Kairos Consumers Releases Results of December U.S. Retailing Survey

Consumers anticipate an eight percent increase over 2010 in personal spending; Internet retailers eBay and Amazon come out the big winners

CHICAGO, Dec. 19, 2011 /PRNewswire/ -- U.S. retailers should be prepared for a mixed bag of spending in the critical final two weeks of the year according to a consumer study just completed by global consumer research firm Kairos Consumers. The survey of December spending plans for nearly 1,000 U.S. consumers was conducted last week and examined how and where buyers will spend their holiday cash, both online and in-store.

Consumers surveyed forecast that their total December spending will be up by eight percent over the same month last year. The Internet led in total spending increases (36 percent) with only Best Buy showing a decline (-six percent). Spending per household is up by five percent, led by Internet retailers.

Comparing responses among thirteen different major retailers, Amazon is the biggest winner with consumers claiming 41 percent in total spending increases. When it comes to discounters, consumers are split, indicating a 10 percent increase in spend at Target but one percent decrease at Wal-Mart. Consumers increased December spending at all department stores covered except Macy's.

Nordstrom comes out on top in online shopping more, than doubling its online share from December 2010. Consumers indicate that less than 13% of all purchases at Wal-Mart, Target and Kohl's would be made online in December, with the latter two showing declines.

"We knew that same store sales were up moderately for November, but a strong Black Friday did not make for an explosive month overall. Still, with promotions like free shipping, it seems that higher end department stores with a strong presence like Nordstrom may be reaping advantages and of course Amazon and eBay are replacing some actual store visits to several of the retailers," said Katerina Makatouni, principal of Kairos Consumers.

Kairos Consumers surveyed nearly 1,000 U.S. consumers online between December 12 and 14. The survey sample mirrored in composition the U.S. population as reported by the US Census Bureau through its American Community Survey, using nested quotas for gender, age and race.

For a full copy of the survey results, including demographic analysis, please contact This e-mail address is being protected from spambots. You need JavaScript enabled to view it : This e-mail address is being protected from spambots. You need JavaScript enabled to view it

About Kairos Consumers (http://www.kairosconsumers.com/)

Kairos Consumers is a global market research agency specializing in the design, management and analysis of qualitative and quantitative consumer and B2B research studies. Research capabilities include online and telephone surveys, online and in-person focus groups, in-depth interviews, retail audits and online analytics/social media tracking. The company has analysts and consultants in 50+ countries. The executive team brings together a combined 30+ years of experience in international consumer and B2B research, marketing, and strategic planning. Clients and partners include research firms and consultancies, investment companies, retailers, CPG manufacturers, marketing and advertising agencies and governmental organizations.

SOURCE Kairos Consumers

http://www.kairosconsumers.com

Last Updated on Monday, 12 March 2012 22:20

Consumers seek value, more customization and options while dining out, new study shows

Written by Betsy

Tuesday, 13 July 2010 00:00

CHICAGO, IL (July 22, 2010)-- Consumers continue to dine out but are seeking greater value and more diverse kids’ menus, while using the Internet to find the deals and menus they desire, according to a newly released series of foodservice reports by Kairos Consumers, a market research firm. In the study, respondents voiced confusion and skepticism about restaurants “going green,” and said they are reluctant to pay more for sustainable restaurant practices unless the benefits are made clear to them.

“People still want to eat out, but are more price conscious than in the past and are actively seeking out coupons and discounts using online media. Consumers also told us they are concerned about nutritional labeling and want more ability to customize their meals, regardless of the type of restaurant they choose for their dining experience,” said Co-Founder of Kairos Consumers, Katerina Makatouni, about her company’s report, Menus and Restaurants: Filling Restaurants and Making Healthy Palatable (Kairos Learning 2.1).

In addition, many families are placing a high priority on a restaurant’s children’s amenities, as keeping the kids happy and calm during mealtime is a key influencer for dining decisions. Parents are choosing restaurants that offer healthier kids’ menus while still providing a fun factor, as noted in the Kairos report, Kids Dining Experience: Small Consumers, Big Business (Kairos Learning 2.2). The full study elaborates on parents’ responses regarding the best kids’ menus and the type of restaurants that get high marks for family dining.

“The consumers we spoke to seem very clear-cut on what they want in menu options when it comes to choice and their children; however they are not as certain of the benefits of sustainability or a restaurant’s motives behind it,” said Makatouni of the research in her company’s report, Sustainability in Consumer Foodservice: A Rainbow of Green (Kairos Learning 2.3). Consumers in the study expressed confusion about the meaning of sustainability and how it relates to health and environmental concerns. In addition, respondents reported that restaurants clearly demonstrating sustainable practices are more likely to gain their trust than those that solely use marketing tactics.

The Kairos reports, which include the comprehensive findings from consumer focus groups and interviews with restaurant operators as well as other research, are segmented into three key learnings: (1)Menus and Restaurants: Filling Restaurants and Making Healthy Palatable (Kairos Learning 2.1); (2) Kids Dining Experience: Small Consumers, Big Business (Kairos Learning 2.2); and (3) Sustainability in Consumer Foodservice: A Rainbow of Green (Kairos Learning 2.3). Each Learning is available for US $250 at www.kairosconsumers.com. Additional consumer research studies are also included on the website.

Kairos Consumersis a market research agency specializing in the design, management and analysis of qualitative consumer and B2B research studies. The professionals at Kairos put the global consumer at your fingertips by customizing studies to your unique needs. Contact This e-mail address is being protected from spambots. You need JavaScript enabled to view it to learn more.

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Last Updated on Wednesday, 02 February 2011 13:48

Effectiveness matters, even to organic consumers, reveals Kairos Consumers

Thursday, 03 June 2010 21:04

Chicago IL ? Consumers who regularly purchase organic food generally place less value on buying organic in cosmetics, according to a recent US study of Kairos Consumers. However, those consumers willing to pay premium prices for natural and organic cosmetics expect premium results. For this reason, many organic food consumers continue to buy conventional cosmetics. Specifically, consumers value the effects of active ingredients over safety promised by natural and organic skin care brands.