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GLOBAL – November 20, 2013 – While for most Filipinos, Christmas starts as soon as September rolls in, the rest of the world thinks that too-early Christmas advertising puts them off shopping.
According to McCann Truth Central’s "Truth about Shopping" report, "57 percent of consumers think that brands that advertise too early during the holiday season put them off shopping."
The study surveyed over 10,000 people in eleven countries, including the US, UK, China, Brazil, Mexico, Chile, UAE, France, South Africa, Spain, and India.
While the full study has yet to launch in March 2014, McCann Truth Central shared 12 interesting findings from the report.
The report also revealed that a third of global consumers would outsource all of their holiday shopping if they could, with nearly a quarter of the UK respondents even calling holiday shopping "a military operation," which is at least not as bad as "having a tooth pulled out," as Americans are twice as likely than the global average to liken holiday shopping to.
Interestingly enough, the report revealed that emerging markets are more likely to compare holiday shopping to "winning the lottery," or "playing my favorite game."
The impact of the financial crisis also made itself apparent in the way people responded to how much they would spend on seasonal shopping. According to the report, Western Europe and the US claimed to spend significantly less this year than last year on their holiday goods. Meanwhile, the emerging markets of Brazil, India, China, and Mexico "overwhelmingly believe that they will spend more this year."
The report also revealed that Santa is getting a lot of help this year from social media, with 48 percent of young people around the world dropping hints on Facebook about the presents they want to receive.
For other revelations, view the full post here.
