the Saint Leo marketing faculty member said.

While many people say there now is a tendency to go the online purchasing route, Jones said there are some indications people are ready to “be back in the store and shopping again.”

Nevertheless, he said local businesses need to have a digital presence since many people will e-shop then go and make a “brick-and-mortar” purchase in the store.

“The big e-commerce players also will be experiencing supply chain issues as much, if not more, than the smaller business,” Jones said. “I have personally noticed in my own e-commerce shopping that many more products are out of stock than you would normally see at this point in the season.”

Jones recommends that consumers begin by shopping local.

“It may be the smaller, local stores will have an item in inventory because no one thinks about them as a source,” he said. “Then, if you cannot find it locally, expand your shopping experience. Many local shops and shop owners are much more customer-friendly and work with customers more personally than larger corporations. The local shop is more likely to call when an item arrives if they know you are willing to wait. It is also the local business that can provide the more personal items that seem to be in vogue this season.”

About The Poll

The Saint Leo University Polling Institute conducts its surveys using cutting-edge online methodology. The sample is drawn from large online panels, which allow for random selections that reflect accurate cross sections of all demographic groups. Online methodology has the additional advantage of allowing participants to respond to the survey at a time, place and speed that is convenient to them, which may result in more thoughtful answers.

The Saint Leo University Polling Institute develops the questionnaires, administers the surveys and conducts analysis of the results. Panel participants typically receive a token incentive—usually $1 deposited into an iTunes or Amazon account—for their participation.