An American Demographics Report

WHAT AMERICAN CONSUMERS DO ON THE WEEKEND

Survey Finds Much of Weekend Life Neither Relaxing nor Fun

By Published on .

LOS ANGELES (AdAge.com) -- Want to know how your consumers are feeling after the weekend? Well, if you’re tracking young adults, bear in mind that they’re exhausted on Monday mornings and depressed to be back at work. But if you’re targeting 50-somethings, they’re likely to be more receptive: On Mondays, they’re re-energized and ready to get back to business.
Weekends are not idyllic respites in the U.S. -- in fact, most young adults surveyed indicated they are exhausted after their Saturday and Sunday activities.

Or so concludes the Great American Weekend survey commissioned by Life, the Time Inc. newspaper supplement.

Shopping, chores and family
The March phone survey of 1,000 adults shows just how jammed weekends have become with shopping, chores and family activities. More than half of adults surveyed, 55%, spend more weekend time doing what they have to do than what they want to do.

”The ideal weekend is not out of reach, not on the verge of extinction, but it’s definitely endangered,” Life President Andy Blau said.

Almost half, 47%, do half or more of their grocery shopping on weekends. Discount chains such as Wal-Mart, Kmart and Target ranked as the favorite weekend shopping destinations. But as household income increased, consumers were less likely to list that type of store as their favorite -- and more likely to shop at membership warehouse stores such as Costco or Sam’s Club.

Importance of family
Yet parts of the survey would make Norman Rockwell proud:

Most adults said they spent their weekends doing chores and tasks they felt compelled to do rather than what they wanted to do.
Most adults -- married or single, with or without children, city or rural, red state or blue -- stressed the importance of family time on weekends.

In households with children, family dinner at home ranked No. 1 among activities families had done together in recent weekends, especially if the family included a stay-at-home parent, was Caucasian or lived in a rural area. Relaxing with family and spending time with spouse or partner were far and away chosen as the most important activities in their ideal weekend. In actual weekend activities, watching TV ties for second place with exercising, even though few list watching TV in their scheme for an ideal weekend.

Adults 18-24
While most (51%) said they finish their weekends recharged, with 61% ready to get back to work, it was most true for adults 55-plus. Adults 18-24 end their frenzied weekends exhausted (51%) rather than recharged (39%). Among young adults, 51% are ready to get back to work -- but 41% are depressed about Monday.

TGIM? Not.

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